Wizard of the Coast -case study plus extra questions

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Wizard of the Coast

Analyze the company's history, development, and growth.

History

�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.

Company's Strength

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

Company's Weaknesses

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.

Company's threats

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

Company's Opportunities

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...
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