市场营销：美泰案例分析(英文版).pdf

IndividualAssignment1

(30points)

Due:5:00pmFeb14,2013

Objective:Studentswilllearnhowtoidentifytheresearchquestionsinthecasestudy;
analyzethemarketsituations;andmakesuggestionsorrecommendationstosolvethe
marketingproblems.Creativesuggestionsorrecommendationsareespecially
encouraged!

Instructions:

-Pleasereadthecasestudyandanswerthe5questionsbelow.

-Individualassignment1shouldbeturnedinonBlackboardwithanattachedwordfile
(seethe“assignments”)

-Pleasenotethedeadline.Ifyoumissthedeadline,butturnintheassignmentwithin3
days(5:00pmFeb17,2013),5pointswillbedeductedforthedelay.After3dayspas
sedthedeadline,nolateworkwillbeaccepted.Pleasesubmitthelateturn-intoDr.R
ebeccaTangbyISUemail.

BackgroundStudy:Studentsareadvisedtoconductmarketingresearchbeforeanswering
thequestions.(BackgroundstudydoesNOTneedtobeshownintheanswersheetstudents
turnin).Thereareseveralpotentialapproachesofmarketingresearch:

-GotoMattel’swebsiteandsearcharounditsvariouslinksformaterialregardingthe
controversy.Whatnewsarticlesdotheymention?Whatsafeguardshavetheyputinto
placeafterthisrecall?

-Howdotheyattempttoreassureconsumersandtheworldthattheyhavecorrectedor
arecorrectingtheproblem?
RealChoicesatMattel

In1945Mattel’sfounders,RuthandElliottHandlerweremanufacturing
pictureframesoutofagarageworkshop.Thecouplealsoranasidebusinesswhere
theymadedollhousefurniturefromtheframescraps;thisbecamesosuccessfulthat
theyturnedtomakingtoys.In1955,Mattelbeganadvertisingitstoysthroughthe
MickeyMouseClubTVshowandthusrevolutionizedthewaytoysaresold.In1959,
RuthHandler,notingherowndaughterBarbara’sloveforcut-outpaperdolls,created
theideaofathree-dimensionalpaperdoll.Barbiewasbornandveryquickly

1
propelledMatteltotheforefrontofthetoyindustry.The1960ssawMattelgrowwith
suchnewproductsasBarbie’sboyfriendKen,See-and-Saytoys,andHotWheelstoy
cars.Inthe1980sMattelbecameaglobalcompanywiththepurchaseofHong
Kong-basedARCOindustries,Correlle,SA,amakerofcollector-qualitydollsbased
inFranceandaBritishcompany,CorgiToysLtd.,and