Mattel Case Study

1825 words 8 pages
Mattel, the world’s leading toy and children’s good manufacturer has cultivated a strong portfolio of well known brands and products while being recognized has a highly responsible corporate citizen that makes ethics and safety a priority. The company must build on its heritage, while defending itself from threats. At the same faced with maintaining its market position in the face of many changes in their target market.

Situational Analysis

     Strong Products and Brands Global Presence High ethical standards High safety standards Highly influential market segment

     MGA lawsuit Product Recalls High Dependence on Few Customers Declining Market Share Other litigation and legal
…show more content…

Changing Demographics

Several demographical changes in the United States have occurred in recent years that affect toy buying.
Working mothers Working women are continuing to increase leading to more dual income

families that spend less time with their children. Toys and gifts are used to make up for spending less time with time.
Population Growth Toddlers and Preschoolers (0 – 4 years) are the fastest growing

segment of the population out pacing total population growth by 1.5%.
Multiple residences Due to the high rate of divorce, many children have two residences.

This may lead to duplicate toy purchases, one for each residence.
Strategic Alliances

There are many opportunities to form strategic alliances, as children become more brand savvy. Studies show that the use of a character reinforces the brand message with children. Whether it is finding or developing new characters, television shows and movies to license toys for or licensing the use of the company existing characters for other products, television shows and movies.

MGA and Other Competitors

After the long legal battles, MGA is poised to take renew focus in promoting their Bratz brand. At the height of their popularity, Bratz posed a significant threat to Barbie’s popularity. Mattel must stay innovative in developing new toys or it is also possible for another competitor to have the next big toy.


  • Case Study - How Chinese Toymakers Respond to Recalls
    1083 words | 5 pages
  • Marketing Case Study for Barbie
    1333 words | 6 pages
  • Case Analysis: Mattel and Toy Safety
    1729 words | 7 pages
  • Applying Virtue Ethics to Mattel Inc. Global Manufacturing Principles
    1456 words | 6 pages
  • Global Supply Chain Management
    8918 words | 36 pages
  • Case Study Irm - Copy
    1232 words | 5 pages
  • Development and Globalisation
    7711 words | 31 pages
  • What Is the Extent of the Media's Influence Regarding Eating Disorders?
    3804 words | 16 pages