Wizard of the Coast -case study plus extra questions

Essay by a24mUniversity, Bachelor'sA, April 2003

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Wizard of the Coast

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.

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...