Failure of Mattel in Creation of Tech-Toys

Running head: MARKETING CASE STUDY
MARKETING CASE STUDY
Name of the Student
Name of the University
Author Note

1MARKETING CASE STUDY
Answer to Question 1
Failure of Mattel in Creation of Tech-Toys
There are various concerns which led to the overall failure of the Aristotle in the entire
market. This was being seen and analysed that there were few proposed features of Aristotle
wherein this was worrisome for the kids in which this required the kids to say please and Thank
You which was creating issues and this gave rise to the different privacy concerns for Mattel.
Privacy Related Issues: This is the first issue which was faced by Aristotle in which
there was a petition against Aristotle which showed that the product is intruder and the bedrooms
of the children should be free from corporate kind of snooping. With such privacy concerns, this
will be difficult for the Mattel to handle such issues and this affected their profitability (4).
Unethical Usage of Aristotle: The Aristotle product is unethical in nature as the
Aristotle’s microphone and the camera which are being installed in the different bedrooms and
the Aristotle can collect the different data and this can share with the different retailers and
advertisers. This can prove to be dangerous in nature as there is huge breach of privacy of the
different individuals (5).
Improper Strategic Planning: The Mattel has improper kind of strategic planning as the
company Mattel did not apply the different marketing strategies which would have been
beneficial for the success of the firm. The improper kind of strategic planning is different as the
kids’ market have been targeted and the tech savvy nature of the same has affected their
marketing activities in a negative manner (4).