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World of Warcraft Individual Assignment

MGT 247 – Dr. Campbell

Due: Sunday, January 30, 2022 by 8 pm (18 points) As we discussed in class, World of Warcraft’s growth is leveling off. To the point in the case, WOW has been advertising only with launch and expansion, targeting gamers to increase awareness of the launch or expansion (“new product awareness”). WOW is concerned with the rate of attrition, which is increasing because some of their consumers get tired of “grinding,” finding that the repetitive play required is boring. Rather than milking/exploiting WOW while developing/exploring a new product, WOW wants to either reduce the loss of current users or grow new users (at a faster rate than losing existing). WOW has asked you to:

1) identify the best target and explain your rationale 2) discuss what that target does and does not know about WOW 3) identify what the target needs to know (where is the target in terms of the consumer

decision making process and what will move the target toward WOW?) 4) identify the best positioning for WOW to take 5) develop a positioning statement including POP and POD

You should draw upon the consumer decision-making process and the hierarchy of effects model in developing strong answers. WOW needs your help to make the decisions of who to target and how to position and thus need for you to carefully explain your reasoning, using concepts from the class (including readings). Provide a professional, well-written write-up. This is an individual assignment and you should complete this on your own. Please feel free to contact me by email ([email protected]) if you have any questions.