Barbie: the American Girl Does Global

In: Business and Management

Submitted By emelishere
Words 684
Pages 3
Case 2 Barbie: The American Girl Does Global
International marketing is the performance of a company's product and services to consumers in more than one nation to produce profit. It is one of the most vital elements of marketing functions to trade their company's products or services internationally rather than locally. This brings more advantages and benefits the organization itself as well as the country.
The case examines the evolution of the Barbie doll over the years from its launch in 1959. It explores the product development strategies adopted by Mattel for Barbie and it examines the different marketing strategies and the reasons for the success of Barbie. The case also explores changes in Barbie's image along with the changes in worldwide.
The most important thing about marketing strategy of Mattel is adaptation of different environments. When it entered the US market with Barbie, the environment was very clear. I mean the expectations of customers were known more easily. And also Mattel had a high adaptation skill to changes and cultural trends. For example black Barbie was one example of it. When it entered the European market and it could be seen directly that, US children and European ones had quietly same expectations, attitudes to like Barbies. But the situation was a bit more complex in other countries. Because cultural and social differences were clearly affect to buyer behavior. For example for Iran or Brazilian or Japan market, Mattel could have to make something change in Barbie and it did. And I like the Sisi’s philosophy from the case that, “young girls want dolls that show them as they are, not as they want to be” But I don’t agree because mostly young girls are quickly adopt the changes and also they want to look like that they don’t so it affects that their behavior of likeness.
On the other hand while entering the Japanese market,…...

Similar Documents

American Girls

...5 Girls video summary Child Development 10H The video is about five American girls: Corrie, Toby, Amber, Aisha, and Haibinh and how they confront the challenges of growing up female in America. While revealing differences in race and class they take us through each of their stories. I also noticed that these girls have in common self-awareness and determination to be themselves. From first loves to parental expectations to the gap between poverty and wealth, the teenagers of 5 Girls facing dilemmas shaped by society's ideas about young women as they experience daily changes in their lives. Corrie is intellectual and openly bisexual, from Chicago's upper middle-class who struggles to connect with her very religious father since revealing her sexuality to him. Amber is an honor roll on Chicago's Southside, a world apart from Corrie's world. Not only must she deal with societies' misconceptions of her, based on her race and class, but also the challenges that comes when she is forced to live on her own. Aisha is a high-achieving black teenager in a Catholic girls' school, a basketball star that fights to stand her ground in the face of a loving but over protective and demanding father. Haibinh came to the U.S. from Vietnam when she was ten. A high school sophomore who excels in school and is a community leader, she struggles with the conflicting demands of holding on to her Vietnamese heritage while fitting in to American culture. Toby is the active 12-year-old......

Words: 324 - Pages: 2

Barbie

...Barbie Assignment I remember having trunks full of Barbies and playing with them when I was a little girl. My Barbies had all different careers and were of different races. My mom even convinced my older cousin to give me her MC Hammer doll. Being of mixed race, my mother wanted me to understand diversity through my dolls. The different skin tones that Barbie had, reflected the diversity I saw in my friends growing up. So for that I think Barbie had a pretty good influence on me. When I five years old, I was rewarded for being good at the doctor’s with a new Barbie. I was so excited because all of my friends had one already. I loved playing with my new found friend, but soon wanted more. After two more successful visits to the doctor’s, Ken and several others helped me to start quite a collection. These dolls were not only toys to me, but an extended family. I spent countless hours with them every day for years. They had a permanent home against my bedroom wall that stretched 5ft long. The monstrous house consisted of four beds, complete with linens and pillows that my mother had made. The kitchen was furnished of dishes, pots, pans, and an array of “food”. The living room had a TV that I made from an old cardboard jewelry box that I drew on and mini magazines. When I was seven, for Christmas my grandma bought me a baby blue Barbie Corvette and it still sits up on a shelf in my parent’s garage. One reason why I want them to keep it is because I think......

