stratmgmntcase2 - Strategic Management Module 2 Case Study...

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Strategic Management Module 2 Case Study The case study has to do with the performance of Mattel in the doll industry, mainly with regards to the Barbie line and its possible competitors. The study shows how Mattel didn’t make any innovations to its line and faced large competition from a new entity in recent years. 1) Mattel’s business model and strategies were aimed at their key demographic: women of all ages; mothers, daughters and granddaughters. Their product was designed for the typical ideal woman would be for the time period when it was created (1960’s). The product had also developed a large brand loyalty over the years, watching relatives pass down the love of the product for years. Since it was the leader in the industry for years and faced no massive threat to their line, they took an “if it isn’t broke, why fix it” attitude. They were also afraid that any large change in their business model for the Barbie line would compromise its integrity and possibly lose consumers. 2)
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This note was uploaded on 07/12/2011 for the course BUS 101 taught by Professor Noname during the Spring '11 term at Albany State University.

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stratmgmntcase2 - Strategic Management Module 2 Case Study...

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