Mattel lost millions of dollars on its international marketing campaign for Holiday Barbie dolls because the dolls were being sold for $24.00, and this figure was expressed in US dollars without regard for how it would translate into foreign currencies. The dolls were too expensive for most international markets. Which of Mattel's strategies was faulty?

Question

Quizplus · Accepted Answer

Mattel's pricing strategy was faulty. They did not consider how the price would translate into foreign currencies, making the dolls too expensive for most international markets.

Mattel Lost Millions of Dollars on Its International Marketing Campaign