Words: 1376 - Pages: 6

Barbie Doll

...poem “Barbie Doll” The poem “Barbie Doll” by Marge Piercy seems to be a strange poem. When I first read it, I thought that is a poem for children, but the ending of the poem is weird. Then I read it again many times. I remembered that one time, when I was in my art class. We were talking about the image of the Barbie Doll and the American culture. The body shape of the Barbie Doll was changing over time to meet the standard which depends on the culture and society at the specific time. This poem is about a little girl, who is perfectly normal about physical. As many other little girls, she plays with doll, and household toys. She is healthy and intelligent. But people don’t think she’s beautiful when they look at her. Everyone only see that she has a great big nose and fat legs. She is advised to be on diet and exercise. But then she is exhausted and dies. She cuts of her nose, her legs and offers them. Lying in the casket with the fake putty nose, the nightie, and pain, people now start seeing her as a beautiful girl. The little girl is a normal girl just like the others. The “doll that did pee-pee,” the “GE stoves and irons” are common toys for little girls (Line 2-3). The toys show them how should they expect their body to be and the role of them in the society. The “wee lipsticks” is a toy which is faked from the domestic accessory of adult (4). The idea of the “wee lipsticks” seems to be guiding the little girl to pay attention to their outside looks. The Barbie......

Words: 974 - Pages: 4

Does Rap Music Misrepresent African Americans

...Katie Peers 4/10/2012 English comp 2 Courtney Mustoe Does Rap music Misrepresent African Americans? There are many genera’s in today’s music world. Depending on who a person is, and what their emotions may be, there will always be a song or genera that one can relate to. Some music helps us relax, while others help us to get pumped up. Other music helps us study while some get us ready to party. Music can create closeness with a significant other while sometimes it can relate to our sorrows of a breakup. It can make us happy when we are sad, while in curtain circumstances make us sad when we are happy. Music can take over our thoughts and emotions that create a story we can relate to or a story we are unfamiliar with. It can take us down a street we have never been before. In some aspects this could be a problem. Some listeners might think all country singers are hicks from the south or mid west. Many might assume every punk rocker is a rebellious Goth. So if these presumptions can be made, what is there to stop people from letting a genera of music represent a certain race in our society today? In the past, music was limited by certain branches of music that could air on the radio and one genera in particular, rap, had to fight its way through the music industry to be heard. Its roots came from the hip-hop culture which includes rapping, graffiti, break dancing, DJing (audio mixing or scratching) ect. After rap was recognized, over the years, changes......

Words: 2681 - Pages: 11

Barbie Girl by Aqua a Gender Bias Song

...What makes a great song? Well, depending on the genre, audiences usually listen to the beat of the song and the voice of the singer, however the meaning behind the song is the most important. Barbie Girl is a song by a band called Aqua and it meritoriously demonstrates human foolishness within society through the use of textual elements such as tone, diction, repetition, as well as visual features. This song is a feminist satire cunningly disguised in a childish, friendly pop hit targeted to young adults and teenagers as it mocks the way a majority of them may think and act as she ridicules how they are desperately trying to resemble Barbie. Aqua uses a sarcastic tone to help send across the purpose of the text. Moreover, the tone throughout the song is understood through Aqua’s use of diction, repetition and visual features. The purpose of the song is to reveal messages of sex and the roles that men and women play in a sexual relationship. Since most listeners of this song do not cautiously pay attention to the lyrics, the sarcastic tone, mixed with the childish, high pitched voice of the lead singer would give the impression that this is fun and cheerful record, exposing the mood. The fake cheeriness and high-pitched voice is used to support audiences understand the mockery that links to the message which is human recklessness within society. The strong use of wording throughout the text demonstrates the superiority of men over women and develops the tone of the......

