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The Case Study Of Barbie's Success Story

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The Case Study Of Barbie's Success Story
CONSUMER BEHAVIOR case by aaa fmg19d BARBIE’S SUCCESS STORY

Friday 12 August 2011

THE CASE
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 the reasons for the success of Barbie. The case also explores changes in Barbie 's image along with the changes in American society. The criticism leveled against Barbie by feminists has also been described. The case also examines the challenges that Barbie could face in the future with the launch of Disney Princess.

Issues addressed Gain insights into the challenges faced by traditional playthings, such as dolls, in the Internet age.

Friday 12 August 2011

Question 1
Analysts observed that Barbie, the icon of American culture, reflected changes in American society. Analyze the changes in Barbie’s image over the years.

Friday 12 August 2011

Friday 12 August 2011

Friday 12 August 2011

Friday 12 August 2011

Consumer behavior brand equity model

Friday 12 August 2011

Location
• • • Barbie’s Global Shift: Many branches in the USA. Manufacturing pre 1950s took place in Japan. Manufacturing post 1950s in China, Indonesia, Malaysia, Mexico and Thailand.

Location

GNP per capita % annual % children aged US$ (UK=21,410) growth in GNP 10-14 who work

Comment

China Indonesia Malaysia Mexico Thailand
Friday 12 August 2011

750 174 3670 578 2160

6.4 4.7 4.0 0.9 5.2

12 10 3 7 9

Known internationally for its disregard for human rights. Huge economic potential. Politically unstable, losing a long term president and civil war in late 90s. Slower economic growth after rapid growth of up to 10% in late 1990s. Joined NAFTA in the late ’90s, creating a tariff-free market with the USA. No. of children working has dropped recently – government laws are now phasing it out. Minimum wage approx. £80/month.

Reasons behind Barbie’s Global Shift
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