Analyze the company's history, development, and growth.
�60s Adventure gaming industry began
�70s Introduction of "Dungeons &Dragons"
�90 Wizard of the Coast was founded by Peter Adkinson
�91 Peter Adkinson meets Richard Garfield
�92 Release of game, "The Primal Order"
� Record sale of "Magic: The Gathering"
� The Duelist magazine was introduced
�95 All game divisions are divested except for trading card games
�96 The Wizard of the Coast tournament center opens at corporate headquarters
�97 Biggest sellers "Dungeons & Dragons" and "Magic"
� Introduction of mainstream version of magic -"Portal"
� First Wizard Game Center opens in Seattle
Identify the company's internal strengths and weaknesses.
稢ards were designed by independent artists -beautiful cards and enhanced literacy
稟tmosphere at company was casual, creative and tolerated individualism
稟dkinson himself learned to understand business and his management skills
稩ntroduction Arc System games- with character from TV
稢ompleted two major acquisition and had TV offers
稦irm hired experienced managers from established toy companies who did not fit well
稯nly one supplier what delivered cards
�"Portal" -launching media campaign $5 million which was distributed through mass media
稵hreat to lose atmosphere of game what decreased sales of Arc System games
稢ompany could not repeat tremendous success and had to learn to make profit with smaller releases
稢ompany had financial difficulties
Analyze the external environment.
稩mitators of the cards
�0 other games to compete with "Magic"
種on controlled price of cards sold by retailers
稺idespread network market in cards industry
稧ame was losing atmosphere by reaching mass market
稭ajor competitor was Games Workshop with revenue of $100 million and other smaller competitors
稰roblems in human resources department -someone was paid that was never hired
稥mployees were not ready to move into managerial positions
稭anagers who were brought from outside could not work well
稢ards were dominant adventure -there was not much growth further than cards
稲ising computer based games
稢ards had collector value, they were unique and players trade cards to create deck
稟ll ages played the game
稰layers treated it as a hobby
稢ards were sold in small shops or hobby shops
稧ame became popular and went into national, thereby reaching mass market
稩nternet offered possibility of role-playing and trading cards in virtual world
稯pportunity to growth by reaching mass market and increasing size of the adventure of industry by promoting game
稧ame became classic
稯pportunity to grow by licensing thru books, computer games and other products and extended into prepaid phone cards, clothing, card albums and protectors, magic strategy guide and encyclopedia and calendars
稧rowth through internet - developed interactive Cd -rom product
Evaluate the SWOT analysis.
Company is in an overall strong competitive position- it is the biggest card game company in which growth in 1993 was $200, 000 to 57 million in 1994 and 127 million in 1995. As the company expended it size grew to 500 employees and in 1996 moved into 178,000 square feet office and opened several international sales offices. The company can continue to pursue its current business by expanding into different branches and should merge into campaigns to promote the product. In addition, it would be a good idea to incorporate games for children and elders what would increase the sales. I believe that by developing new functional strategy company would operate more effectively and that would bring the company higher profits.
Analyze corporate-level strategy.
Company's mission was to establish the name for the "Magic: The Gathering", which was a fantasy...