마케팅 스타크래프트2 마케팅전략(영문)

마케팅 스타크래프트2 마케팅전략(영문)

[마케팅] 스타크래프트2 마케팅전략(영문).doc

목차 Introduction STP strategy Segmentation Targeting Positioning Conclusions Recommendations Appendices 본문 Introduction Blizzard Entertainment is a premier developer and publisher of entertainment software. After establishing the Blizzard Entertainment label in 1994, the company quickly became one of the most popular and well-respected makers of computer games. By focusing on creating well-designed, highly enjoyable entertainment experiences, Blizzard Entertainment has maintained an unparalleled reputation for quality since its inception. Blizzard Entertainments track record of back-to-back #1-selling games spans more than a decade, and with blockbuster hits such as World of Warcraft?, Warcraft? III: Reign of Chaos™, Diablo? II, and Starcraft?, the company has earned several consecutive Game of the Year awards. In addition, Blizzard Entertainments online-game service, Battle.net?, is one of the largest in the world, with millions of active users. Tand the original Starcraft is the representative game of Blizzard. It’s a long-running staple of professional tournament gaming. This is especially the case in South Korea, where the games mass popularity played a major role in the birth of the professional-gaming and game-broadcasting phenomena, as well as serving as one of the key drivers behind the growth of the PC-game-room business. Thanks to great success in Starcraft, Blizzard Entertainment will come out StarcraftⅡ, with an updated version. And it is highly focused by 10 million Starcraft users in the world. But StarcraftⅡ is involved in controversy over possibility of success compared with Starcraft1. The StarcraftⅡ will offer 3D graphics, and the good harmony of colors and feelings of reality. And the success of starcaft1 could promote the awareness of StacraftⅡ. But high features requiring hire computer than others. And the users of starcraft1 have to adapt new interface environments again. These are the weakness of StarcraftⅡ. And nowadays, the trend of games are FPS(First person shooting) or MMOP(MassivelyMultiplayer Online Role-playing game). Also the similar types of games such as Warcraft, Age of Empire and different types of computer games like Specialforce and Freestyle are also threat to StarcraftⅡ S.W.O.T -Strength : 3D graphic, Good impression of color & feeling of materials, Reality and the previous brand name image of Starcraft 1. -Weakness : High Features required higher computer quality than others, Interface Complexity that means each unit has more various techniques -Opportunity : World game market is expected to be expanded to 38 billion dollars by 2010 compared with 10 billion dollars in 2001.(참고자료) -Threat : The appearance of similar types of games(competitive games) such as Warcraft, Age of Empire and different types of computer games like Specialforce and Freestyle. STP analysis 본문내용 market November 23, 2008 TABLE OF CONTENTS Introduction STP strategy Segmentation Targeting Positioning Conclusions Recommendations Appendices Introduction Blizzard Entertainment is a premier developer and publisher of entertainment software. After establishing the Blizzard Entertainment label in 1994, the company quickly became one of the most popular and well-respected makers of computer game