1. Batch 18-A,
Archana (032)
Arvind (049)
Kiran (046)
Sachin (019)
Tanuja (041)

2.  Technology
 Quality
 Unique games
 Prices
 Brand
 Packages
 After sales customer support service
 Installations and add ins
 Availability and distributors
 Contests
Key attributes that customers consider when choosing
among competitors in your line of business

3. Competitors

4. Step 1: Assess your value proposition
 We will assess Dreamgames's value proposition
as compared to that of Indiagames.

5. Value proposition
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Technology
Q
uality
U
nique
gam
es
Prices
Brand
Packages
Custom
ersupport
service
after
salesInstallations/addins
A
vailability
and
D
istributors
Contests
Attributes
Relativeperformance
Dreamgames
Indiagames

6.  What are the tradeoffs for each attribute? Which attributes require the most
investment by your business unit? Which attributes require the least? How
should your value chain be adjusted to deliver a better value proposition?
Attributes Investment w.r.t our business unit
Technology More
Quality More
Unique Games Less
Prices Less
Brand More
Packages Less
After sales customer support service Less
Installations and Add ins Less
Availability and Distributors More
Contests Less

7.  Consider attributes that are emerging for the first time, that are
gaining importance, or that are becoming less important.
◦ First time – unique games, contests
◦ Gaining importance - Technology, brand, distributers
◦ Less important – Packages, After sales customer support service,
Installations and add ins, contests

8.  Technology – More innovative products (eg. Wii)
 Quality – Efficient games
 Unique games – New ideas (eg. Games on professions)
 Prices – Good quality and good packaged products at decent price
 Brand – Favorable to attract new customers
 Packages - Good quality and good packaged products at decent price
 After sales customer support service – 24X7 service to all the regions
where our products are sold
 Installations and add ins – Services to mobile companies
 Availability and distributors – To capture market
 Contests – Generate interest and attract more customers
How do the changes in attributes favour or damage
each competitor?

9. Break the market into customer segments that weigh each attribute
differently.
How well is each competitor arrayed with respect to each segment? How would a company
that is completely devoted to a particular segment tailor its value chain?
Attributes 10 to 15 yrs 15 to 22 yrs 23 to 30 yrs
Indiagames Dreamgames Indiagames Dreamgames Indiagames Dreamgames
Technology Avg particular More particular Avg particular More particular Avg particular More particular
Quality Avg particular More particular Avg particular More particular Avg particular More particular
Unique Games Less particular More particular
Less
particular More particular Less particular More particular
Prices Avg particular Less particular Avg particular Less particular Avg particular Less particular
Brand More particular Less particular More particular Less particular More particular Less particular
Packages More particular Avg particular More particular Avg particular More particular Avg particular
After sales customer
support service
Equally
particular
Equally particular Equally
particular
Equally particular Equally
particular
Equally particular
Installations and Add ins
Equally
particular
Equally particular Equally
particular
Equally particular Equally
particular
Equally particular
Availability and
Distributors More particular Avg particular More particular Avg particular More particular Avg particular
Contests Less particular Avg particular Less particular Avg particular Less particular Avg particular

10. Step 2: Catalog distinctive activities
 Identify your activities and plot them on your own
value chain.

11. value chain analysis

12. Pay for productivity, Updating skill sets
Fun at work culture, Process oriented planning, Effective
management teams, Well interlinked branches
Supplier evaluation team w.r.t servers and software, Purchasing and
contracting department
Analyzing
new
technology
team for new
innovated
products,
Product
design team,
Technical
architect team
Implementatio
n team
Product
testing team,
Product
delivery team
Presales
team,
Marketing
team
Technical and
non technical
support team
m
argin
m
argin
support
activities
primary activities
High tech server systems, Licensed software, RnD activities
Firm
Infrastructure
Human
Resource
Management
Technology
Department
Procurement
Research, product
design and
technology
selection
Product
Development
Testing Marketing and
sales (packages
and contests)
customer support
service after sales
Value Chain