Chapter 6daily assignment

Chapter 6daily - Caitlin Vodopia Chapter 6 Closing Case 1 The strategies that made Mattel the industry leader are the share-building s trategy and

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Caitlin Vodopia 9/13/2010 Chapter 6 Closing Case 1. The strategies that made Mattel the industry leader are the share-building strategy and the market penetration strategy. Mattel started with the share- building strategy by building its market share with its distinct competitive advantage of providing a doll that reflected the look and lifestyle of women in that generation. Mattel had the advantage of knowing what doll girls liked to play with and mothers wanted for their children and they were able to build market share with it. After growing its market share, Mattel no longer used the share building strategy and adopted a market penetration strategy. Mattel has an existing product market with dolls, yet they continued advertising and promoting their same Barbie doll to keep a competitive advantage over competitors. 2. The strategies that MGA pursued and threatened Mattel with were the share building strategy and the product proliferation strategy. MGA was a new company and had to get its name out and information about its products to
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This note was uploaded on 01/25/2011 for the course MGT 4195 taught by Professor Aksha during the Fall '10 term at Georgia Institute of Technology.

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Chapter 6daily - Caitlin Vodopia Chapter 6 Closing Case 1 The strategies that made Mattel the industry leader are the share-building s trategy and

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