Strategic Planning for Competitive Advantage

In Mattel's mission statement says "to show girls to express yourself and be able to show people that your not afraid to show your true self." This is mainly geared towards young girls ages 5 to 12 years old. When Barbie was first launched in 1959 it did not do so well and by the end of the 1960's nearly filed bankruptcy. Mattel made a $12,000 toy survey which included several observations of children playing with the doll. They even constructed interviews to them along with their parents about the product. This has helped with their advertising campaign which lead to TV commercials, making this teen doll a household name. Today, the product includes the famous doll, and the variety of designs for the accessories, and clothing. All this observed and managed by their product. The company distributes the doll many in stores as well as online websites such as itself. Even though the company is under Mattel, Barbie is its own brand separate from the big toy company. It has never used aggressive marketing strategies because they have always believed in the value of the brand. This doll have endorsed many famous celebrities and companies throughout the years even promoted by them. However they are using their marketing mix it has made the company very successful with 40 countries representing this doll, 3 dolls sold every 3 seconds, and being the number one doll property in the United States, Barbie is doing this right compared to other doll companies.