CASE STUDY: HARMONIX Harmonix is a company originally founded by Alex Rigopulos and Eran Egozy, they were the original developer of guitar hero series, the idea was originally create some demo software with the vision of providing a different way for people without music training or talent to experience the joy of playing and creating music. One of the most successful product that was produced by hamonix were guitar hero series, which subsequently became the fastest videogame in history to top 1 billion dollars just in north America. . )What marketing philosophy did harmonix use at first and how did their philosophy change? * The Marketing management philosophy used Harmonix, at first, was production oriented. The company focused on some demo software they had created in 1995, and the company focused on the internal capabilities rather than the wants or needs of customers. Then they tried the make a product by persons who wants know that will feel be a rock star and decide to engage with their customers, changing their philosophy to the market orientation.
Since 2004 the company searched for the wants and likes of the customers creating products such as the microphone in karaoke Revolution, and in 2005 Guitar hero. This means that the company took actions by creating products to deliver and provide value to customers. The company seeks to satisfy needs , wants and likes of the customers with their products. S. W. O. T. STRENGHT * Innovation in the sector of video games * Strong brand image * Quality of the product (reality, sound, image) * Their games offer another experience that the consumers wants WEAKNESS * High prices Focus only in people with middle and higher incomes * Focus only in the music and entertainment market OPPORTUNITIES * New markets (games experiences) * New ways of advertising using internet THREAD * Increasing competitors * Indirect competition from other substitutes (other experiences with motion games) * Changing market experiences * Illegal downloading and piracy * Global economic conditions MARKETING MIX PRODUCT : like any other products have a life cycle, which begins at the time of its release, continues its growth and maturity, and finally goes into decline.
They must understand each of the phases for the design, or strategies aiming at the attraction of video games to boost sales, it is for this reason that was listed as the fastest and most sales in history. PRICE: their units were sold at a higher price than other products on the market. By having so much market acceptance, Harmonix knew that despite the increase in their cost, their game was going to be one of the most competitive; the problem was that these prices keep out the people with low incomes, which is a big part of the market.
DISTRIBUTION: still retains its operational autonomy, good budget for product development and licensing of music for their games. With its software can provide basic kinds of musical composition as an attribute to the participants of the game, so funding invest for their internal costs and seek adjustments in the bid as and distribution consumer needs. PROMOTION: this company provides advertising that discloses a new way to experience the joy of playing and creating music through video games.
Sales staff often plays an important role in word of public relations, Also they used a different way of advertising, using demos, tournaments with huge rewards that motivated the gamester to buy the game. Conclusion: * In conclusion this company show their evolution , through the time since that Harmonix beginning when was had created in grad school in 1995. Even now when this company developement fun and extraordinary videogames and one philosophy that will could satisfy the needs , wants and likes of their customers.
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