Case 2 Barbie: The American Girl Does Global
International marketing is the performance of a company's product and services to consumers in more than one nation to produce profit. It is one of the most vital elements of marketing functions to trade their company's products or services internationally rather than locally. This brings more advantages and benefits the organization itself as well as the country. The case examines the evolution of the Barbie doll over the years from its launch in 1959. It explores the product development strategies adopted by Mattel for Barbie and it examines the different marketing strategies and the reasons for the success of Barbie. The case also explores changes in Barbie's image along with the changes in worldwide. The most important thing about marketing strategy of Mattel is adaptation of different environments. When it entered the US market with Barbie, the environment was very clear. I mean the expectations of customers were known more easily. And also Mattel had a high adaptation skill to changes and cultural trends. For example black Barbie was one example of it. When it entered the European market and it could be seen directly that, US children and European ones had quietly same expectations, attitudes to like Barbies. But the situation was a bit more complex in other countries. Because cultural and social differences were clearly affect to buyer behavior. For example for Iran or Brazilian or Japan market, Mattel could have to make something change in Barbie and it did. And I like the Sisi’s philosophy from the case that, “young girls want dolls that show them as they are, not as they want to be” But I don’t agree because mostly young girls are quickly adopt the changes and also they want to look like that they don’t so it affects that their behavior of likeness. On the other hand while entering the Japanese market, Mattel faces great difficulties overcome the world's second largest toy market, Japan. In terms of...
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