Words: 1042 - Pages: 5

All American Girls Baseball League

...All American girls baseball League The United States entered World War 2 in 1941 it ended in 1945, because of this men were drafted into the military and forced to participate in the war. This took a high population of the men away from professional baseball. Major league baseball, being a part of America’s past time, was struggling with the decline of men in the league. In 1942 minor league teams were being disbanded due to the war and men 18 years and older were being drafted into the military services. Philip K. Wrigley, famous for Wrigley chewing gum and inheriting the Chicago Cubs major league baseball team from his father, didn’t want baseball to come to a collapse and sought after solutions to this dilemma (Lesko, 2013). Wrigley asked his committee to help come up with ideas. The committee recommended a girls softball league that would be established in the major league parks to help the decline in attendance due to losing quality players to attract crowds. Mr. Wrigley and the All American softball league emerged in the spring of 1943. The league was a non-profit organization and a board was formed which included Philip Wrigley, Branch Rickey, Brooklyn Dodgers President and General Manager; Paul Harper, Chicago attorney and trustee for the University of Chicago and Cubs attorney; and Ken Sells, who was named President of the League. This allowed a base structure for the league (Lesko, 2013). Jim Hamilton was a player, manager, owner and Chicago Cubs Scout......

Words: 575 - Pages: 3

In a Barbie World

...In A Barbie World! A culture that is saturated by consumerism can be referred to as a consumer culture. Barbie can be used as a tool for consumer culture because she is perceived to be the perfect woman, an unattainable achievement. Barbie has the perfect man, Ken; she has her dream house, and car, and even a dream closet. There are life size Barbies bouncing around in T.V. and print media ads that personify this image. Barbie produces a systematic reproduction of consistency; she doesn't evolve but rather promotes change around her. Barbie’s face or body structure hasn’t significantly changed since her creation. The different nationalities that Barbie is produced in are careful not to lend themselves to stereotypes too heavily. Most importantly, the concept of Barbie hasn’t changed throughout the years. Ultimately, she is still a toy. Barbie promotes change by attaching herself to current trends and issues, such as Presidential Barbie, Olympic Barbie, and Sponge Bob Barbie. By presenting current trends in Barbie form, Mattel successfully promotes these trends to parents and children. The perception of perfection that surrounds Barbie is unattainable; however, consumers consistently find satisfaction or happiness in reaching for these goals. We have a car that works perfectly fine, but we want a new one. Our house has more then enough space, but we want a bigger one. Those shoes match absolutely nothing in my closet, but they're new and in style, so I just have to have......

Words: 1986 - Pages: 8

Dols of Mattel - Challenges on the Global Markets

...Mattel ­ Case Study ­ Dolls facing new challenges on the global market I. Executive Summary Mattel produces and sells various toys around the world and among these Barbie fashion doll is the flagship. This product was criticized from more aspects from other cultures of Aisa where the lifestyle Barbie represents is not commonly accepted. On the other hand privacy issues were raised by parents regarding the digital marketing activity of Mattel, as rights of children are related in this market. Mattel needs to consider whether these challenges are related specifically to the lifestyle Barbie represents, whether the lifecycle of Barbie can be expanded in a changing global environment. Or the issues are the signs of a general change regarding toys marketed internationally and also digitally. I came to the conclusion that Mattel needs to introduce a new doll which fits the new expectations. II. Problem/Issue Statement Mattel is the No 1. toy producer in the world, in terms of Sale. Their products with the strongest market presence are based on the concept of dolls / collectibles, where these characters are supported with background story, additional gadgets, additional releases of attached tools. The flagship brand of the company is the fashion Barbie doll, which was 50 years old in 2009. Barbie represents an independent, young American girl and as a fashion doll it acted in different......

Words: 2127 - Pages: 9

Barbie Doll Marge Piercy

...Oluwatoyin Ogunniyi Ms. Hamilton Composition I December 1st , 2011 Barbie Doll The piece of literature I chose to analyze was Barbie Dolls by Marge Piercy. This poem is about a young girl who goes through the normal stages of female bodily development. As the “girlchild” becomes a female she has an ugly nose and fat legs. She tries to be accepted by society but they deny her because of her looks. After a numerous attempts of trying to fit in she gives up. “Girlchild” has surgery and almost risks her life all to make her self pretty. In a way this is the story of your average american girl today. In the poem Barbie Dolls the author Marge Piercy is trying to show that females think that looking like a barbie doll is socially acceptable, so they alter themselves and almost kill themselves to be accepted by others. In the beginning of the poem the “girlchild” is presented with a barbie doll which to every young girl is the idealistic idea of beauty. The barbie doll had miniature stoves and irons and lipsticks. These items that she is presented with are household items that females or housewives tend to use. This sometimes molds society to believe that a woman's place is at home while the husband is being the money maker. As she gets older puberty occurs “a classmate said: you have a great big nose and fat legs”(lines 5-6) . She was “health intelligent poised , strong arm and back”(line 7). All of these characteristics are great but everywhere she went all......

