...Excellent variety of products for both boys and girls * Mattel has been in the fore front of the toy industry for 6o years * Strong online privacy policy * Controls fate of Barbie’s main competitor, Bratz. * Has excellent Global Manufacturing Principles * Weaknesses * Battered brand image over recent series of recalls * Losing control of their products and company image due to the outsourcing of their manufacturing to third party overseas manufacturers * They have little pricing power due to heavy reliance on Wal-Mart and Target * Keeping children’s interest when they are growing into the tween demographic. * Opportunities * Online and Video Game Market * Barbie retail store * Social Media * Create new alliances with other companies to help market products * Changing focus from traditional toys (Barbies/Hot Wheels) to electronic toys * Moving production from china back to the United States or a more sustainable country * Threats * Decreasing demand for toys * Economic recession * Raising oil prices * Children are outgrowing toys at an earlier age * MGA Entertainment Inc. Criteria: 1) Long term profitability (10) 2) Rebuild customer trust in product safety (10) 3) Relative time to implement (8) 4) Cost to implement (8) 5) Sustain competitive advantage (7) 6) Appealing to tween...
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...LITR 301 February 18, 2014 Girl Compared to a Barbie Doll Women were considered the subordinate gender that was expected to have this stay at home homemaker attitude. They were supposed to powder their noses and look pretty. Women are discriminated against in society. Women have stereotypical gender roles they are supposed to uphold. As suggested in the poem “Barbie Doll” by Marge Piercy the Barbie doll is the idealized image of a woman and is considered to have long legs, perfect skin, small waist and a slender figure. The Barbie doll speaks for itself. It says that women should be domestic workers and maintain a feminine outer appearance. These type of values affect young girls because they are taught early that this is what a woman should look and act like. The Barbie doll has a lot of appeal and popularity for the past several years so it is difficult to alter the ideas of womanhood suggested by this doll. These ideas to be like and do as a Barbie doll cannot be overthrown because it has already been deeply planted in our society. In contrast, the short story “Girl” by Jamaica Kincaid suggests that women are condemned to patriarchy because of socially constructed gender stereotypes. She criticizes the idealized patriarchal norms and pressures which overshadows the lives of women. Young girls are exposed to the pressures and expectations of how they should live. They are also brainwashed in believing that their role as a women is to become a domestic homemaker and that...
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...Kimberly Tucker, Chris Salt, Ashley Solomon Case 7: Mattel: Overcoming Marketing and Manufacturing Challenges 11/01/2010 Marketing Management 6800 Section 004 The Problem: The problem surrounding Mattel Inc., one of the world’s largest toy companies, is their mismanagement of international subcontractors and vendors and the production of certain toys (the manufacturing process), as well as their inability to adapt their marketing strategy or product to the constantly changing “demographic and socioeconomic trends” (Ferrell, et. all 466). This is supported by Mattel’s legal battle with Carter Bryant and MGA, their forced recall of certain toys that were manufactured overseas, and the increasing rate at which traditional toys are becoming less appealing to today’s young audience. Essentially, Mattel’s mismanagement and oversight lead to violations in terms of ethical and social responsibilities and safety standards. Issues Relevant to the Problem: Mattel’s problem of mismanagement can be divided into several issues that need to be considered: legal issues, international supply chain issues, and an increase in technology-based toys. In regards to legal issues, Mattel has been involved in prolonged litigation with Carter Bryant and MGA over a breach of an employment contract and copyright infringement. Due to Mattel’s poor management of its overseas manufacturers, in which unauthorized subcontractors and third-party suppliers were hired and unsafe materials used, several...
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...Assessment activity 3.3 In this assignment I am going to be explaining how and why groups of customers are targeted for selected products, I am going to pick 6 different target markets and for two of them will be business to business markets. Saga over 50’s insurance For the first target market I am going to be looking at Saga over 50’s, they offer life insurance, health insurance, car insurance, home insurance, travel insurance, cruise holidays, tour holidays, savings, bank accounts, saga magazines and cheap UK trips, they are all very important when you look at their target market which are over 50’s, the average pension pay-out is £113 a week, and when you hit 80 you get a 25p increase, regarding the holidays, they are offering cheaper holidays and cheap cruises and 25% of UK trips. Saga Insurance is a good investment. Seniors and older people may find that a fixed income investment comes with less financial risk. It allows them to have a fixed monthly income, this is perfect for retirement. Health insurance- Although the NHS does a wonderful job, many people choose private health insurance to speed up diagnosis and treatment. Private health insurance also gives you much greater choice about where, when and by whom you’ll be treated. Saga target this age group by offering these service because they are discounted and are suited to a pensioners pay out. • Quick referral to a consultant • Access to prompt treatment- at a private hospital of your choice from our extensive...
