Unlock document.
This document is partially blurred.
Unlock all pages and 1 million more documents.
Get Access
Company Comparisons
Mattels Failure
The House of Barbie failed to reach its company objectives of expansion into the
Chinese market. The company unfortunately did not account for the cultural differences in their
use of the ethnocentric approach. Beginning with the lack of brand identity, the iconic Barbie
doll caries strong brand recognition in the United States as a symbol of femininity. The Chinese
view Barbie simply as a doll, it does not carry the same cultural significance for the target market
of Chinese girls and middle class women. In addition, the Chinese had a preference to the
American brand of Barbie as opposed to the Chinese version of Ling. There was no particular
reason why they had a preference, but the company made another assumption that also failed to
appeal to the target market.
Lego’s success
Lego took a contrasting approach to the Chinese toy Market. With the overwhelming
success of the blockbuster Lego Movie, Lego expanded their market share through non-
