Developing a Global Vision

Barbie is willing to become the number one doll of all time, well she has been. There is a lot of competition in the market of toys and as cause of it, marketers work with different strategies, especially in the global market. Barbie dolls are sold everywhere in the world. Barbie dolls are manufacture in more than 45 nations and sold in around 150 countries. Barbie is an iconic brand knows throughout the world and Mattel wants to change the brand on its fashion to promote a more define global lifestyle brand. Mattel think in success and goals achievement to present different Barbie branded products from around the world. Barbie is the most diverse doll in the world. There many different types of Barbie. We have Caucasians, Hispanic, African Americans, Asians, etc.

Mattel create both retail opportunity and brand-building position. The brand’s historical roots in fashion and Barbie’s unique ability to inspire girls to dream discover and explore a world without limits. Mattel gives the opportunity to many different stores around the world to sell the doll and make many girls and collectors happy. However, Mattel. Inc is creating their own store of Barbie collections and sells dolls. One example of this is Barbie shanghai, which was created in china and is considerate the biggest Barbie doll store all around the world. With this strategy Mattel thinks that girls will feel more connected to the dolls. They trying to make more Barbie stores in very modern and populate cities as shanghai. Mattel is trying to expand more and more Barbie brand in the future. 

THE MARKETING ENVIRONMENT OF BARBIE DOLLS

      Barbie has been the most popular doll since her creation. However there are certain factors that might affect the marketing environment of Barbie dolls. For example, Barbie does not count with her own store, so the doll is sale in many different retailers such as Wal-Mart and Target. Another thing is that with the downturn of the economy the competitions have been selling cheaper dolls which had made it difficult for the marketing of Barbie dolls. In addition, this era of new technology is making children opt for iPods, computer video games, etc, instead of choosing a toy as a Barbie doll. However, these difficulties in the marketing environment of Barbie do not mean that marketers are not working very hard to satisfy the costumers.

      Mattel keep its Barbie doll timeless and trendy. The doll has filled the fundamental need that a girl can enjoy, that is to playing growing-up. As the time pass Barbie change; we have many workers Barbie that have inspired girl to become professional in a career. In the big list of those professionals Barbie we have nurses, teachers, doctors, pilots, singer, artist, astronauts and more. Also, we have different ethics Barbie dolls such as Hispanic and Asians. Girls with Barbie have different option to choose. It is estimate that two Barbie dolls are sold every second and that the average American girl owns eight versions of Barbie. That is something that makes us stronger in the competition.

         A success in Barbie dolls can be accredits to Jill Barad, who worked as a marketing director for Barbie and CEO in the 1997. One of his movements was to make of Barbie image a constant one. He worked with a campaign called “WE GIRLS CAN DO ANYTHING”. It was a success and Barbie sales went up to $100 million within a year. On the other hand, Mattel relies on Barbie approximately 40 of its profits, and that was when Eckert’s decided to configure the doll. First, Barbie was given a slightly wider face that made her look less “waifish”. Second, Mattel stepped up its merchandising effort in stores. One example, is the 200 Barbie boutiques in Toys ‘R’ U. Third, the company segmented its further by marketing different styles of Barbie of different age groups.

Also, Mattel pursued conservative growth opportunities that carried minimal risk. The company has become a slower-growing but more stable consumer-products company rather than a volatile, hit-driven toy company. As a result sales bounced back, with total worldwide revenue up two to percent to $4.67 billion worldwide. The company seems to be back on track even with this bad economy affecting.

   

Ethics & Social Responsibility

             Mattel, Inc. is the worldwide leader in the design manufacture and marketing of toys. They are compromised with the best-selling brand as Barbie. Since her introduction Barbie became one of Mattel number one girls’ brands in the world. Mattel has sold more than 1 billion Barbie dolls in more than 100 countries. Today, Barbie line include accessories, software and a large variety of licensed products such as books, apparel, food, home furnishing, electronics and movies. As cause of, products and the business environment Mattel claim to take a stand on ethics and social responsibilities. This is because the company’s products are designed primarily for children and it is responsible for social concerns about the rights of children.  Mattel is always aware of how complicated business transaction can be as cause of the international environment. Also, Mattel is conscious about the different legal systems and cultural expectations that might cause ethical conflicts. Another thing is the use of technology may present ethical dilemmas when it comes to privacy.  For those reason Mattel always try to the best for the customers and the company. Dealing with social responsibility is what Mattel does the best, Mattel always tries to makes people happy and their employees. They give, they promote and they help. One example, of a recent social responsibility which is more than a social responsibility is the bald Barbie which will be a friend of Barbie will be donated to hospital treating children affected by hair loss in USA and Canada. The company will also make monetary donations for Children’s Cancer and the Alopecia Areata Foundation.

