CICA Mid-Term Assessment Case: China's Online Gaming Industry Description: The Chinese online game industry is one

of the fastest growing interactive entertainment industries in the world. The industry now launches more than 200 game titles to the market annually. Some popular game characters have become cultural icons in China. As the market landscape expands, the industry continues to attract new ventures. The Chinese online game industry is a fast follower of South Korea and the United States. This industry has an expanding gamer base with local media entrepreneurs now producing games that meet local consumer demand. The industry has become a competitor comparable to online game media giants in the global marketplace. Study Questions: Section 1: Factor Conditions 1. What are the various domestic factor conditions which have helped the online gaming industry in China to rise on the international platform? 2. How have these factors evolved over time? Are these inherited? 3. Have influences like political initiatives, technological progress or socio-cultural changes helped in shaping national factor conditions? If yes, how? 1. Describes the state of home demand for online games in China. Analyze it as per the three major characteristics: their mixture (the mix of customers needs and wants), their scope and growth rate, and the mechanisms that transmit domestic preferences to foreign markets. 1. How have home demand conditions influenced the shaping of particular factor conditions? Analyze their impact on the pace and direction of innovation and product development. 1. Comment on the existence or non-existence of internationally competitive supplying and

Section 2: Demand Conditions

Section 3:

Related Supporting Industries Section 4:

and

supporting industries for gaming industry. 2. Has the internationally successful gaming industry in China led to advantages in other related or supporting industries? 1. Analyze the conditions in China that determine how companies are established, are organized and are managed? 2. Determine the characteristics of domestic competition. 3. How have cultural aspects played a role? 4. How has domestic rivalry and the search for competitive advantage within China helped the gaming companies achieve such advantage on a more global scale.

Firm Strategy, Structure, and Rivalry

Section 5: An Indian Online Gaming Company is considering entering the China Market

1. Who are the competitors they need to face 2. What are their competitive advantages 3. What kind of market conditions (types of markets) prevail in the China market 4. What would be your recommendation for the Indian company considering to enter the China market?

Case Body Please download the case from: http://www.eptic.com.br/arquivos/Revistas/vol.XI,n2,2009/11PeichiChungJiangPingYuan.pdf Details of Assessment:

Team Assessment Team Size: 6 members in each team Presentation time: 15 min each team

Q&A Questions will be directed to individuals. Questions would be relating to either the case, topics covered in the class & readings provided Date: Saturday July 23, Timing 10AM 12 PM