Case Study - The Barbie doll in China

The Goal - Analyse the cases using marketing principles, theories and concepts that you have been acquiring from studying marketing

Questions -

1. Using psychological and cultural concepts, discuss what Mattel could have done to help Chinese consumers shop more at its stand-alone experiential shop?

2. What international marketing lessons can be learned from Mattel's experience?

3. Chinese girls still clamour for Barbie dolls. What should Mattel do next to reach out to them?

Suggested Report Structure -

Cover Page

Table of Contents

Introduction (suggest 50 words)

Key Marketing Issue (suggest 200 words) - identifying the key marketing issue in the case (what is the main thing going on?)

Secondary Marketing Issues (suggest 300 words) - secondary marketing issues in the case (what are the other things going on?). 

Case Question Answers (suggest 400 words) - Beyond this you should answer the questions at the end of the case, making sure that in doing so you draw on marketing principles, theories and concepts.

Marketing Recommendations (suggest 200 words) - Then you should think that if you had the power to make marketing recommendations (as a consultant or commentator) what would you say (at a broad or a specific level) to companies and/or brands featured in the case.

Self-Reflection about Marketing(suggest 250 words) - Lastly, you will need to self-reflect on why you think the case author wrote the case study i.e. what did he or she intend students to get out of it, in terms of learning about marketing.

Bibliography

Appendices

Attachment:- Assignment Files.rar