Case Barbie Essay

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Case Barbie Yessimkhanova Zhadyra Finance 304/2 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. In Brazil, Barbie has competition from local rival which has lower price and more realistic. However, Mattel found that they did not need a total overhaul their product to be successful, For example, Mattel launched Barbie with a painted head spot and dressed in Sari with universal Barbie in India. Moreover, Mattel fought competitors in Japan by joining forces with Bandai, Japan’s largest toy company. They adapted Barbie to Japanese culture and realized that Japan’s market prefers well known American Barbie. Finally, partnership strategies had been eliminated but still Mattel had a huge success with 31% of total revenue. In brief, Global strategies are partnerships that adapt it product to local taste, economic condition and pricing. I think that Mattel is doing Fair in Middle East and well in the Asian market. Overall, Mattel is doing well, but they will need to adapt a strategy to make more market share in the Middle East. 2. Mattel has experience problems in entering the Japanese market. How could Mattel have achieved greater success in Japan? Mattel faced the complex distribution system and intense competition from Japanese brands. At first, consumers did not know much about Barbie so Mattel enlisted the service of Takara, a Japanese toy specialist. Mattel learned that Barbie’s legs are too long and her chest is too large: They changed Barbie

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