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Strategic Plan - Barbie - Camila Fernandes - International Business MBA
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Mattel, Inc. is an American multinational toy manufacturing company founded in 1945 with headquarters in El Segundo, California. Company background… Mattel’s mission is to make a meaningful difference in the lives of children around the world through play. Mattel's companies employ approximately 31,000 people in 40 countries and territories and sell products in more than 150 nations. Mattel is the worldwide leader in the design, manufacture and marketing of toys and family products. As a global company, Mattel’s operations may be regulated by many different laws at the same time.
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Transcript of Strategic Plan - Barbie - Camila Fernandes - International Business MBA
Mattel, Inc. is an American multinational toy manufacturing company founded in 1945 with headquarters in El Segundo, California.
Company background…
Mattel’s mission is to make a meaningful difference in the lives of children around the world through play.
Mattel's companies employ approximately 31,000 people in 40 countries and territories and sell products in more than 150 nations.
Mattel is the worldwide leader in the design, manufacture and marketing of toys and family products.
As a global company, Mattel’s operations may be regulated by many different laws at the same time.
X
Pre-natal Infancy Babyhood Early childhood Late childhood Pre-teen
Demographic
Social Values & Technology
Competitive EnvironmentLaws and Politics
Economy and Industry
External Environment…
The iconic doll is closer to retirement age, this year Barbie completed 57 years old… …and Mattel has had a hard time keeping her relevant.
Product safety record and recalls
Barbie background…
What they have done already….
1st message: You Can Be Anything
Video: “You Can Be Anything”
Barbie background…
What they have done already….
2nd message: Barbie’s New Shape
Barbie’s new shape
February 8th, 2016Barbie gets tall, petit and curvy: A new Barbie line for 2016 features 4 body types, 7 skin tones, 22 eye colors, 24 hairstyles and of course, new clothes…
Barbie background…
But we think those changes are not enough…
And we came up with some strategies, comprising:
Technology
Interaction
Customization
Exclusivity
Knowledge
Loyalty
Assumptions:
Target Market: Girls 3-7 years old
Digital World: YouTube, Social Media, Games, Apps, etc.
Be Present: Movies, Cartoons, etc.
Implementation Plan…
Implementation Plan…
Next…
Strategy Options
5. Barbie VIP Club: Like the VIP Wine Club for adults
I. Create your online account – Barbie VIP Club Members
= $20/month + 1 Barbie
= $30/month + 1 Barbie + 1 Accessory Kit
= $40/month + 2 Barbie + 1 Accessory Kit
= $50/month + 2 Barbie + 2 Accessory Kit
II. Select your preference program:
III. Chose and customize your Barbie first-hand
IV. You can add more options and pay separately (25% off /online account)Mattel: Guaranteed
income every month.V. You will receive your exclusive Barbie at home!
Implementation Plan…
First it will be launched only in U.S.: Each state will have its own personalized Barbie,
accessories, etc.
TEXAS
The goal is to make children learn the history of each state, as well as its traditions, geography, etc.
These information will be available online (membership account) and also in the Barbie box (brochure).
Implementation Plan…
Later, we can launch Globally: Each country will have its own personalized Barbie,
accessories, etc.
The goal is to make children learn the history of each country, as well as its traditions, geography, etc.
These information will be available online (membership account) and also in the Barbie box (brochure).
Implementation Plan…
Implementation Plan…
1st 2ndGoals / Year: 4th 5th
U.S. Barbie Design
U.S. Barbie
VIP Club
Global Barbie
VIP Club
3rd
Global Barbie Design
1
Implementation Plan…
Scenarios Pessimistic Conservative Optimistic
US Gross Sales 10% 11% 12.1%
Global Gross Sales -7% 1% 1.1%
(Barbie, accessories, shipping)
Implementation Plan…
Mattel: Guaranteed income every month.
Thank you!
Camila Fernandes Bento Strategic Plan - Lynn University 2016 [email protected]://www.linkedin.com/in/camila-fernandes-bento-81b4b120
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