World of warcraft
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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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World of warcraft

World of WarCraft

  • Group 2


Customer segments

Customer Segments


Customer analysis

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.


Competition segments

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


Competition analysis

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.


Marketplace

Marketplace


Marketplace analysis

Marketplace ANALYSIS

Growth Rate/Life Cycle:

Actual/Potential Size:

Participants/Structure:

Cost/Profitability:

Trends/Success Factors:

Historical Background:


Environmental trends

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


Environmental analysis

Environmental analysis


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