Mattel SWOT Analysis, USP & Competitors

Posted in Media & Entertainment, Total Reads: 6507
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SWOT Analysis of Mattel with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Mattel

Parent Company

Mattel Inc

Category

Toy Brands and Manufacturers

Sector

Media and Entertainment

Tagline/ Slogan

Creating the Future of Play

USP

Leaders in action figures, dolls, video games

STP

Segment

Dolls, toy cars, video games

Target Group

Boys and girls of ages 3-15 and collectors

Positioning

To create unique and exciting collectibles for people across all ages

SWOT Analysis

Strengths

1. Big brand name and one of the largest toy company in the world
2. Diverse line of products in its portfolio
3. Brand recall is high

4. Efficient top management with nearly 30,000 employees

5. It has brands like include Fisher Price, Barbie dolls, Monster High dolls, Hot Wheels and Matchbox toys, Masters of the Universe, American Girl dolls etc

6. Strong financial position compared to other competition with a wide global reach

7. Good advertising and branding through TVCs, online presence and print ads

Weaknesses

1.Involved in a lot of controversies like toxic toys which hurt the brand image
2.Fake products easily available in the market leading to loss of revenue

Opportunities

1.Potential to tap into comic and movie franchises
2.Reaching out by organizing contests on existing franchises

3. Can put holograms or something  similar so that imitation is not easy

Threats

1.Video games
2.Cartoon channels
3.Internet

4. Outdoor games

5. Other similar companies

Competition

Competitors

1.Hasbro
2.Bandai Toys

3.McFarlane Toys

4. Neca

5. Hot Toys



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