This case focuses on a company that has traditionally enjoyed success with its marketing efforts rather than one that is struggling to gain market share. Mattel must develop a strategy to maintain its position and enhance its already well-known and trusted brands. Most students will be familiar with Mattel’s products. This case will interest students as it allows them to relate personal experience and memories from childhood with the company that likely was behind many of them. Information is provided about a variety of marketing topics, which allows you to focus on the issues you deem most important. How has the numerous changes in marketing strategy impacted Mattel’s bottom line, effectiveness, or culture? How do you determine whether (and to what degree) to alter products before entering foreign markets? What are the benefits and drawbacks of relying heavily on one customer or product line? How do ethics and social responsibility affect marketing strategy? How should a company handle widely publicized product recalls? How does legal activity affect marketing strategy? The following SWOT analysis and questions will explore some of these possibilities.
1. Do manufacturers of products for children have special obligations to consumers and society? If so, what are these responsibilities?
2. How effective has Mattel been at encouraging ethical and legal conduct by its manufacturers? What changes and additions would you make to the company’s global manufacturing principles?
3. To what extent is Mattel responsible for issues related to its production of toys in China? How might Mattel have avoided these issues?