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The American Girl Goes Global 1.
Mattel pushed Barbie in to Global market by adapting fashion and culture trends to it product. Difficulties for Mattel to enter global market are culture, barriers and competitors. Mattel faced problem in the Middle East about religious and social grounds.
|Great by Design (14)||Chances are Barbie was involved. Whether you were braiding her hair, decorating her dream house, or turning your bathtub into her pool party, Barbie was probably a part of your life for quite some time.|
|Barbie Growing Pains as the American Girl Goes Global Barbie Free Short | Essays & Assignments||Eleven inches tall, with a waterfall of blond hair, Barbie was the first mass-produced toy doll in the United States with adult features. After seeing her young daughter ignore her baby dolls to play make-believe with paper dolls of adult women, Handler realized there was an important niche in the market for a toy that allowed little girls to imagine the future.|
|Barbie: Growing Pains As The American Girl Goes Global Essay Example | Hstreasures||Please help improve this article by adding citations to reliable sources.|
|American Girl - Wikipedia||This marketing strategy can reduce the obstacles to achieve success. Despite recent negative sales trends, Barbie remains the most popular toy in the world.|
In Brazil, Barbie has competition from local rival which has lower price and more realistic. However, Mettel found that they did not need a total overhaul their product to be successful, For example, Mettel launched Barbie with a painted head spot and dressed in Sari with universal Barbie in India.
In brief, Global strategies are partnerships that adapt it product to local taste, economic condition and pricing.
Overall, Mettel is doing well, but they will need to adapt a strategy to make more market share in the Middle East. Mattel has experience problems in entering the Japanese market.
How could Mattel have achieved greater success in Japan? Mattel faced the complex distribution system and intense competition from Japanese brands. At first, consumers did not know much about Barbie so Mettel enlisted the service of Takara, a Japanese toy specialist.
They changed Barbie to look appealing to the Japanese aesthetics. Mattel also noticed that Japanese girls preferred American Barbie which became top selling doll in Japan. Mattel achieved success by attempting to adapt Barbie to Japanese culture and made American Barbie get more market share.
From what I have read from the case, I think that the original American Barbie still has high demand in markets even in countries with strict religion and culture. It would have a strong advantage for Mattel in market place.
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Secret Going Global! 3. Strategy for Europe: Regiocentric approach. Friendship Barbie in sattheheels.com Barbie is a fashion doll manufactured by the American toy company Mattel, Inc. and launched in March American businesswoman Ruth Handler is credited with the creation of the doll using a German doll called Bild Lilli as her inspiration.
View CASE STUDY NO 1 from GEOS at University of Newcastle. CASE NO. 1 Barbie: Growing Pains as the American Girl Goes Global Group No. 1 JEFFREY M. BERTUMEN MARJORIE MAE M. CRUZAT BOYCIE attheheels.com://attheheels.com Not so long ago, images of a young girl washed over the Internet.
She was impossibly blonde and impossibly shaped, and surely it was all a masterly work of Photoshop.