Ch 4 case study - MC internet cafe PDF

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Ch 4 case study MC Internet: Opportunities and Challenges of the Marketing Environment

Mission statement: “To bring all games together into a warm, comfy and memorable environment! We will deliver a truly rewarding gaming experience from real time-strategy to first-person shooting games!!” Q1) Discuss the various macroenvironment factors that influence MC’s Strategy. Which seem the most important? 

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Demographics o Originally market was for Gen X or Y in 2000 (Aging population) o Today’s target market in Gen Z o Ethnicity: 1/3 born overseas – language, food considerations, as well as how we market to them o Income: large discretionary income o Education: more educate, thirst for knowledge Social trends o Multiplayer game popularity (in 2000) o Increase busyness o Privacy concerns o Thrifty – no need to pay for a personal computer to access slow internet. Technological advances o Faster internet at home o Prices for pc’s lowered o Mobile gaming o Online communication o All these impacts the fact that people can game at home, making internet café redundant Economic situation o PC’s prices lowered Culture o Gaming culture o Multiple generations becoming tech savvy o Aus/NZ early adopters of technology o Australian culture Political/legal

Q2) How has MC responded to major threats influencing the café industry?   

Partnerships with nearby restaurants -> to-the-seat delivery meals, made-to-order beverages Computer and parts retailing Gaming equipment hire These had minimal impact on the financial performance

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Lowered their prices (price) -> from $3 to $1.67 Constant hardware upgrades -> to run the latest games

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Installed VPN (virtual private network) Subscription to have account Regular events and gaming comps

Q3) The case focused on threats to MC Internet and to the internet café industry. What opportunities do you see for the company and for the wider industry?  

Company capabilities: redefining the role of an internet café Corporate partners: collab with game and hardware manufacturers

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Social Trends o New and exclusive game and hardware releases o E-sport Culture o Go retro -> attract older customers and promote nostalgia Currently closed because of COVID-19

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