The Marketing Environment of Toy Company, Mattel, Inc.

Excerpts from the Paper

The Marketing Environment of Toy Company, Mattel, Inc.
INTRODUCTION
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.
NAME OF...

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