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to pass on the legacy to their children as well. One way of doing that is by increasing its brandvisibility through digital media platforms and engaging with consumers in order to createnostalgia and stronger brand recall. With digital media being the new mean of communication,Mattel should take advantage of this platform to remind the mothers that Barbie has alwaysrepresented women empowerment, that women has choices and Barbie is there to help their girlsexplore their limitless potential through the power of imagination in the same way Barbie helpedthem. Creating brand recall and nostalgia among mothers will encourage product adoption in themarket (Walker, et al., 2012). It will further help in creating goodwill among the ex-customersalso; this will be a good way of reconnecting with the old customers and reminding them of theirchildhood times with Barbie. The only drawback for Mattel is the promotional costs that willcome with these intensive advertisements (Walker, et al., 2012). By reminding mothers of whatBarbie actually stood for, it can gain back their trust and stay true to their mission.Market development is when companies try to expand its customer base by offering currentproducts in new markets (Walker, et al., 2012). This approach can be accomplished by variousoptions such as entering new regional markets, opening up new channels of distribution,introducing specific pricing strategies or developing new product dimensions (Proctor,2000).Barbie as a brand is globally recognized; however Mattel solely concentrated on itsdistribution channels in America and relied on third party retailers such as Wal-Mart and Targetfor their international distribution ("Mattel Case Study Analysis", 2017). If Mattel could improve
its distribution system so that Barbie could reach customers more easily, this will lead to morepurchase and help Barbie grow. Barbie could use backward vertical integration model here bystarting its own international distribution channels or by acquiring one. Furthermore, Barbie caninvest into e-commerce channels such as digital platform to sell their products, or they can alsoseek strategic partnership with established e-commerce platforms such as Alibaba, ebay andAmazon. By starting its own distribution channels Barbie can have the advantages such asreduced third party involvement and cost and having complete control over the supply chainmanagement hence leading to more opportunities for differentiation (Littler & Wilson, 1995).They can further capture the upstream or downstream profit margins and expand their corecompetencies (Littler & Wilson, 1995). Although in order to apply this strategy, Mattel has toincur some initial costs such as set-up cost and bureaucratic costs however; distribution to keyinternational toy retailers would help Barbie tap into the new markets easily and make itsproducts a premiere toy brand worldwide, hence fulfilling its vision (Littler & Wilson, 1995).