MATTELPresented By: Abdelbaset Ramadan

Nurhidayu Binti Abdul kahar

MATTEL• First responsibility goes to the consumers; providing safe and quality products.

Mattel takes the consideration of the quality and type of toys produced and the way the toys manufactured, therefore Mattel is committed to creating safe and quality products for children around the world in such manner that meets (GMP) stringent standards

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RESPONSIBILITIES

MATTEL• Second responsibility is to ensure the privacy of consumer and visitors, as technology strongly appeared now days.

• Third responsibility is a commitment to business ethics such as the concern of use a child labor or a forced labor, and provides guidelines to contractors to show the commitment and compliance to Mattel’s ethical standards.

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RESPONSIBILITIES

MATTEL• Other responsibilities are regarding to safety and heath and wages, as well as working hours and discrimination avoidance.

• Promoting philanthropy acts towards the society

• Respecting culture of the society is another important responsibility

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RESPONSIBILITIES

MATTEL• History of the core brands: One of the most important

strengths of Mattel is the history of core brands, which makes the core brands popular among customers and has recognition.

.The Reliability of the core brands :Mattel has built

a trust with parents by creating a safe and an educational besides useful products (e.g. fisher price & American girl).

STRENGTHS of CORE BRANDS

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.The core brands has integrated focus on the customer, that was accomplished through market research and add-on to existence product to satisfy the customer wants as an example many efforts has been done in the Barbie products line to recapture the product line .

STRENGTHS of CORE BRANDS

MATTEL .the merging or having the struck licensing gives the

Mattel’s core brand strength. Indeed Mattel has merged with other established brands including Fisher price, Nasacar, Disney and even Microsoft in order to achieve diversifying in core brands, as well as to increase the chance of success as Mattel works with popular names.

STRENGTHS of CORE BRANDS

MATTEL• Still the core brands lacks the flexibility and have

troubles to match with electronic toys this fact represented by the unsuccessful merging.

• Still the core brands are not able to be fully customized in foreign market and are not able to break down the culture barriers.

• Other weakness is that although Barbie has changed a little bit but other products have remained unaltered. Therefore developing is required to keep Mattel up to date.

WEAKNESSE of CORE BRANDS

American Girl and Barbie

We believe that the Mattel’s success with American girl collection cannibalized sales from Barbie due to the following reasons:

•American girl collection is acting like substitute that gives more positive image; such as educational and wholesome images. Therefore, American girl collection provides the opportunities to learn more about

history.

•The good quality of American girl might be one reason to shift from Barbie. On the other hand, Barbie might have declining in the quality.

However this is, explain the high price of American girl compared with Barbie.

American Girl and Barbie

•American girl collection has more adaption with foreign culture. Hence, American girl might have less culture

barriers since it has positive image.

•Increasing the efforts on the brand awareness has affected Barbie. Because of the customers’ awareness to American

girl, Barbie becomes forgotten.

•Customers’ preference to select the doll that they think it is more beautiful or simple to play might be one reason to

take the sales away from Barbie.

MATTEL• ample of opportunities exist in Mattel’s new primary

focus, which is an international market.

• The alliance with companies especially with Asian electronic companies. As numerous eastern countries, open their markets to western goods.

• weakening of dollar, this makes Mattel’s product more affordable in many of these new markets. Furthermore, the company will not experience downside to a weak dollar in the form of overseas imports and production because Mattel has emphasized in-house manufacturing.

OPPORTUNITIES

• the systematic movement from tangible toys.

• including children friendly websites, actually targeting children with internet sites brings extra concerns, as Mattel must be very careful to protect their legal and moral reputations by respecting the children privacy.

• the lackluster economy and the national recession and stock instability

THREATS

• further culture backlash and cultural barriers to enter the international market.

• Failure of successful alliances with electronic companies.

THREATS

MATTEL• Expand into technology market to match the

new changing of children’s life style and add on and re-innovate product lines.

• Explanation:

It is imperative that Mattel select a healthy company, but the success is not limited to that only. In addition, Mattel should merge with company that carries on same values regarding making toys for children. Hence, Mattel will share the financial burden and attaining an established market.

RECOMMENDATION

MATTEL• Strengthen the advertising efforts in their main product (Barbie) and

in order to attract the children again. A memorable advertising is recommended

• Make combination of Barbie and electronic world: if kids are all about electronics now days, adopt this changing of life style. Mattel can theme Barbie to be relevant to electronics with miniature computer and accessories (mouse, monitor, and keyboard). Mattel can establish Barbie video game with co-branding with Nintendo or Play station for instance.

Mattel and Barbie Sales

MATTEL• Successful of Barbie has been always about realistic clothing and

accessories that makes Barbie well sold in the previous years. Unfortunately Barbie now day’s are not similar to the earlier years. The accessories not nice and clothing and the material are cheap. More over, the color is not suitable. Hence our advice to re-crown the Barbie in top of sales again is to go back to the earlier colors and quality.

• Re-sculpt the Barbie design to match several ethnic varieties and eliminate culture barriers. Also continues re-innovation and add on Barbie product line will be helpful.

Mattel and Barbie Sales

MATTELRegarding the matter of should Mattel give up and admits that Barbie will not return as before in sales. Here is our explanation;

as far as we consider Mattel has a good brand recognition and Barbie are well known around the world. However changing in life style is not Mattel fault that the children shifted to electronic games in age of seven. Mattel has a good opportunities if they follow our suggestion which was mentioned above regarding declining in sales (Q5, part one tips). According to those steps, we believe that Barbie product will have the chance to survive. Therefore we won’t recommend for Mattel to give up the Barbie product instead they should start to do the steps we recommended that is mixed of advertising and re-innovation and match the current children life style and re-sculpt the Barbie to match the other cultures concept.

Mattel and Barbie Sales