Barbie is the best-selling doll, produced by Mattel, a U.S. company. Mattel is targeting Barbie to foreign
Question:
Barbie is the best-selling doll, produced by Mattel, a U.S. company. Mattel is targeting Barbie to foreign markets but struggles to find the right strategy because of cultural differences. In Muslim countries, Barbie faces competition from doll producers that offer Islamic alternatives that feature conservative styling. In Latin America, competitors offer dolls with tanned skin and dark hair. In Asia, many girls prefer dolls with Asian features.
The fun-loving image that Barbie projects in the U.S. market is often inappropriate abroad. In marketing Barbie abroad, should Mattel management apply a strategy that is global or multidomestic?
What are the advantages and disadvantages of each approach? Is it possible to reach a compromise?
Elaborate and justify your answer.
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