Description
SWOT ANALYSIS OF MATTEL
Mattel
Parent Company
Mattel Inc
Category
Toy Brands and Manufacturers
Sector
Media and Entertainment
Tagline/ Slogan
Creating the Future of Play
USP
Leaders in action figures, dolls, video games
STP
Segment
Dolls, toy cars, video games
Target Group
Boys and girls of ages 3-15 and collectors
Positioning
To create unique and exciting collectibles for people across all ages
SWOT Analysis
1. Big brand name and one of the largest toy company in the world 2. Diverse line of products in its portfolio 3. Brand recall is high 4. Efficient top management with nearly 30,000 employees 5. It has brands like include Fisher Price, Barbie dolls, Monster High dolls, Hot Wheels and Matchbox toys, Masters of the Universe, American Girl dolls etc 6. Strong financial position compared to other competition with a wide global reach 7. Good advertising and branding through TVCs, online presence and Strength print ads
1.Involved in a lot of controversies like toxic toys which hurt the brand image 2.Fake products easily available in the market leading to loss of Weakness revenue
1.Potential to tap into comic and movie franchises 2.Reaching out by organizing contests on existing franchises Opportunity 3. Can put holograms or something similar so that imitation is not easy
1.Video games 2.Cartoon channels 3.Internet 4. Outdoor games Threats 5. Other similar companies
Competition
1.Hasbro 2.Bandai 3.McFarlane 4. Neca Competitors 5. Hot Toys
doc_744414255.docx
SWOT ANALYSIS OF MATTEL
Mattel
Parent Company
Mattel Inc
Category
Toy Brands and Manufacturers
Sector
Media and Entertainment
Tagline/ Slogan
Creating the Future of Play
USP
Leaders in action figures, dolls, video games
STP
Segment
Dolls, toy cars, video games
Target Group
Boys and girls of ages 3-15 and collectors
Positioning
To create unique and exciting collectibles for people across all ages
SWOT Analysis
1. Big brand name and one of the largest toy company in the world 2. Diverse line of products in its portfolio 3. Brand recall is high 4. Efficient top management with nearly 30,000 employees 5. It has brands like include Fisher Price, Barbie dolls, Monster High dolls, Hot Wheels and Matchbox toys, Masters of the Universe, American Girl dolls etc 6. Strong financial position compared to other competition with a wide global reach 7. Good advertising and branding through TVCs, online presence and Strength print ads
1.Involved in a lot of controversies like toxic toys which hurt the brand image 2.Fake products easily available in the market leading to loss of Weakness revenue
1.Potential to tap into comic and movie franchises 2.Reaching out by organizing contests on existing franchises Opportunity 3. Can put holograms or something similar so that imitation is not easy
1.Video games 2.Cartoon channels 3.Internet 4. Outdoor games Threats 5. Other similar companies
Competition
1.Hasbro 2.Bandai 3.McFarlane 4. Neca Competitors 5. Hot Toys
doc_744414255.docx