Words: 787 - Pages: 4

How Does Global Terrorism Effect Economic Productivity?

...ECO-201 Case Study #1 How Does Global Terrorism Effect Economic Productivity? Global terrorism is a large concern for all countries. What one nation or country does to inflict terrorism on another or several countries is often felt by many of the other countries, including those not directly involved. Global trade and economics in several countries can feel the impact of one small group. In the example of milk versus guns, if a country produces more guns, then its resources are reallocated and shifted such that it creates an effect on their milk production. Their local economy may suffer more since the local abundance of milk and consumer goods starts to lack. The local impact causes a shift in their production probability curve. This almost starts a ripple effect in that they are now causing an impact on another area where they may have been trading local goods or services for those of someone else. This small effect is multiplied several times over all around the country and then bleeds into the global economy. And although it causes a shift in the production probability curve, other factors can influence this. In an effort to support the war on terrorism, the government may provide subsidy ($$) to areas that produce more guns and products for this fight, which gives them buying power. However, in other areas where they are doing the same thing, there is now less milk and consumer goods produced countrywide. So, no matter how much money you have, there are still no...

Words: 709 - Pages: 3

Barbie in American Pop Culture

...Irakli Mbrica HI 300: American Pop Culture Prof. Blower 12/13/13 American Woman Barbie’s Impact on Womanhood from 1950s-Current Times As you walk into any Toys-R-Us or other toy store, you will undoubtedly come across a wide section of nothing but pink. When you browse this area more closely, you will recognize the iconic name, Barbie, branded across a wide selection of dolls, houses, clothing, cars, and other accessories. Most likely, you will notice a news anchor and a computer engineer Barbie, representing the new Barbie careers of the 2010s. If you were shopping in any other decade since the late 1950s, you would see Barbie dolls with different costumes and careers. Since its inception in 1959, by creator Ruth Handler, the Barbie doll has taken on more than 100 different career paths and has become the most successful doll ever produced. This iconic and often controversial doll has had a great deal of influence on every decade since the late 1950s. From its very inception, Barbie was an innovative fashion doll, whose desirability and influence among girls quickly skyrocketed. It was the first ever adult-bodied doll, equipped with breasts, long legs, and a small waist. Previously, the only dolls for girls were baby or infant dolls that allowed little girls to play mommy. But with Barbie, little girls were soon able to imagine being much more than just mothers or wives, and could play as any career they wanted. The Barbie doll was not simply a fashionable toy,......

Words: 3455 - Pages: 14

Barbie Isn't Real

...Barbie Isn’t Real Television, magazines, and movies all have the same requirement, are you attractive enough? For many years, the media has been indulging society with the images and videos of what everyone is supposed to be, by their norms. Although more and more teens are texting, and not only could that result in ignorance of English proficiency, but also the loss of lives due to texting and driving; the media is creating these images we are supposed to live up to and therefore influencing Americans to change rather than focusing on issues such as texting. The media influences society to live up to these standards that are unrealistic, not healthy, and not accurate. You can pick up the latest issue of any magazine and that front cover photograph has been altered from the original to appeal to us all, and to an unrealistic manner. With the average woman weighing at 147 pounds, in comparison to the average runway model weighing at 110 pounds (Sexton, Timothy). This is a dramatic difference and young girls will believe that a model is their standard. All these unrealistic images are not only making women feel inferior but also not proud of their bodies. (Sands, Breezy). It is unclear to look at a high end fashion magazine and feel that you are not the best just because of the woman in a smaller dress size. From make up products to the latest trendy diets everyone is trying, yet no one is gaining anything from it, but temporary results. Being forced to look at......

