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Executive Summary

Team 2 has researched and completed a comparative analysis of Mattel’s supply chain design and related costs with that of its major competitor Hasbro and the toy industry. What follows, is a brief background of Mattel’s traditional (non-electronic game) sector, its key competitors and Mattel’s use of supply chain management concepts in addressing the competitive landscape to gain a competitive advantage. The global toy and game market grew by 7.2% in 2007 with a value of $106.1 billion and by 2012, is forecasted to have a value of $126.2 billion, an increase of 18.9% over 2007. The toy market is divided into three primary sectors, namely game consoles, game software and traditional toys and games. Traditional toys and games remain the largest segment, generating total revenues of $61.8 billion, equivalent to 58.2% of the market's overall value. Mattel recorded revenues of $ 5.65 billion in 2006 and $ 5.97 billion in 2007.
Mattel’s key competitors in......

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Approximate Word Count: 6858
Approximate Pages: 28 (250 words per double-spaced page)

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