Electronic Arts - Marketing Concept

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TO: Susan Campbell, Course Co-ordinator REP/2/2007

FROM: Bartosz Walkiewicz DATE: 5 October 2007



The report will present an implementation of the marketing concept into business strategy of Electronic Arts. The report will evaluate the benefits and cost of the marketing approach in Electronic Arts. All information has to be submitted to Mrs. Susan Campbell, the HNC course co-ordinator on 25th October 2007.


In order to analyse how the marketing concept elements are incorporated into Electronic Arts (EA) overall business plan the following steps has to be taken:

2.1 Electronic Arts main web site has to accessed in order to obtain
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All of the age groups are targeted and most of the titles are available in the country of sale with appropriate language version. All sorts of game types are manufactured by the company: sport games (branded EA Sports) this include famous FIFA and race game Need for Speed, strategy games like Command & Conquer series, action games like newly issued Crisis and all types of fun-family games i.e. Simms – a simulator of everyday life. Product range was recently extended by purchasing leading mobile phones game manufacturer JAMDAT Inc and currently EA group is the largest manufacturer of games for mobile phones. Software is extensively tested to ensure great playability and quality.

3.3.2 Place

Games are sold by many different channels of distribution from big supermarket chains like "Tesco" or "Wal-Mart" to specialised software retailers including "Game" or "PC World" and directly through Internet shop on main company web site. For the future EA is planning to increase sales on-line by creating internet megastore which will be available in different language versions.

3.3.3 Price

To ensure that the products are competitive on the market EA have to offered games at the price comparable to the market rivals. In this
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