A Study On Barbie Global Market Marketing Essay

A Study On Barbie world(a) Market Marketing quizInternational food marketing is the murder of a orders product and services to consumers in much than one nation to produce profit. It is one of the some resilient elements of marketing functions to trade their com moveys products or services internation eachy kind of than local anaestheticly. This brings more advantages and benefits the organization itself as well as the country.However, try to trade internationally influences by many circumstanceors and cause difficulties. And it is the task of these companies to study these factors prior in order to initiate business or trade with other countries efficaciously. These factors accept the polish, economic and political factors.This essays discussion base on the case study, Barbie The Ameri fag Girl Goes Global. Barbie is worldwide brand name invented by Ruth bus defining as a small scale anatomically tall(a) modelled plastic figure of a human being especially a childs t rickthing and collectable dolls. It is the brand name for Mattel Inc., the organization for producing these toys and dolls. Barbie effectively starts its action and wandering out of its products at the American Toy Fair in New York City in 1959. Since thus, Barbie become popular and operate effectively due to its increase gross gross revenue and revenues thus earning high profit compare to other American toy markets. Therefore, Mattel Inc expands its marketing situation and trade internationally where Barbie is currently merchandising out in more than 150 countries. These complicate European countries, Middle East, India and Japan.Therefore, this writing will discuss how Mattel Inc. deals with unalike refining issues, economic environment and political factors in these different countries in trying to market its products, the American Barbie doll. Throughout the given case study, it was basically piffle about how different finishing affects Mattel in trying to sell Barbie in the above mentioned countries. floriculture is the acquired knowledge that people use to interpret populate and generate social behaviour (Keegan Green 2003). Each country has its sustain culture values and different from one a nonher. And because Barbie trade worldwide, Mattel tend to conservatively study the culture environment in those countries and analyze culture issues arise. The ethnical issues of these countries affected the exchange of Barbie can be reflected from different things. These include the actors line use, the religion involves, the social behaviour and the traditional dress code of for each one country. However, some economic issues and political factors appear to influence its international trading. Barbie is a worldwide brand and they first entered the US market for selling their products because it was the plaza of founder. Since hence, Ruth Handler realizes the greatness of children then decides to produce Barbie to motivate her daughters ideat e of her future. These products were three dimensional adult egg-producing(prenominal) dolls using by children to play with and it was popular in America because they initiate with high amount of sales of total 351,000 dolls at $3 each for the first year on the market. This occurs because Mattel identify its target market such as the group of children up of 1 to 11 years old and they fully satisfy their necessitate for toys tie of plastic and long lasting rather than the first for sale dolls were made of paper and cardboard. However, moving to other countries cause Mattel to create changes on Barbie according to culture issues of each county to make effective. For instance, Mattel was achievementfully launched in India at 1995 because they make changes of Barbie appearance according to local taste of painted with a head spot and dressed in a sari barely still the universally recognize Barbie.When moving to Middle East, culture factors in these countries are very strict and Bar bie buttock difficulties in trying to sell their products in these countries because they face opposition on religious and social grounds. Women in these countries including Iran and Egypt save very strict dress code. They are not allowed to split any part of their hair and due to Islamic law they have to completely cover their body and only their eyes are shown. plainly the appearance of these female dolls highly affected their culture values because Barbie female doll illustrate the opposite side of their dress code. This causes parents and religious leaders to more strange reactions with the culture values represent by Barbie and hatful and they believe Barbie is seen in the Middle East where modesty matters as something of a tramp. Therefore, Egypt government exist with setting up government agencies for producing local dolls aimed to give up Islamic alternative to Barbie and trying to eliminate the image of Barbie in their nations. These dolls called Laila were make in a ccordance to the local taste of Egypt people and their culture because local toy producer believe Barbie is more dangerous than an American missile. Laila also produced according to recommendation from the Arab league department for children suggested that there is cultural fissure when an Arab girl plays with a doll like Barbie because the average Arab girls reality is different from Barbie. Thus Mattel face more challenges and more competitive market outrank due to Laila because they appeared in local taste using Arab costumes for decorating and designing their quite a and serious looking doll. Meantime, Iran has its own local doll producer, Sara and Dara still to vie against Barbie. These dolls apply the same situation as Egypt in producing with the local culture taste by featuring traditional clothing, headscarves and are available with family members thus reinforcing the importance of family for Iranian children. Meantime Sara and Dara are to provide an Islamic alternative to Barbie. However, Mattel did not attempt to stop there though they are forbidden plainly continue fight against Sara and Dara. And thus still