Devise PR and marketing strategies to earn greater trust, typing their performance back to the perceptual maps as a measure of performance. This is also a critical step as it will show the progress over time of selected marketing and PR strategies to gain greater trust and credibility back.

Develop Voice of the Customer Programs and aggressively pursue getting channel members involved. Getting customers to have a sense of ownership over the products and also showing the willingness to act on their feedback is also critical for getting the company trusted again, and also ensuring product strategies are aligned with customer needs.

Initiate a Partner Relationship Management system to measure the financial implications of both the recall and marketing strategies on the performance of channel partners and resellers.

References

Mattel issues new massive China toy recall. Retrieved October 9, 2007, from MSNBC Web site: http://www.msnbc.msn.com/id/20254745/
CRM Buyer (2005) - Searching for Blue Ocean Strategies. Louis Columbus. CRMBuyer.com. September 23, 2005. Accessed from the Internet on October 9, 2007:

http://www.crmbuyer.com/story/46292.html

Gartner 2001 - Eight Building Blocks of CRM: A Framework for Success. John Radcliffe. December 13, 2003.

Gartner Group. Groton, CT.

Accessed from the Internet on October 9, 2007:

http://www.gartner.com/2_events/crmawards/2005/buildingblocks.pdf

Thottam, Jyoti (2007 September 27). Why Mattel Apologized to China. Retrieved October 9, 2007, from Time.com Web site: http://www.time.com/time/business/article/0,8599,1664428,00.html

Vivalogo, (2007). Fundamental of Perceptual Mapping. Retrieved October 9, 2007, from Vivialgo Learning Library on Perceptual Mapping Web site: http://www.vivalogo.com/logo-library-design/perceptual-mapping.htm

How Marketing Research Can Help Solve Mattel's Marketing Challenges