MARKETING CONCEPT IN ELECTRONIC ARTS
1.0 TERMS OF REFERENCE
The report will present an implementation of the marketing concept into business strategy of Electronic Arts. The report will evaluate the benefits and cost of the marketing approach in Electronic Arts. All information has to be submitted to Mrs. Susan Campbell, the HNC course co-ordinator on 25th October 2007.
2.0 PROCEDURE
In order to analyse how the marketing concept elements are incorporated into Electronic Arts (EA) overall business plan the following steps has to be taken:
2.1 Electronic Arts main web site has to accessed in order to obtain company business information.
2.2 Internet and book resources have to be scrutinized to collect all relevant data about the Marketing
Concept implementation.
2.3 All aspects of marketing concept has to be assessed against EA policies and analysed
company production, sales and promotion activities.
3.0 FINDINGS
3.1 Satisfying Needs As the Key Business Element
Electronic Arts started creating electronic entrainment software in 1982 and from that day the company grew rapidly becoming the one of world leaders in the industry. The number of employees increased from two people to 7,900 worldwide in the beginning of 2007. Marketing concept is based on analysing and satisfying customer's needs and the management team in EA knows well that the business would not survived if those needs where not meet. Commitment to the customer is expressed in the company Code of Conduct as one of the "Action Values" which are the principles on which the entire business idea is based (see App. 1).
3.1.1 Products for All
Electronic Arts driven by marketing principle of meeting customer needs has created games which relate to nearly all aspects of human life. Sport, strategy, action games and even simulators of everyday life (Sims) are all in the company games portfolio. EA is not leaving any users without the access to their products and the company titles are available on all gaming platforms like Xbox, Playstation, Nintendo and PC.
3.1.2 Software Developers
Many of existing staff in the company used to play the EA games when they started creating their own pieces of work, so back in the days they where the customers gamers who used to buy the company products. Nowadays as they are shaping new titles themselves and they know how important is to adapt to what the new generating of game fans is looking for.
Jobber, D (1998) Principles and Practice of Marketing McGraw-Hill Kotler, P (2001) A Framework for Marketing Management Prentice Hall Rickard, L & Jackson, K (2001) FT Marketing Casebook Financial Times Strauss, J (2001) E-Marketing Prentice Hall
The structure of the Video Gaming Industry is comprised of several stages. The first stage is the Development Stage. (3) Currently there are three giants in the gaming world. Microsoft’s Xbox 360, Sony’s PlayStation 3 and, Nintendo’s Wii. For these consoles, there are companies that make agreements to release exclusive games. For example, one company can make games solely for Xbox 360. Another company can make games for a particular series offered by the Platform, such as Mario for the Wii. The most common companies are the ones that create games for all consoles, and have no agreement with any particular console.
Philip Kotler, Kevin Lane Keller. (2009) Marketing Management (13th Edition). Upper Saddle River, NJ : Pearson Education, Inc. pp.247-248
ames have been played before we began to record time. Almost 50 years ago, games changed into a new form. Magnavox Odyssey can be debated to be the first game console. Throughout 50 years ago and now, video games have become essential to every living room and a pastime to every young child. Companies have risen from this new industry, to produce games to young investors and dominate the game world. With new technology, graphics, and software: gaming franchises run mostly by public support. Each decade that passes, games are changed by America’s public these games change based on how the public perceives them.
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In this paper, I discuss the two-stage digital marketing plan for The Exodus Group (EG). To emphasize the strategy, I analyze how digital marketing is crucial to reaching customers through a digital environment. I explain our goals for coming quarters analyze real-world digital marketing examples and simulation data. The purpose is to develop a summarized digital marketing plan for our division that benefits growth and considers competition.
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Abstract: The following research is designed to provide the reader with an understanding as to how Microsoft and Sony have developed as a company throughout the years. The research will show the combined efforts of two large companies and there mark into the gaming industry. Microsoft and Sony’s environment, company, and leadership styles are what have kept the company on the leading edge of technology. However, where do the companies begin to mark their niche into the market will be interesting to see with the difference in the two companies and their corporate ideas. The research will also focus more on the market issues, design issues, and economic impacts of the corporate wars going on. Thus, the research will provide the user with a better understanding of Microsoft and Sony’s position for market control of the gaming industry.
Etzel, Michael J., Stanton, Bruce J., Stanton, William J. (2004). Marketing. (13th ed.). Boston: McGraw-Hill.
The members have been generating client bases in their own related businesses since 1999, previously, the members enjoyed mild success in their own businesses, and have been limited only by capital and available time.
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Too often, a marketing function is misunderstood, because many people do not understand what is meant by ‘Marketing’.
In this paper I will define marketing in my own words and also research what the definition is using two different sources. While supporting my answers with three examples from the business world, I will show the importance of marketing. Marketing applies to many different areas of an organization and after close review I will make it clear on how it relates.
A good definition of marketing is the process of the intermediary function between product development and sales. (Reddy ) The field of marketing entails taking a generic product or generic service (the product or services do not have to be “generic” they may be actually unique to the marketplace) and associating the generic product with a brand name (Petty 2001). Under this generic concept are the activities of advertising, public relations, media planning, sales strategy and so on.
Armstrong G. & Kotler P. (2007) Marketing: An Introduction 8E Upper Saddle River, NJ Pearson Prentice Hall Publishers