Description
SWOT ANALYSIS OF BARBIE
Barbie
Parent Company
Mattel Inc.
Category
Toy Brands and Manufacturers
Sector
Media and Entertainment
Tagline/ Slogan
Over 125 careers and counting; I can be Anything
Dolls can change with different clothes and hairstyle and there are USP Barbie activities
STP
Segment
Customizable dolls which can be engaged in activities
Target Group
Young females of middle and upper class and grown-up collectors
Positioning
Serves as a role model for pre-teen girls
SWOT Analysis
1. Wide range of dolls and accessories 2. Customized for audience of different countries 3. Barbie itself is a big brand; global market leader in the toy industry 4. Has its own episodes on TV 5. Competitions are also organized regularly 6. Retail network is very good Strength 7. Top of the mind brand recall globally among young girls
1. Fake imitations also sold under its name which is a concern 2. Product portfolio is limited to dolls only Weakness 3. Line extension takes long periods of time
1. Organize DIY competitions in schools 2.Come up with a comic strip as Barbie has a large family and a long history 3. Add more Barbie activities to its portfolio Opportunity 4. Regain its dominance in the toy industry
1.Barbie dolls have been a target of parody frequently 2.Stringent testing process of toys in Europe Threats 3. Changing taste of customer as far as dolls are concerned
Competition
1.Bratz dolls Competitors 2.Moxie Girlz
doc_924767018.docx
SWOT ANALYSIS OF BARBIE
Barbie
Parent Company
Mattel Inc.
Category
Toy Brands and Manufacturers
Sector
Media and Entertainment
Tagline/ Slogan
Over 125 careers and counting; I can be Anything
Dolls can change with different clothes and hairstyle and there are USP Barbie activities
STP
Segment
Customizable dolls which can be engaged in activities
Target Group
Young females of middle and upper class and grown-up collectors
Positioning
Serves as a role model for pre-teen girls
SWOT Analysis
1. Wide range of dolls and accessories 2. Customized for audience of different countries 3. Barbie itself is a big brand; global market leader in the toy industry 4. Has its own episodes on TV 5. Competitions are also organized regularly 6. Retail network is very good Strength 7. Top of the mind brand recall globally among young girls
1. Fake imitations also sold under its name which is a concern 2. Product portfolio is limited to dolls only Weakness 3. Line extension takes long periods of time
1. Organize DIY competitions in schools 2.Come up with a comic strip as Barbie has a large family and a long history 3. Add more Barbie activities to its portfolio Opportunity 4. Regain its dominance in the toy industry
1.Barbie dolls have been a target of parody frequently 2.Stringent testing process of toys in Europe Threats 3. Changing taste of customer as far as dolls are concerned
Competition
1.Bratz dolls Competitors 2.Moxie Girlz
doc_924767018.docx