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...customer’s needs and wants. Delivering what the customer needs and wants can be segregated into two broad categories: First, product development: According to the case, Mattel’s product development ensures that its portfolio never stagnates. Unfortunately, Mattel has failed to adapt to the evolving demands of children, as they are becoming increasingly technologically savvy and are therefore interested in electronic and interactive rather than traditional toys such as Barbie or Hot Wheels at a younger age. This is evident, for example, from the demise of the ‘ELLO’ building toys for young girls1.The product development disparity between customers’ needs and Mattel’s production is further demonstrated by their lack of attention to their global market, which, according to the text, account for 46% of gross sales. This is evident in the Malaysian Consumers Association having attempted to ban the Barbie brand, one of Mattel’s core products, because of her non-Asian appearance and the lack of intellectual stimulation that Barbie provides; and many other countries are following suit. According to the text, Asian sales account for a mere 11% of Mattel’s gross revenues. Second, Corporate and Social Responsibility: A strong product is no longer enough; customers increasingly demand corporate social responsibility2. With increasing concerns with regards to internet privacy, and the risks associated for children surfing the internet3, Mattel’s move into the virtual realm comes with increased...
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...Unit 4 Mattel’s China Experience Case Study Analysis MT460 Management Policy and Strategy Professor: Dr. Margery Mayer Date: June 18, 2011 In 1944, based in California, Ruth and Elliot Handler founded Mattel after World War II. In the 1950’s, Mattel start advertising on Mickey Mouse Club with their core product being Barbie. Barbie was named after their daughter Barbara’s nickname. In the 1960, Mattel became publicly owned and in 1965, their sales top $100 million the company now qualified as a Fortune 500 company. Mattel is engaged in designing, manufacturing, and marketing of toys and family products across the world. The company's key global brands include Barbie, Hot Wheels, American Girl, and Fisher-Price. The company operates in the Americas, Asia Pacific, and Europe. It is headquartered in El Segundo, California and employs 27,000 people. (xplosivestocks.com) The start or recovery from damage done to the well-known brand due to recalls. After paying $40 million dollars in recalls for more than 19 million toys in China, Mattel was in a crisis. Their stock was dropping, lawsuits, media attacks, lost sales, and increased expense of litigation cost. Mattel was now suffering from a tarnished brand name and customer loyalty. Mattel’s challenges included convincing parents that child safety and product safety is more important that revenue, form an alliance with Chinese suppliers and the government to create honorable quality control solutions, improve...
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...Barbie has recently had her 40th birthday. It all started in the 1950s when Ruth Handler saw her daughter, Barbara, and her friends playing with paper dolls. They liked to imagin the dolls beeing different persons who were working, swiming, playing with friends etc. Ruth, who owned the company Mattel with her husband, understood that pretending how the future would be was part of growing up for kids. She did some research and found that there was room on the market for a doll like Barbie. Mattel had been making lots of toys before Barbie but when Ruth said that she wanted them to make a small doll for kids all the men in the staff had their doubts. Many different designs were done before the first Barbie was introduced on the 9th of march 1959. Barbie was named after Ruths daughter. Barbie was then a teen-age fashion model who was very different to the dolls the kids played with at that time. The buyers were at first skeptical to the doll but when Mattel started to make tv-commercials to reach out to the buyers it was an instant hit. Barbie is still the most popular fashion doll ever created. That is because she is always changing when the fashion and trends change. She wears everything from the Paris fashion to the more youthful look. For example the creaters changed her when the Beatles were popular and they made a copy of Jackie Kennedy when she was popular. In the 1970s Barbie wore very different clothes just to be trendy. She for example wore glittery disco outfits and...
