This document provides an overview of Ubisoft's marketing planning and international operations from 1986 to present. It discusses Ubisoft's origins creating its first game in 1986 called Zombie. It outlines Ubisoft's expansion creating Rayman in 1995 and becoming a multinational company by 2002. The document also analyzes the video game industry trends, Ubisoft's challenges coordinating global development and marketing, and provides a SWOT analysis and solutions for Ubisoft moving forward.

1. Marketing Planning Overview
Date
International Marketing
- Case Study -
Frédérique M. Gagnon
Petter Hallström
Lisa Heyder
Jon Inarritu Pichel
Alexandre Pradon
https://www.youtube.com/watch?v=xzCEdSKMkdU

2. THE BEGINNING OF SOMETHING BIG
1986
1995
1996
2002
2009
The company created their first game in
1986 named Zombie
Creation of Rayman :
The birth of a legend
Ubisoft expand its global network
Now consider as a multinational
company
Ranked as one of the top ten
independent publishers in the world
for the first time
Online market : Uplay
Win, help, share, shop

3. Organizational Chart

4. WORLD PRESENCE

5. INDUSTRY
OF
VIDEOGAMES
Includes: PC, Console, Mobile
and internet games.
The gaming industry has experienced steady growth in the last
years
Mobile games have experienced significant growth in recent years.
Industry marked by constant innovation as a key driving force
Product life cycles are very short, new games being
introduced by various different competitors on a regular basis.
Today the average age of a gamer is 30 years old,
according to the Entertainment Software association (ESA),

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CHALLENGES
Ubisoft is facing
Coordination of 1 development and marketing
Competition in the industry
Cultural Adaptation
Constant Innovation
2
3
4

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SWOT ANALYSIS
Strenghts
• Price winning marketing
department
• Robust financial performance
• Regarded as groundbreaking
developers
Opportunities
• Growing industry, especially the
mobile section.
• An ever evolving industry
Weakness
• Dependence on console
manufacturers
• Delays in product releases
Threats
• Intense competition
• Software piracy
• Rapid technological change and
transitions in console platforms
• Fluctuations in demand

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ERPG - Model

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Solutions
• Organizational structure designed to enable quicker
communication through dedicated channels.
• Top managers being used as a liaison between the
different studios and departments.
• Groundbreaking games and “out of the box”- marketing
• Focusing and investing in their R&D team and
projections
• ERPG – Model

10. THANK YOU