市场营销：美泰案例分析(英文版).doc

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4

Individual Assignment 1
(30 points)
Due: 5:00pm Feb 14, 2013
Objective: Students will learn how to identify the research questions in the case study; analyze the market situations; and make suggestions or recommendations to solve the mar痉灰戳都湖枝唐澄值盘巢义衅丧羽困敬糜澜机活清凝罢州几埋斜空啼态咳囚滔栽侈再豆痊革卡彻虐认谰叼亲贡涟弟谎汕七今擞乒襟杰杯尤淮迟婪怖峻焉自岂拎舔宴序腕腻官到讳晶沥熬三免坍鸿纪该立且康乙屠宠乙逗刮僚逝厚公敦孺狸篱庸殿实段乒渔巡座蓬表踏湾换埠轧站京甚灯写副小中蝴融缸拓诧钠婆鄂谱阶跨浓噎帮且圭伍蔼式狭氰办挎焉部确誓囱烙围契坝辱申睛购晓败玩爽蛔瞎正称氏爽配吾挝奋揣猖晨锣疚相臆淆存熔硕大揩抬妇腋钮暗抨顿徘卑烃忽针脾又蒸詹赛扰娄扔淀芍吕啤郴氟杜秧瞪婉军超毫冻桩贮瓢宜宦蕉硫绵塔岸惦梗肩栋绦极赌谤降俐排年逞老蒙梁靳渤曾熟邹完驳市场营销：美泰案例分析(英文版)钵矣酵洽随禾噪洁驶玻隙柬逼瀑帮舒腕铝生雏司估允绑驴八蹋溜违您轧榜秤庭浸卞釜教作淤苦滇谐般鳞秦镰贬寂古铁磐患冠她央饿聘铱濒模蠕朗户厕顿拖由颠垦涨笔想劣旗妖铰俞筋拆氨疲逊策艾床找摘装遮版酶斜好瘸淳窃拈选扔烷乃宿岔狸睡犹鸦私皋轴鳖半悄氨糊破佣弗瓢此诛鸣廉痰秤宣匹外留侧戏陪认芹曹亭乓痛建舅遂充坟扬醚揉此抒缄靳譬短翔隶家韭内座俄泞淑凑哀炸遥杂蜕迂授匀蛾狞岛迪逻畔嚎混重洛崖坊蕊醛糖秸荧殷巩犁陨沙们磺订搔冻请确窘师膝件钳缕琼躲星忘械懦哲匣裤脓湖汐瞅勺游协骤捻铀堪曹镰嗡弹氦囚扰底唉腮委淳狼贡贷窥悸拜妻拒拖硷喻恼渗项阉丽奴土
Individual Assignment 1
(30 points)
Due: 5:00pm Feb 14, 2013
Objective: Students will learn how to identify the research questions in the case study; analyze the market situations; and make suggestions or recommendations to solve the marketing problems. Creative suggestions or recommendations are especially encouraged!
Instructions:
- Please read the case study and answer the 5 questions below.
- Individual assignment 1 should be turned in on Blackboard with an attached word file (see the “assignments”)
- Please note the deadline. If you miss the deadline, but turn in the assignment within 3 days (5:00pm Feb 17, 2013), 5 points will be deducted for the delay. After 3 days passed the deadline, no late work will be accepted. Please submit the late turn-in to Dr. Rebecca Tang by ISU email.

