Marketing Planning OverviewDate

International Marketing - Case Study -

Frédérique M. GagnonPetter Hallström

Lisa HeyderJon Inarritu PichelAlexandre Pradon

https://www.youtube.com/watch?v=xzCEdSKMkdU

2002

1986

1995

1996

2009

THE BEGINNING OF SOMETHING BIG

The company created their first game in 1986 named Zombie

Creation of Rayman :The birth of a legend

Ubisoft expand its global networkNow consider as a multinational

company

Ranked as one of the top ten independent publishers in the world

for the first time

Online market : UplayWin, help, share, shop

Organizational Chart

WORLD PRESENCE

INDUSTRY OF

VIDEOGAMES

The gaming industry has experienced steady growth in the last years

Mobile games have experienced significant growth in recent years.

Industry marked by constant innovation as a key driving force

Includes: PC, Console, Mobile and internet games.

Product life cycles are very short, new games being introduced by various different competitors on a regular basis.

Today the average age of a gamer is 30 years old, according to the Entertainment Software association (ESA),

Click to edit Master title style

Cultural Adaptation

Constant Innovation

Competition in the industry

Ubisoft is facingCHALLENGES

Coordination of development and marketing1

2

3

4

Click to edit Master title styleSWOT ANALYSIS

Strenghts• Price winning marketing department• Robust financial performance• Regarded as groundbreaking developers

Opportunities• Growing industry, especially the mobile section.• An ever evolving industry

Weakness• Dependence on console manufacturers• Delays in product releases

Threats• Intense competition• Software piracy• Rapid technological change and transitions in console platforms• Fluctuations in demand

Click to edit Master title styleERPG - Model

Click to edit Master title style

Solutions

• Organizational structure designed to enable quicker communication through dedicated channels.

• Top managers being used as a liaison between the different studios and departments.

• Groundbreaking games and “out of the box”- marketing

• Focusing and investing in their R&D team and projections

• ERPG – Model

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