APPLE Analysis Of Mattel

External environment

A STEEPLE analysis will be used to examine the external environment Mattel operates in today.

Social

The growing support for equal rights around the world and the empowerment of women has shaped business operations around the world. Many movements concerning diversity and multiculturalism have also become worldwide issues addressed in society. The Body Positivity movement, the basic idea of “all bodies are good bodies”, has become an increasingly discussed topic in the past few years, pressuring companies to display a more realistic view of peoples bodies, especially women’s. As Barbie has been criticized mostly for its proportions, the new Fashionistas line gives Barbie a more realistic body, to represent the diversity

Many organizations and movements have begun demanding companies and the mainstream media to represent people of all colors, body sizes, sexualities, etc., as the ‘new normal’ compared to the thin, straight and white considered the ‘normal’, especially in Western societies. Mattel launched its first African American Barbie doll in 1967, but after being criticized of having Caucasian features, hence not selling well, it was pulled off the shelves. The following year Mattel launched the Christie doll, Barbie’s African American friend who had more African characteristics. One way the new Fashionistas line is made more diverse, is giving the dolls 7 different skin tones. The importance of awareness of cultural diversity is especially apparent when multinational companies market the same product in different countries, with specific goods and services depending on the country, in order for it to appeal to the local consumers. This also includes changing the brand name to avoid offending the local consumers. In a Time article, Mattel said

With increasing concern for ethical business behavior, customers are more loyal to companies with ethical business practices (figure 11). Ethical business behavior and diverse ethical business model is especially important to MNCs, due to the unified values of global consumers. Mattel publishes an annual Code of Conduct, which outlines their responsibilities towards internal and external stakeholders, as well as a Global Citizenship Report, first published in 2004, every 2 to 3 years. The core values of Mattel are centered around the word “play”, with four core values, “we play fair, play with passion, play to grow and play together”. Mattel was named one of the “World’s most Ethical Companies” by Ethisphere Magazine in 2015 and was included in Corporate Responsibility Magazine’s “100 Best Corporate Citizens” list in