case study of G5 doll

Jenny Baker is the owner of G5 dolls, which are produce by the Get Set Club Company in Philadelphia. Before she ran this business, she borrowed $120,000 from her mother a further $250,000 from the bank. After the bank approved the loan in January 1999, she contacted the Hong Kong manufacturer to produce the G5 collection. So she could display her products at the American International Toy Fair in February 1999.

G5 collection is female dolls similar to Barbie dolls that belong to the Mattel Company. The G5 range of dolls was designed in 1997 to have a realistic body style and facial feature based on real people. They are divided into 5 characteristics : an African-American, an Asia-American, a Latin-American, a blonde, and a redhead. They were also typical of several trends in the doll business : more ethnic dolls, natural-looking bodies, and casual teenager wardrobes. The advantage of G5 dolls is that their arms and legs are flexible while the strong competitor- Barbie dolls have limited movement only.

Before Ms Baker launched the G5 doll collection on the market, she produce the product “Happy to Be Me”. But it was not successful because the Mattel Company, Barbie dolls, had such a strong hold on the toy distribution

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The third case is called “AB”, namely, your product would succeed, but you stop the project.

Regarding quality, the quality must be such that it is irresistible to the target market.

The “Risk/Payoff Matrix” is divided into 2 situations and 2 decisions.

Ms Baker has to evaluate her project.

Jenny Baker initially approached large toy manufactures but found resistance because there could be great difficulty for them. Her approach to the banks was unsuccessful. From the history of this case study it cannot be assumed that this research was done, or if it was done, did she ignore the results. To have a range of dolls similar to Mattel’s Barbie could be undesirable. The G5 design suffers when compared with the Barbie range. It might be difficult to sell racially different dolls to the average

buyers. Moreover, she will lose the money that she borrowed from the bank and her mother.

The 2 situations and 2 decisions can match each other into 4 cases. If an article shows a suspicion of inferior design or quality of material, total success is doubtful.

Approximate Word count = 1978
Approximate Pages = 8 (250 words per page double spaced)

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