Mattel Competitive Advantage Mattel's Competitive Term Paper

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They may prefer to buy other toys for their daughters. The 'break up' with Ken to pursue new boyfriends will do little to allay such fears, although theoretically Barbie could also pursue new careers without Ken and focus on things besides looking good in her outfits and in her pink car. However, the fact that Barbie is becoming more of a 'Cali girl' seems to indicate Mattel is going against this strategy and sticking with Barbie's traditional feminine image. To guard against the increased popularity of electronic toys for girls Mattel stated in its press release "Barbie Takes to the Runway at the 2008 Consumer Electronics Show" that it has launched a 2008 Barbie interactive computer fashion game for "tech savvy girls."

Bargaining power of suppliers

Barbie still commands an impressive fan base as a brand name, despite the availability of substitute goods. In the press release recap "Barbie Does it All in 2007," Mattel states that the Barbie doll was named "top doll" and a "Hot Dozen" winner by Toy Wishes Magazine and Mattel capitalizes upon this by creating partnerships with other companies and brands eager to use the Barbie name, indicating the company's continued power, putting it in the ranks of Apple/iPod, MoAoC Cosmetics and Hilary Duff. Barbie has also teamed up with E! Magazine to create a red carpet collector Barbie, according to the 2008 press release entitled "Mattel, E! Entertainment Television and Badgley Mischka Team Up to Create the First-Ever E! Live from the Red Carpet by Badgley Mischka Barbie Doll."

Bargaining power of buyers

However, the fact remains that dolls are not a necessity.

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Mattel must rely upon the crucial 'nag' factor for children to nag their parents into buying Barbies. Only by generating new Barbie fans will these girls become later collectors and givers of Barbies. Only if Mattel can convince young girls that Barbie is special and remains interesting and relevant to girl's lives today can Barbie survive into the 21st century.

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