Barbie: The American Girl Goes Global 1. Describe Mattel’s global marketing strategy for Barbie and assess its success. Mattel pushed Barbie in to Global market by adapting fashion and culture trends to it product. Difficulties for Mattel to enter global market are culture‚ barriers and competitors. Mattel faced problem in the Middle East about religious and social grounds. Parents and religious leaders think Barbie is odd with their culture value and Arab girl’s reality is different from Barbie
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CASE 4-2 BARBIE: GROWING PAINS AS THE AMERICAN GIRL GOES GLOBAL a. CASE SUMMARY Nowadays‚ Barbie has become much more cosmopolitan. But some new toy fashion trends spell trouble for Mattel‚ which depends on Barbie for about 20 percent of its annual sales. However‚ Although Barbie has been successfully adapted to cultural differences in the U.S.‚ the opportunities for international growth come with formidable challenges. Now besides the U.S. market‚ Barbie has been successfully entered into Europe
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8‚ 2011 4-page paper: Case study of Global Marketing Barbie: Growing Pains as the American Girl Goes Global 1. Describe Mattel’s global marketing strategy for Barbie and assess its success. Does management demonstrate that it understands and embraces the needs to “think global and act local”? Mattel’s success should be attributed to its representation of American culture‚ and its Curated Consumption of its products‚ for example: when parents buy a Barbie doll to the children‚ it is easily acceptable
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1. Barbie dolls represent an idealized version of the American dream and lifestyle. The popularity and sales of Barbie dolls have diminished in recent years as a new competitor’s doll line‚ Bratz‚ has gained market share and recognition within Barbie’s original customer demographics. Mattel has recognized the importance of expanding distribution of Barbie dolls into European and Asian markets‚ as these populated regions contain a much larger potential customer base than the American market. Marketing
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popular Barbie doll created by Mattel‚ the idealized image of a woman in our patriarchal society is one who takes care of the home and is flawlessly beautiful with perfect skin‚ long legs‚ small waist‚ and slender figure. The Barbie doll is used as a tool for patriarchy in that it reinforces the notion that women should be domestic workers and maintain a feminine outer appearance. Also‚ patriarchal values affect girls starting at a young age as they unconsciously begin to believe that Barbie is what
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Dangers of Barbie Girl Toys started out as children’s entertainment‚ but have toys always just been for entertainment? Or can they affect the way a child develops‚ or interprets the world around them? The toys you play with as a child send messages that can influence your idea of what is socially acceptable. Toys teach you how to become who you are because of the roles they play. Media plays a major role in that‚ if you have a certain toy that comes out in a TV series‚ you play with the toy the
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Gambling Goes Global on the Internet (Case 5-2) GLOBAL MARKETING Discriminatory or Not? As the case explains‚ gambling has existed for many centuries all around the globe. With the evolution of the Internet‚ this form of recreation has become widely available for everyone with Internet access. This has created opportunities for gamblers‚ but has become a challenge for those trying to stop the spread of such recreation. To answer the first question‚ of whether Unlawful Internet
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Tesco Goes Global 1. Why did Tesco’s initial international expansion strategy focus on developing nations? There are valid reasons why Tesco decided to operate on developing countries as they planned to expand its business internationally despite its competencies in many aspects in terms of business operation and management right in its home market - in the United Kingdom . These reasons have been proven effective after many years of recorded successes in their performance in the international
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Topic: Tesco goes global Contents Introduction Tesco is multinational largest grocery retailer in the United Kingdom‚ with a 25 percent share of the local market. It is second largest retailer in the world measured by profits after Walmart. In its home market‚ the company’s strengths are reputed to come from strong competencies in marketing and store site section‚ logistics and inventory management‚ and its own label product offering
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“The Yuan Goes Global” 1) How does the Chinese government limit the use of the Chinese currency‚ the RMB‚ on the global currency markets? Through the settlement of trade transactions‚ Chinese government can limit the use of currency on global currency markets. In the past‚ US dollars was the denominator of Chinese exports that back in 2009 there were only 1% of the $1.2 trillion Chinese exports were denominated in RMB while in 2011 the percentage had risen to 7%. This shows the Chinese government
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