Situation Analysis
Started in California as a garage workshop in 1945, producing photo frames, Mattel transformed itself into a leader in the toy and marketing industry, recognized for many major innovative and unique products. This transformation was a result of a strategic vision and better understanding of the opportunities and external forces by its founders, Ruth and Elliot Handler and Matt Matson. By 1965, the company became a USD$ 100 million businesses with continuous and sustainable growth over the past decades. In spite of the success of the operations, the company went through a number of challenges over the years.The launch ...
