Global Marketing: Segmentation and Target Market Analysis- Mattel

This report provides an overview of Mattel's global marketing segmentation strategy and target market. It discusses demographic, psychographic, geographic, and behavioral segmentation approaches employed by the company. The report highlights that Mattel targets women, particularly married women aged 24-37, as well as high-income individuals with luxurious lifestyles. It also identifies unmarried individuals who enjoy travel and are less religious as potential targets. The analysis concludes that by focusing on these segments, Mattel can effectively increase revenue and organizational profits. Desklib provides access to similar marketing reports and study resources for students.

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).

Marketing Strategy and Plan 2
Thus, it should be noted that the company should globally target the people who belong on either
small age group or they are parents of children. They should mainly target women between the
age group of 24-37 years who are married. Also, they should target the high income level people
who have a rich lifestyle. The company should also target the unmarried people who travel a lot
and are not religious. Further, by targeting these people the company can easily increase the
revenue and organizational profits.
Thus, in the limelight of above mentioned events, it should be noted that the above mentioned
report provide information about the segmentation and targeting of customers for the company
Mattel globally.

Marketing Strategy and Plan 3
References
Braimah, M., Bulley, C.A. and Anore, J.A., 2017. Segmenting the children’s market. Young
Consumer Behaviour: A Research Companion, p.209.
Hartley, S., 2017. Smiles and giggles across the world. Busidate, 25(3), p.9.
Khajeheian, D., 2018. Market analysis, strategy diagnosis and opportunity recognition in toy
industry. International Journal of Entrepreneurship and Small Business, 33(2), pp.220-240.
Mattel., 2018. About Us [online]. Available from < https://www.mattel.com/en-us> Accessed on
21 May 2018.