wizards of the coast. strengths magic the gathering brand loyalty unique product explosive growth...
TRANSCRIPT
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Wizards of the Coast
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Strengths
Magic the gathering Brand Loyalty Unique Product Explosive Growth Employee Loyalty Competitive
Advantages Sustainability
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Weaknesses
One hit wonder Cult? Clash of cultures Distribution Roller coaster
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Opportunities
Retail stores Acquisitions Tournaments Online Macro-environment
– Political & Legal– Technological– Demographic– Macroeconomic
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Threats
Online Changing
Demographics Competition
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Industry Analysis
Potential Competitors Supplier Power Buyer Power Substitutes Rivalry Complementors
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Potential Competitors
Brand Loyalty Absolute Cost
Advantages Economies of Scale Switching Costs Government Regulations Entry Barriers Harry Potter
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Supplier Power
Few Substitutes Not important customer High switching costs Threat of integration
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Buyer Power
Few, Large Buyers Buyers purchase in
bulk Supplier depends on
buyer Low switching Buyer can purchase
from many Threat of integration
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Substitutes?
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Rivalry
Games Work Shop– Competitive Structure– Demand Conditions– Exit Barriers
On line games Another Strategic Groups Industry Life Cycle
– Embryonic, Growth, Shakeout, Mature, Declining
– Network Economics
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Complementors
Books Movies Action Figures Retail Outlets
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Leadership
Peter Adkison Richard Garfield
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Marketing 4 p
Target Market Price Product Promotion Distribution
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Target Market
“player is a person with a good education, disposable income, and an affinity for computers.” “most popular with males in their teens or twenties.”
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American Demographics; Jul/Aug2002, Vol. 24 Issue 7, pS4, 1p
To understand Gen Y's spending priorities, think personal appearance and fun. Collectively, this group spends 70 percent more than average on alcoholic beverages, 38 percent more than average on tobacco and 25 percent more than average on food away from home. When they're at home, the critical appliance is not a stove or a refrigerator but a home entertainment system. This group spends 31 percent more than average on televisions, radio and sound equipment.
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Price
$8.95 Starter set $2.95 booster pack $300-$1000
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Product
Card Game Portable 1 hit Face to Face Award winning
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Place/Distribution
Small game/hobby shop
Target Retail stores
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Promotion
Co-op Publicity POS
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Situational Assessment
Product/Services Financial
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The Impact of Quality on Profits
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The Impact of Efficiency, Quality, Innovation, and Customer Responsiveness on Unit Costs and Prices
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The Value Chain
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Distinctive Competencies, Resources, and Capabilities The roots of competitive advantage:
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Strategic Resources and Capabilities
Tangible– Land– Buildings– Plant – Equipment
Intangible– Brand names– Reputation– Patents– Technological or
marketing know-how
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The Durability of Competitive Advantage
Barriers to imitation– Speed of imitation by competitors in
reducing advantage– Imitation by acquiring similar resources– Imitation of capabilities (more difficult)
Limits on competitors– Prior strategic commitments– Absorptive capacity for change
Industry dynamism– The rapid innovation
shortens product life cycles.
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Why Do Companies Fail?
What went wrong?– Inertia– Prior strategic commitments– The Icarus paradox
Avoiding failure and sustaining competitive advantage:
– Focus on the building blocks of competitive advantage.
– Institute continuous improvement and learning.
– Track best industrial practice and use benchmarking.
– Overcome inertia.
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Alternatives
Extending the Brand
Mass Market Developing Tour
naments Opening Game
Centers
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More Alternatives
Product Development Acquisitions Global Expansion IPO Purchase Candidate
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Recommendations?
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Update
Current Situation