                  On the other hand Mattel Inc. is making serious commitment to business ethics in it dealing with others industries. In 1997, the company completed its first full ethics audit of each of its manufacturing sites as well. The audit revealed that the company was not using child labor or forced labor, a problem plaguing other overseas manufacturers. An example, of how Mattel deals with its unethical problem was the toys that were made in China which have problems with lead painting and choking hazard. They took all of them out of the market including Barbie dolls and accessories. Then they began cutting relation with foreign countries manufactures that cut specification in the product. Mattel, Inc priority is to make people feel secure when buying their products, not insecure. So, this what make the company strong their ethical and social responsibilities behaviors.   

BARBIE HOLIDAYS 2012

   

THIS IS THE NEW HOLIDAY BARBIE  FOR 2012, IS NOW  AVAILABLE FOR THOSE WHO WANTS TO HAVE ONE OR FOR COLLECTIONS. HERE ARE SOME LINKS WHERE YOU WILL FIND  THEM ONLINE. I HOPE YOU HAVE  HAPPY HOLIDAYS WITH YOUR NEW HOLIDAY BARBIE.

http://www.walmart.com/search/search-ng.do search_query=Holiday%20Barbie%202012&adid=22222222220015514576&wmlspartner=wmtlabs&wl0=b&wl1=s&wl2=&wl3=7647648047&wl4=&veh=sem

http://shop.mattel.com/product/index.jsp?productId=13288505

http://www.toysrus.com/product/index.jsp?productId=12841948&camp=ppc:432697599&affcode=2697599&searchdef=2194806&k_clickid=66b9a22b-0147-18c8-227c-00004d8b60e9&002=2194806&006=18644824846&007=Search&008=&009=e&012=holiday%20barbie%202012&021=23393369629

http://www.walmart.com/search/search-ng.do?search_query=Barbie%20Holiday%202012&adid=22222222220015457893&wmlspartner=wmtlabs&wl0=b&wl1=s&wl2=&wl3=7647627047&wl4=&veh=sem

Barbie for all

Strategic Planning for Competitive Advantage

                                                                                     Mattel has been always successful with its toys. However, the brand that stands out the most is Barbie as causes of the variety this doll provide. This doll has not only received the love of girls from the United States but also from all around the world. Barbie has become through the years a doll more specific for collectors, but that does not mean that a girl cannot play with them. For more than 50 year Mattel Inc. have had a good relationship with it suppliers, thus, more than ever Barbie Brand is selling. 

                   The reason for Barbie to never go down is that Mattel maintain a variety of different types of dolls, accessories, clothes, houses, games and even movies. Those are things that can make the childhood of a girl diverse and entertained. But, not only have these things contributed to the popularity of Barbie, the qualities of the dolls have satisfied the needs of the consumers. Therefore, Mattel Inc. is trying to avoid the low cost manufacture in foreign countries, such as China to make toy that are more durable and healthy for a kids. Barbie is a time classic doll; the brand is stronger than others brands. Even when the competition of dolls in the last years has been strong, Barbie has maintained it rank on the tops. It is estimated that Barbie is sold in more than 150 countries and that every second three Barbie dolls are sold.                       This doll has appeared in movie such as Toy Story 2 and 3. Barbie is becoming popular in the matter of costumes, make up etc. Also, Barbie debuted in fashion shows as Lakme Fashion week of 2009, where the popularity of the brand increased. Barbie might not have their own store but they are sold in any retail or in various websites such as:

 http://shopping.rediff.com/shopping/index.html#!bluetooth headset

http://www.barbiecollector.com/

http://shop.mattel.com/shop/index.jsp?categoryId=3719989

It time to get ready because new  Barbie dolls are coming out. Also, movies as Barbie The princess and The pop star and much more.