Mini case

Activision
1.SWOT Analysis
Strengths
•Worldwide brand with high reputation
•Successful series of franchises: Warcraft, Starcraft&Diablo
•Independent core technology & top development team
•Diverse product
Weakness
•Tencentis more relative to the Chinese culture.
•Tencent is one of the largest Internet service providers in China ,which has the largest Internet users
•Connect with foreign game makers and acting as the agent in Chinese market of foreign games
•Provide other internet services for the customers.
Opportunity
•Immature China market
•Government support.
Threat
•Poor intellectual property protection
•High technological development.
2.Need New Resource?
Activision should adopt Market Development strategy rather than developing
new resources.
What it owns and what it should do are as follows,
It has well recognized brand name, it is able to produce successful sequels, it has strong financial standing. Build good relationships with Chinese government and keep highly loyal customers of game playing base.
3.Hierarchy of Objectives
Vision
Enjoy epic entertainment experiences, evoke unique enthusiasm for life.
Mission
Dedicate to delivering highly satisfying interactive entertainment software to consumers.
Long-term Objective
Be a worldwide leader in the interactive entertainment industry.
Short-term Objective
Become a dominant player with the largest market share in China market in 3 years and achieve 30% increment of earning per share annually.
4.Corporate-level Strategy
Horizontal Integration:Adopt other little game companies in China.
Vertical Integration
Backward integration: integrate withanimation, game industry, human resources, and others which are present in the provision of services and attractions and so on. Forward integration: integrated with online bill payment service providers, products
services and so forth.
Diversification
Unrelated diversification: adopt new firms like tourism agency, food restaurant and hotels in China
Related diversification:adopt enjoyment places or firms.。