Metro Case

Mattel Inc.

Company analysis

Global expansion & Marketing success

Jull Frank Chica

Table of Contents

Company background and history...................................................................................... 3

Analysis and industry......................................................................................................4 & 5

Global Market Expansion ...........................................................................................6, 7 & 8

Competition analysis....................................................................................................9 & 10

Current and future profile..................................................................................................11

Challenges, Strengths and weaknesses..............................................................................12

Mattel’s Company Ratios….............................................................................13, 14, 15 & 16

Opportunities, threats and management vision ...............................................................17

Mattel’s global marketing success……………………………………………………………………………..……18

Recommendations and conclusion.......................................................................19, 20 & 21

Company background and history

Mattel is the largest manufacturer of toys in the United States. They are responsible for

creating well-known brands, like Barbie, Fisher-Price, Hot Wheels, and the American Girl doll

collections. In 1945 co-founders Harold “Matt” Matson and Elliot Handler started the world-known

toy manufacturer company, Mattel, Inc. Mattel is the world’s leading marketing, design,

and manufacturing company of both toys and family products. Mattel meets the “Mickey Mouse Club”

and in 1959 the famous Barbie doll made her debut with Mattel. In 1993, Mattel, Inc. merges with the

world’s number one manufacturer in infant and preschool toys,...