Words: 784 - Pages: 4

Does Global Warming Exist

...Abstract Global warming is a large increase in the Earth’s climatic temperature over a short period of time, and had become one of the most controversial topics that we have been facing. What impacts does global warming have on the atmosphere and what actions can we take to rectify the problem.   Does global warming exist and what can we do about it? Global warming is caused by natural and human interference. Some global warming differences with natural and anthropogenic climates changes are, natural climate changes include volcanic activity and anthropogenic changes are caused by human influences such as burning coal oil. I believe that global warming is taking place; climate change has already had observable effects on the environment. Glaciers are shrinking, ice on rivers and lakes are breaking up earlier, plants and trees are flowering sooner. The changes in the weather is one indication, many places have been experiencing more floods, droughts and more severe heat waves. According to the Environmental Protection Agency (EPA), the average surface temperature across the contiguous 48 states has risen at an average rate of 0.13°F per decade. Average temperatures have risen more quickly since the late 1970s and seven of the top 10 warmest years on record for the United States have occurred since 1998, with 2012 being the warmest year on record. A second indicator is the change in the sea level. After a period of approximately 2,000 years of little change, sea......

Words: 1159 - Pages: 5

Barbie Case

...chain under her name. For many, she was the influential icon of American culture in the late 20th century. Until now, I dare say that her image is still very potent worldwide. Who is she? Never before has she ever starred in a Hollywood movie or performed at a famous fashion show. Surprisingly, she never exists in real life and she is literally a toy. Yes, it can hardly be any other toy but Barbie. Nowadays, girls can be seen wearing Barbie clothing, using Barbie perfume, carrying Barbie backpacks, and sleeping in Barbie pajamas, not to mention cosmetics, sneakers etc. (Morgenson 1991, 66). Mattel, Inc., the mother company of Barbie, should feel proud of her. Because on average, an American girl has ten Barbie dolls, a British or Italian girl may own seven, while five is the number of Barbie that a German or French girl has. It was Mattel’s purpose and will when introducing Barbie that she would become a lifestyle, a fashion statement, a way of life, something sacred more than just a doll. And in fact, she did! This plastic doll is worth being considered a legend, which can represent many statuses in the society regardless of gender, skin colour or classes, thus remaining attractive to different girls’ generations since its year of birth. Barbie did not stop at being a widespread phenomenon, but soon became a cultural icon, which holds societal values, beliefs, and norms in it. Barbie appealed to not only young girls, but also to doll collectors, designers, those keen......

Words: 2555 - Pages: 11

Barbie Doll

...“Her good nature wore out/ like a fan belt./ So she cut off her nose and her legs/ and offered them up.” This quote from “Barbie Doll”, by Marge Piercy, refers to a young girl who wishes to change her character and her appearance in order to live up to society’s expectations. In fact, instead of being complimented or admired for whom she truly is, people would rather criticize and condemn her for whom she isn’t. As a result of endlessly trying to alter her portrait, the “girlchild” eventually “wore herself out”. This poem suggests that unrealistic societal demands are destructive for a woman’s self-esteem and well-being. When comparing oneself to an idealistic notion of female beauty and behaviour, one can only expect to feel demoralized, discouraged and devalued. Indeed, "Barbie Doll," the title of the poem, symbolizes society’s view of a perfect woman; the way society expects every woman to be. In fact, by using “Barbie Doll” as the title to her poem, Marge Piercy wants the reader to compare and contrast the adolescent’s appearance to that of a Barbie doll. Stereotypically, Mattel’s Barbie dolls have tall, thin yet curvy bodies, with symmetrical, perfect facial features, blonde hair and blue eyes. This, in turn, leads to the protagonist’s void of self-confidence. Additionally, living up to such standards - all the while being a housewife who must clean the house, raise the children and please her husband - is very demanding on the female gender. Moreover, the doll is......

Words: 7896 - Pages: 32