Description
LEARNING OBJECTIVES:
The objectives of this assignment are:
• Provide the opportunity to critically analyze a current issue by applying your understanding of business concepts and to identify a specific business problem that needs managerial attention.
• Evaluate the effects culture, society and leadership decisions on a firm’s growth strategy
• Evaluate industry shifts and their impact on “iconic” brands
• Understand the process of a firm’s competitive actions, such as responding to global audiences and repositioning attempts
PART 1
Respond to each question thoroughly, keeping in mind the need for clarity, organization, and proper citation of external research. Please incorporate each question into an essay style case analysis. You may use section headings to organize your paper.
Question 1 / Executive Summary
With the information gathered from multiple sources and properly cited, provide an executive summary of Mattel and its iconic Barbie brand. Your summary should include the firm’s history and evolution, its mission and values, and data from public financial filings (the Annual Report). (20 points)
Question 2: / Opportunities/Challenges
After reading the case study and developing an understanding of the company, discuss the main issues and controversies that the Barbie brand faces. What opportunities are available to Mattel? You should include a discussion of Barbie’s influence on society.
(20 points)
Question 3 / Business Strategies and Ethics:
What is your analysis of Mattel’s repositioning efforts, including its new advertisements and new products? Provide examples of other firms that offer “gender-biased” products and describe whether any marketing changes are being made for them. Discuss, in your opinion, the ethical issues with gender-biased products.(20 points)
Question 4 / Recommendations:
What recommendations/approach would you provide to the CEO and/or Chief Marketing
Officer (CMO)? Provide reasons/justifications for your response. (20points)
assignment. Remember, the case analysis should be in paragraph style.
• The conclusion of the assignment is your ultimate chance to provide powerful evidence of your knowledge of the case to the reader.