The paper subject was chosen because based on our market observation in recent years, there has been a growing interest in Barbie and Barbie name has become a well-known product by the upper class of Indonesian people. It was interesting to see for the first time; Barbie in our own traditional costume was introduced in Indonesian market. Thus, we would like to comprehend further, the success story or lesson learnt from the Minang launch and how we could recommend means of improvements.

As we go further into the data gathering required for analysis, we realized that data available in the toy industry in Indonesia is very limited. Thus, we go ahead with by getting primary data through focus group and distributing questionnaires. Regrettably, due to limited time, much research still need to be done to provide more sounds basis of reference.

As there appears to be substantial interest of the people to see national Barbie, our analysis devoted exclusively towards addressing that topic.

Writing this paper has been an extremely enjoyable learning experience for us. We hope it would be worthwhile for the PT Emway Mulia as well as other readers.



Reseach Location: PT Emway Mulia

Supervisor: Ir. Handry Satriago, MM, MBA

Accepted : 16 April 2002



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