Convenience

Case Questions
1.
How might a
SWOT analysis
have helped Elec-
tronic Arts assess its slippage in the video game
market?
2.
How might
Porter
’
s generic strategies
theory help
to explain why Electronic Arts lost its leadership in
the video game market to Activision Blizzard?
3.
Is the concept of product life cycle relevant to the
video game market? Why or why not?
4.
If you ran a small video game start-up, what would
be your strategy for competing with EA and Acti-
vision Blizzard?
5.
If you’re a video game player, what aspects of
Activision’s strategy have led to your playing more
(or fewer) of its games? If you’re not a video game
player, what aspects of Activision Blizzard’s strategy
might induce you to try a few of its games?
Case References
Eric-Jon Rossel Waugh, “A Short History of Electronic
Arts,”
BusinessWeek
, www.businessweek.com, on
September 1, 2013; Peter C. Beller, “Activision’s
Unlikely Hero,”
Forbes
, www.forbes.com, accessed on
September 1, 2013; “Activision Beats EA as Top Third
Party Publisher in U.S.,”
Gamasutra
, www.gamasu tra.
com, accessed on September 1, 2013; “Activision Posts
92% Revenue Increase in Record Year,”
Gamasutra
,
www.gamasutra.com, accessed on September 1, 2013;
and “Activision Blizzard Reports December Quarter
and Calendar Year 2011 Financial Results,”
PRNews-
wire
, http://investor.activision.com, accessed on
September 1, 2013.
Chapter 3:
Planning and Strategic Management
9 5
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