Barbie Analysis Essay

1646 Words 7 Pages
Executive Summary
Barbie has become one of the best selling toy brands in the world helping Mattel become one of the largest toy makers. Mattel has had much success with it popular Barbie dolls for over fifty years. However it seems every product has a life cycle and in recent years Barbie has begun to decline in popularity due to recent technological trends and stiff competition. Today young girls have become more interested in mp3 players and ipods rather than playing with dolls. At home and abroad competitors are producing new doll with different characteristics that persuade consumers to purchase these products over Barbie. Competitors have begun stealing significant market share away from Mattel who depends on Barbie for 20 percent
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Latin America
Opportunities
In Brazil alone dolls account for 37 percent of the country’s annual $430 million in toy sales.
Make a Barbie doll that has similar features to the Susi doll. Lower price and similar physical features.
Threats
Susi doll manufactured by Estrela, is cheaper than Barbie
Susi has realistic Brazilian features depicting girls as they are and not how they want to be when they grow up. (Blonde Hair, Small Chest, Wide Thighs, and Dark Skin)
Estrela is beginning to cut in to Mattel’s markets share with the Susi doll
Due to the popularity of the Susi doll has been released in Chile, Argentina, Paraguay, and Uruguay.

Implications
Mattel is not meeting the consumer’s wants with it Barbie doll. Mattel has made the mistake of being ethnocentric in creating a standardized product. Stiff competition from the Susi doll is stealing market share from Mattel because it is able to meet the consumers needs and wants better than the Americanized Barbie doll. Mattel needs to create a more localized product to regain its sliding market share. Objectives and Strategy
Product: Mattel should develop a new lower end doll under a new name, and give it similar characteristics to the Susi doll. By do so the new doll will be able to compete better with

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