Barbie: The American Girl Goes GlobalBarbie: The American Girl Goes GlobalBarbie: The American Girl Goes Global1. Describe Mattels global marketing strategy for Barbie and assess its success.Mattel pushed Barbie in to Global market by adapting fashion and culture trends to it product. Difficulties for Mattel to enter global market are culture, barriers and competitors. Mattel faced problem in the Middle East about religious and social grounds. Parents and religious leaders think Barbie is odd with their culture value and Arab girls reality is different from Barbie. In Brazil, Barbie has competition from local rival which has lower price and more realistic. However, Mettel found that they did not need a total overhaul their product to be successful, For example, Mettel launched Barbie with a painted head spot and dressed in Sari with universal Barbie in India.
2. Describe the success in international markets of Barbie and the US. They were hit the hardest in the Middle East with some problems.
Mattel successfully took a position in many key emerging markets, including India, Egypt and Russia. They also developed a new brand, including the same brand but a brand more inclusive (e.g., they created the first Barbie brand in Indonesia in 1992)
2. Describe and talk about the problems of the US of A with girls in a different perspective from the USA. Mattel had to break into global markets or be hit by difficulties as a result of a lack of interest for it. It’s a challenge to build for the new brand that will be effective in other markets. Mattel had to struggle in certain areas. While it is true that the US has had a soft landing, they did have some difficult problems with the new brand as an initial market share. There are only a few things that have happened that you can compare with the US. Mattel also had a soft landing in India, where they have expanded production, they have begun sales in Japan and many companies have already been established in other markets. There are some other issues with the success you can get from the US that relate to the new brand too.
One more thing that you can look forward to being able to share is seeing the girls’ style be worn in the USA.
Now that we get a glimpse of the USA, we would like to share something we’ve really learned about them as well as our impressions on the brand.
For that reason we want to share it with the world of girls in the US. We don’t really know how you find the girls’ style. We will tell you everything you need to know from our experts. If you like what you’ve heard we’ll be able to give your opinion.
3. Describe the problems people in America have for being underfunded or under-represented. Mattel received criticism for not spending enough money to meet needs in the market. There are many good reasons for this, but one thing to consider is if we are going to be the best retailer in the world then we have to have a strategy that works for every dollar that we invest in improving our brand. But it’s also important not to over-promise about being good with women and try to outdo each other. In this sense we must be able to offer the best service to girls.
Mattel’s girls in the US are very young. We do not have enough experience to take on a major global competitor’s brand, so the team needs to develop what the world has to offer. And yet we seem to be under-represented in the US. Since we are trying to increase their size by 50% over the next two years, our success is really dependent on them being able to take on the largest and best brand in the world in the marketplace (which is pretty big to us). Our main focus is not only in the US but in every other location which has been a bit of an obstacle. Our next steps are to offer girls who do have a lot of potential here which we will focus on once and for all. We believe that the best idea for the future is to bring them into the world of business while leaving girls to their own devices in the next few years.<
2. Describe the success in international markets of Barbie and the US. They were hit the hardest in the Middle East with some problems.
Mattel successfully took a position in many key emerging markets, including India, Egypt and Russia. They also developed a new brand, including the same brand but a brand more inclusive (e.g., they created the first Barbie brand in Indonesia in 1992)
2. Describe and talk about the problems of the US of A with girls in a different perspective from the USA. Mattel had to break into global markets or be hit by difficulties as a result of a lack of interest for it. It’s a challenge to build for the new brand that will be effective in other markets. Mattel had to struggle in certain areas. While it is true that the US has had a soft landing, they did have some difficult problems with the new brand as an initial market share. There are only a few things that have happened that you can compare with the US. Mattel also had a soft landing in India, where they have expanded production, they have begun sales in Japan and many companies have already been established in other markets. There are some other issues with the success you can get from the US that relate to the new brand too.
One more thing that you can look forward to being able to share is seeing the girls’ style be worn in the USA.
Now that we get a glimpse of the USA, we would like to share something we’ve really learned about them as well as our impressions on the brand.
For that reason we want to share it with the world of girls in the US. We don’t really know how you find the girls’ style. We will tell you everything you need to know from our experts. If you like what you’ve heard we’ll be able to give your opinion.
3. Describe the problems people in America have for being underfunded or under-represented. Mattel received criticism for not spending enough money to meet needs in the market. There are many good reasons for this, but one thing to consider is if we are going to be the best retailer in the world then we have to have a strategy that works for every dollar that we invest in improving our brand. But it’s also important not to over-promise about being good with women and try to outdo each other. In this sense we must be able to offer the best service to girls.
Mattel’s girls in the US are very young. We do not have enough experience to take on a major global competitor’s brand, so the team needs to develop what the world has to offer. And yet we seem to be under-represented in the US. Since we are trying to increase their size by 50% over the next two years, our success is really dependent on them being able to take on the largest and best brand in the world in the marketplace (which is pretty big to us). Our main focus is not only in the US but in every other location which has been a bit of an obstacle. Our next steps are to offer girls who do have a lot of potential here which we will focus on once and for all. We believe that the best idea for the future is to bring them into the world of business while leaving girls to their own devices in the next few years.
While talking to you today, I’ve been asked a couple of times in my career to describe your attitude towards growing your team. I’m a big fan of having so many girls with the same passion as you! Even for girls who are just starting out. You will be the biggest inspiration for your girls to work together in a big way! It’s been so long since I’ve seen a girl grow into the woman we all are. We don’t want that to take place now we’ve all grown like we’ve grow up. We’re trying to provide girls with the tools, opportunities, and opportunities they need. I just want to say thank you for your service and for helping us grow. I’m proud of your work ethic and dedication.
A couple of things I thought of when I read the article. Firstly, some really great advice the girl in your story does today. The rest went some way in allowing the “glamour” that women tend to bring to these projects. It seemed like, “If I’m feeling down that little bit, be more aggressive and put on that style all day. This way our girls can focus more on our work, the challenges we see in the world and we can continue working with our women to make our careers bigger.” It seemed like that advice that young women really gave to themselves and their young men. This made sense.
After reading the story, this was why I’m so excited for your team and girls to be able build up these great women. First and foremost, I hope your company continues to do a great job of being flexible, open and innovative to allow girls to have the opportunity to move up through the ranks while staying true to the world we all live in. Secondly, I just want to say my heart goes out to both your teams and the girls I’ve known for the past four years who have done such an amazing job of growing and improving both these young people. I thank you for your continued support of girls and my sincere hope that a company like yours keeps doing what it is doing with its girls. I hope I’ll always be grateful for those experiences and opportunities girls have had. I know your fans are still going to make some changes, and I wish you all a wonderful future!
What I’m saying in this post is that if your team still wants to grow a little bit stronger, you’ll need to help them do so in a way that allows for the girls you care about the most, both emotionally and physically.
Thank you for this amazing piece of advice, Mattel, for being such a great inspiration!
Thank you Mattel, your team’s growth has been amazing to me.
Sincerely,