Marketing Plan For Mattel Company - 835 Words

Introduction In March 2009, Mattel’s made a decision to open a $30 million Barbie dream house store in Shanghai, China. Mattel was incognizant that this would be one of the worst decisions they have made and it would cost them an immensely colossal set back. Mattel did not market the brand before opening the store in China. Ben Cavendar, a Shanghai-based analyst at China Market Research Group made a statement in a telephone interview, â€Å"In China, no one knows who the brand is† (Bloomberg, 2011). Mattel made a decision to close the store only two years of operation. Genuinely, Mattel inability to localize the Barbie brand and strategic orchestrating predicated on the market caused a sizably voluminous downfall. Six Cultural Issues Conducting business internationally has become an essential part of the overall strategy for many businesses. There are six cultural issues that U.S. businesses should address before attempting to sell their products internationally. †¢ Language Issues. Language barriers are important when selling products internationally. Sometimes we may have to hire translators to speak for the company because customers may have a struggle understanding our first language. Some companies even decide to use outsourcing with customer service. †¢ Conduct Market Research. Conduct market research is consequential to all companies who is considering to sell internationally. A decent market research can assist you get a handle on where your goods orShow MoreRelatedMattel s Target Customers Range851 Words   |  4 PagesAs the world’s leading toy-making company, Mattel has won the hearts and loyalty of children from all ages around the world. Through the immense variety of toys that are developed, Mattel’s target customers range from all shapes and sizes, boys and girls, young and old. Every manufacturer of the children s products, being a part of business organization has the responsibilities to the consumers and the society. Mattel tries very hard to survive by the effective use of factors of production and otherRead MoreThe Discussion Board: Part Core Online Learning702 Words   |  3 PagesAffiliation: The Discussion Board (DB) Part Core Online Learning Locate two export market plans for products similar to EduTot (that is other childrens games and toys). The two market plans similar EduTot are those of Mattel and Hasbro, which focus on the product and place. The companies have employed strong marketing teams that ensure the target market is well supplied with toys and childrens games. These marketing teams have put emphasis on meeting the needs of individuals, groups of teachers andRead MoreMattel Case Study Analysis1294 Words   |  6 PagesUnit Four Mattel Case Study Analysis Tosha Collins Kaplan University School of Business and Management MT 460-04 Management Policy and Strategy Dr. K. Peterson 1/31/12 Unit Four Mattel Case Study Analysis In 1944, the Mattel brand was founded by Ruth and Elliot Handler and Harold â€Å"Matt† Matson. They launched Mattel out of a garage workshop in Southern California. The first Mattel products were actually picture frames, but Elliot soon started using the scrap from the picture frames to createRead MoreMatel Case Stusy Essay1443 Words   |  6 PagesBecause of the company’s product and designs primary for children, it must be sensitive to social concern about children’s right: By assuring parents that their children’s privacy will be respected, Mattel demonstrated that it takes its responsibility of marketing to children seriously. In 2007, Mattel conduct entitled Global Manufacturing principles. In this principle, Mattel’s business partners must ensure high standard for product safety and quality, adhering to practices that meet Mattel’s safetyRead MoreMarketing Management1083 Words   |  5 Pagesstrategy   A.  involves seeking new products for customers not currently being served. B.  offers product-line extensions of existing products to present customers. C.  is merely getting the product to a new market. D.  deals with developing a production plan for a product. 3.  Eddys Ice Cream developed a line of whole fruit sorbets targeted at people who are loyal Eddys consumers, but dislike all the fat and calories in ice cream. What organizational growth strategy was used here?   A.  Product development Read MoreEssay about Amazon.Com and Mattel - a Strategic Perspective1382 Words   |  6 Pagesdirectly to the public through Google’s e-commerce platform (2009, Amazon.com’s 1984 Problems). Mattel, on the other hand, based their strategies on cross-capitalizing on the three core attributes, as evidenced by their 1999 Annual Report. These three attributes are 1) Direct to Consumer through catalogs and the Internet. 2) Interactive – provides a relationship between brand and technology and 3) Mattel International – Applying the market to market strategy to adopt local tastes, economic conditionsRead MoreThe Case Of The Exclusive Pink Color Essay1349 Words   |  6 PagesRisk Mitigation Plan Mitigating risk and identifying what can trigger risk is the best way to avoid a financial impact to the product launch. Fisher-Price is an established company and the parent company, Mattel, has extensive experience in the toy industry and launching new products, which happens multiple times throughout every year. Experience and identifying trends can reduce the amount of risk a company will experience. As it relates to consumer trends, many large companies, including Fisher-PriceRead MoreMattel Case Analysis2373 Words   |  10 PagesMattel Case Analysis Problem Definition The problem surrounding Mattel Inc. 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 â€Å"demographic and socioeconomic trends.† 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 increasingRead MoreMattel Inc Segmentation , MKT5711902 Words   |  8 Pages 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. SegmentationRead MoreDols of Mattel - Challenges on the Global Markets2134 Words   |  9 PagesMattel  Ã‚ ­Ã‚  Case  Study  Ã‚ ­Ã‚  Dolls  facing  new  challenges  on  the  global  market I.  Executive  Summary Mattel  produces  and  sells  various  toys  around  the  world  and  among  these  Barbie  fashion  doll  is  the  flagship.  This product  was  criticized  from  more  aspects  from  other  cultures  of  Aisa  where  the  lifestyle  Barbie  represents  is  not commonly  accepted. On  the  other  hand  privacy  issues  were  raised  by  parents  regarding  the  digital  marketing  activity  of  Mattel,  as  rights  of children  are  related  in  this  market. Mat