Chris Salt
Ashley Solomon
Kimberly Tucker

Mattel’s mismanagement of international
subcontractors and vendors and the
production of certain toys (the manufacturing
process), as well as their inability to adapt
their marketing strategy or product to the
constantly changing “demographic and
socioeconomic trends” (Ferrell, et. all 466).

Legal

International supply chain

Technology and socioeconomic trends
Strengths
Opportunities
Mattel’s core brands are instantly
recognizable
Barbie is the #1 doll in the U.S.A.
Brand leveraging is high
Dominance in the international market
Growth potential with technology-based
toys, especially in international markets
Development of an online social network
Expand Barbie and My Scene brands to
include sports gear, fashion lines, music, and
movies
Weaknesses
Threats
Inefficient management
Reliance on Wal-Mart and Target
Reliance on traditional toys
Increasing global competition
Increasing domestic competition
Volatile oil prices
International laws and ethics
Lifestyle changes of target audience
Rate of children growing up
Role of technology in products
Purchasing power and consumer needs in
global markets

Training

Internal Auditors

Technology-based Products


Employ Internal Auditors
Audit on a regular basis. Establish an adequate
budget. Auditors taken from the Human
Resources Department and Operations
Management Department will be put in charge of
monitoring the domestic and international supply
chain, the manufacturing process, the quality of
the products, and the compliance of employees
with the company’s high safety and ethical
standards. An audit report must also be
produced and presented to Mattel’s
management. This report should also be
published on their website.