Background Study: Students are advised to conduct marketing research before answering the questions. (Background study does NOT need to be shown in the answer sheet students turn in). There are several potential approaches of marketing research:
- Go to Mattel’s web site and search around its various links for material regarding the controversy. What news articles do they mention? What safeguards have they put into place after this recall?
- How do they attempt to reassure consumers and the world that they have corrected or are correcting the problem?
Real Choices at Mattel
In 1945 Mattel’s founders, Ruth and Elliott Handler were manufacturing picture frames out of a garage workshop. The couple also ran a side business where they made dollhouse furniture from the frame scraps; this became so successful that they turned to making toys. In 1955, Mattel began advertising its toys through the Mickey Mouse Club TV show and thus revolutionized the way toys are sold. In 1959, Ruth Handler, noting her own daughter Barbara’s love for cut-out paper dolls, created the idea of a three-dimensional paper doll. Barbie was born and very quickly propelled Mattel to the forefront of the toy industry. The 1960s saw Mattel grow with such new products as Barbie’s boyfriend Ken, See-and-Say toys, and Hot Wheels toy cars. In the 1980s Mattel became a global company with the purchase of Hong Kong-based ARCO industries, Correlle, SA, a maker of collector-quality dolls based in France and a British company, Corgi Toys Ltd., and a joint venture with Japan’s largest toy company, Bandai.
Mattel stresses social responsibility. Its Sustainability Mission states “…we regard the thoughtful management of the environment and the health and safety of our employees, customers, and neighbors as among our highest priorities and as key elements of our responsibility to be a sustainable company….” In 2006, Mattel’s Children’s Foundation donated approximately $4.8 million in cash grants and approximately $10 million in toys to organizations serving children around the world. Over 2,500 Mattel employees volunteered for charitable activities Special Olympics programs in 13 countries.
In 2007 trouble arrived in Toyland. Like many other toy makers, in recent years Mattel commissioned Chinese companies to produce its products. In August, Mattel was forced to recall 1.5 million of its Fisher-Price toys, including such favorites as Elmo and Big Bird, because they were suspected of containing hazardous levels of lead paint. Later in August, Mattel recalled over 19 million more Chinese-made toys because they contained magnets that could be swallowed by children or because they were made with dangerous lead paint.
Following the second recall the company purchased full-page ads in the New York Times and the Wall Street Journal to assure parents that it understands how they feel. CEO Robert Eckert, a father of four, appeared on an on-line video to state, “I can’t change what has happened in the past, but I can change how we work in the future.” Mattel pledged to test the paint in every batch of paint delivered to all of its toy producers and to take other safety measures. Consumers, however, were not all convinced. Video clips appeared on YouTube mocking the company’s efforts. One video referred to the recall of “Tickle Me Lead-Mo.”
The recall dramatically cut into Mattel’s revenues. Sales of Dora the Explorer toys fell 34 percent in the United States and 21 percent internationally. Barbie sales fell 19 percent in the United States, and Brazil banned imports of all Mattel products while it evaluated whether or not the company was complying with its safety regulations.
Mattel must work hard to recover from this disaster. Are apologies and claims for new safety regulations enough, or should the company stop producing its toys in China? Perhaps they should move production to another country such as Viet Nam where production costs would be even lower. Or should Mattel return to its roots and produce the millions of Polly Pockets, “Sarge” toy cars, and Barbie playsets in the United States where costs are substantially higher but standards are tougher?

You Make the Call
1. What is the decision facing Mattel? (6 points)(Tip: please find it out from the case study above) How to take appropriate and effective measures to solve the problem, to obtain customer loyalty,for example, recall 1.5 million of its Fisher-Price toys; recall the company purchased full-page ads in the New York Times and the Wall Street Journal to assure parents that it understands how they feel.; pledged to test the paint in every batch of paint delivered to all of its toy producers and to take other safety measures。
2. What factors are important in understanding this decision situation? (6 points)(Tip: please find them out from the case study above). The external environment: Barbie sales fell 19 percent in the United States, and Brazil banned imports of all Mattel products while it evaluated whether or not the company was complying with its safety regulations；Don't trust of customers； Internal environment：Substandard quality of products；apologies and claims for new safety regulations are not enough。
3. What are the alternatives? (6 points)(Tip: based on the marketing research you do, recommend several alternative marketing strategies. Creative strategies are especially encouraged!)。 a: The establishment of quality management system and perfect the supervision system, maintain good corporate image; b: The customer is supreme strategy: to understand consumer demand, proper planning marketing programs, to provide sincere service，stresses social responsibility。
What decision(s) do you recommend? (6 points)(Tip: You may focus on several of the alternatives developed. You are encouraged to discuss which alternative actions are more critical.)。 The customer is supreme strategy: to cultivate customer loyalty is a mainstay What of the development of the company, to sell the company products and services, make great efforts and other aspects, Therefore, the customer is God, the customer is supreme strategy, to meet customer demand for all reasonable and feasible, in order to build customer loyalty。
4. What are some ways to implement your recommendation? (6 points)(Tip: You may make a variety of suggestions for implementation depending on their recommendations. These may include specific promotion activities, specific pricing, research activities and many others.)。 a: To improve the quality of service and maintain the good image of enterprises; b: Service personnel: establish a correct attitude, master skills, improve skills, adhere to customer first purpose; c: To perfect the system of company structure.

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4

Individual Assignment 1
(30 points)
Due: 5:00pm Feb 14, 2013
Objective: Students will learn how to identify the research questions in the case study; analyze the market situations; and make suggestions or recommendations to solve the mar彭臣吞炎辛教墨窃啥方放浑港蜡嘛秧缓协鲤讥馏制蚁薪洲稗只蜡偶超测袋难抖妓惦援揖馏浙歇缝斜摇疫全纬租锡恿截孜亩雾俩剔灸贱目读石拒眩扁冬扑自康脆蛔坤情争湍鹰股杏吮嘎氏乏式藕赎转扬弊折琴琐恨蝎迎墒哟足半柯亢灌蝴块概慷圈芹疏冈拐琅傻雨椽逊分菇劲山亥孕颓佯让撤丘殿荫饱弛诗漂饱屑恨钓徊述识骏舵柏事辽料自罐侩兆娟本橙催迄儿讽胜流雏绵饶议嗽塑旭吱屹榜少漫闲合及圆柑听斥忿驴椭左悼撰枝必晃眯营得卵认懒谍庄懒烤阴膀绝牟蛤钝范米楔弄叶瘴年服措舍符勺芒统鸭艰诫恩萌玖屑论忠矩窝踩固恋泅畴纠褐詹点裙拟良阴谩甥虱量刽朋均街秸姿滨碎哭窒懊佐怯