Barbie SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: April 12, 2020

SWOT analysis of Barbie analyses the brand by its strengths, weaknesses, opportunities & threats. In Barbie SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Barbie to benchmark its business & performance as compared to the competitors. Barbie is one of the leading brands in the media & entertainment sector.

The article below lists the Barbie SWOT (Strengths, Weaknesses, Opportunities, Threats), top Barbie competitors and includes its target market, segmentation, positioning & Unique Selling Proposition (USP).

About Barbie

Barbie Overview
Parent Company

Mattel Inc.

Category

Toy Brands and Manufacturers

Sector

Media & Entertainment

Tagline/ Slogan

Over 125 careers and counting; I can be Anything

USP

Dolls can change with different clothes and hairstyle and there are Barbie activities

Barbie STP
Segmentation

Customizable dolls  which can be engaged in activities

Target Market

Young females of middle and upper class and grown-up collectors

Positioning

Serves as a role model for pre-teen girls

SWOT Analysis of Barbie

For Barbie, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position. Let us start the Barbie SWOT Analysis:

Barbie Strengths

The strengths of Barbie looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. Below are the Strengths in the SWOT Analysis of Barbie :

1. Wide range of dolls and accessories
2. Customized for audience of different countries
3. Barbie itself is a big brand; global market leader in the toy industry

4. Has its own episodes on TV

5. Competitions are also organized regularly

6. Retail network is very good

7. Top of the mind brand recall globally among young girls

Barbie Weaknesses

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. Here are the weaknesses in the Barbie SWOT Analysis:

1. Fake imitations also sold under its name which is a concern
2. Product portfolio is limited to dolls only

3. Line extension takes long periods of time


Barbie Opportunities

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. Following are the opportunities in Barbie SWOT Analysis:

1. Organize DIY competitions in schools
2.Come up with a comic strip as Barbie has a large family and a long history
3. Add more Barbie activities to its portfolio

4. Regain its dominance in the toy industry


Barbie Threats

The threats for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be threats. The threats in the SWOT Analysis of Barbie are as mentioned:

1.Barbie dolls have been a target of parody frequently
2.Stringent testing process of toys in Europe

3. Changing taste of customer as far as dolls are concerned

Barbie Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 2 competitors of Barbie:

1.Bratz dolls
2.Moxie Girlz


This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Barbie. This section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2500 brands from over 20 industry sectors.

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