Mattel Case Study

Topics: Mattel, Fisher-Price, Marketing Pages: 4 (1257 words) Published: December 1, 2010


Because 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 safety and quality standards, make sure that the entire product will not be harmful to the children. Partners must also comply with all import and export regulation and they must strictly adhere to local and international customs law. An example of Mattel responsibility to the children is the Mattel children foundation which is found in 1998. The gift was mean to support the existing hospital and provide for a new state-of-art-facility. To the society, the company is not using any child labor, forced labor or uses any type of that labor itself. The company stated that it does not tolerate discrimination, the employee should be hire according to their ability to complete the job, not their believes or characteristics.


One of Mattel’s most important strengths is the history that it has behind their company. Mattel turns 60 this year, with much of that time spent at the forefront of the toy industry. Staying power such as that, leads to brand recognition: in Mattel’s case, this is a positive thing. The brand remains very popular among customers. This long history has also allowed ample time to develop effective corporate strategies. This includes an integrated focus on the customer. One of the most significant ways this is accomplished is through market research in an attempt to satisfy the market’s wants by releasing new products annually. Mattel also follows a code of ethics, as well as requiring ethical actions of their suppliers....
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