Buchhaltung und Marketing

Painful Barbie in a Global Marketing Perspective

Abstract

Patrick Sim MM*

The essay discusses the American doll, Barbie within a global marketing perspective. It will summarize the main points of the case and explain how the material in the global marketing review relates to the case. The issues to be discussed will involve Mattel’s global marketing strategy for Barbie and its success. This will be negotiated with its brand strength as well as its icon status and how to create more marketing opportunities and turn the sales around in the US. These issues will also be taken from the perspective of the local Middle East culture when Mattel goes global in search for a befitting cultural nuance from its customers as well as seeking the perfect media response. The essay will also highlight the future suggestions for the product and the company.