This is the full BTEC Business Unit 2 - Developing a Marketing Campaign (Board Games - Fantastical Gaming) exam preparation notes document. This candidate received a Merit mark for this assignment.
+50% market share in 1st year
Sell +50% more products 2nd half of year
Marketing aim
Create a board/card game for affluential 20-40yr olds. State aims and objectives, stats on the
market/industry. Marketing aim = +50% market share /1 st year & sell +50% products/2nd half of year
Marketing objectives (SMART)
- Increase monthly social media engagement +50% /6 months (%)
- Increase sales +25% /12months (units)
- Gain 15% market share /first year (%)
Rationale
Target market: affluent adults age 20-40
Size of market:
- The overall UK games market is valued at £5.11 billion and grew by 12.4% in 2017
- According to the UK Games Expo exhibitor guide, in 2018 the UK tabletop gaming segment
of this market is worth £350 million
- Board Games Market Size to Reach Revenues of around 30 billion by 2026
- According to Euromonitor, global board game sales increased to $9.6 billion in 2016 from
$9.3 billion in 2013
- In 2016, the global tabletop market was valued at approximately US$3.2 billion. The global
market is expected to grow to US$8.1 billion by 2021
- The global board games market size is expected to reach values of over $12 billion by 2023,
growing at a CAGR of more than 9% by 2017-2023
- More than just a niche market - the UK market for tabletop games is worth hundreds of
millions of pounds
- Strong growth - much higher than the overall toy market
- An interesting development in the market has been the growth of tabletop gaming cafes,
including in the UK. These act as a source of community for players as well as a means of
promoting new games by manufacturers
Structure of market: oligopoly competition (only a few sellers of products that can be separated/
each seller has a high percentage of the market and cant afford to ignore the actions of the others)
Trends: movies and TV shows (themes for game), finance, drinking
Key competitors: Hasbro(int), Maven Games(local)
Branding
- crowdfunding has created a new source of revenue for hobby designers, it’s also creating a
lot more competition among them
- Games that are easy to understand, include both strategy and luck, have fun playing pieces,
can be played repeatedly
- Cannot brand boardgames themselves, build a brand from popularity and customer
attention (&social media attention)
, PESTLE
Political Economical Social
•The value of the Pound •Emerging markets set to •Rapid change in consumer
dropped to its lowest level experience strong growth interests globally
since 1938 against the USD •Need of cheaper products or •Pandemic is believed to be
•The UK tax will be imposed cheaper raw materials one of the best/most popular
when trading with the EU due •Ability to take loans games of 2020
to Brexit laws •Trends of social games
•Covid restrictions
Technological Legal Environmental
•The board games have •Compliance framework •Development of
become online games for across the supply chain environmentally responsible
people to play, for example •Strong industry laws and products
Ludo now has its own app regulations
available to download on •A new board game might be •Implementation of internal
mobile devices protected by several forms of sustainability framework
•The board game market is intellectual property. •Use of non-recyclable
expected to grow to £12 billion Copyright is automatic in the materials
by 2023, a growth of 9% from UK and no registration is
2017, showing that the required
industry is still thriving •Consumer production law
•New machines in production
SWOT
Strengths Weaknesses
•Hasbro is relatively successful at execution of • Hasbro needs to put more money in
new projects and generated good returns on technology to integrate the processes across
capital expenditure by building new revenue the board
streams • Compared to other organizations in the
•Excellent brand portfolio with subsidiaries industry Hasbro has a higher attrition rate and
such as Playskool, Galoob and Parker Brothers must spend a lot more compared to its
•Gravity market competitors on training and development of its
employees
•Established competitors
Opportunities Threats
•Expected to grow to £8.2 billion by 2021. • Changing consumer buying behaviour from
There is a strong growth compared to the toy online channel could be a threat to the existing
markets physical structure driven supply chain model
•Board games are becoming more available • Increasing competition from other major
online such as Ludo and Chess industry players
•Technology based board games •Changes in tastes of customers are rapid
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