Case 11: Mattel‚ Inc. 1. Do manufacturers of products for children have special responsibilities to consumers and society? What are these responsibilities‚ and how well has Mattel met them? Provide evidence of Mattel’s strengths and weaknesses in this area. Yes‚ manufacturers of products designed for children have special responsibilities to consumers and society. Because children often lack the literacy to completely understand how things may work‚ toys must be safe in all use including
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CASE 4-2 BARBIE: GROWING PAINS AS THE AMERICAN GIRL GOES GLOBAL a. CASE SUMMARY Nowadays‚ Barbie has become much more cosmopolitan. But some new toy fashion trends spell trouble for Mattel‚ which depends on Barbie for about 20 percent of its annual sales. However‚ Although Barbie has been successfully adapted to cultural differences in the U.S.‚ the opportunities for international growth come with formidable challenges. Now besides the U.S. market‚ Barbie has been successfully entered into Europe
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share. 1. Describe Mattel’s global marketing strategy for Barbie and assess its success. Barbie has been successfully adopted to cultural differences in U.S. but international challenge will be more formidable‚ and John Amerman former CEO of Mattel‚ noted “There are twice as many children in Europe as in the U.S… three times as many in South America and fifteen times as many in Asia…the potential market
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market has been stagnating‚ Rapunzel Barbie helped boost international sales at Mattel‚ based in El Segundo‚ Calif.‚ to $1.9 billion in 2002‚ up from $1.5 billion in 2000. Mattel no longer makes Asian-featured Barbies. For example‚ when Rapunzel Barbie had its debut in October‚ Wal-Mart stores in South Korea and China hired local women to dress up like the doll and greet children as they entered. At the same time‚ the Mattel TV ad campaign was broadcast around the world in 15-‚ 20- and 30-second spots
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company like Mattel assess the risks associated with the way it does business? Bob Eckhart‚ CEO of Mattel (US)‚ had a problem Mattel had discovered on July 30 that a number of its toys manufactured in China contained lead paint The following month had seen a series of recalls‚ rising political tensions between the United States and Chinese governments‚ and a suicide But no company had been in China longer than Mattel; the original Barbie had been created there in 1959 Mattel had a depth of
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longer succeed over an extended period. 2. Barbie is hardly a high-tech product‚ but has Mattel been innovative in how they have developed the product and extended its life cycle? Mattel has continuously strived to be innovative and extended Barbie’s life cycle. Mattel has been constantly working on the actualization of the doll. And by combining technology and innovative designs to the product‚ Mattel has been able to keep Barbie’s status in the market for more than 40 years. “Of course
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Barbie®: Mattel Corporation ‘I’m a blonde bimbo girl‚ in a fantasy world.....Life in plastic. It’s fantastic.’ (Aqua) Barbie was born in 1959 but she has never aged because she is a doll. To date over 1 billion Barbies have been sold by the US company that own her - Mattel Corporation. Ruth Handler‚ who founded the company along with her husband‚ Elliot‚ modelled the doll on an 11½ inch plastic German toy called Lilli sold to adult men. She named the adapted doll after her daughter‚ Barbara
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toys‚ and this puts pressure on the doll market and results in fewer sales. Regarding the legal and regulatory environment affecting Barbie‚ Barbie’s manufacturer‚ Mattel‚ has sued a designer of her competitor Bratz and the company that produces them‚ MGA (1). There has been another legal issue regarding Barbie and song lyrics; Mattel sued the band Aqua over a song about Barbie‚ claiming it made fun of her. The judge dismissed the case‚ however (4). Technological factors affecting the Barbie market
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smart. Barbie has been one of the few toys to stand the test of time because Mattel has adapted to suit what society thinks is important‚ but as a society do we really want a doll that is sexy at first glance‚ then maybe a toy. All the clothes and a perfectly proportioned body suggest that appearance is the most important attribute for young girls to pay attention to. However‚ sexy hasn’t quite worked out the way Mattel would have wanted it to‚ thus Barbie has been revised many times to appeal to
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1) Why has the United States brewing industry become more concentrated over the last two decades? I think that there is a couple of reason for this trend in the United States. One thing is that the consumption of beer has been slowly declining‚ in order to raise in market share‚ companies are having to think of ways to take customers away from other companies. This would lead to the rise in market share for some companies and the decrease or closer of over companies. Another risen is advertisement
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