Barbie Goes Global

Paper Summary:

This paper discusses Mattel's international marketing strategy and asserts that, in order to capture new, less affluent markets, Mattel should reconsider price structures which have been threatening sales in particular areas. The paper shows how Mattel is marketing African-American, Hispanic and Asian Barbie dolls and is employing a diversification strategy in order to ensure global market dominance in Central Europe, the Middle East, South America, India and Japan. The paper emphasizes that in order to continue their growth, Mattel will have to reorganize price structures in poor nations.

From the Paper:

"Barbie is one of the most common toys in all of the United States. But, as she began to go global, Mattel was forced to change its strategy and try new ways to sell the famous doll in brand new worldwide markets. In its attempt to capture these new markets, Mattel thought global but began to act local, saw cultural difficulties with the American version of the doll, while at the same time continuing Barbie's reign as a complete American icon. However, in order to further capture new, less affluent markets, Mattel should reconsider price structures which have been threatening sales in particular areas."

Sample of Sources Used:

• Iwata, Edward. (2006). How Barbie is making business a little better. USA Today. 18 June. 2008. http://www.usatoday.com/money/companies/2006-03-26-corporate-responsibility_x.htm
• Macavinta, Courtney. (1999). Mattel boosts net stake with Purple Moon. Cnet. 18 June. 2008. http://news.cnet.com/2100-1023-223246.html
• Portnueve, Lea. (2002). Universal Studios and Mattel form multi-picture, multi-year worldwide marketing and distribution DVD alliance. Mattel Inc. Investor Relations. 18 June. 2008. http://www.shareholder.com/mattel/news/20060411-192568.cfm
• AUTHORS NAME. (YEAR). Barbie: growing pains as the American girl goes global. PUBLICATION INFO.

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