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FPS Trainer of:

I. Thanks 4
II. Executive summary 5
III. Current Situation – Macro environment 6
IV. Current Situation - Market Analysis 8
1. Market definition 8
a) Video games market 8
b) FPS market 9
2. Market segmentation, target, location 9
3. Industry structure and strategic groupings 11
4. Porter 5 forces analysis 12
5. Competitors 13
Ubisoft 13
Farcry 14
Activision 14
Call of duty 14
Valve 15
Counter strike 15
V. Current Situation - Consumer Analysis 16
1. Nature of the buying decision 16
2. Demographics 18
3. Psychographics 18
4. Buyer motivation and expectations 19
5. Loyalty segments 19
VI. Current situation – Internal Analysis 19
1. Company resources 19
People: 19
Time: 20
Skills: 20
2. Objectives 20
Mission statement and vision statement: 20
Corporate Objectives: 21
Financial Objectives: 21
Marketing objectives: 21
Description on the basic business philosophy: 21
Long term objectives: 21
VII. Summary of situation analysis (SWOT) 22
SWOT: Opportunities and Threats 22
VIII. Marketing strategy – Mix marketing 22
1. Product 22
2. Price 24
3. Promotion 26
a) The first group: beginner players 26
b) The second group: Intermediate players 27
c) The third group: Pro gamers 28
d) Advertising for the three groups 28
e) Promotion planning 29
4. Place 30
IX. Conclusion 32
X. Recommendations 33
XI. Sources 34
XII. Annexes 35

Thanks

We were anxious to thank the company Play2Improve to have given us the opportunity to work on its project and to have set off its time coming to our meeting and answer our questions.

We thank our tutorial professor to have helped us concerning the important parts of the courses.

Finally, we thank quite particularly Jason Turner for his availability, for his listening and for his invaluable help.

It was very interesting for us to work on a real project. It allows us to understand the real meaning of the courses and how we should put our knowledge on a real