...Mattel Case Study analysis II Problem Statement As per the case study, Mattel’s main issue is that they are not living up to their core mission. The case clearly states that Mattel’s philosophy is to satisfy the 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...
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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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...Terranisha Nathaniel October 15 2014 Sherrow Pinder African American Studies 170 “Dyes and Dolls: Multicultural Barbie and the Merchandizing of Difference” In the article “Dyes and Dolls” by Ann duCille she discusses how many, “manufactures have taken on a global perspective of a nearsightedness that constructs this whole new world as small and cultural difference as consumable (Ann duCille, p267). When Barbie turned the age of thirty Newsweek reported that there were 500 million Barbie dolls sold, on Barbie’s thirty fifth birthday Boston Globe reported that nearly two Barbie dolls are sold every second somewhere in the world; and fifty percent of these dolls are sold in the U.S (Ann duCille, p267). 1990 Mattel Inc discovered a new marketing strategy to make more money by going “ethnic” launching a campaign for Black and Hispanic versions ( A. duCille, p267). According to Deborah Mitchell, say Ann, Deborah ( African American woman) says, “Barbie allows little girls to dream”. “When little girls fantasize themselves into the conspicuous consumption, glamour, perfection, and, and some have argued anorexia of Barbie’s world, it is rarely, if ever, “in their own image that they dream” Regardless of what color dyes the dolls are dipped in or what costumes they are adorned with, the image they present is of the same mythically thin, long-legged, luxurious haired, buxom beauty (A. duCille, p268). But profit still continues to be the driving factor merchandizing of difference...
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...International outsourcing to China. Quality control in Chinese suppliers. Economic recovery. Cost decrease. Brand estabilishment. improving our quality systems We strive to sustain our consumers’ trust by employing strict standards that extend from product design to manufacturing and distribution. In 2008, we brought together our most experienced quality experts to review existing standards and began development of an enhanced Quality Management System (QMS) that will standardize the product integrity process in our owned/operated, as well as our vendor facilities. We designed the QMS to build upon the International Organization for Standardization (ISO) 9000 system. An external quality systems consultant validated our QMS and Mattel also sought to benchmark our practices and learn from others with leading quality controls systems. Taking an Integrated Approach As we reviewed existing standards, we saw an opportunity to integrate the various requirements contained in our product quality and safety procedures with our Global Manufacturing Principles (GMP), and combined them into one comprehensive system. The new system will streamline our processes, allowing us to audit our owned/operated and vendor factories against our standards for quality and safety at the same time we monitor for social and environmental compliance. Implementation of our QMS is underway at our owned/operated and vendor factories. New vendors will also be evaluated against the QMS...
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...Guerline Donisvitch “Introduction to Literature” Ann Rasmussen April 23, 2009 Barbie Doll The poem begins in a fairy-tale vein, the archaic term “girl-child” being used to underscore the mythic quality of the story. The dolls, stove, iron and lipstick are all traditional play things for young girls, but they are also markers of an identity in the making, the things that young girls grow to identify with their own social roles. The doll presents an idealized image of the body, and stove and irons tell them what kind of work is expected of them as adults. The lipstick perhaps is the most sexualized cosmetic for women, signals to young girls that they will be valued for their physical appearance. The “magic of puberty” introduces the theme of growth. It is a magical time because the body changes rapidly. She also refers to the pain that comes with puberty. When girls are growing older they are really cruel to each other. The “girl child” is told she has “a great big nose and fat legs” even though she is smart, healthy and strong. The girl was made to feel guilty for who she was, for her intelligence and abilities, and also for not being slim and “beautiful.” She apologized to everyone for not being the person they wanted her to be, but all they could see was her body and how it did not match their idea of what a woman should look like. They tried to help her be more of an idealized woman by suggesting how to compensate for her unfeminine qualities. “girl-child”...
