Assignment

Your second case study is entitled "Acting on a Strategic Vision". It is found on pages 233-234 of the Griffin textbook, at the end of Chapter 8.

The case examines two companies in the video game publishing business, Electronic Arts and Activision Blizzard, and you are asked to apply the strategic tools discussed (SWOT, Porter, Miles and Snow) to the simultaneous decline of EA and rise of AB.

1. How might a SWOT analysis have helped Electronic 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. How would you use the Miles and Snow typology theory to advise Activision Blizzard on the best way to maintain its leadership in the video-game market?

4. If you ran a small video-game start-up, what would be your strategy for competing with EA and Activision 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?

6. Electronic Arts was recently voted "Worst Company in America"...for the second year in a row. You have been hired as a consultant for a six month contract in response to this 'prestigious' award. Suggest three strategic goals for EA to repair their image, and support your suggestions (Obviously, these strategic suggestions should be naturally derived from your analysis of EA in the previous case questions). Then pick ONE of your three suggestions and outline a six-month tactical plan to accomplish this goal.