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Marketing Research Implementation Plan:Problem Identification and Project OutlineTeam NamesMKT/441DateInstructor
In 1945, Mattel, Incorporated sold its first products from a garage workshop in southernCalifornia, its original founders were Elliot Handler and Harold Matson. The first products soldby Mattel were picture frames butHandler started making doll furniture made from the pictureframe scraps as a side job. Matson soon sold out to his partner; encouragedby the doll furniture’ssuccess, Handler and his wife Ruth turned the company’s emphasis to toys. Inspired by herdaughter’s fascination with cutout dolls, Ruth Handler suggested making a three-dimensionaldoll, and in 1959 Mattel introduced the product that would lead it to the forefront of the toyindustry—the “Barbie” doll (Toy Directory, 2005).Mattel has produced some of the most remembered and coolest toys to come across theface of the earth. The company is currently considering introducing a new toy to children aroundthe world. This requires identification of detailed areas where market research is needed.Research involves population studies, target market identification, per capita income, and thetarget market’s importance to Mattel in the selected scenario. This introductory paper identifiespossible areas of research and an outline for the full report that has to be developed includingDefinition of the Problem, Research Targets, and Objectives, Research Design, Research Tools,Online Resource for Secondary Data, Survey Instruments, and Analysis of Data.Areas Identified for ResearchAs part of its strategy, Mattel addresses concerns that children are maturing and at whatrate. Because they have worldwide customers, Mattel is also concerned with toy preferences ofdifferent cultures. Another of Mattel’s core values is a high ethical standard that ensures there areno child labor laws broken. Social responsibility is important to satisfy potential partners,customers, and stockholders, and stakeholders.
Barbie has made many transformations to fit market targets. For example, in Islamicculture Barbie did not fit because of makeup and revealing clothing so she was taken off themarket in predominately Islamic countries. However in other countries the Barbie product hasperformed well. Barbie has also changed to fit target markets for other cultures and ideals. Mattel