Global Marketing Segmentation: Mattel Toy Company

Running Head: Marketing Strategy and Plan
Marketing Strategy and Plan

Marketing Strategy and Plan 1
Global Marketing Segmentation: Mattel Toy Company
The purpose of this paper is to provide brief information about the segmentation and the target
market of the company Mattel. The organization produces and sells toys worldwide; the
company has a diversified range of products for which target the customer worldwide to increase
their sales (Mattel 2018). Further global segmentation and target market of the company are
discussed below:
On the basis of demographic segmentation, this should be noted that women are comparatively
more attracted towards the products of the company in the global level as compared to male.
People who are generally married purchases the products of the company for their child. Further,
the company should target all the people present in the market till the age group of 45. Till this
age people buy these products to gift to their kids (Hartley 2017).
Talking about the psychographic segmentation, it should be noted that the company globally
segments the market into high income level and upper middle income level to whom the target
internationally. Further the company target high income level people who live a luxurious life in
the environment. Also, the people who are fond of toys purchase the products from the company.
The families that are active and perform outdoor events purchases these products in the market.
The geographic segmentation of the company states that although Mattel targets people globally,
but still they have segregated the market into two parts that are the North America Segment and
other international segment. The company targets the people on the basis of area of population.
The company targets the places where there is high population. Mattel increase their sales in
areas where speaking toys are highly demanded like, Caucasian, Hispanic etc. These people
highly demand the products of Mattel (Braimah, Bulley, and Anore 2017).
Lastly, on the basis of behavioral segmentation, it should be noted that the company should
globally target the people who are not much into religious activities and loves gifting their
children with gifts. The company also targets the people who love playing games and people
who travel because while traveling they spend on their time while playing video games. The
company should target the loyal people. They should increase the supply of good during
Christmas as most people will buy the products at that time of the year (Khajeheian 2018).