Electronic Arts - Marketing Concept
TO: Susan Campbell, Course Co-ordinator REP/2/2007
FROM: Bartosz Walkiewicz DATE: 5 October 2007
MARKETING CONCEPT IN ELECTRONIC ARTS
1.0 TERMS OF REFERENCE
The report will present an implementation of the marketing concept into business strategy of Electronic Arts. The report will evaluate the benefits and cost of the marketing approach in Electronic Arts. All information has to be submitted to Mrs. Susan Campbell, the HNC course co-ordinator on 25th October 2007.
2.0 PROCEDURE
In order to analyse how the marketing concept elements are incorporated into Electronic Arts (EA) overall business plan the following steps has to be taken:
2.1 Electronic Arts main web site has to accessed in order to obtain company business information.
2.2 Internet and book resources have to be scrutinized to collect all relevant data about the Marketing Concept implementation.
2.3 All aspects of marketing concept has to be assessed against EA policies and analysed company production, sales and promotion activities.
3.0 FINDINGS
3.1 Satisfying Needs As the Key Business Element
Electronic Arts started creating electronic entrainment software in 1982 and from that day the company grew rapidly becoming the one of world leaders in the industry. The number of employees increased from two people to 7,900 worldwide in the beginning of 2007. Marketing concept is based on analysing and satisfying customer 's needs and the management team in EA knows well that the business would not survived if those needs where not meet. Commitment to the customer is expressed in the company Code of Conduct as one of the "Action Values" which are the principles on which the entire business idea is based (see App. 1).
3.1.1 Products for All
Electronic Arts driven by marketing principle of meeting customer needs has created games which relate to nearly all aspects of human life. Sport, strategy, action games and even
FROM: Bartosz Walkiewicz DATE: 5 October 2007
MARKETING CONCEPT IN ELECTRONIC ARTS
1.0 TERMS OF REFERENCE
The report will present an implementation of the marketing concept into business strategy of Electronic Arts. The report will evaluate the benefits and cost of the marketing approach in Electronic Arts. All information has to be submitted to Mrs. Susan Campbell, the HNC course co-ordinator on 25th October 2007.
2.0 PROCEDURE
In order to analyse how the marketing concept elements are incorporated into Electronic Arts (EA) overall business plan the following steps has to be taken:
2.1 Electronic Arts main web site has to accessed in order to obtain company business information.
2.2 Internet and book resources have to be scrutinized to collect all relevant data about the Marketing Concept implementation.
2.3 All aspects of marketing concept has to be assessed against EA policies and analysed company production, sales and promotion activities.
3.0 FINDINGS
3.1 Satisfying Needs As the Key Business Element
Electronic Arts started creating electronic entrainment software in 1982 and from that day the company grew rapidly becoming the one of world leaders in the industry. The number of employees increased from two people to 7,900 worldwide in the beginning of 2007. Marketing concept is based on analysing and satisfying customer 's needs and the management team in EA knows well that the business would not survived if those needs where not meet. Commitment to the customer is expressed in the company Code of Conduct as one of the "Action Values" which are the principles on which the entire business idea is based (see App. 1).
3.1.1 Products for All
Electronic Arts driven by marketing principle of meeting customer needs has created games which relate to nearly all aspects of human life. Sport, strategy, action games and even
Bibliography: DRANSFIELD, R., RICHARDS, C., GUY, P., DOOLEY, D., (2004), BTEC National Business, Oxford: Heinemann ELECTRONIC ARTS, EA Official Web Site, (2007), www.ea.com , (accessed on 18 October 2007) ELECTRONIC ARTS, EA Investors Web Site, (2007), www.investor.ea.com , (accessed on 18 October 2007) JOBBER, D., FAHY, J., (2003), Foundations of Marketing, Berkshire: McGrew-Hill Education KOTLER, P., ARMSTRONG, G., (2001), Principles of Marketing – Ninth Edition, New Jersey: Prentice-Hall Inc. NASDAQ Stock Market, Nasdaq Official Web Site, (2007), www.nasdaq.com , (accessed on 18 October 2007)