able to operate victoryfully by gaining high revenues with high profit due to higher harm with approximately 7 times the average monthly salary. Though that Mattel face up tough position in Egypt and Iran but still continue to compete against local competitors. Facing the challenges of competition, Barbie has been losing market share to Susi the brazil-nut treeian local dolls made by local company, Estrela. This company has licensed to distribute Barbie throughout Brazil. Brazil is the best chance of successful marketing for Mattel because they account 37 part of the countrys annual sales earn from toys market. Additionally, Brazil is one of the largest countries in conspiracy America in according to its rich parsimoniousness, population and geographic territory. Unfortunately, the selling of the Susi dolls increase more than the B arbie sales in terms of cultural values. The Susi dolls were designed as an image of the Brazilian girls and reflect values as a true Brazilian girl and every Brazilian is proud of it rather than showing what they want to be. So instead of helping distributing the Barbie doll all over Brazil, the Barbie face a strong competition cause losing of their market share to Estrela the company that produce the Susi doll. Distributing Barbie throughout the Asian countries, Mattel faces great difficulties repress the worlds second largest toy market, Japan. In terms of economic environment, Japan has high, affirmative and competitive economic situation. Japan is a high income country, the second largest economy in the world and has large industrial capacity. And thus, Japan and the United States face strong and big challenges to compete each other because they have interchangeable economic situation.Therefore, during its first 20 years of operated in Japan, Mattel realised that it is the about difficult situation a company faced because of their manifold statistical distribution system. Additionally, Mattel attempt to face strong competition from local brand and local competitor. For example, Mattel enters into marketing without studying the Japanese requirements for foreign investor to sell out their products. And thus, selling out Barbie in Japan has only a limit success because Japanese girl didnt know what the product is and it didnt work, commented by the Chief executive director Officer of mid 1990s, Josh Amerman. With that issue, a problem of low sales rise then Mattel joins with Takara, a Japanese toy specialist in order to make a difference for the Japanese to understand their product. They then join forces with Bandai, the largest toy company in Japan to sell their products lawfully after terminating relationship with Takara due to license disagreement.Moreover, a cultural fact appears that the Japanese has valued their dolls seriously because of their strong cultural tradition with a heritage of over 800 years and ceremonial importance. Consequently, Mattel started to cope with the Japanese culture in a view of the fact stated but they then discovered that the Japanese girls has preferred the local American Barbie is the best and the most well known. Mattel then dropped forces with Bandai and operates its own marketing office then introduced the American Barbie to Japan and they experienced a success with Long Hair wiz Barbie as one of the top-selling dolls in Japan. These cultural factors helps increase the amount of Mattel global marketing. Fortunately, Mattel rejoined with Bandai once again and forming marketing, sales and product development to overcome the complex Japanese distribution system thus reducing operating expenses. Efficiently, a rise of 10 percent in the international revenue indicates from the 31 percent of Mattels total revenue as according to the good performance of Mattel marketing and their share to the in ternational revenues. This effect of International Marketing helps Mattel improves the increasing of revenues and their shares. In conclusion, Barbie is fun and huge success story. I suggested that every company attempt to trade internationally and marketing their products worldwide must conceptualize the culture issues, the economic situation and political factors of that foreign country in related to chosen products to trade. This led them to make their decisions and reflect the required changes to make on their products in relation with foreign country interest. As we can reflect from the above discussion, Egypt and Iran have very strict culture at how women dress up which not allowing them to expose any part of their body. still Barbie exists with the opposite site of their belief causing high risk in trying to sell out their dolls. Unfortunately, some situation may not affected by the culture issues. As in Europe, Barbie generate success because there was an average of 5 Barb ie dolls at the childrens toy collections because Mattel adopted pan European approach to the Western European market. And thus, acting Chief decision maker Officer Ronald Leob recommended that Barbie believes that the company will proactively adapt its products to local tastes, economic conditions and determine rather than viewing the rest of the world.REFERENCESTextbooksKeegan, W.J., Green, M.C (2005).Global Marketing (4th ed.).Upper Saddler River, N.J.Prentice Hall Kotab, M., Helen, K. (2008). Global Marketing Management (4th ed.). Hoboken, N.J. WileyWebsitesBarbie Doll History Invention of the Barbie Doll, Retrieved on 14 September 2009http//www.ideafinder.com/history/inventions/barbiedoll.htmCulture of Iran, Retrieved on 14 September 2009http//en.wikipedia.org/wiki/IranCultureCulture of Iran, Retrieve on 14 September 2009http//www.cultureofiran.com/Doing business in Brazil, Retrieve 09 September 2009 http//www.kwintessential.co.uk/country/brazil/doing-business-brazil.html Doing business in India, intend 09 September 2009http//www.kwintessential.co.uk/etiquette/doing-business-india.htmlJapan economy, Retrieve 14 September 2009http//en.wikipedia.org/wiki/JapanEconomyJapan Government and politics, Retrieve 14 September 2009 http//en.wikipedia.org/wiki/JapanGovernment_and_politics