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MATTEL

Presented By:. MATTEL. Justin Gamache Jessica Levstik Sarah Lutz. Kevin Malone Lauren Palmer Winter Thielen. SITUATION ANALYSIS. MATTEL. Began in 1945 Major Products Barbie, Hot Wheels, American Girl, and Fischer Price Adjustment of leadership International Customer Service

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MATTEL

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  1. Presented By: MATTEL Justin Gamache Jessica Levstik Sarah Lutz Kevin Malone Lauren Palmer Winter Thielen

  2. SITUATION ANALYSIS MATTEL • Began in 1945 • Major Products • Barbie, Hot Wheels, American Girl, and Fischer Price • Adjustment of leadership • International • Customer Service • Social Responsibility/Philanthropy

  3. STRENGTHS MATTEL • History • Corporate Strategies • Social Responsibility • Brand Recognition • Barbie, Hot Wheels etc… • Merger/Licensing Deals • New Management • Penetration of International Markets

  4. WEAKNESSES MATTEL • Overturn of Leadership • Unprofitable mergers and acquisitions • Loss of popularity • Barbie

  5. OPPORTUNITIES MATTEL • International Markets • Alliance with Bandai • Weakening of the Dollar

  6. THREATS MATTEL • Early abandonment of tangible toys • Child-Friendly Websites • Recession • Cultural Backlash

  7. PROBLEM STATEMENT MATTEL • Breaking through cultural barriers • Product Development for the Tweens • Regaining Market Position

  8. MAINTAIN STATUS MATTEL • Advantages • No additional costs ALTERNATIVE I

  9. MAINTAIN STATUS MATTEL • Disadvantages • Slippery brand recognition • Become a “top-shelf” item • Will eventually lost all or most of the market share ALTERNATIVE I

  10. EXPAND INTO THE TECHNOLOGY MATTEL • Advantages • Publicity • Cross-Promotion • Gain subsidiary market share • Gain market share in a growing market • More profits STRATEGY II

  11. EXPAND INTO THE TECHNOLOGY MATTEL • Disadvantages • Takes money away from other areas • Additional marketing fees • Consumers might not accept Mattel as a technology company • Past failures history against them STRATEGY II

  12. ADD ON/REINNOVATE PRODUCTS MATTEL • Advantages • Publicity/Hype • Improving foreign market • New brand image • Create larger target market • Become a family name again STRATEGY III

  13. ADD ON/REINNOVATE PRODUCTS MATTEL • Disadvantages • Risky • Money allocation • Misreading the market • Market recognition • New product lines might fail STRATEGY III

  14. STRENGTHEN ADVERTISING MATTEL • Advantages • Publicity • Reinforce brand image • Create demand for both new and old products ALTERNATIVE IV

  15. STRENGTHEN ADVERTISING MATTEL • Disadvantages • Costly • Could create no new demand • Advertisement could get pulled ALTERNATIVE IV

  16. RECOMMENDATION MATTEL • -Strategies 2 & 3: Expand into the technology market /Add-on and Re-innovate    Their Product Lines -Threat of new entrants    ---Age    ---Technology -Strategy 1: Maintain course of action -Strategy 4: Strengthen advertising

  17. IMPLEMENTATION MATTEL • Costs • R&D, etc… • Past Failures • The Learning Company • Intellevision • Foreign Markets • Customizing Products

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