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...and founded the Mattel Brand. They started out simple with a few essential toys such as Barbie and Hot Wheels. The reception was great and their brand of product took off in the toy market. Throughout the years, the Mattel Company saw profits along with facing many hardships. Management changes brought uncertainty and even more hard times to the company as the world’s focus shifted to the quality and safety of products (Teagarden, 2008). Oversight and poor follow-up with Mattel’s overseas Chinese plants and company designs brought this once respectful top of the market toy manufacture to be looked upon in a negative manner amongst their consumers. Mattel’s Recall of Toys from China and Store Shelves July 13, 2007, Jim Walter, Senior Vice President of Mattel’s worldwide quality assurance, brought disturbing news to Bob Echert the CEO of Mattel at the time. After a customary inspection of the Sarge die-cast toy car in Europe, they had found above federal standard levels of lead in the paint of the car (Teagarden, 2008). Bob Echert new trouble was ahead for the company, but had no idea the enormous effect it would have. The Sarge toy car was just the start of the problems that Mattel would face that year. After further company investigation by Mattel, they found that not only was there problems with the paint, but by poor designs that other toys had choking potential for children. Millions of toys were set to be recalled by Mattel. Mattel found the following...
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...Mattel Case Study Travis Horbulyk 100119910 February 9th, 2012 Problems: * Decrease in market share * Damage to their brand image Issues: * Unable to keep up with changing technology * Children not playing with toys as much as they use to * Battered reputation due to the safety of their toys SWOT Analysis: * Strengths * Brand Name * Strong customer base * 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...
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...execution as minor mistakes can lead to loss of millions of sales value. Just imagine within short period of time toy manufacturers have to produce millions of toys. This requires good management of supplies and synchronization between supplies and production as to minimize costs and ensuring efficiency. Not to forget issues of quality management and lastly the impacts or magnitude of logistic management to the toy manufacturers. 2. Stiff Competition Basically the toy industry consists of many players. As stated in the case, there are 880 companies operated in the industry in 2002. This is 10% lesser than 1997. There are few Key players in the industry such as Mattel, Hasbro, RC2, JAAKS Pacific, Marvel and Lego. In term of sales only two companies managed to register USD1 billion marks, the company are, Mattel and Hasbro. The combined sales of this two company reached USD8.7 billion. There are many players competing for the same market. Throughout time small companies have close their business or have been taken over by bigger player. Meaning we can see the industry moving towards consolidation mode due to stiff competition among the players. In fact among the industry leaders, in...
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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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...Rehtorical Analsysis of “The Ugly Truth About Beauty” There is a cliché quote that people say, “Beauty is in the eye of beholder.” But in the essay “The Ugly Truth About Beauty” (1998) Dave Barry argues about how women who spend countless hours on their so called “beauty” whereas men seem not to care. Barry uses juxtaposition and exaggeration to poke fun at men and women behavior and shed light on the harm that the beauty industry is doing. When Barry argues his point of his essay he addresses both genders, but more specifically teenage to middle age men and women, but he writes about it in a humorous and light-hearted manner. In the essay, Barry juxtaposes men and women views of beauty by using the famous supermodel, Cindy Crawford, as the standard of apperance that women strive to achieve, even though that the women could never exactly look like Cindy Crawford, no matter how much or the way you apply the make-up. As for the men Barry uses the famous actor Bradd Pitt, as the strandard that men, not necessairly try to achieve, but as how a man is not suppose to be or act. He claims that men look at Brad Pitt as a pretty boy and that he would be ignorant to the tasks of a real man. Barry uses a different examples to juxtapose men and women view about beauty using Barbie and Action figures. He uses action figures for, of course, the men and that men not strive to look like the action, but how men uses action figures as a model of how a man is supposse to act and carry himself...
