While the continued popularity of Barbie Dolls and the business succes of the company marketing these dolls for more than half a century is a well known. A lot has been written about the history of evolution of different designs of the Barbie Dolls and the accessories to go with the doll. However not much management literature ezists on the management methods of and business strategy of barbie doll business. Therfore I rely on what can be inferred from general information available rather than specific knowledge of business methods and strategires.
Of course, the basic ingredient in the success of the Barbie doll business has been the attractive design of the doll appealing to the taste of people, and high quality of manufacturing which includes, accurate and detailed reproduction of features of the doll, product that wears well over time and consistency in quality. I would like point out tat specific designs of the model such as changes in ethnic look are part of implementation of basic policy of designing the doll as per preferences of the customers rather than the basic policy. The designs of dolls have changed and multiplied over a period, but the policy of designing the doll according to tastes and preferences of customer has remained unchanged.
Given that the basic product was and appeals to the customers the most important contributor the success of Barbie doll business is giving the doll a well developed identity under the name of Barbie. The significance of this strategy becomes very clear when we realize that the only toy that may be more popular than Barbie Doll is the "Teddy Bear". Thought this is not toy marketed by a single company under proprietary brand name, it is definitely a toy with a very well developed identity. The strategy of giving Barbie doll has enabled the company to utilized very well the concept of product positioning to market the product.
Next most important business strategy appears to be introduction of accessories for the barbie doll. These accessories no only add to the total business volume of the company, but also enhance the value and image of the basic doll for the consumer. These accessories provide ways of playing with the basic doll in many additional ways. Also these accessories strengthen the image of Barbie Doll as a real person rather than just a toy.
Finally willingness to change and adapt to changing times has been a major contributor in the continued success of the company for extended period. As a matter of fact this is an essential requirement for continued success of any company over extended period. While I do not know all the changes that Barbie doll company has introduced in their business practices. But what can be seen very clearly is the positive approach they have adopted for redesigning the existing products and introducing new ones.
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