Mattel Case Study
Introduction
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
STRENGTHS
Strong Products and Brands Global Presence High ethical standards High safety standards Highly influential market segment
WEAKNESSES
MGA lawsuit Product Recalls High Dependence on Few Customers Declining Market Share Other litigation and legal issues
OPPORTUNITIES
Online and Video Game Markets Changing Demographics Strategic Alliances
THREATS
MGA and other competitors Changing customer preferences and lifestyle Kids Getting Older Younger Privacy/Use of Technology Governmental Regulations Economic Conditions
Strengths
Strong Products and Brands
After nearly six decades, Mattel has cultivated many strong brands and products. Over time, Mattel has become the leader in the toy and family products industries with brands such as Barbie, Hot Wheels, Fisher-Price, The American Girls and many more. Through strategic acquisitions that have expanded their brand offerings, including previous competitors.
Global Presence
Mattel has operations in approximately 40 countries and markets their products in over 150 countries. Mattel takes pride in instituting company policies that encompasses this global nature.
High Ethical Standards
In 2009, Mattel was acknowledged among the “100 Best Corporate Citizens” and one of the “World’s Most Ethical Companies” (Thomas, Fraedrich and Ferrell 461). The company takes pride in implementing policies that set standards across the company regarding issues of working conditions without being disrespectful the
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
STRENGTHS
Strong Products and Brands Global Presence High ethical standards High safety standards Highly influential market segment
WEAKNESSES
MGA lawsuit Product Recalls High Dependence on Few Customers Declining Market Share Other litigation and legal issues
OPPORTUNITIES
Online and Video Game Markets Changing Demographics Strategic Alliances
THREATS
MGA and other competitors Changing customer preferences and lifestyle Kids Getting Older Younger Privacy/Use of Technology Governmental Regulations Economic Conditions
Strengths
Strong Products and Brands
After nearly six decades, Mattel has cultivated many strong brands and products. Over time, Mattel has become the leader in the toy and family products industries with brands such as Barbie, Hot Wheels, Fisher-Price, The American Girls and many more. Through strategic acquisitions that have expanded their brand offerings, including previous competitors.
Global Presence
Mattel has operations in approximately 40 countries and markets their products in over 150 countries. Mattel takes pride in instituting company policies that encompasses this global nature.
High Ethical Standards
In 2009, Mattel was acknowledged among the “100 Best Corporate Citizens” and one of the “World’s Most Ethical Companies” (Thomas, Fraedrich and Ferrell 461). The company takes pride in implementing policies that set standards across the company regarding issues of working conditions without being disrespectful the
Cited: Advertising Educational Foundation. "Kids Getting Older Younger." 31 January 2002. Advertising Educational Foundation. 24 September 2011 . Dividend.com Staff. "Needham & Co. Reiterates “Strong Buy” Rating on Mattel (MAT)." 9 September 2011. Dividend.com. 26 September 2011 . GlobalData. "Mattel, Inc. - Financial and Strategic Analysis Review." 2011. The Associated Press. "Jury Rebuffs Mattel, Giving Bratz Dolls Rights to a Rival." 21 April 2011. New York Times. 20 September 2011 . Thomas, Debbie, et al. "Mattel: Overcoming Marketing and Manufacturing Challenges." Ferrell, O. C. and Michael D. Hartline. Marketing Strategy. Mason: South-Western Cengage Learning, 2011. 457-469. Townsend, Allie. "Barbie vs. Bratz: It 's a Doll-Eat-Doll World." 22 April 2011. Time. 2011 September 2011 . —. "State of Play." 11 July 2011. Time. 23 September 2011 .