Mattel's Competitive Advantage Analytical Essay by cee-cee

Mattel's Competitive Advantage
An analysis of the competitive strategies Mattel used to promote their line of Barbie dolls.
# 114863 | 733 words | 5 sources | MLA | 2009 | US
Published on Jun 28, 2009 in Business (Companies) , Business (Marketing)

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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.

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

Sample of Sources Used:

  • "Barbie does it all in 2007." Mattel Press Release. 2007. 10 Mar 2008.
  • "Barbie Takes To The Runway At The 2008 Consumer Electronics Show." Mattel Press Release 7 Jan 2008. 10 Mar 2008
  • "The Break-Up of the Millennium for the 'Doll' of a Couple." Mattel Press Release. 12 Feb 2004. 10 Mar 2008
  • "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. .
  • "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.

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