An action program is created so management can take corrective action to close the gap between the goals of the company and performance. It answers the questions on what will be done, when will it be done, who will do it and how much will it cost (Kotler & Armstrong, 2016, p. 57). The marketing plan will guide the company throughout the year and help achieve goals that are set. Mattel’s CEO, Georgiadis has an aggressive plan to refresh the franchise and improve both the offline and online experience (Berr, 2018). This encompasses management to work together and find new processes and procedures to update the way the company does business and how the toys are being made. That’s why she’s asked the company’s head of supply chain to rely on fewer vendors, and asked all executives to follow her “Rule of Two,” which allows just two senior execs to make decisions, instead of four or five. It is also why utilizing customer data in toy development is such an urgent project (Lev-Ram, 2017). …show more content…
She wants to bridge the gap between the different divisions so that the business is more cohesive. Previously, the divisions have been segregated, which Georgiadis, the former Google exec is actively changing. She has been quoted as saying, “I really need to allow them to openly express their fear of that change and how I help to give them psychological safety to speed up and take smart risks to get that company to the future.” (Gharib, 2017 para. 3). She would like to create a more open, fun and lively atmosphere and will start by breaking down the stigma of inaccessibility of the leaders within this organization. To portray this, she will share an office with the Chief Operating Officer, Richard Dickson, instead of having her own private office (Lev-Ram,