29 Jun Mattel Confronts Its Marketing Challenges
Question
Case 6: Mattel Confronts Its Marketing Challenges
at page 371 of the following
Book: Marketing Strategy: Text and Cases, Sixth Edition, by O.C. Ferrell and Michael D. Hartline, ISBN-13: 978-1-285-07304-0
Requirement:
No Plagiarism
Format:
Use a 12-point font and memo format (TO, FROM, DATE, SUBJECT) at the top of the first page. In the “SUBJECT” section, mention the area of strategy that is the focus of the case (i.e. market segmentation strategies) and the company name. Even though the beginning is memo format, the content of the report should be written in APA format. Do not use a cover-page, binder, or folder.
Sections and Content:
I. Purpose and Overview-
A brief (one paragraph, double-space) preview for the vice president of marketing. State the purpose of the report and strategy focus of the case. Mention that the report contains external opportunities and threats, internal strengths and weaknesses, and assumptions. Also, state that marketing strategy recommendations related to the focus of the report are included and are based on the SWOT analysis. Briefly summarize the main thrust of your recommended strategies that appear at the end of the report.
II. Summary of Our Past and Current Situations-
A brief (two or three paragraphs, double-space) synopsis of the past and current situations of the firm, especially conditions or circumstances that support your recommendations. Begin the section with an overview of the industry followed by an overview of the firm. Make sure to incorporate a financial analysis of the corporation. Consider financial leverage, profitability ratios and others. How balanced, in terms of cash flow, is the company’s portfolio of products and businesses? How well does the corporation’s financial performance compare with that of similar corporations? Then mention the challenges the firm now faces. Conclude this section with a statement that introduces sections III through VI listed below. Mention that the SWOTs that are in bold font concern the strategy focus of the case. Write this summary section after the balance of the report is completed. This will enable you to mention circumstances that are indicated by significant SWOTs and support the strategy recommendations.
III. External Opportunities we could exploit-
A list (not a narrative) of all external opportunities that emerged from your industry, environment, customer, and competitor analyses. Use a bold font for those that concern the focus of the case. The focus of the first case is market segmentation. All SWOT statements must contain a verb. Example: “Research indicates that our customers are brand loyal.” Not: “Brand loyal customers.” Each listing should be no more than one or two sentences in length. Refer to the Situation Analysis sections for examples of external opportunities.
IV. External Threats that may impede success-
Same as above, except list the threats indicated in the case.
V. Internal Strengths on which to capitalize-
Same as above but list strengths that emerged from your company and product/service analyses.
VI. Internal Weaknesses to overcome-
Same as for strengths but list weaknesses.
VII. Marketing Strategies that emerge from the SWOTs-
A double-spaced narrative of the marketing strategies and/or tactics you recommend containing definitions of the strategies and rationales for choosing each one. Include details on how each strategy will be implemented. For example, if you recommend a multiple segments strategy, what specific segments will be exploited? Also include a quantitative analysis that supports your recommendation. For example, if you recommend increasing advertising, include your expected marketing ROI or customer acquisition cost, etc. as well as the impact on revenue and profits. The recommendations should be based on some of the SWOTs that are highlighted in bold font in Sections III through VI above. Avoid saying that the reader “could” or “may wish” to employ a strategy. This suggests that you are not sure it will be successful. Refer to the “Marketing Strategy Emerges from SWOTs” that was discussed earlier for more details. Begin the section with a brief paragraph to introduce the section and list and discuss your strategies and tactics. Write this section after SWOTs have been identified.
VIII. Summary and Request for Action-
A brief double-space narrative that summarizes the report. Provide the main reasons why the strategy recommendations will be successful. Urge the reader to implement the strategies. Do not convey you are uncertain about the recommendations.
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