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| 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.
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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).
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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: | [國際經營管理英語碩士學程IMBA] 學位論文
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Size | Format | |
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| 303801.pdf | | 1786Kb | Adobe PDF2 | 99 | View/Open |
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