MATTEL Presented By Justin Gamache Kevin Malone Jessica

MATTEL Presented By: Justin Gamache Kevin Malone Jessica Levstik Lauren Palmer Sarah Lutz Winter Thielen

SITUATION ANALYSIS MATTEL • Began in 1945 • Major Products – Barbie, Hot Wheels, American Girl, and Fischer Price • • Adjustment of leadership International Customer Service Social Responsibility/Philanthropy

STRENGTHS • History MATTEL – Corporate Strategies • Social Responsibility • Brand Recognition – Barbie, Hot Wheels etc… – Merger/Licensing Deals • New Management • Penetration of International Markets

WEAKNESSES MATTEL • Overturn of Leadership • Unprofitable mergers and acquisitions • Loss of popularity – Barbie

OPPORTUNITIES • International Markets MATTEL – Alliance with Bandai • Weakening of the Dollar

THREATS MATTEL • Early abandonment of tangible toys • Child-Friendly Websites • Recession • Cultural Backlash

PROBLEM STATEMENT MATTEL • Breaking through cultural barriers • Product Development for the Tweens • Regaining Market Position

MAINTAIN STATUS • Advantages MATTEL – No additional costs ALTERNATIVE I

MAINTAIN STATUS • Disadvantages MATTEL – Slippery brand recognition – Become a “top-shelf” item – Will eventually lost all or most of the market share ALTERNATIVE I

EXPAND INTO THE TECHNOLOGY • Advantages MATTEL – Publicity – Cross-Promotion – Gain subsidiary market share – Gain market share in a growing market – More profits STRATEGY II

EXPAND INTO THE TECHNOLOGY • Disadvantages MATTEL – Takes money away from other areas – Additional marketing fees – Consumers might not accept Mattel as a technology company – Past failures history against them STRATEGY II

ADD ON/REINNOVATE PRODUCTS MATTEL • Advantages – Publicity/Hype – Improving foreign market – New brand image – Create larger target market – Become a family name again STRATEGY III

ADD ON/REINNOVATE PRODUCTS MATTEL • Disadvantages – Risky – Money allocation – Misreading the market – Market recognition – New product lines might fail STRATEGY III

STRENGTHEN ADVERTISING MATTEL • Advantages – Publicity – Reinforce brand image – Create demand for both new and old products ALTERNATIVE IV

STRENGTHEN ADVERTISING MATTEL • Disadvantages – Costly – Could create no new demand – Advertisement could get pulled ALTERNATIVE IV

RECOMMENDATION MATTEL • -Strategies 2 & 3: Expand into the technology market /Add-on and Reinnovate Their Product Lines -Threat of new entrants ---Age ---Technology -Strategy 1: Maintain course of action -Strategy 4: Strengthen advertising

IMPLEMENTATION • Costs MATTEL – R&D, etc… • Past Failures – The Learning Company – Intellevision • Foreign Markets – Customizing Products