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...Failure of the Barbie Doll in the Indian Market Priti Nemani* INTRODUCTION .......................................................................................... 97 I. GLOBALIZATION AND THE MULTINATIONAL ........................................ 99 A. Globalization Defined ................................................................ 99 1. The Key to the Kingdom: The Globalized Brand ............. 100 B. Barbie in the Global Economy ................................................. 102 1. Barbie‘s History................................................................. 102 2. Corporate Philosophy and Marketing Strategies behind Barbie ................................................................................ 105 II. MATTEL‘S BUSINESS VENTURES IN INDIA ......................................... 107 A. The Late 1980s: Barbie’s Tango with the License Raj ............. 107 1. The Licensing System ....................................................... 109 2. Limits on Foreign Direct Investment .................................110 3. Mattel‘s Joint Venture ......................................................... 111 B. India’s Economic Liberalization and Mattel’s Second Chance at Success...................................................................................113 1. India, the IMF, and the World Bank ...................................113 2. Mattel in India from 1993-2010 .........................................115 III. UNDERSTANDING WHY BARBIE FAILED IN INDIA...
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...The Problem: The problem surrounding Mattel Inc., one of the world’s largest toy companies, is their mismanagement of international subcontractors and vendors and the production of certain toys (the manufacturing process), as well as their inability to adapt their marketing strategy or product to the constantly changing “demographic and socioeconomic trends” (Ferrell, et. all 466). This is supported by Mattel’s legal battle with Carter Bryant and MGA, their forced recall of certain toys that were manufactured overseas, and the increasing rate at which traditional toys are becoming less appealing to today’s young audience. Essentially, Mattel’s mismanagement and oversight lead to violations in terms of ethical and social responsibilities and safety standards. Issues Relevant to the Problem: Mattel’s problem of mismanagement can be divided into several issues that need to be considered: legal issues, international supply chain issues, and an increase in technology-based toys. In regards to legal issues, Mattel has been involved in prolonged litigation with Carter Bryant and MGA over a breach of an employment contract and copyright infringement. Due to Mattel’s poor management of its overseas manufacturers, in which unauthorized subcontractors and third-party suppliers were hired and unsafe materials used, several toy products were recalled. Advances in technology and changes in socioeconomic and demographic trends have created marketing, privacy, and product development issues...
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...May 17, 2010 English 10 H The Individual in The Society The Merriam-Webster dictionary definition of the word individuality is: total character peculiar to and distinguishing an individual from others. The novel The Catcher in the Rye by J.D. Salinger, play The Crucible by Arthur Miller and the poem “Barbie Doll” by Marge Piercy all have underlying themes of the society influencing a character’s individuality. In each text, each character struggles with the difficulty of the society’s impact on their lives. Through each text we see the struggles and stress “the society” puts upon people. In “Barbie Doll,” the main character struggles with her self image, whereas in Catcher, Holden struggles with the society’s pressure to become materialistic. In The Crucible, every character is under the microscope and pressured to stay in order and not to step out of perfection. If they do not do as told or what is thought to be the correct way to act they will be accused of witchcraft even if innocent. The society has such a large impact on each and every one of these characters, that without a doubt each character has been influenced one way or another. In The Catcher in the Rye, Holden faces the pressure of the society alone and struggles with the ability of keeping his individuality from slipping out of his grips. The society in this novel brings upon the pressure of having everything, even if it means really having nothing at all. Holden feels he cannot be himself in the society surrounding...
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...“Her good nature wore out/ like a fan belt./ So she cut off her nose and her legs/ and offered them up.” This quote from “Barbie Doll”, by Marge Piercy, refers to a young girl who wishes to change her character and her appearance in order to live up to society’s expectations. In fact, instead of being complimented or admired for whom she truly is, people would rather criticize and condemn her for whom she isn’t. As a result of endlessly trying to alter her portrait, the “girlchild” eventually “wore herself out”. This poem suggests that unrealistic societal demands are destructive for a woman’s self-esteem and well-being. When comparing oneself to an idealistic notion of female beauty and behaviour, one can only expect to feel demoralized, discouraged and devalued. Indeed, "Barbie Doll," the title of the poem, symbolizes society’s view of a perfect woman; the way society expects every woman to be. In fact, by using “Barbie Doll” as the title to her poem, Marge Piercy wants the reader to compare and contrast the adolescent’s appearance to that of a Barbie doll. Stereotypically, Mattel’s Barbie dolls have tall, thin yet curvy bodies, with symmetrical, perfect facial features, blonde hair and blue eyes. This, in turn, leads to the protagonist’s void of self-confidence. Additionally, living up to such standards - all the while being a housewife who must clean the house, raise the children and please her husband - is very demanding on the female gender. Moreover, the doll is symbolic...
