Marketing project

M attel Inc. is an American enterprise specialized in toys and games. Harold Mattson and Elliot Handler created it in 1945 and now, it is a global leader in his sector. Mattel is a compound name. It’s formed by « Matt » of Mattson and « El » for Elliot.

Mattel possesses in particular brands like American Girl, Barbie, Big Jim, Fisher-Price, Hot Wheels, Magic 8 Ball, Matchbox and Polly Pocket. Mattel also publish games like Othello, Scrabble and Uno.
It also commercializes games and toys under license Warner (Batman, Justice League, Looney Tunes), Disney, Jim Henson (Bear in the Big Blue House, Sesame Street), Harry Potter and Nickelodeon.

The first Mattel products are pictures – frames, but Elliot soon develops a side business in dollhouse furniture made from picture frame scraps. Matson soon sells out to his partner, and, encouraged by the success of the doll furniture, the Handlers turned the company’s emphasis to toys.
Followed are the main points about Mattel’s history.

* In fact in 1955 Mattel meets the “Mickey Mouse Club” * And in 1959, Barbie™ doll makes her debut. Few years later, in 1960 Mattel becomes a publicly owned company. And in 1961 Ken™ doll joins Barbie™ doll. * In 1965 Mattel diversified a bit their sector, indeed, it enters the educational preschool market with See’ N Say® talking toy. * 1987: Mattel develops a strategy for maximizing core brands. * In 1991 it acquires Aviva Sports, Inc., a sport-toys-maker. * 1993: Fisher-Price® joins the Mattel family. * In 2000 Mattel is granted the licensing agreement for Harry Potter

Mattel has known a successful history and it is already right today.

I) The Situation analysis

A) The environment

We have to select the most important environments which influence very much Barbie’s company in its activity.
About the environments which aren’t so important to analyze for this case, we can say that: * Firstly,