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SMMCG2[TP3]_Mattel - Coggle Diagram

- - - - Dolls
      - Toy car, train
      - Reality show
      - Educational toys
    - - Toy Box
        
        New toy invention competition
    - - Become the best toy brand
  - - - Cash cow
        
        Toy Box
        
        CAGR(2016-2018)
        
        Accounted for -13.4%
        
        Total Gross Sales 2018
        
        Accounted for 32%.
        
        A strong presence, but in markets that aren't growing as quickly
      - Question marks
        
        Hot Wheels
        
        CAGR(2016-2018)
        
        Accounted for 2.3%
        
        Total Gross Sales 2018
        
        Accounted for 16.4%
        
        In fast growing markets, but yet to establish a strong presence
      - Star
        
        Barbie
        
        CAGR(2016-2018)
        
        Accounted for 5.9%
        
        Total Gross Sales 2018
        
        Accounted for 21.5%
        
        Strong market position, rapid growth and high profitability
        
        Fisher Price, Thomas & Friends
        
        CAGR(2016-2018)
        
        Accounted for-12.4%.
        
        Total Gross Sales 2018
        
        Accounted for 23.4%.
        
        High profitability
      - Dog
        
        American Girl
        
        CAGR(2016-2018)
        
        Accounted for - 24%
        
        Total Gross Sales 2018
        
        Accounted for 6.7%.
        
        Neither in growing industries, nor an area of strength for the company
- - - - Establish Mattel163 with NetEase Inc.
        
        NetEase is good at gaming and education.
        
        With Mattel's iconic consumer brands, they can bring more creative and innovative experiences to users around the world.
    - - Purchase HiT Entertainment ,owning best licensed preschool property in the world
        
        Managed by Fisher-Price unit
  - - - Cheap labor costs
        
        outsources its production to China
      - Moved the production site of Barbie Dreamhouse from Mexico to Vietnam
        
        High pressure
        
        Transnational strategy
    - - Educational toys in China
        
        Emphasis on e-commerce and repackaging its core brands
        
        High pressure
        
        A real need for development of EQ