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...you walk into any Toys-R-Us or other toy store, you will undoubtedly come across a wide section of nothing but pink. When you browse this area more closely, you will recognize the iconic name, Barbie, branded across a wide selection of dolls, houses, clothing, cars, and other accessories. Most likely, you will notice a news anchor and a computer engineer Barbie, representing the new Barbie careers of the 2010s. If you were shopping in any other decade since the late 1950s, you would see Barbie dolls with different costumes and careers. Since its inception in 1959, by creator Ruth Handler, the Barbie doll has taken on more than 100 different career paths and has become the most successful doll ever produced. This iconic and often controversial doll has had a great deal of influence on every decade since the late 1950s. From its very inception, Barbie was an innovative fashion doll, whose desirability and influence among girls quickly skyrocketed. It was the first ever adult-bodied doll, equipped with breasts, long legs, and a small waist. Previously, the only dolls for girls were baby or infant dolls that allowed little girls to play mommy. But with Barbie, little girls were soon able to imagine being much more than just mothers or wives, and could play as any career they wanted. The Barbie doll was not simply a fashionable toy, but a role model for individuality and freedom of choice for all females. It broke through gender barriers by teaching girls they could be anything they...
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...Fatoumatta Jaiteh ENGL 1312: Section 2 Dr. West-Fort October 1, 2013 A Response to "BARBIE Q" by Sandra Cisneros "Barbie Q!" I did not understand the title of the story at first but to my understanding, i thought the writer wanted to use the word "Barbie" instead of "Barbeque" to make it look "posh" and feminine. As we read the story in class, i got a better and deeper undstanding of the whole moral of the story and why she used the word "Barbie". When i saw "Titties" pg (339) i was like "wow," the writer is bold and no wonder they banned it. It seemed like two girls were playing with the dolls and making remarks about their dresses and comparing how glamorous they look. We were all kids at some point so i get that. These barbie dolls send negative messages to the children of today. When kids play with them, they tend to know about make up, boyfriend, the glitz and the glam etc at an early stage. Yes i understand it's good for a female to look good but not at age 3. You can look good for yourself. Some females are more secure when they wear make up some are not. I won't call myself a "feminist" but i stand and support womens rights. These kids might want to look like barbie at some point. Well, it's already happening e.g "Toodlers & Tiara's" is a perfect example of how mothers of today teach their kids to believe that if you do not wear tons of hair, jewelry, exposing dresses, heels & make up, you are not beautiful enough and society will not appreciate your natural...
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...In A Barbie World! A culture that is saturated by consumerism can be referred to as a consumer culture. Barbie can be used as a tool for consumer culture because she is perceived to be the perfect woman, an unattainable achievement. Barbie has the perfect man, Ken; she has her dream house, and car, and even a dream closet. There are life size Barbies bouncing around in T.V. and print media ads that personify this image. Barbie produces a systematic reproduction of consistency; she doesn't evolve but rather promotes change around her. Barbie’s face or body structure hasn’t significantly changed since her creation. The different nationalities that Barbie is produced in are careful not to lend themselves to stereotypes too heavily. Most importantly, the concept of Barbie hasn’t changed throughout the years. Ultimately, she is still a toy. Barbie promotes change by attaching herself to current trends and issues, such as Presidential Barbie, Olympic Barbie, and Sponge Bob Barbie. By presenting current trends in Barbie form, Mattel successfully promotes these trends to parents and children. The perception of perfection that surrounds Barbie is unattainable; however, consumers consistently find satisfaction or happiness in reaching for these goals. We have a car that works perfectly fine, but we want a new one. Our house has more then enough space, but we want a bigger one. Those shoes match absolutely nothing in my closet, but they're new and in style, so I just have to have them...
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...but they represent the history of women before our time, and they reveal to the modern society that the things which are important to us like appearance, fame, and fortune actually do not matter; but that the important thing is to protect one’s family and survive against all odds. Now- a-days it is the complete opposite. Instead of dolls that look like the Venus de Willendorf Doll, we have Barbie Dolls. The problem with this is the fact that Barbie Dolls have created a lot of problems for children. Barbie Dolls infused in young girls unrealistic expectations for life; it made girls think they had to look, live, and act in a certain way which is acceptable to the society. Barbie Dolls were made to be teen fashion dolls but little did the manufacturers know that they would change the society forever. Barbie Dolls changed society in many ways. First of all, it infused in the minds of young girls unrealistic expectations about what they were supposed to look like further in life. Instead of modeling the dolls as representation of actual people the makers made them superficial. The reason Barbie Dolls instigated such unrealistic expectations regarding appearance is...
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