A strategy explains how a company will outperform its rivals by being different. It provides a clear guide for decision making across the company. A complete strategy includes a vision for what the company stands for and aspires to be, a mission explaining the underlying motivation for business, and a strategy outlining what the company must do to succeed with its vision and mission. It also includes a business model explaining how the company creates and captures value. The document provides Bioware as an example, outlining its vision, strategy, and business model which includes cross-platform games, subscription-based online games, and premium game content.

1. What is strategy? Nils Gudmundsson nilsgud@kth.se 2011-01-20

2. What is strategy? A complete strategy explains how you will do better than your rivals. And doing better, by defintion, means being different (Magretta) A clear statement that everyone within a company can use as a guide for making choices (Collis, Ruckstad)

3. What is strategy? Vision – What a company are and what they stand for. What they aspire to become and achieve. (Collins, Porras) Mission – The underlying motivation for being in business in the first place. (Collis, Ruckstad) Strategy – What the company should do to succeed with its vision and mission. Business model – How the company identifies and creates value for customers and how to capture profit from doing it by following its strategy. (Casadesus-Masanell, Ricart)

4. Mission/Vision– ”Bioware’s vision is to Create, Deliver, and Evolve the Most Emtionally Engaging Games in the World” Strategy – Bioware develops high quality console, PC and online role-playing games, focused on rich stories, unforgettable characters and vast worlds to discover. Since 1995, Bioware has created som of the world’s most critcally acclaimed titles. Source: http://www.bioware.com/about Bioware

5. Bioware Business model Cross-platform – Reaching out to a large number of costumers by making their games available for both PC and console. Subscription-based games – Charging monthly fees for massive multiplayer online games Premium content – Customers can pay for updates, upgrades and content for thier old games

6. Strategy statement Creating the best role playing games in the industry through unforgettble stories and excellent gameplay. We delivier an experince no other company can compete with and make sure that any gamer has the chance to enjoy it.