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Mattel Toy Recalls

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MG327
Marketing and Society

Mattel and the Toy Recalls

Q1. Who are Mattel’s stakeholders? Who did Mattel cater to in the recall? What are the long-term implications of the stakeholder approach the company adopted?
Stakeholders are the people, groups or organisations that have a direct or indirect stake in an organisation and can be affected by the organization's actions, objectives, and policies. Key stakeholders in a business include, customers, employees, shareholders, government, suppliers, and the community and society in which the business operates.
Mattel’s key stakeholders include it’s customers, employees, retailers, shareholders, suppliers, both the American and Chinese Government, The Consumer Product safety Commission …show more content…

They should also provide their manufacturers with education and training and enforce random auditing systems.
According to Pirson And Malhotra (2008) It is not enough to be honest with stakeholders. High intensity stakeholders such as consumers need to perceive that the organisation also cares about the individuals well being. One feature that distinguishes high integrity firms that destroy trust from high integrity firms that salvage or build trust is the degree to which the firms signal and communicate a concern for the well-being of individual consumers. Mattel should take this view into account for the future.
Mattel’s licensors such as Disney and Sesame Workshop may feel very dissatisfied and question whether they should continue to license their brand to Mattel in the future unless they show dedication to all stakeholders.
In the long run, Mattel should follow Shultz (2007) in his thinking on constructive engagement. All stakeholders must have a greater appreciation for the amalgamation of consumer interests, government interests, corporate profit motives, and global concerns about sustainability. Conflicting stakeholder interests should be factored into negotiated agreements; otherwise, more powerful stakeholders will have little incentive to engage constructively, reducing the probability for win–win outcomes for the largest number of

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