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    政大典藏 > College of Commerce > International MBA > Theses >  Item 140.119/130576


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/130576


    Title: 策略行銷與財務分析案例研究: 以臺灣Pokémon Go為例
    The Case Study of Pokémon GO in Taiwan: Strategic Marketing and Financial Analysis
    Authors: 艾希頓
    Ebenhoeh, Ashton Atanacio
    Contributors: 蔡政憲
    Tsai, Jason
    艾希頓
    Ashton Atanacio Ebenhoeh
    Keywords: 擴增實境遊戲
    精靈寶可夢GO
    擴增實境公司
    台灣的電動遊戲
    AR games
    Pokémon GO
    Niantic Inc
    video games in Taiwan
    Date: 2020
    Issue Date: 2020-07-01 13:47:08 (UTC+8)
    Abstract: This business plan focuses on the case study of Pokémon GO, an augmented reality (AR) mobile phone game developed by the U.S. company Niantic Inc. The report draws on secondary data analysis to demonstrate that due to the COVID-19 pandemic, Taiwan appears to be a highly attractive geographic market for the company, as only 440 flu cases have been reported there as of May 2020. The conducted PESTEL, Marketing Mix, segmentation, targeting and positioning analyses suggest that although local consumers are price sensitive due to the relatively low level of income, the mobile game industry in Taiwan is still in its growth phase and thus can help Niantic Inc. strengthen its financial performance, which has been challenged due to the pandemics and declining interest towards the game. 4P"s marketing analysis suggests that Niantic Inc. has to focus on foreign tourists, urban residents and rural players to pursue the strategy of market penetration. In line with the identified strategic priorities, Niantic is also advised to focus on natural reserve areas to integrate sustainability component into its overall marketing strategy and brand building. Niantic Inc. has to reduce its smallest bundle in-app purchase cost from 0.99 USD to 0.5 USD to reduce the entry purchase barriers, appealing to cater to the local residents. Finally, according to the developed financial projections, Niantic Inc. Taiwan is likely to create 83.4 million USD during its first fiscal year in Taiwan. The organizational and management and planning issues are also considered within the business plan along with the first day opening balance sheet.
    Reference: Alha, K., Koskinen, E., Paavilainen, J., & Hamari, J. (2019). Why do people play location-based augmented reality games: A study on Pokémon GO. Computers in Human Behavior, 93, 114-122.
    Armstrong, G. M., Kotler, P., Harker, M., & Brennan, R. (2018). Marketing: an introduction. Pearson UK.
    Baranowski, T., & Lyons, E. J. (2020). Scoping review of Pokemon Go: comprehensive assessment of augmented reality for physical activity change. Games for health journal, 9(2), 71-84.
    Broom, D. R., Lee, K. Y., Lam, M. H. S., & Flint, S. W. (2019). Go ta catch ‘em al or not enough time: Users motivations for playing Pokémon Go™ and non-users’ reasons for not installing. Health psychology research, 7(1).
    Colley, A., Thebault-Spieker, J., Lin, A. Y., Degraen, D., Fischman, B., Häkkilä, J., ... & Wenig, D. (2017, May). The geography of Pokémon GO: beneficial and problematic effects on places and movement. In Proceedings of the 2017 CHI Conference on Human Factors in Computing Systems (pp. 1179-1192).
    Copper, J. F. (2019). Taiwan: Nation-state or province?. Routledge.
    Easternpeak (2020). Pokemon GO app marketing strategy and revenue. Available at: https://easternpeak.com/blog/pokemon-go-app-marketing-strategy-and-revenue/ [Accessed 12 May 2020]
    Euromonitor (2019). Video games in Taiwan: report. Available at: https://www.euromonitor.com/video-games-in-taiwan/report [Accessed 20 May 2020]
    Forbes (2019). The business of video games market share for gaming platforms in 2019. Available at: https://www.forbes.com/sites/kevinanderton/2019/06/26/the-business-of-video-games-market-share-for-gaming-platforms-in-2019-infographic/#36e315c07b25 [Accessed 10 May 2020]
    Newzoo (2020) Strategic insights: Pokémon GO. Available at: https://newzoo.com/insights/articles/analysis-pokemon-go/ [Accessed 20 May 2020]
    Oe, H. (2020). Discussion of digital gaming`s impact on players` well-being during the COVID-19 lockdown. arXiv preprint arXiv:2005.00594.
    Rauschnabel, P. A., Rossmann, A., & tom Dieck, M. C. (2017). An adoption framework for mobile augmented reality games: The case of Pokémon Go. Computers in Human Behavior, 76, 276-286.
    SCMP (2020). Taiwan urges Pokemon GO developers exclude island roads. Available at: https://www.scmp.com/news/china/society/article/2001817/taiwan-urges-pokemon-go-developer-exclude-islands-roads-game-due?_escaped_fragment_=&edition=hong-kong [Accessed 12 May 2020]
    Tseng, P. H., & Pilcher, N. (2019). Evaluating the key factors of green port policies in Taiwan through quantitative and qualitative approaches. Transport Policy, 82, 127-137.
    Wang, C. J., Ng, C. Y., & Brook, R. H. (2020). Response to COVID-19 in Taiwan: big data analytics, new technology, and proactive testing. Jama, 323(14), 1341-1342.
    Zsila, Á., Orosz, G., Bőthe, B., Tóth-Király, I., Király, O., Griffiths, M., & Demetrovics, Z. (2018). An empirical study on the motivations underlying augmented reality games: The case of Pokémon Go during and after Pokémon fever. Personality and individual differences, 133, 56-66.
    Description: 碩士
    國立政治大學
    國際經營管理英語碩士學位學程(IMBA)
    107933038
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0107933038
    Data Type: thesis
    DOI: 10.6814/NCCU202000651
    Appears in Collections:[International MBA] Theses

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