An analysis of the competitive strategies Mattel used to promote their line of Barbie dolls.
Written in 2009; 733 words; 5 sources; MLA; $ 26.95
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."
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