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Case Memo 1
COMM 120 DD2- Business Immersion
Issue
Mattel Inc
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The popularity of Barbie dolls boosted the annual sales of Mattel Inc
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Also, Mattel Inc
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’s decreasing revenue
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does have many strengths, such as long history of making toy products and established
connections to their products lines
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is a trusted brand with strong brand
loyalty
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generated the company a lot of capitals, and investment opportunities
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however were not strong enough to protect the company from the
shift in consumer preference, which is one of the most significant causes of Mattel Inc,’s revenue dip
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Since children do not
have purchasing power, the change in parents’ attitude greatly affects the sales of Barbie dolls
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These issues
inevitably lead to dropping sales and revenues
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Many parents wish to teach their children
that women should not be valued by appearance and that there is no fixed standard of beauty
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also lacks product diversity, making the company vulnerable to market and societal
changes
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has not made many changes to its products and continues to produce old-fashioned
toys
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This limitation also becomes the company’s major
weakness in competing with other competitors, such as Hasbro, Lego, and Bandai Namco Holdings,
which offer customers a greater selection of products
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can neither retain its old customers nor explore new client base
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unfavourable reputation
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The song “Barbie Girl” made the
music group more well-know, but its lyrics were critical towards the image of barbie dolls
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’s
later lawsuit against Aqua for damaging the pure image of Barbie doll further reinforced an unfavourable
corporate reputation for Mattel Inc
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This image
creates bad reputation because the brand image of Mattel Inc
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Moreover, such image made other third party advertisement sources less willing to work with Mattel Inc
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Alternatives
Option 1: Change Barbie Dolls’ Body Image
Mattel needs to make Barbie dolls look more realistic and less sexually explicit because Barbies
may not be “an appropriate role model for young girls”(Milne & Topley, 2018, p
...
’s brand image and reputation
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For example, there can be dolls of an overweight body or short height
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With
new barbie dolls, Mattel Inc
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Although this alternative can benefit the
company by generating sales, there are other risks that need to be considered
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Moreover, the cost of redesigning barbie dolls can be expensive
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Option 2: Renew Licensing Rights of Disney Products
Mattel Inc
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The collaboration with another mega company like Disney can help Mattel Inc
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For example, when Mattel Inc
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Specifically, Frozen
products were Mattel’s top performing products in 2014, with Frozen and Disney Princess dolls
accounting for 7
...
7)
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Nevertheless, the cost of retaining the licensing rights means additional operation cost that may not even
work out in the end
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itself may even have to give up other partnership opportunities
should it consider to work exclusively with Disney only
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Option 3: Online Marketing Campaign
Mattel Inc
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Utilizing online campaign is very essential
for a company to grow
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should focus on online campaign to connect with its
technologically savvy customers
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Mattel Inc
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When Mattel’s products appear on social media, more people around
the globe will recognize the toys and its brand name
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Moreover, given that Mattel Inc
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However, initiating advertisements can be expensive with
added marketing cost, which can burden the company’s already tight finance and cash flow
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’s strengths in its long history of toy making,
connections to products lines, reputation as a trusted company with customer loyalty are important
qualities to maintain
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would have solid financial
support to research and develop new products
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better adapt to the changing societal values and emphases on equality and
women empowerment
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Customers are more likely to be attracted by newer products because a fresh image can be very appealing
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Steps also need to be taken to ensure that the new product will look different from the traditional
Barbie dolls but retain key features and characteristics of traditional Barbie dolls
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With a more positive brand image,
Mattel Inc
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2
SWOT Analysis
Strength
- Long history, well established, has
connections to their products line
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Trusted brand, brand loyalty
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A lot of capital, the company has money,
easy to rebuild, get loans from banks,
Weakness
- Image is sexist, not appropriate for
modern girls
Lack of diversity, susceptible to changes:
when people like to play with toys, Mattel
make a lot of money, when people
change, they lose money
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Threats
- Hasbro, similar products maker,
competition
Opportunity
- Diversification, follow the trend, make
what people like, so you don't lose a lot
when people change their mind
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-
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Social media: Mattel can make use of
advertisement through social media to
reach more audience and customers
3
Changing cultural idea,, Barbie is not
adapting well to these social changes