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World of WarCraft

World of WarCraft. Group 2. Customer Segments. CUSTOMER ANALYSIS. Purchase History : Continued subscription, returning if interrupted. Purchase Problems : lack of steady income, quickly move on to next “hot” item. Benefits Sought : Entertainment, escape from day-to-day life.

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World of WarCraft

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  1. World of WarCraft • Group 2

  2. Customer Segments

  3. CUSTOMER ANALYSIS Purchase History: Continued subscription, returning if interrupted. Purchase Problems: lack of steady income, quickly move on to next “hot” item. Benefits Sought: Entertainment, escape from day-to-day life. Characteristics: Very comfortable with tech and virtual worlds, primarily a way to “pass the time”. Use Situation: In free time, somewhat heavy but continuous. Young Technology-Savvy; Driven By Entertainment Buying Behavior: Largely peer-influenced, affected by other releases. Growth Trends: Was growing strong, slight dip this year. Size: 8 million worldwide.

  4. Competition segments • MMORPG’s • Rift • Aoin • Entropia • Guild Wars • Star Wars: The Old Republic • Free MMORPG’s • RuneScape • Fiesta Online • Second Life • Evony • BattlestarGalactica • Internal Competition • (Blizzard Entertainment Products) • Diablo • StarCraft • Computer Games • Dead Space 2 • Mass Effect 3 • Dragon Age 2 • Portal 2 • RAGE • Game Systems • Nintendo Wii • Sony Playstation 3 • Microsoft XBOX 360 • Nintendo DS • Sony PSP Go • Alternative Entertainment • Movies/DVD • Board Games • Music/IPod/IPad • Television • Books/E-Reading • Telephone/Smartphones • Sports

  5. Competition ANALYSIS Capabilities/Weaknesses: -Strong Investors -”Launched in WoW’s Shadow” Position/Trends: Innovation/MMO market changes daily. Scope/Objectives: Rift was created as an “improvement of existing MMO games” Positioning Strategy: Innovative (Just launched first high end graphics F2P) Target Markets: Rift is our “love letter” to the gamer who has followed the natural progression of MMO gaming Direct Competition: RIFT (Trion Worlds) Unique Capabilities: Several big name investors. Competitive Advantage: One of the first MMORPG with high end graphics that ran across several platforms.

  6. Marketplace

  7. Marketplace ANALYSIS Growth Rate/Life Cycle: Actual/Potential Size: Participants/Structure: Cost/Profitability: Trends/Success Factors: Historical Background:

  8. Environmental Trends • Economic downturn • Technology innovations- hardware (graphics cards, processors, etc) • Technology innovations- software (development of new games, more realistic virtual worlds) • Aging of customers • Increase in health focus on national scale, fighting obesity, increasing activity • International conflict

  9. Environmental analysis

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