Executive Summary
Establishing a successful business requires thorough analysis and planning. This report showcases the business and organization description of Game Zone – a new game arcade targeted at individuals between the ages of 5 and 30. The paper will delve into the details of this venture’s organizational structure and departments that appeal to different age groups. Furthermore, it will present the marketing techniques analysis, such as target market selection criteria, pricing policy, services offered, and promotional methodology (print media, social media, workshops, etc.). We will see how these essential components, combined with careful strategic planning, promote the product effectively and direct Game Zone toward customer engagement.
Business Description
The modern world has recognized the importance of leisure in promoting a healthy, well-rounded lifestyle. As people increasingly find themselves with limited free time due to their busy schedules. Accordingly, people have come to prize their free moments by actively participating in engaging recreational activities and making the most out of whatever leisure opportunities become available. This led to an ever-growing range of options for recreational activities – from sports and fitness pursuits to creative endeavors like music or art classes. This newfound appreciation and enthusiasm towards recreation are helping individuals from all walks of life enjoy greater balance and fulfillment in day-to-day lives than was previously imaginable.
In response to the current and prospective demand for leisure and recreational activities, Peter Webb, Janet Jones, and I are creating a venture that seeks to tap into the burgeoning gaming market. Our concept, ‘Game Zone,’ is an arcade platform filled with different games suitable for people of all ages seeking ways to unwind or have a bit of fun during their free time. In essence, Game Zone will become a one-stop shop full of entertainment options.
While other game arcades specialize predominantly in either active or passive games, Game Zone will stand out from the competition due to its unique combination of both game types. This hybrid approach offers something for everyone, encouraging a wide variety of people to come through the doors and enjoy a different type of entertainment than what they might be used to. By providing this kind of dynamic experience with both kinds of games at their disposal, customers can look forward to an engaging atmosphere that encourages leisurely recreation in ways unseen before.
Our company is taking a unique approach in the leisure services industry by focusing on active, not just virtual and video games. Not only will our game arcade feature popular online competitions, but it also will facilitate team-building activities that promote friendly competition amongst participants for fun or prizes. Thus, Game Zone will become an exciting new platform where people can come together and compete while having a good time.
Our company is determined to foster a sense of continuity amongst our customers through the creation of sports and game clubs. Additionally, we plan on collaborating with suppliers in order to provide catering services within the arcade that include snacks, drinks, cakes, and pizza. This will enable customers to have access to all necessary products in one place while simultaneously opening up job opportunities for caterers and service providers and ultimately leading to an increase in profits.
Marketing Analysis Summary
Crafting an effective marketing strategy is a common challenge many companies face in their day-to-day operations, especially considering they often lack insight into their customers’ needs. To create an effective strategy to reach potential prospects, it’s important to consider how people intend to spend their free time. Leisure time pursuits of our targeted customers will be a key consideration for this particular plan, as they will be combined with a business approach taken to ensure successful outreach and engagement. In order to develop such as system, we must take into account several important aspects, from considering how best to reach these individuals through various means while also producing appropriate content that meets their needs and interests.
- People
Drawing on past trends and existing data, our target market focuses largely on people between the ages of 16 and 30. Catering to these individuals is important as games are an easily accessible form of recreation for them in their spare time. At the same time, we will provide leisure and gaming opportunities for pre-teens and teens. However, this means that we must be mindful that pre-teen and teenage children will also have access to other forms of entertainment in Game Zone, so steps must be taken to ensure responsible supervision when necessary.
To effectively advertise our products, marketing efforts will be tailored to different categories. Our online gaming services are particularly geared toward people aged 16-30. However, we also welcome those outside of this age range who may have an interest in games. Although the games were designed with younger demographics in mind, everyone is invited to join the experience.
- Location
Our game company will be targeting customers both online and offline. At the forefront of gaming innovation, our company is targeting customers all over the world by providing an online platform for gamers to purchase and play their favorite games. We are proud to introduce our new physical arcade facility, which has the capacity of up to 220 people divided into three age groups (5-12, 13-16, and 16-30), with twelve halls dedicated to each group. Moreover, clients can buy video or online games at a designated storeroom where refreshments stands will also be available for visitors’ convenience.
- Price
Our pricing plan allows for tailored gaming experiences and will suit any budget. To make regular play more convenient and accessible, we offer monthly, semi-annual, or annual subscription plans at discounted rates. Members will be marketed and receive personalized offers based on the games that they are interested in. As an added incentive and sense of community, we also promote club formation amongst our players so they can compete against each other in friendly rivalry!
- Promotion
Our marketing and advertising team faces the exciting challenge of effectively promoting Game Zone products. Located in Downtown Seattle, we must use proven promotional strategies and innovative approaches to make sure a large number of people are aware of what we have to offer. We have already factored in various creative ad methods and advertisement types, which can acquire a vast audience for gaming services at our new establishment.
- Print media
To maximize our customer base, we will employ a multi-pronged approach to advertising Game Zone through strategic placement in local print sports magazines and papers along with lifestyle and leisure publications. Our target area is Seattle’s metropolitan region, including the cities of Shoreline, Shorewood, and Lynnwood. Such an approach should ensure maximum visibility.
- Social media
Our advertising services aim to capitalize on the power of social media in order to amplify awareness and engagement with our target customers. In particular, we plan to utilize Twitter, Facebook, and MySpace – platforms that are particularly popular among users under 30 years old – as marketing venues. By leveraging these digital channels effectively, we look forward to creating an impactful presence for the company in this crowded market landscape.
- Workshops and roadshows
Game Zone can seek to maximize their reach and inform potential customers about the arcade through proven strategies – offline workshops and roadshows. By obtaining a permit from the city council through these tools, we will be able to engage with an audience in a cost-effective manner without any associated fees.
- Product
At Game Zone, customer satisfaction is our highest priority. Thus, we have curated a selection of products that are subdivided into various sections to appeal to the widest possible range of customers. Our expansive inventory features video games catered towards children aged 5-12 and adolescents aged 13-16, as well as adults 16+. Our primary product will be complemented by a catering area with snacks and meals. This will provide customers with delicious refreshments, as well as an exciting selection of video and online games.
Conclusion
Game Zone’s goal is to revolutionize the entertainment industry with its groundbreaking approach to leisure activities. We will deliver an unparalleled customer experience, with a wide range of activities tailored for clients from 5 to 30 years old. Our Downtown Seattle arcade will offer both classic and modern gaming, as well as sports competitions and team-building events. The arcade will also provide visitors access to catering services rendered by our vendors, including snacks, drinks, and pizza. This should ensure that customers have plenty of fueling options during their stay.
Along with using a hybrid entertainment model, providing an enjoyable experience, and offering competitive prices, the venture’s success also depends on our ability to attract customers. To this end, we intend to utilize both online (social media, targeted ads) and offline (print media, outdoor ads) platforms to promote Game Zone. Once we acquire customers, we plan to retain them by introducing them to the arcade’s safe and welcoming environment where customers can spend enjoyable leisure time with their peers while competing for prizes. This will encourage customers to regularly visit Game Zone, increasing their LTV. With dedication towards delivering remarkable service and value over time, it is our vision to become Seattle’s foremost source of gaming entertainment.
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