The Marketing Environment of Toy Company, Mattel, Inc.


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Essay #: 062028
Total text length is 12,444 characters (approximately 8.6 pages).

Excerpts from the Paper

The beginning:
The Marketing Environment of Toy Company, Mattel, Inc.
This paper will address the market perception of Mattel, Inc. with the following elements: A perceptual map of the market position with the two attributes 1) “ease of learning” which defines the ease of learning a particular board or card game or toy that Mattel produces and 2) “educational,” which defines the perception of how educational the game or toy is perceived to be versus a game or toy that is played merely for fun or entertainment. The paper will also address the characteristics and define the characteristics of Mattel’s target market, including a product-market grid, Mattel’s product strategy as well as competitive advantage based on product mix.
The end:
Oppenheimer, J. (2009). Toy Monster: The Big Bad World of Mattel. New York: Wiley. Accessed 6 Aug 2010 at <>
Ries, A., Trout, J. (1986, 2000). Positioning: The Battle For Your Mind. New York: McGraw-Hill. Accessed 6 Aug 2010t <>