Case- Btirbie: Growing Pains as the American Girl Goes Global

Discussion Questions

1. Describe Mattel's global marketing strategy for Barbie and assess its success. Does management demonstrate that it understands and embraces the need to -think global and act local"?

2.Approximately 90 percent of the world's children live in developing countries. Despite recent negative soles trends, Borbie remains the most popular toy in the world. What must Mattel do to capitalize on the strategic strength of the Barbie brand and take advantage of market opportunities wound the globe?

3. How important is culture in dictating children's toy preferences? Will cultural differences result in failure for Mattel as the company faces new competitors in the Middle East?

4. Industry observers often refer to Barbie as on -icon What does this mean? What should Mattel executives do to turn around sales of Barbie in the United Stoles?

5. Despite Mattel Company's negative sales trends, Barbie remains the most popular toy in the world. Present Marketing Mix Strategies (the Produce, Pricing, Promotion and Distribution) that would be successful in:
Europe
ii. The Middle East
iii. Latin America
iv. Asia/Japan

Note: Relate your Recommendations to the Cultures of the Geographic Regions.

6. Industry observers often refer to Barbie as an American "icon." Discuss what Mattel Company should do to turn around sales of Barbie in the United States.