Major Project Strategic Business

Topics: Strategic management, Maslow's hierarchy of needs, Game engine Pages: 17 (4315 words) Published: June 14, 2013
Major Project: Strategic Business Plan
HYH’s Business Plan

Henry Zhang

International Business Strategy
Professor Terrance P. Power
November-10-2012

Contents

1.Industry& Market3
1.1Global Industry Overview3
1.2Globalization Forces4
1.3Global Markets Overview5
1.4North America Market Analysis7
2.Customers& Competitors & Company8
2.1Customer Analysis9
2.2Competitor Analysis10
2.3Company Analysis11
2.4Core Business- the Spot A12
2.5Core Competence of the Corporation13
3.Corporate Culture and Strategies- Waterfall14
3.1Shared Values14
3.2Vision/Mission14
3.3Goals/Objectives15
3.4Organizational Structure16
3.5Breaking down Goal Objectives16
3.6Objectives Achievement Timeline20
Appendix 1 Viability of HYH’s Venture22
Bibliography23

1. Industry& Market
Online game is any type of game developed by programming, and can be played multiplayer through the internet or over a computer network. It meanly refers to PC game which is based on the computer platform with internet. However, with the developing of display devices and wireless networks technology, online game are not showing only on the PC or TV, but moving to the mobile devices such as Smartphone or tablets.(Fig. 1) The new pattern of people’s communication also nurtures the growth of new online game contents- SNG (Social Network Game). Therefore, online game can be mainly classified by different platforms, such as PC Online Game (on PC platform), Mobile Game (on Phones or tablets) and SNG (on social network platform).

Figure 1. Mobile Games on iPad2 and Samsung Galaxy3
2.1 Global Industry Overview
The total revenue of world Online Mobile Game Industry was about $25 billion in 2011. The world online Mobile Game industry would be increasing dramatically with about 14% CAGR in the next 4 years and reach just over $40 billion in 2015. (Fig2) Therefore, this paper of business plan will focus on the Online Mobile Game Industry.

Figure 2. Regional Online/Mobile Games Revenue
2.2 Globalization Forces
As can be seen from Figur2, the Mobile Game Industry is growing rapidly globally, especially in Asia, Europe and North America. There are several Forces drives this growth and globalization. Technological innovation can be considered as one of the main globalization forces in Online Game industry at first. With the improvement of new mobile devices’ performance, high quality game can be running on these devices. Since the new network technology speed up the speed of internet, the online game experience of users from different countries is dramatically enhanced. Secondly, International trade of the smart phones are also a globalization force since the increasing of these devices provide the same infrastructures of playing same games at the same time for the multi players. (Figure 3)

Figure 3. Smartphone Sales Growth by platforms (1Q2007- 1Q 2012) Thirdly, media as a culture carrier diffuse different cultures to different countries. This attracts users from different culture playing games and makes them be easier to understand and accept the games. 2.3 Global Markets Overview

According to the Figure 2, Asia, Europe and North America took 60%, 20% and 12% market shares of global Mobile Game Industry in 2011 respectively. Therefore, our company will focus on the markets in the countries such as China, South Korea, Canada, Germany and U.S. in the three continents. Moreover, Brazil should also be taken account since Brazil will be the host country for World Cup in 2014 and Olympic Games in 2016. However, there are many countries in those three continents. To figure out which countries are our target countries, the Pest- C Analysis and SMART model is used here. PEST-C analysis tool indicates that Political-legal, Economic, Social-cultural, and Technological factors which its acronym constitutes the words “PEST” are the main...

Bibliography: CIA World Factbook, World GDP Growth Rate 2011, 2012
Digital Capital, Global Video Games Investment Review 2011, (2011)
Fiona Vanier, World Broadband Statistics: Q1 2011, 2011
Gartner, Worldwide Smartphone Sales Soared in Fourth Quarter of 2011 With 47 Percent Growth, http://www.gartner.com/it/page.jsp?id=1924314, 2012
Herold Kurt David, "Escaping the World: A Chinese Perspective on Virtual Worlds", 2012
Kim and Mauborgne, Blue Ocean Strategy, Harvard Business School Press, 2010
Maslow A, Motivation and personality. NY: Harper, 1954
Meyer Paul, What would you do if you knew you couldn’t fail? Creating S.M.A.R.T
PRC Ministry of Culture, Regulations for Online Gaming, Article 9, Chapter III, 2010
Power P
Power P. Terrance, “Unit3BStrategicAnalysis-CraftingInternationalStrategies”, 2007
Power P
The Neben Company, Trends in the Fast-Growing Mobile Apps, Markethttp://www.datacenterknowledge.com/archives/2011/06/09/trends-in-the-fast-growing-mobile-apps-market/, 2011
World Bank, Gross national income per capita 2011, 2012
[ 1 ]. Digital Capital, Global Video Games Investment Review 2011, (2011)
[ 2 ]
[ 3 ]. AloA, “PEST Analysis”, A Level of Achievement Business Studies A Level Recourses, 2004 http://www.ngfl-cymru.org.uk/vtc/bus_studs/members/downloads/PDF%20Output/PEST.pdf
[ 4 ]
[ 6 ]. David Kurt Herold, "Escaping the World: A Chinese Perspective on Virtual Worlds", 2012
[ 7 ]
[ 8 ]. Terrance P. Power, “Unit3BStrategicAnalysis-CraftingInternationalStrategies”, 2007
[ 9 ]
[ 10 ]. CIA World Factbook, World GDP Growth Rate 2011, 2012
[ 11 ]
[ 12 ]. Fiona Vanier, World Broadband Statistics: Q1 2011, 2011
[ 13 ]
[ 14 ]. Terrance P. Power, Power’s Case Study Analysis and Writer’s Handbook, 2009, P45
[ 15 ]
[ 16 ]. Kim and Mauborgne, Blue Ocean Strategy, Harvard Business School Press, 2010
[ 17 ]
[ 18 ]. Maslow A, Motivation and personality. NY: Harper, 1954
[ 19 ]
[ 20 ]. Humphrey Albert, “SWOT Analysis for Management Consulting”, SRI Alumni Newsletter, 2005
[ 21 ]
[ 22 ]. Terrence P. Power, Unit1B The Little Red Tool Box, 2008, P31
[ 23 ]
[ 24 ]. Terrance P. Power, Power’s Case Study Analysis and Writer’s Handbook, 2009,P31
[ 25 ]
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