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Copy of Warfare in Toyland

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by

Hà Duyên

on 24 October 2013

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Transcript of Copy of Warfare in Toyland

Toy industry
Rapid changing environment
The doll business, worth more than $ 10 billion a year in sales
Bratz enter the market
MGA Entertainment
Bratz doll segment target
Bratz doll specifications
Mattel with Babie dolls
Barbie was world’s best-selling doll, became an American icon

50%
of Mattel’s toy sales in the 1990s
management strategy error in 2000s
Mattel response
Group 4
Hồ Thị Ngọc
Nguyễn Thị Hiên
Nguyễn Thùy Dương
Hoàng Huy Toàn
Cao Thị Hà Duyên
Trần Văn Hiếu

Warfare in Toyland
2002
My scene
2003
Flava
2006
30% drop in sales of Mattel
2006
Ken back to the market
2006
Suit agianst MGA
2008
Judge on MGA to stop using Bratz name
Questions
1. What business model and strategies made Mattel the industry leader?
Focused on customer groups (young girls or their mother)
Their strategy was to develop a doll that represents how the ideal women should look like.
Continually creative and they also knew how to acquire and keep their customers by creating more products from the one in the market and later enhance it.
Q2: What strategies have its rival, MGA, pursued that have threatend its Competitve Position?
Marketing research
Satisfies the desires
Expanding sales overseas
Q3: What new strategies does Mattel need to pursue to regain its competitive advantage
Strategies to manage Rivalry
Price Signaling
Market Penetration
Market Development
Product Development
Thank you
Full transcript