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MATTELJustin Gamache
Jessica Levstik
Sarah Lutz
Kevin Malone
Lauren Palmer
Winter Thielen
Presented By:
MATTEL
• Began in 1945Began in 1945• Major ProductsMajor Products
– Barbie, Hot Wheels, American Barbie, Hot Wheels, American Girl, and Fischer PriceGirl, and Fischer Price
• Adjustment of leadershipAdjustment of leadership• InternationalInternational• Customer ServiceCustomer Service• Social Social
Responsibility/PhilanthropyResponsibility/Philanthropy
SITUATION ANALYSIS
MATTEL
• HistoryHistory– Corporate StrategiesCorporate Strategies
• Social ResponsibilitySocial Responsibility
• Brand RecognitionBrand Recognition– Barbie, Hot Wheels etc…Barbie, Hot Wheels etc…– Merger/Licensing DealsMerger/Licensing Deals
• New ManagementNew Management• Penetration of International Penetration of International
MarketsMarkets
STRENGTHS
MATTEL
• Overturn of LeadershipOverturn of Leadership
• Unprofitable mergers and Unprofitable mergers and acquisitionsacquisitions
• Loss of popularityLoss of popularity– BarbieBarbie
WEAKNESSES
MATTEL
• International MarketsInternational Markets– Alliance with BandaiAlliance with Bandai
• Weakening of the DollarWeakening of the Dollar
OPPORTUNITIES
MATTEL
• Early abandonment of tangible Early abandonment of tangible toystoys
• Child-Friendly WebsitesChild-Friendly Websites
• RecessionRecession
• Cultural BacklashCultural Backlash
THREATS
MATTEL
• Breaking through cultural Breaking through cultural barriersbarriers
• Product Development for the Product Development for the TweensTweens
• Regaining Market PositionRegaining Market Position
PROBLEM STATEMENT
MATTEL
• AdvantagesAdvantages– No additional costsNo additional costs
MAINTAIN STATUS
ALTERNATIVE I
MATTEL
• DisadvantagesDisadvantages– Slippery brand recognitionSlippery brand recognition– Become a “top-shelf” itemBecome a “top-shelf” item– Will eventually lost all or most of Will eventually lost all or most of
the market sharethe market share
MAINTAIN STATUS
ALTERNATIVE I
MATTEL
STRATEGY II
EXPAND INTO THE TECHNOLOGY
• AdvantagesAdvantages– PublicityPublicity– Cross-PromotionCross-Promotion– Gain subsidiary market shareGain subsidiary market share– Gain market share in a growing Gain market share in a growing
marketmarket– More profitsMore profits
MATTEL
STRATEGY II
EXPAND INTO THE TECHNOLOGY
• DisadvantagesDisadvantages– Takes money away from other Takes money away from other
areasareas– Additional marketing feesAdditional marketing fees– Consumers might not accept Consumers might not accept
Mattel as a technology companyMattel as a technology company– Past failures history against themPast failures history against them
MATTEL
• AdvantagesAdvantages– Publicity/HypePublicity/Hype– Improving foreign marketImproving foreign market– New brand imageNew brand image– Create larger target marketCreate larger target market– Become a family name againBecome a family name again
STRATEGY III
ADD ON/REINNOVATE PRODUCTS
MATTEL
• DisadvantagesDisadvantages– RiskyRisky– Money allocationMoney allocation– Misreading the marketMisreading the market– Market recognitionMarket recognition– New product lines might failNew product lines might fail
STRATEGY III
ADD ON/REINNOVATE PRODUCTS
MATTEL
• AdvantagesAdvantages– PublicityPublicity– Reinforce brand imageReinforce brand image– Create demand for both new and Create demand for both new and
old productsold products
ALTERNATIVE IV
STRENGTHEN ADVERTISING
MATTEL
• DisadvantagesDisadvantages– CostlyCostly– Could create no new demandCould create no new demand– Advertisement could get pulledAdvertisement could get pulled
ALTERNATIVE IV
STRENGTHEN ADVERTISING
MATTEL
• -Strategies 2 & 3: Expand into the -Strategies 2 & 3: Expand into the technology market /Add-on and Re-technology market /Add-on and Re-innovate innovate Their Product Lines Their Product Lines -Threat of new entrants -Threat of new entrants ---Age ---Age ---Technology ---Technology -Strategy 1: Maintain course of -Strategy 1: Maintain course of action action -Strategy 4: Strengthen advertising-Strategy 4: Strengthen advertising
RECOMMENDATION
MATTEL
• CostsCosts– R&D, etc…R&D, etc…
• Past FailuresPast Failures– The Learning CompanyThe Learning Company– IntellevisionIntellevision
• Foreign MarketsForeign Markets– Customizing ProductsCustomizing Products
IMPLEMENTATION