Strategie Dimpresa Il Caso

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Strategie Dimpresa Il Caso Percorsi formativi per l’autoimpreditorialità giovanile Strategie d’impresa: Il Caso! Prof. Francesco Contò Potenza 18 Marzo 2011 “Quando pensate ad una strategia per un’azienda tenete presente che in mezzo al mare di problemi di un sistema complesso, ci sono 3 priorità da ricordare: 1. il prodotto, 2.il prodotto, 3.il prodotto e l’ambiente in cui si colloca. Non dimenticatelo mai!” Il caso WARNER BROS HOME ENTERTAINMENT acquisisce SNOWBLIND STUDIOS Il caso WARNER BROS HOME ENTERTAINMENT acquisisce SNOWBLIND STUDIOS Il punto di partenza: i fatti (1/3) Kevin Tsujihara di Warner Bros Home Entertainment group ha annunciato l’acquisizione di SnowblindStudios, casa di sviluppo indipendente specializzata in giochi d’azione e fantasy. Tale operazione rinforza la posizione di Warner Bros come publisher di videogiochi a 360 gradi. “Questo è un ottimo accordo per Warner Bros e Snowblind Studios”, ha dichiarato Tsujiara. Il caso WARNER BROS HOME ENTERTAINMENT acquisisce SNOWBLIND STUDIOS Il punto di partenza: i fatti (2/3) “L’acquisizione allargherà ulteriormente il nostro portfolio con giochi di qualità, mentre Snowblind potrà usufruire delle nostre capacità come publisher e distributore globale. Snowblind ha una grande reputazione e siamo lieti di darle il benvenuto nella grande famiglia Warner Bros”. Situata fuori Seattle, a Bothell, Washington, Snowblind Studios è conosciuta soprattutto per il popolare gioco fantasy Baldur’sGate: DarlAlliance, oltre che per Champions of Norrath e Justice League Heroes. La casa di sviluppo è stata fondata nel 1997. Il caso WARNER BROS HOME ENTERTAINMENT acquisisce SNOWBLIND STUDIOS Il punto di partenza: i fatti (3/3) “L’acquisizione di Snowblind è una pietra miliare per il nostro business game perché ci consente di espandere ulteriormente le nostre capacità di sviluppo”, ha dichiarato Martin Tremblay, Presidente di Warner Bros Interactive Entertainment. “Siamo onorati di avere con noi un team così talentuoso e capace di creare giochi dal design innovativo ed avvincente”. “Non vediamo l’ora di lavorare come partner di Warner Bros Interactive Entertainment per creare diversi videogiochi di grande appeal”, ha dichiarato Ryan Geithman, Studio Head, SnowblindStudios. “La nostra squadra ha le capacità necessarie ad ogni livello per realizzare la miglior esperienza di gioco possibile per il pubblico”. Il caso WARNER BROS HOME ENTERTAINMENT acquisisce SNOWBLIND STUDIOS Ci proponiamo di analizzare la Warner Bros, solida realtà nel settore dell’Entertainment, e in particolare la sua strategia di crescita nel mercato dei videogiochi attraverso l’acquisizione di Snowblind. COSA ANALIZZIAMO ? 1. Quali sono le caratteristiche della strategia di crescita di WB? 2. Qual è il razionale strategico dell’operazione? Il caso WARNER BROS HOME ENTERTAINMENT acquisisce SNOWBLIND STUDIOS L’analisi si articola in cinque parti fondamentali: 1. La parte iniziale offre una breve panoramica del settore dell’entertainment con particolare riferimento al segmento dei videogiochi. Da essa si sviluppa l’analisi delle cinque forze di Porter, con un focus sui principali competitor (considerando sia aziende operanti nel segmento hardware che software). 2. La seconda parte descrive la catena del valore del settore dei videogiochi con riferimento al segmento software. In quest’ultimo, infatti, si concentra l’attività della divisione Warner Bros Interactive Entertainment. Si può notare come l’azienda oggetto di studio sia perfettamente integrata, essendo presente in quasi tutte le fasi della catena. Il caso WARNER BROS HOME ENTERTAINMENT acquisisce SNOWBLIND STUDIOS 3. La terza parte è dedicata all’analisi SWOT. Individua ed esamina le principali forze e debolezze interne all’azienda, così come le minacce ed opportunità provenienti dall’ambiente circostante. 4. La quarta parte, che rappresenta il cuore dello studio, cerca di inquadrare il razionale strategico dell’operazione di acquisizione di Snowblind. A tal fine si è proceduto ricostruendo la storia dell’entrata del Gruppo nel settore dei videogiochi. Dall’analisi è emerso che la serie di acquisizioni precedenti a Snowblind (Monolith, TT Games e Midway) sono riconducibili alla volontà dell’impresa di entrare ed affermarsi in modo aggressivo in un settore già maturo. 5. La parte conclusiva affronta l’analisi finanziaria dell’operazione. Si è preferito utilizzare come riferimento un’azienda precedentemente acquisita (Monolith), che presenta analogie strategiche e organizzative con Snowblind. Il caso WARNER BROS HOME ENTERTAINMENT acquisisce SNOWBLIND STUDIOS Secondo il rapporto Global Entertainment & Media Outlook 2009- 2013 della PriceWater HouseCoopers, il mercato globale dell’Entertainment può essere suddiviso in diversi segmenti ascrivibili a sette principali aree: Film, TV, Radio, Musica, Editoria, Toys&Games e Internet. All’interno del mercato dell’entertainment globale, e in particolare di quello Toys&Games, il segmento dei videogiochi ha registrato una crescita media del 21% nel periodo 2004-2009 contro una crescita molto più modesta del 6,5% dell’intero mercato Toys&Games nello stesso periodo, ed è atteso un incremento medio del 13,8% nel periodo 2009-2013..
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