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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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...Executive Summary Mattel, Inc is the world’s largest toy manufacturer product line includes such household names as Fisher-Price, Matchbox and of course Barbie dolls. The company was founded in 1945 and has grown remarkably since with global revenue approaching $6 billion per annum and counting on 31,000 employees to fulfill the toy needs of millions of children. Mattel began their initial Corporate Social Responsibility program when the idea was still in its infancy for many companies back in 1997; they released their first GRI (Global Reporting Initiative) in 2003 and have done so annually since. In the summer of 2007 the company went through a social responsibility media nightmare after the revelations that various toys in their product line exceeded the safety levels for lead which resulted in the recall of over 18,000,000 products. At the time it was a huge story that naturally impacted the company in a negative way but if there is a silver lining it would be that the company has subsequently fully revamped their testing and auditing processes for all manufacturing. The company’s more robust position in 2011 demonstrates that huge business mistakes can be overcome if lessons are learned, which appears to be the case for Mattel. Introduction Mattel, Inc. was founded in 1945 by Ruth and Elliot Handler and Matt Matson. The company had its headquarter in El Segundo, California and was well-known in the world as the leader in the design, manufacture, and marketing of family...
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...excellent solution for families unable to buy real pets for their children. This is why the device sold so many units. Some of the devices had communication abilities, which allowed children not only to play but also linguistically interact with the toys. This was seen as an educational component to the toy. As the toy was completely non-violent it became a popular choice for parents as a suitable toy for their children’s development. In summary, the Tamagotchi is the first digital toy. The second popular toy is Barbie Barbie is a small human shape like a doll, children play with it like playing with their friends, and they dress it up and can even change its hairstyle. For example, it is a girl fashion doll owned by American-toy Company Mattel, Inc. and was start selling in 1959. For more than 50 years, it has been a big part of the fashion doll toy (“Barbie,”2015). Her story consist of...
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...Mattel Recalls 2007 Communication Implications for Quality Control, Outsourcing, and Consumer Relations [ABSTRACT] In August 2007, America's largest toy manufacturer announced the first of what would become five recalls involving 21 million toys—most of which were manufactured in China. This case study and teaching note examine a corporate response to a global crisis and consider the unique communications challenges facing a corporation that operates in an international, crosscultural arena. The teaching note critiques the response’s suitability to the level and impact of the crisis and recommends alternatives. It illustrates that communicators should be cognizant of their international stakeholders and should proactively manage global issues of public concern such as outsourcing and product safety. An example would be that to avert future recalls, Mattel should work closely with its Chinese suppliers and government agencies to implement realistic quality control solutions for which it can be held accountable. The company must reassure stakeholders that outsourcing to China does not mean sacrificing quality. Regaining consumer confidence and controlling the dissemination of product safety information requires strong corporate communicators who can delicately and deliberately balance complex relationships. Table of Contents I. Case Study 1. Overview 2. Company History 2.1 Beginnings 2.2 Reorganization as Mattel, Inc. 2.3 Products 2.4 Accolades for Ethics 2.5 Financial Performance...
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...Guns are drawn, and we face the enemy. It has come down to live or death. The first hand grenade is thrown. It misses its targets but then again they always miss their target. I peek under my shield of cover to find myself face to face with the littlest enemy! I yell and take off running in fear of what I have seen. Bullets are flying and my partner has been hit. I know not to turn around as I know what I will see. She is gone, she is now a zombie. She is now on the other team. BING, BING! “Pause, Dinner is done” I yell from under the kitchen table. “Oh mom!” My three zombies all say almost at the same time. “Sorry guys, even zombies have to eat dinner and your dad will be home soon. I’ll get dinner, y’all clean the living room” I tell them as they are walking into the war zone, which was ones our living room. As I turn to finish dinner, I think about all the rainy Saturday afternoons that we have spent playing and laughing and just pretending. I believe that playing and enjoying your kids while they are little is what life is all about. I believe that by playing with Mitchell, Cheyenne, and Nicole I will forever be young. I believe that playing with Mitchell my oldest child is helping break down the barriers. It is hard rising a teenager, and Mitchell is almost there at eleven. We don’t pretend much anymore but this morning is different. He is up bright and early this nasty Saturday morning. When he comes popping in the kitchen and gives me his I am still your baby smile...
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