Barbie Case

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  • Topic: Islam, Dolls, Doll
  • Pages : 45 (1499 words )
  • Download(s) : 23
  • Published : April 29, 2013
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1- Introduction
International
  marketing
  is
  the
  performance
  of
  a
  company’s
  product
  and
  services
  to
  consumers
 in
 more
 than
 one
 nation
 to
 product
 profit.
 It
 is
 one
 of
 the
 most
 important
 marketing
  functions,
 to
 expand
 their
 company’s
 products
 internationally
 rather
 than
 locally.
 
  I
  am
  going
  to
  talk
  about
  the
  Barbie
  doll
  in
  this
  case
  and
  see
  the
  evolution
  of
  this
  doll
  over
  the
  years.
 I
 will
 explain
 the
 changes
 in
 Barbie’s
 image
 along
 with
 the
 changes
 in
 worldwide.
 
  The
  most
  important
  thing
  about
  marketing
  strategy
  of
  Mattel
  is
  the
  adaptation
  in
  different
  environments.
  Because
  cultural
  and
  social
  differences
  are
  clearly
  affected
  the
  buyer
  behaviour.
  For
 example,
 the
 expectation
 of
 Indian
 people,
 African
 people
 or
 Arabic
 people
 is
 different
 from
  the
 Americans.
 And
 Mattel
 has
 known
 how
 to
 adapt
 his
 doll
 to
 penetrate
 these
 different
 markets.
 
 

a) Presentation
The
  Barbie
  doll
  is
  a
  doll
  model
  of
  29cm
  commercialised
  by
  Mattel,
  an
  American
  toys’
  society.
 Created
 in
 1959
 by
 Ruth
 Handler,
 a
 businesswoman,
 Barbie
 is
 inspired
 by
 a
 German
 Doll
  «
 Bild
 Lilli
 ».
 
  The
  typical
  Barbie
  doll
  is
  blond,
  with
  long
  hair
  and
  with
  European
  features.
  But
  since
  1980,
  the
  Barbie
  doll
  has
  been
  adapted
  to
  different
  cultures
  with
  a
  different
  skin
  colour
  and
  different
  clothes.
 The
 Barbie
 doll
 practices
 different
 jobs,
 like
 doctor,
 teacher,
 First
 Lady….
 
 

2- Adapting & being responsive to changes and variations in the global market environment:

She
  can
  be
  anyone
  you
  want
  her
  to
  be
  and
  come
  in
  all
  shapes
  and
  sizes.
  We
  are
  talking
  about
 
 Barbie,
 of
 course!
 Through
 the
 years
 Barbie
 has
 been
 everything
 from
 a
 cultural
 icon
 and
  haute
 couture
 cutie,
 celebrities
 and
 TV
 characters.
 
 
 

a) Following the fashion style:
1- The creation:
In
  fact
  in
  1959,
  we
  can
  see
  that
  the
  first
  Barbie
  is
  dressed
  like
  the
  fashion
  style
  in
  this
  period.
  Moreover,
 Barbie
 is
 the
 exact
 copy
 of
 the
 really
 famous
 actress,
 Lucille
 Ball,
 who
 was
 an
 icon
 of
  fashion
 in
 this
 period.
 
 

 

 

 

 

 

In
 fact,
 we
 can
 see
 that
 the
 face
 of
 Barbie
 and
 her
 hairstyle
 is
 perfectly
 the
 same
 as
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