Gametraders Garden City

Paper Summary:

This paper provides a market analysis for Gametraders Garden City, a fictional franchise store that offers retro and current video game products located in the Perth Garden City Arcade, in Australia. The paper presents a strengths, weaknesses, opportunities, threats (SWOT) analysis for the company and then analyses its market strategy and financial situation. The paper also shows the areas of the company that need to be monitored.

Table of Contents:
Executive Summary
Situation Analysis
Market Summary
Market Demographics
Market Needs
The Market And Trends
Market Growth
Swot Analysis
Strengths
Weaknesses
Opportunities
Threats
Competition And Buying Patterns
Product Offering
Keys To Success
Critical Issues
Marketing Strategy
Mission
Marketing Objectives
Financial Objectives
Target Marketing
Positioning
Marketing Mix
Marketing Research
Financials, Budgets, And Forecasts
Break-Even Analysis
Sales Forecast
Expense Forecast
Controls
Implementation Milestones
Marketing Organization
Contingency Planning

From the Paper:

"GGC will position itself as being the only Australian-owned specialty gaming retail store that offers video gamers the best prices on a wide range of new and retro video gaming products. GGC can offer the gaming market the ability to sell and trade-in most video gaming products regardless of age and offer better prices compare to current competitors offering and trade-in policies. Currently competitors such as Electronic Boutique are losing touch with the hardcore gaming market and the large department stores are not responsive enough in pricing to serve value-seeking hardcore gamers on new releases. Hardcore gamers also consist of retro gamers and collectors who have grown up with gaming and when they enter a Gametraders store such as GGC it ignites their nostalgic feeling of video gaming in the past. GGC have found that releasing video game products faster and at a relatively cheaper price than competitors have grab a market share from them even casual gamers. The hardcore gaming market is currently the most profitable market although smaller market but also they are the most influential. Hardcore gamers dictate what are the games to play and are able to convince casual gamers on places to shop. Casual gamers are sometimes converted as hardcore gamers through game introductions given by hardcore gamers."

Sample of Sources Used:

• Cooper, C 2007, Strategies for playing the game, The Australian. Available from: < http://www.theaustralian.news.com.au/story/0,20867,21201200-5010941,00.html > [12 September 2007].
• GameNews.com.au 2006, GameNews Headlines, GamesNews.com.au. Available from: < http://www.gamenews.com.au/Oct_2006.html#191006-1 > [10 September 2007].
• GameTraders 2007, GameTraders, GameTraders. Available from: < http://www.gametraders.com.au/ > [10 September 2007].
• Hill, J 2007, Wanna Trade?, The Age: Screen Play. Available from: < http://blogs.theage.com.au/screenplay/archives//006964.html > [12 September 2007].
• Interactive Entertainment Association of Australia 2007, Billion Dollar Gaming. Available from: < http://ieaa.com.au/news/pdf/BillionDollarGaming_0.pdf > [21 September 2007].

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