Maveri ck GameInco rp
GameIncorp
GameIncorp is a sportswear and equipment retail chain in India. It was established in 2007 with its frst ou GameIncorp took the market b! storm in 2007. It rapidl! e$panded across the countr!% openin" 20 outlets frst decline in sales. /urthermore% 20,& too appears to be bleak as per the #orecast. he compan! has pro GameIncorp had conducted an instore surve!. he objective was to understand the bu!in" behavior o# its GameIncorp has scheduled a meetin" the #ollowin" Monda! with !our team at their headquarters in ew Per#orm a detailed anal!sis with the data provided b! the compan!.
Industry data:
Competitor data *evenue spilt b! re"ion o# top pla!ers in : ;20,&<
=port equipment industr! "rowth rate ;:()G*< and Proft Mar"in ;PM< in : ;20,&< =port
=outh
orth
>ast
?est
@verall ()G* Market share
Projected Growth
PM ?est
PM >ast
PM =outh
PM orth
(ricket
B
,2
,B
22
20
/ootball
2,
2-
,+
,B
27
(omp ,
2,
2A
2,
+2
9
22
MerchandiCe
,-
2A
2&
22
+,
(omp 2
,2
27
2+
+9
,7
2,
Gol#
2+
+-
22
2-
2,
(omp +
+A
,7
+2
,&
B
20
@thers ,2 ,9 ,9 =port equipment industr! sales b! quarter in : ;20,&<
,7
2,
(omp -
2,
2+
,+
-+
2+
,0
GameIncorp
-2
27
,2
,B
,2
2+
=port
1,
12
1+
1-
(ricket
20
20
+2
29
/ootball
22
29
20
+0
(omp ,
(omp 2
MerchandiCe
,9
2+
2-
+&
(ricket
-0
27
+9
-&
&+
Gol#
2+
,B
2A
+2
/ootball
2&
20
,9
,&
,,
@thers
22
2&
27
2A
MerchandiCe
,0
,+
,7
,2
9
Gol#
20
22
,+
,&
,+
&
,9
,-
,+
,&
@thers
Regional data: =port market popularit! b! re"ion20,& b! :
(omp +
(omp -
GameIncorp
Company data:
orth
=outh
>ast
?est
(ricket
+&
2&
+0
+2
/ootball
+0
-0
+&
20
MerchandiCe
20
,0
,&
,+
Gol#
,0
,A
,7
,B
@thers
&
B
+
,A
=port
=ales breakup b! sport o# top pla!ers in :
elow is a snapshot o# the customer demo"raphics o# GameIncorp. GameIncorp customer ;brick and mortar store< demo"raphics Gender
I ncom e ; I* p er
)"e
Male
/emale , 9 2B 2B + B + B -B
A0:
-0:
A0:
+0:
,0:
E2 0F E+ 0F
,&:
90:
Doc ati on
E- 0F Grban &:
B0:
> du cati on
*ural
Grad
PostGrad
,0:
-0:
A0:
Communication channel data: =port market popularit! b! re"ion20,& b! :
(ost o# communication channel% audience and increased cost
orth
=outh
>ast
?est
(ricket
2+
22
,&
-0?
/ootball
29
2&
,0
+7
Gol#
20
+0
,-
+A
=port
(ommunicati on channel Print =ocial Media =ponsorship
( os tH )d d i n 2 0, &
P ro je ct ed increase in cost : per annum
) ud ie nc e r ea ch
/ or ec as te d audience increase in : per
20000
,9
,000000
,7
9000
-0
,00000
+9
+A000
,A
,&00000
22
-000
,2
,0000
27
Social media data:
Who uses social media and ho it in!uences them"
8etailed anal!sis o# common social media activities carried out b! #requent purchasers in the north re"ion. he research frm also anal!Ced the strate"ies adopted b! GameIncorp's ke! competitors #rom this re"ion.
