Mattel's Competitive Advantage

Paper Summary:

This paper discusses the strategies that Mattel is using to gain a competitive advantage for their line of Barbie dolls over other company's similar products such as the Bratz dolls. The paper analyzes Mattels' decision to eliminate the Ken doll in order to put a new face on Barbie, the existing rivalry between competitors in the same market, and the threat of new competitors entering the market. The paper also looks at the bargaining power of both suppliers and buyers and concludes that only if Mattel can convince young girls that Barbie is special and remains interesting and relevant to girl's lives today can Barbie survive into the 21st century.

Outline:
Intensity of Rivalry Among Existing Competitors
Threat of Entry by New Competitors
Pressure from Substitute Products
Bargaining Power of Suppliers
Bargaining Power of Buyers

From the Paper:

"According to Mattel's Feb 12, 2004 press release "The Break-Up of the Millennium for the 'Doll' of a Couple," after more than 43 years together, Barbie and Ken, have decided to spend some "quality" time apart. Despite the fact that anecdotal evidence suggests that Ken is a less than desirable addition to the Barbie family, often scratched off Christmas lists to make room for the purchase of additional dream house furniture and shunned by girls who would rather 'be' Barbie during playtime, the press release presents the alliance between the doll couple as a legendary romance. However, it also admits that Barbie has not always been faithful, and while Ken has been Barbie's sweetheart and supporter, "Barbie has befriended some of the world's most famous celebrities, from popular boy bands to super secret agent spies," and now she looks forward to life as a independent young woman. Barbie is now evolving into a "Cali Girl," a more carefree girl and returning to her Malibu roots."

Sample of Sources Used:

• "Barbie does it all in 2007." Mattel Press Release. 2007. 10 Mar 2008. http://www.shareholder.com/mattel/news/20070130-227546.cfm
• "Barbie Takes To The Runway At The 2008 Consumer Electronics Show." Mattel Press Release 7 Jan 2008. 10 Mar 2008http://www.shareholder.com/mattel/news/20080107-284854.cfm
• "The Break-Up of the Millennium for the 'Doll' of a Couple." Mattel Press Release. 12 Feb 2004. 10 Mar 2008http://www.shareholder.com/mattel/news/20040212-128705.cfm
• "Hollywood's Insiders Spotted Giving Advice to America's Beloved Leading Man, Fueling Rumors of a Total Makeover. Mattel Press Release. 21 Oct 2005. 11 Mar 2008. .http://www.shareholder.com/mattel/news/20051021-177013.cfm
• "Mattel, E! Entertainment Television and Badgley Mischka Team Up to Create the First- Ever E! Live from the Red Carpet By Badgley Mischka Barbie Doll. Mattel Press Release. 23 Jan 2008. 10 Mar 2008.http://www.shareholder.com/mattel/news/20080123-289036.cfm

More papers on Mattel's Competitive Advantage:

• Essay # 61344 : "R&D and Competitive Advantage"
• Essay # 52095 : "Competitive Advantage in Tourism"
• Argumentative Essay # 89716 : "Diversity as a Competitive Advantage"

APA Citation:

MLA Citation: