Applied Marketing Strategy

Running head: MANAGEMENT
Applied marketing strategy
Name of the student
Mane of the university
Author note

1MANAGEMENT
Executive summary
In this study, it has been identified that due to emerging opportunities in the market, the
preference of the customers is also changing regarding toys. In this situation introducing an
effective strategic initiative has become necessary. The purpose of this study is to shed light on
the Barbie controversies and those impact on decreasing market share of Mattel. In this study,
has been identified that among all the strategic initiatives, celebrity endorsement can play an
effective role in case of driving the positive growth in the company. Based on the celebrity
endorsement not only the unique image of the company will be introduced but also its initiatives
towards inspiring individuals can also be fulfilled.

2MANAGEMENT
Table of contents
Introduction......................................................................................................................................3
Business problem.............................................................................................................................3
Issue analysis...................................................................................................................................4
Detail understanding of the issues...............................................................................................4
Theoretical concepts for analyzing the issue...............................................................................5
Industry overview........................................................................................................................7
Strategic marketing alternatives......................................................................................................7
Strategic alternatives....................................................................................................................7
Evaluation of alternative solution................................................................................................8
Marketing theories and concept.................................................................................................10
Marketing recommendations and conclusion................................................................................11
Reference list and bibliography.....................................................................................................12
Appendices....................................................................................................................................14
Appendix 1.................................................................................................................................14
Appendix 2.................................................................................................................................14

3MANAGEMENT
Introduction
Barbie doll is leading the toy industry from last 60 years and it has become the most
iconic toy in the world (Ni, Flynn and Jacobs 2016). Due to emerging opportunities in the
market, the preference of the customers is also changing. In this situation introducing an
effective strategic initiative has become necessary. Analyzing the emerging situation, it has been
identified that Barbie has again got the spotlight as most of the customer have criticized that it is
providing the narrow and unrealistic vision of women dress and looks, which can bring strong
impact towards the career growth. The purpose of this study is to shed light on the case namely
‘Does Mattel’s iconic Barbie doll need a makeover? ’ and critically analyze the business issues.
Based on the issues, strategic alternatives will be provided and marketing recommendations will
be introduced for dealing with the situation.
Business problem
In the year 1945, the Mattel was introduced as a picture frame selling company. In the
year 2015, based on the popular portfolio of American girls’ collection, Mattel introduced the
Barbie doll as well as accessories, lifestyle elements, home and cars (Allure.com 2019). By
wearing various outfits the Barbie dolls have been sold by representing near about 150 careers.
It has been identified that near about 25% of US market share has got influenced by the Barbie
merchandise (Scmp.com 2019). As its result, Barbie has become the cultural icon for the global
people. The business issue aroused when the controversies regarding teenage pregnancy to career
attainment and education have got interconnected with the products. By continuing this, it has
also been identified that due to unrealistic body shape of the Barbie, controversies have brought
negative impact on the production process of the company. In some of the cases, sarcasm
increases based on the Barbie intelligence. On the other hand, it has been identified that in 2010,