8emo"raphicsJ )"e
=ocial Media
M al e
=ocial Media ,
&0:
&0:
90:
,9:
(ustomer reach across channels
=ocial Media 2
A0:
-0:
+0:
(ustomers across various social media channelsJ
=ocial Media +
A0:
-0:
=ocial Media -
90:
20:
he summar! o# their ke! fndin"sJ
= oci al Med ia cha nn el s
( us tom er s ; Mi lli on <
=ocial Media ,
2,7-
=ocial Media 2
&B0
=ocial Media +
209
=ocial Media -
200
Gender
Income ;I* per
/e ma le ,92B 2B+B +B-B
Docation
E20F
E+0F
E-0F rb an
2:
,0:
90:
,0:
70:
+0:
+0:
,0:
20:
A0:
20:
-0:
A0:
20:
20:
A0:
+0:
-0:
+0:
90:
20:
,0:
,0:
90:
,0:
,0:
90:
B0:
,0:
*u ra l
Competitor analysis: Social Media—Engagement
Averageresponse time (in hours)
10,000
30
25%
2-.-
22:
25
20.2
20%
8,000 ,7:
, in ever! ,0 visitors makes a sale. )dditional in#ormation
20
)vera"e li#e time value per customer is 200 I*.
15%
6,000 15
9%200
,,., 9:
4,000 10
10%
7: -%A00
-:
A.,
&.&
Social media costs
+:
+: 2:
2,000
(osts #or each social media channel ;)ccount #ees% labor costs% and sundr! costs% etc.
0.B
5%
900
2.-
5
0.A
700
A00
,
& 0
,%B00
0
0%
2%&00
Competitor1 Competitor 2 Competitor 3 Competitor 4 Competitor 5 Competitor6
T ot a lE n ga g em e nt
0
=ocial Media
/ees ;I7*<
Dabor hours
=ocial Media ,
-00
+00
=ocial Media 2
,+0
-00
=ocial Media +
0
&0
=ocial Media -
0
200
Competitor1
Competitor2
Competito r 3
Competito r 4
90
Competitor5
Competitor6
*eplies
Competito r 7
Competitor 7 Competitor 8
E ng a ge me n ta s % o f F ollo we r s
Competito r 8
*e#errals
*eviews
(omments
@ther
2
80 ,0
70
)dditional
Dabor costs are 20 I* per
60
50
+0
40
30
20
4 , 2 2 + ,
10
,0 2 9 2
7
,-
9
4
5
2
& &
18
10 2
3
15
20
2
15
6
6
8
4 3
5
5
# *ound ,
Campus Maverick— $
Case %uestions: ,. GameIncorp is predominantl! inclined toward the retailin" o# cricket% #ootball% and "ol# products. )rrive at the most proftable re"ion #or each o# these products in 20,7. 2. /orecast the proftabilit! o# cricket% #ootball% and "ol# products in 1+ o# 20,9. +. I# GameIncorp wants to increase its customer reach in the east% su""est the most cost e5ective communication channel that the compan! can levera"e in 20,9. -. Per#orm a comparative anal!sis o# GameIncorp as a"ainst (ompetitor , and (ompetitor 2 in all product cate"ories across re"ions. GameIncorp can no lon"er ride the 3a5ordabilit!4 wave i# it wants to sta! competitive in the north. he compan! appears to be the market leader in the re"ion. owever in order to sustain this market position the compan! has to look toward movin" #rom brick to clicks and #urthermore inte"rate social media to en"a"e better with the tar"et market. In this conte$t and with the data around social mediaJ
&. )nal!Ce potential social media adoption channels #or GameIncorpJ a< I# GameIncorp tar"ets to reach a"e "roups ,9+B throu"h social media% which would be the most viable channelK b< 8etermine the most proftable medium o# communication and awareness #or GameIncorp. c< ased on data provided% determine the competitor with the most robust social media practice. d< ?hat would be the associated risks i# GameIncorp were to adopt o# ecommerce and social media into their business modelK
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