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GameInco
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GameIncorp
GameIncorp is a sportswear and equipment retail chain in India. It was established in 2007 with its first out
GameIncorp took the market by storm in 2007. It rapidly expanded across the country, opening 20 outlets
first decline in sales. Furthermore, 2015 too appears to be bleak as per the forecast. The company has pro
GameIncorp had conducted an in-store survey. The objective was to understand the buying behavior of its
GameIncorp has scheduled a meeting the following Monday with your team at their headquarters in New D
Perform a detailed analysis with the data provided by the company.
Campus MaverickRound 1
Industry data:
Competitor data
Revenue spilt by region of top players in % (2015)
Sport equipment industry growth rate (%CAGR) and Profit Margin (PM) in % (2015)
Sport
North
South
East
West
Comp 1
21
26
21
32
31
Comp 2
12
27
23
38
21
Comp 3
36
17
32
21
Comp 4
21
23
13
GameIncorp
42
27
12
Projected Growth
PM West
PM East
PM South
PM North
Cricket
12
19
22
20
Football
21
24
13
19
27
Merchandize
14
26
25
22
Golf
23
34
22
24
Others
12
18
18
Sport equipment industry sales by quarter in % (2015)
17
Sport
Q1
Q2
Q3
Q4
Cricket
20
20
32
28
Football
22
28
20
30
Merchandize
18
23
24
35
Golf
23
19
26
Others
22
25
27
17
21
15
20
43
23
10
19
12
23
Comp 2
Comp 3
Comp 4
GameIncorp
Cricket
40
27
38
45
53
32
Football
25
20
18
15
11
26
Merchandize
10
13
17
12
Golf
20
22
13
15
13
18
14
13
15
Others
Regional data:
Sport market popularity by region-2015 by %
Sport
Company data:
North
South
East
West
Cricket
35
25
30
32
Football
30
40
35
20
Merchandize
20
10
15
13
Golf
10
16
17
19
Others
16
Age
Male
Grad
Post-Grad
60%
40%
40%
60%
60%
30%
10%
15%
80%
5%
90%
10%
Education
North
South
East
West
Cricket
23
22
15
40W
Football
28
25
10
37
Golf
20
30
14
36
Communicati
on channel
Print
Social Media
TV
Sponsorship
2
Round 1
Cost/Add in 2015
Projected
increase in cost
% per annum
Audience reach
20000
18
1000000
Forecasted
audience
increase in % per
annum
17
8000
40
100000
38
36000
16
1500000
22
4000
12
10000
27
Campus Maverick
3
Demographics:
Social
Media
Channels
Social Media 1
Male
29-39 39-49
Urban
Rural
50%
50%
80%
18%
2%
10%
80%
10%
70%
30%
Social Media 2
60%
40%
30%
30%
10%
20%
60%
20%
40%
60%
Social Media 3
60%
40%
20%
20%
60%
30%
40%
30%
80%
20%
Social Media 4
80%
20%
10%
10%
80%
10%
10%
80%
90%
10%
Customers (Million)
Social Media 1
2174
Social Media 2
590
Social Media 3
208
Social Media 4
200
Gender
Age
Female 18-29
Location
Competitor analysis:
Social MediaEngagement
10,000
30
25%
24.4
22%
25
20.2
20%
8,000
17%
20
15%
6,000
15
8,200
11.1
8%
4,000
10
4,600
4%
6.1
5.5
3%
3%
2%
2,000
Costs for each social media channel (Account fees, labor costs, and
sundry costs, etc.):
2.4
5
0.9
0.6
700
Fees (INR)
Labor hours
400
300
Social Media 2
130
400
Social Media 3
50
Social Media 4
200
150
2,500
Total Engagement
Competitor 1
Competitor 2
Competitor 3
Competitor 4
90
Competitor 5
Competitor 6
Replies
Competitor 7
Engagement as % of Followers
Competitor 8
Referrals
Reviews
Comments
Other
80
10
70
600
1,900
Social Media
channels
Social Media 1
5%
800
Additional
information
10%
7%
60
50
30
40
30
20
4
12
2
3
10
2
9
2
10
2
10
18
14
Competitor 1
Competitor 2
8
15
20
15
0
11
Competitor 3
Competitor 4
Competitor 5
Competitor
6
Competitor 7
Competitor 8
0%
4
Round 1
Campus Maverick
5
Case questions:
1. GameIncorp is predominantly inclined toward the retailing of cricket, football, and golf
products. Arrive at the most profitable region for each of these products in 2017.
2. Forecast the profitability of cricket, football, and golf products in Q3 of 2018.
3. If GameIncorp wants to increase its customer reach in the east, suggest the most costeffective communication channel that the company can leverage in 2018.
4. Perform a comparative analysis of GameIncorp as against Competitor 1 and Competitor 2 in
all product categories across regions.
GameIncorp can no longer ride the affordability wave if it wants to stay competitive in the
north. The company appears to be the market leader in the region. However in order to
sustain this market position the company has to look toward moving from brick to clicks and
furthermore integrate social media to engage better with the target market. In this context
and with the data around social media:
5. Analyze potential social media adoption channels for GameIncorp:
a) If GameIncorp targets to reach age groups 18-39 through social media, which would be the
most viable channel?
b) Determine the most profitable medium of communication and awareness for GameIncorp.
c) Based on data provided, determine the competitor with the most robust social media
practice.
d) What would be the associated risks if GameIncorp were to adopt of e-commerce and
social media into their business model?
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