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Wizard of the Coast Analyze the companys history development and growth History 1960s Adventure gaming industry began 1970s Introduction of Dungeons Dragons 1990 Wizard of the Coast was founded by Peter Adkinson 1991 Peter Adkinson meets Richard Garfield 1992 Release of game The Primal Order Record sale of Magic The Gathering The Duelist magazine was introduced 1995 All game divisions are divested except for trading card games 1996 The Wizard of the Coast tournament center opens at corporate headquarters 1997 Biggest sellers Dungeons Dragons and Magic Introduction of mainstream version of magic -Portal First Wizard Game Center opens in Seattle Identify the companys internal strengths and weaknesses Companys Strength Cards were designed by independent artists -beautiful cards and enhanced literacy Atmosphere at company was casual creative and tolerated individualism Adkinson himself learned to understand business and his management skills Introduction Arc System games- with character from TV Completed two major acquisition and had TV offers Companys Weaknesses Firm hired experienced managers from established toy companies who did not fit well Only one supplier what delivered cards Portal -launching media campaign 5 million which was distributed through mass media Threat to lose atmosphere of game what decreased sales of Arc System games Company could not repeat tremendous success and had to learn to make profit with smaller releases Company had financial difficulties Analyze the external environment Companys threats Imitators of the cards 100 other games to compete with Magic Non controlled price of cards sold by retailers Widespread network market in cards industry Game was losing atmosphere by reaching mass market Major competitor was Games Workshop with revenue of 100 million and other smaller competitors Problems in human resources department -someone was paid that was never hired Employees were not ready to move into managerial positions Managers who were brought from outside could not work well
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