Honors Program


Document Type



Anderson, Ellie, Connealy, Logan, Payant, Chris, Michner, Julia, Gertner, Sam. "Mattel Strategic Audit." Undergraduate Honors Thesis. University of Nebraska-Lincoln. 2023


Copyright Ellie Anderson, Samuel Gertner, Logan Connealy, Julia Michner, and Chris Payant 2023.


This case study focuses on Mattel, Inc., a prominent company in the toy industry. To complete the case study, we conducted a strategic audit utilizing different theories and principles used in management. We conducted significant research using publicly available information, including the company’s website, SEC filings, news articles, industry analysis, and more. The goal of the report is to analyze data and use a real-world company to apply management concepts.

We looked at many factors for Mattel, including industry analysis, external analysis, internal analysis, performance analysis, competitive dynamics, business level strategy, and corporate level strategy to complete the case study. Based on this information, we were able to create a comprehensive audit that focused on Mattel’s core competencies and how it leverages these competencies to find success. We also looked at how interacts with competitors in the toy industry, specifically Hasbro. This strategic audit gives a well-rounded, full account of Mattel’s strategy and the methods it uses to succeed within its industry. Information on the overall environment is utilized to determine its effect on the firm, and industry specific information is examined to gain a comprehensive understanding of the firm. Overall, Mattel is well-positioned for success within the toy manufacturing industry due to its resources, brand portfolio, corporate citizenship, and its focus on expansion and growth.