Case Analysis Mattel

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Case Summary: Mattel, Inc has the vision of being the world’s premier toy brand, for the present and the future. It currently sells products in over 150 nations. The company was founded in 1945 by Harold Matson and Elliot Handler. It has gone to be 30,000 employees strong working in 43 countries. Mattel, Inc includes a number of toy brands such as Barbie, Fisher Price, Hot Wheels, American Girl, Tyco, and others. In 2008, the company was recognized by FORTUNE magazine as one of the “100 Best Companies to Work For”. Key Marketing Issues: International marketing: International marketing is the application of marketing principles across the borders of countries. Since Mattel, Inc. sells products in over 150 nations, the company…show more content…
3. What environmental forces have created challenges for Mattel as it continues expansion into global markets? Which markets have created opportunities? The biggest environment force affected Mattel recently has been legal and regulatory with the high levels of lead paint found in their die-cast toys in 2007. This issue created a voluntary recall from Mattel for over 2 million toys and created doubt in customers to the quality of their Mattel toys. Mattel responded by immediately implementing a check system to accept paint only from certified suppliers, tightened controls throughout the production process and testing every production run to ensure compliance. Mattel said that it is working in cooperation with the U.S. Consumer Product Safety Commission and other regulatory agencies worldwide. Mattel is also working with retailers worldwide to identify and remove affected products from retail shelves. In addition to legal factors, economic forces also affect Mattel, especially the global economy because of its international operations and markets. The fluctuations in currency and the rising energy costs have Mattel concerned. Mattel has made energy saving changes in its production to offset the costs. Although Mattel has its challenges, Mattel’s market in Asia has created opportunities for outsourcing as a

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