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