strategic managment

STRENGTHS

1. Experience and skill set in games industry. 55 staff, 2 people that have been with company for its entirety. Head of art and programming for 18 years

2. Proprietary game engine development enables them to be more diverse and improve customization.

3. Wicked Witch has been in business for about 18 years, which is rare for Australian development studios.

4. Wicked Witch has experience (limited but experience nonetheless) designing VR solutions for the medical field.

5. Wicked Witch believes it has the ability to develop applications for every platform and genre out there.

WEAKNESSES

1. Staff usability for a government simulation application, ie not as much marketing, story and other functions for game design

2. While Wicked Witch claims it can learn and develop software using AR, they have no direct experience to back up their claims

3. limited experience and knowledge in the public sector as well as limited contacts

OPPORTUNITIES

1. Could break into the market by providing a new product to Government in defence.

a. A need has been recognised for simulation which is integrated with VR and allows defence personnel to train in civilian interactions (Parker, 2017).

a. Involves less expensive hardware than larger simulators but more moving functional software.

a. Moving into the market without VR technology (i.e. a similar offering to what already exists) would be quite difficult.

1. Growth of the software industry is supported by an enormous pool of customers, alongside an efficient online distribution network, which serves as a core motivation for new entrants (MarketLine, 2019, February).

1. Government spending accounts for 15.6% of combined software supplier revenue (IBISWorld, 2019, October).

1. High level of software industry growth supported by the activities of related industries including improvements in telecommunications infrastructure across the country in the form of NBN and 5G networks, and the increasing popularity of computer system design services, which in part host cloud-based services and enable cost-effective SaaS business models (IBISWorld, 2019, March; MarketLine, 2019, February).

1. Demand by government and non-government enterprises is typically stimulated by providing software that implements significant improvements over previous versions or when government regulations change (e.g. user data privacy).

THREATS

1. The industry is difficult to enter and involves a great deal of chance and innovation, but it is not impenetrable.

2. Competition may be domestic or international, with a number of Indian companies capitalising on relatively cheap labour to vie for contracts (Austrade, 2013; 2017; 2018a; 2018b).