Ethics Lapse
Business Ethics
Mattel: Five lessons learned from its ethical lapse
In the 21st century globalized economy, it is not uncommon for companies to use outsourcing to keep costs under control. This is particularly true regarding relatively inexpensive products like children's toys. The Mattel Company, the maker of iconic childhood toys like Barbie and Hot Wheels, has outsourced major aspects of its operations to China as a cost-cutting effort. Mattel sells relatively low-priced toys that are accessible to a wide demographic of U.S. consumers, hence the need to keep prices within the budget of most families.
Mattel's problems began when Early Light Industrial Co., "a subcontractor for Mattel owned by Hong Kong toy tycoon Choi Chee Ming, subcontracted the painting of parts" of the Mattel CARS toys to yet another China-based vendor named Hong Li Da (Mattel responds to ethical challenges, n.d, Daniels Funds Ethics Initiative: 6). In other words, this could be called 'subcontracting run amuck.' No longer under the careful...
Mattel Toy Recall In 2007, Mattel was dealing with a number of challenges surrounding the quality of toys that were manufactured at their plants China. This is because lead paint was found in a number of toys which were produced in the country. These problems raised concerns about if enough was being done to test merchandise and the kinds of procedures that were place. However, after an extensive investigation, is when
Mattel understands that for its customers and retailers, there is nothing worse, ethically, than putting profit over the health of children. It would appear that Lee Der did not share these values. Thus, part of the problem lies with communication of values between Mattel and its suppliers. The suppliers need to understand that they need to work to the same ethical standards as Mattel, since it is Mattel's name
They may prefer to buy other toys for their daughters. The 'break up' with Ken to pursue new boyfriends will do little to allay such fears, although theoretically Barbie could also pursue new careers without Ken and focus on things besides looking good in her outfits and in her pink car. However, the fact that Barbie is becoming more of a 'Cali girl' seems to indicate Mattel is going
Mattel faces an uncertain operating environment. An old-established company with a great family of brands, Mattel has a lot of strengths with which to improve its business. However, the company is facing increased competition both from other toy companies and from electronic entertainment alternatives. This paper highlights some of the challenges that Mattel faces and some of the alternatives for dealing with its problems. There are four major alternatives presented
Mattel Manufacturers of products that are aimed at children do have a special obligation with respect to their products and the marketing thereof. Considerable controversy has erupted as the result of advertising to children. Children are impressionable, and while they are not the gatekeepers who control spending in the family, it is worth considering that products marketed to children are not detrimental. As Clay (2000) notes, a key source of controversy
New York: Berg. Marketing to specific people and groups is a demonstrative development that has been around for almost as long as marketing has been recognized as a viable field of study and employment. Marketing segmentation or geodemographic marketing segmentation is a development of this desire, on the part of the manufacturer to meet the most customers, who will be interested in and purchase the products they develop. According to
Our semester plans gives you unlimited, unrestricted access to our entire library of resources —writing tools, guides, example essays, tutorials, class notes, and more.
Get Started Now