Final mattel

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Final mattel

  1. 1. LAUREN CHUMAN *KATRINA VALDEZ*JOHN VINIEGRA IBM 402
  2. 2. The Market • Present • Currently #1 in toy sales • Rise in revenue and profits from last year • Growth compared to competitors • Litigation • Layoffs • Potential • Stabilize revenue/profit in off- season • Boost staff morale after layoffs • “Monster High” • Embrace/continue new methods & practice
  3. 3. Size & Characteristics • Making toys for over 70 years • #1 toy manufacturer • Barbie • Hot Wheels • Fisher-Price • Monster High • ~28,000 employees • #388 on Fortune 500 • Reputation
  4. 4. Buying Habits & Motives • Recent acquisition of HIT Entertainment to strengthen foothold in children’s market • Thomas and Friends • Bob The Builder • Barney
  5. 5. State of PLC • Mature Stage • Across the board in the European and United States toy markets have witnessed falling sales revenue, impacted by economic crisis and structural adjustments of the toy market • Mattel looks to age-defying and re- inventing their products
  6. 6. Characteristics • Bold and willing to take risks • Innovative and modern • Widely diverse and cultured • Social Cultural • Sensitive to social concerns about children’s right whether domestically or internationally • African American, Hispanic & Asian Barbie • Senator, Nurse, Astronaut, Fashion Model Barbie • Adaptable • Educational/ promotes kindness
  7. 7. Classification • Educational • Kid friendly
  8. 8. Channels of Distribution • Retailers • Discount and free standing toy stores • Chain stores • Department stores • Limited extent, wholesalers • 3 largest customers (37% of worldwide consolidated net sales • Wal-Mart $1.2 $Billion • Toys “R” Us 0.7 $Billion • Target $0.5 Billion • Internationally • Directly to retailers and wholesalers in most European, Latin American, and Asian countries • Australia and New Zealand through agents and distributors • Online
  9. 9. POSITION OF THE ORGANIZATION IN ITS ENVIRONMENT • Differentiation • Leader whom emphasizes playing responsibly • Global Manufacturing principles • Committed to creating safe high quality and innovative toys in a responsible and ethical matter • Global Citizenship Report • Share their goals and progress in achieving them • Power of Play • Play is not a luxury it’s a necessity
  10. 10. Philanthropy Programs • Responsibility as a corporate citizen • 40% children do not have access to play • 2% pre-tax donates each year • Stick to values • Play with Passion, Play Together, Play Fair and Play to Grow • Created Mattel Children’s Foundation • Partnerships • Playworks, Mattel's Children Hospital at UCLA, Special Olympics • Recognition • 100 Best Corporate Citizens • World’s Most Ethical companies
  11. 11. Competition• Traditional Toy Market • Children getting old faster phenomenon • Mattel’s ability to satisfy • Behind in electronic and educational toys • Popularity of electronic and interactive toys gives competition an advantage • Securing entertainment properties and renewing licenses • Competes domestically and internationally • Market always at risk from other large and small manufacture, marketers and sellers
  12. 12. Technological • Computer Cool School awarded in 2008 • Mattel Digital Network • In response to children’s exposure to technology and online services • Apps • Apptivity • Online games • Free videos • Toy shop • Access to official websites of their core brands • Websites that insure parents and children's privacy • Parents consent needed • Involved in every transaction http://www.fisher-price.com/fp.aspx?st=10&e=ccslanding COMPUTER http://www.youtube.com/watch?v=f25OKngu5Yw HOTWHEELS APPTIVITY
  13. 13. Legal • Operates in a highly regulated environment in the U.S. and International markets • Regulated products and importation and exportation of products
  14. 14. FINANCIAL POSITION • The Bumpy road • In 1yr net loss of $431 M acquisition of The Learning Company 1999-2000 • 2007 recall cost them $2.3 M • Now over $6 Billion in annual revenue • Steady strong gross margins 2009- present • Controls 16% of the $20 Billion U.S. toy market • Stock price increased 32%, Shareholder return was 37% • Barbie sales down • Highly seasonal • International segment grew 4% accounting for 44% of gross sales in 2012 (Europe, Latin America, Asia Pacific)
  15. 15. Licensing Agreements • Third party permits to utilize the trademark, characteristics, or inventions of the license in products sold • Significant product lines to Mattel’s business and operations
  16. 16. PRODUCT LINES AFFILIATED ORGANIZATIONS • Large portfolio of brands and products • Grouped into 3 categorized • Mattel Girls and Boys Brand • Fisher-Price Brands • American Girl Brands • Acquisitions and partnerships with other companies has contributed to Mattel’s success • HIT entertainment most recently • Fisher-Price World Largest in the infant industry
  17. 17. • North American Segment Mattel Girls & Boys Brands • To support growth for 2013 • Global Campaign for Barbie • Monster High televised entertainment/ episodes/ movies • Tent pole events for Disney for film and television • Hot Wheels • Campaign “World's Best Driver” • Introducing new product lines • Matchbox 60th Anniversary campaign • Product offerings around Big Boots line of vehicles and figure
  18. 18. • Entertainment business include innovative products for new films • DC comics, Man of Steel • Dream Works, Turbo • Disney’s, Planes • Product extensions • Disney’s/ Pixar • WWE Wrestling • Max Steel TV Series • New products • Games and Puzzles • Girl Tech Line innovative offerings
  19. 19. • Fisher Price • Joy of Learning Campaign • Microsites that feature popular apps, episodes and games supporting infant Laugh & Learn Line as well as parenting articles, • The International Segment • Same goals that are developed in the North American Market although some are developed or adapted in accordance
  20. 20. American Girl Segment • Sold primarily in the U.S • Line of historical dolls, books, and accessories as well as My American Girl and Bitty Baby brands • Publishes best selling Advice & Activity books • Award winning American Girl Magazine
  21. 21. Strength of Competitors • Hasbro, Jakks Pacific, Lego • Competitor’s quarterly growth compared to Mattel • Hasbro & Hollywood
  22. 22. Repositioning • “Creating the Future of Play” • Computer Engineer Barbie • Fisher Price’s iXL • Hot Wheels R/C • American Girl “Girl of the Year” • Disney, Pixar, WWE, Thomas And Friends
  23. 23. Philosophy & Logo • Proactive • Company-wide logo only changed once (1969)
  24. 24. The End

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