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Mattel Inc Segmentation , MKT571

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Mattel Inc Segmentation , MKT571
Mattel Inc. Segmentation
Tiffany Stoner
MKT/571
August 04, 2014
Isaac Owolabi
Abstract
This paper is about the company Mattel and segmentation. It discusses the segmentation that the company can do for marketing their products. It will discuss demographic, psychographic, geographic and behavioral characteristics segmentations. The paper examine opportunities for a segmentation and what each segmentation means for the company.

Mattel Inc. Segmentation
Mattel is a global toy company that has been around since 1949. They are the company that introduced Barbie and Hot Wheels to the world as well as many others toys. Mattel has license agreements with Walt Disney and Nickelodeon. In addition, has merged with other great companies such as Fisher-Price and Tyco toys. Mattel has established themselves as a top toy company offering toys for all gender, ages and cultures. They embrace being able to service a diverse cultural of customers. “Mattel’s vision is “creating the future of play.” Mattel’s objectives are to grow its share in the marketplace, continue to improve its operating margins, and create long-term stockholder value. “Mattel has brand and products for girls and boys. The brands and products for the girls are Barbie fashion dolls and accessories, Polly Pocket, Little Mommy, Disney Classics and Monster High. The boys have products such as Hot Wheels, Matchbox, Tyco R/C vehicles and play sets and CARS, Radica, Toy Story, Max Steel WWE wrestling and Batman. The second category is the Fisher Price Brand. This brand includes Little People, Baby Gear, Imaginext, Dora the Explorer, Go Diego GO, Thomas & Friends, Mickey Mouse Clubhouse, Disney Jake and Never Land Pirates, See’ N Say and Power Wheels. The last brand for the girls is the American Girl Brand products that are sold from it catalogs, website and retail stores.” ("Mattel, Inc.," 2013). Each brand has their segments to target to.
Demographic


References: MATTEL, INC. (20113). Retrieved from http://investor.shareholder.com/mattel/secfiling.cfm?filingID=1193125-13-76313&CIK=63276 Tacbobo, E. S. (2012).  Strengths, Weaknesses, Opportunities and Threats (SWOT) for Mattel to Overcoming Marketing and Manufacturing Challenges. Retrieved from http://initaomarketinggroup.wordpress.com/2012/10/15/strengths-weaknesses-opportunities-and-threats-swot-for-mattel-to-overcoming-marketing-and-manufacturing-challenges/
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