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
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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
Reliable products for low technology customers: Our brands offer value. Our stakeholders are bondholders, stockholders, customers and management.
In 2007, Mattel a California based toy company shockingly recalled 19 million toys that had been manufactured in China. Mattel was founded in 1944, and has produced iconic toys such as Barbie and Hot Wheels. The company had a long established trust with their consumers that had been forged from decades of reliability. However, when the company recalled 19 million toys due to health and safety violations, consumer confusion and outrage soared. The public wanted to know how such an established company’s safety regulations could fail, how Mattel was addressing the issue, and whether consumers could trust Mattel to produce reliable toys in the future.
Tesco are committed to having a constructive dialogue with stakeholders to ensure that they understand what is important to stake holder and allow their selves the opportunity to present their position. Engagement helps them to identify new risks and opportunities to ensure that their long-term strategy is sustainable. In some instances, they find that working with stakeholders in partnership can help deliver shared goals. They might not be able to satisfy all stakeholder concerns all the time but through engagement they can do their best to balance competing demands. Tesco knows that customers need to be able to trust their business
The key stakeholders in a business include customers, suppliers, employees, local and national communities and governments.
A main component of any company are stakeholders. A stakeholder is a person, group, or organization that has an involvement or interest in a company. Stakeholders can affect a company’s actions as well as be affected by them. There are several key stakeholders in Comcast who play a large role in how the company is ran. These include managers and employees, government agencies and unions, and finally the shareholders.
Each stakeholder has a different criterion of responsiveness, because they have a different interest in the organization. Most organizations are similarly influenced by a variety of stakeholder groups. Investors, shareholders, employees, customers and suppliers are considered primary stakeholders, without whom the organization cannot survive. Other important stakeholders are the community, which have become increasing important in recent year.
Stakeholders have a significant influence on the aims of an organisation. They are the people who are affected by or interested in the business. In some organisations the shareholders are stakeholders, and at times have some of the decision power. In trade organisations, customers are also considered stakeholders; therefore their needs are part of the organisation’s overall objectives.
Stakeholders are individuals or groups that partake, or assert, possession, privileges, or benefits in a, organization and its accomplishments, previously currently, and in the upcoming (Barrett, 2001). These requested privileges or benefits are the result of communications with, or activities reserved by the organization, and they must be lawful or ethical, separate or combined Stakeholders with comparable benefits, entitlements, or privileges can be categorized as fitting into the similar collection: personnel, investors, and clients (Barrett, 2001). The better the impact these groups have on client’s lives and the extra community assets with which they are assigned, and it becomes vital that they are responsible (Barrett, 2001).
The Stakeholder analysis: The Walt Disney Company stakeholders consist of communities, business partners, board of directors/shareholders, employees, customers/guests, and major business segments. The board of directors/shareholders and the major business segments are in the section of high power, high importance. The board of directors and shareholders expect a return of net asset value and an increase in the growth of dividend payments. They also expect more involvement in the decision of the company. Included in this group are the long time ousted members Roy Disney and Stanley Gold. Major business segments, consist of Entertainment Studios, Consumer Products, Disney Parks and Resorts, and Media Networks. This group expects creative license to work on projects that allow them to express the creativity of their individual organizations. This requires them to have the freedom of innovation and independence to make choices.
1. The decision facing Mattel is whether to continue to produce their products internationally where cost are low, or produce them in the United States where costs are significantly higher but quality is better. Mattel might want to even reconsider going global if there sales are decreasing more internationally than in the United States. Mattel needs to determine how many of the products produced internationally were recalled versus the amount of products produced in the United States that were recalled. Mattel also needs to decide how they are going to advertise their products in a way that will convince consumers in the external environment to buy their products, without having any
A stakeholder is someone who someone who benefits or is burdened by a corporation, or someone who the corporation benefits or is burdened by. (Steiner). Stakeholders are represented by two main groups; primary and secondary
“Stakeholders (or interest groups) are tangible, visible and approachable groups or institutions which have a direct influence on the functioning of an organisation.”
Stakeholders are people or groups with interest in an organization that can affect or be affected by the organization itself, its objectives, or its policies (BusinessDictionary, 2015). Each stakeholder brings their own perspective to the table based on their relationship with the organization (e.g. internal or external role), their level of experience, and their area of expertise about the subject matter they are involved with. At a high level, the list of stakeholders for any organization could include people or groups such as: customers, employees, government agencies, suppliers, unions, community resources, shareholders, and business owners. For the purpose of this assignment, I will discuss and review stakeholders relative to the
A company’s stakeholders are all those who are influenced by and can influence a company’s decisions and action, both locally and globally. Business stakeholders include(but are not limited to) employees, suppliers, customer, community organizations, subsidiaries and affiliates, joint venture partners, local neighborhoods, investors, shareholders(or a sole owner in case it is sole
The (word) stakeholder means any person with an interest in business, someone who can contribute to the company grows and success or who benefits from its success. The various stakeholders in business have differing role and their level of involvement in the enterprise varies