Marketing Report Mattel

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Table of content

I.        Introduction        2

1.        Company overview        2

2.        Mission and goals        2

3.        Product lines        2

II.        External analysis        3

1.        D.E.S.T.E.P analysis        3

2.        Trend-analysis        7

III.        Internal analysis        9

1.        Product portfolio        9

2.        7s Model        10

3.        S.W.O.T analysis        11

4.        Business Strategy        13

IV.        Customer needs and wants        13

V.        International selection and market entry choice        15

1.        International market selection        15

2.        Market entry modes        16

VI.        Choice of product adaption        17

1.        Ansoff matrix        17

2.        Three level of the product        17

3.   Product Adaption        18

VII.        Competitive analysis and brand positioning        19

1.        Brand positioning        19

2.        Competitive analysis        19

VIII.        Marketing mix        21

1.        Product        21

2.        Price        22

3.        Place        22

4.        Promotion        22

IX.        Conclusion and recommendation        23

1.        Conclusion        23

2.        Recommendation        23

X.        Reference        24

1. Introduction

1. Company overview

More than 70 years ago, an idea came from in the modest southern California garage workshop of Elliot and Ruth Handler, co-founders of Mattel. Today, Mattel become the largest designer, manufacturer and marketer of both toys and family product in the world. In 1945 co-founders Harold “Matt” Matson and Elliot Handler started Mattel, Inc. Barbie, Hot Wheels, Tyco R/C, and Power Wheels are just a few of well-known brands that Mattel has made our childhood colorful. According to FORTUNE magazine Mattel, Inc named as “100 Best Companies to Work for” and “100 Best Corporate Citizens” and the “World’s Most Ethical Companies”, this reputation is something quite rare for the most corporations of this size.

Mattel is headquartered in El Segundo, California. This company employs more than 30,000 people in 43 countries and sells products in more than 150 nations all over the world.

1. Mission and goals

Mattel seeks to make lives of children around the world to have a meaningful difference while they are playing. The company means to create toys that can inspire and empower young minds to encourage their imagination beyond boundaries and shape a better world. While designing and engineering toys, Mattel strives to guarantee the safety of those toys for children. The company looks to reduce the environmental impact and environmental performance within the company as well as the communities.

Mattel’s mission is to act with integrity in all that they do, positively impacting their people, their products, and their planet by playing responsibly.

1. Product lines

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1. External analysis

1. D.E.S.T.E.P analysis

• DEMOGRAPHIC

Middle East is made up of 17 countries located in Western Asia and extend into Africa. In 2016, there was estimated a population over 411 million and different ethnic groups, e.g. Arabs, Egyptians, Jews, etc. The most populated countries from the Middle East are Iran and Turkey (World population review, 2017)

• Iran: 81,824,270[pic 6]
• Turkey: 79,414,269
• Iraq: 37,056,169
• Saudi Arabia: 27,752,31
• Yemen: 26,737,317

At the opposite side, the least populated countries are Bahrain and Qatar. (World population review, 2017)