Firstly‚ Mattel’s global marketing strategy involves adapting fashion trends and cultural differences to its product. Since‚ Barbie has been successfully adapted to cultural differences in the United States‚ Mattel tried to adopt a regiocentric approach for Western European market. However‚ Mattel improved a less elaborate Barbie for Central and Eastern European market than its European counterpart. While Barbie prepared for Western Europe market wears designer clothes and accessories‚ Barbie prepared
Premium Barbie Middle East Europe
played a role of college graduate‚ doctor‚ teacher‚ astronaut‚ presidential candidate‚ surgeon and business executive among others. Mattel realized that to suit the changing times‚ Barbie needed to look more assertive. In 1971‚ Mattel introduced” Live Action Barbie” to portray the liberated woman. Live Action Barbie had a trimmer figure than earlier Barbie’s. In 1974 Mattel introduced “Sweet Sixteen” Barbie. This Barbie was not glamorous as teenager during that period opted for less makeup and long hair
Premium Mattel Barbie
assignment we will analyze the Mattel case and discuss the actions of the company regarding the behavior and actions in conjunction with the Global Manufacturing Process that was implemented. Breaches of the two business ethics elements of integrity and egoism will be assessed. Within the discussion I have identified the virtues prudence‚ justice‚ fidelity‚ and courage that were largely violated by the Mattel organization and how it affected the employees of Mattel. We will discuss the implications
Premium Ethics Virtue Virtue ethics
HD Student Assignment for HC2121 in Trimester 1‚ 2010 2. How effective has Mattel been at encouraging ethical and legal conduct by its manufacturers? What changes and additions would you make to the company’s Global Manufacturing Principles? ____________________________________________________________ __ ‘Good ethics is good business and bad ethics is bad business are connected’ (Burton & Goldsby 2010). Mattel has been quite effective at encouraging ethical and legal conduct. It has developed
Premium Ethics Business ethics
A Crisis in Toyland Introduction Mattel stands as the largest toy company in the world. They were established in 1944‚ and since then have brought us some of the most iconic toys of our time. These groundbreaking ideas include Hot Wheels and the extremely popular Barbie Doll. Once 1965 had rolled around‚ Mattel was a $100 million company‚ and became a staple on the Fortune 500 list. Synopsis of the Situation Despite being a leader in their industry‚ they found themselves with some problems
Premium Mattel
becoming rapidly diverse. Within the last few months‚ Mattel came out with a new line of diverse Barbie dolls which come in four different body types‚ 22 eye colors‚ seven different skin tones‚ different face shapes‚ and 24 hair styles. Mattel has chosen to focus on the growing diverse youth market to expand their existing product line to a new market. Mattel’s target market includes diverse children‚ but more importantly the parents of those kids. Mattel wants to target the parents to buy the Barbie’s
Premium Mattel Barbie Ruth Handler
Summarize the key facts of the case in a paragraph. This article discusses the organizational growth‚ obstacles and changes of toy maker‚ Mattel. Over their 50 years of experience‚ Mattel has grown from a garage run shop to an international super star. The case mainly addresses CEO‚ Bob Eckert’s organizational changes that catapulted Mattel to industry leadership. In a 2008 interview‚ Mr. Eckert says “if you can consistently try to do the right thing‚ life is so much easier. If you live by your
Premium Change Leadership Mattel
Barbie’s sales number spiraling over the last few years and the next few to come. Mattel has year after year strategically reinvented Barbie to fit with the times‚ but have often come up short. The 2009 third quarter revenues were down by 8%‚ and Barbie’s sales were down 8% worldwide.
Premium Mattel Barbie Fashion doll
2) Undertake a competitor analysis for LEGO’s strongest competitor Mattel Mattel Inc. is the world ’s largest toy company based on revenue. The products it produces include Barbie dolls‚ Hot Wheels and Matchbox cars‚ Masters of the Universe‚ Scrabble‚ Uno‚ American Girl dolls‚ board games‚ and‚ in the early 1980s‚ video game consoles. The company ’s name is derived from Harold "Matt" Matson and Elliot Handler‚ who founded the company in 1945. Handler ’s wife‚ Ruth Handler‚ later became president
Premium Mattel Ruth Handler
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
Premium Mattel Brand Brand management