Ch. 2 - Strategic Planning for Competitive Advantage

Square Enix has many game fans because of the high quality game work they put into their franchises. I believe that Square Enix has a prime focus on market penetration and some focus on market development as marketing strategies. One of the most famous and well known game franchises created by Square Enix is the Final Fantasy series.

One of the main reasons this franchise is well known and liked is because it has a lot of hard work put into it. This is where the market penetration strategy comes in. In an interview, Yoichi Wada (current president of Square Enix) stated, "Square Enix only releases a product once everyone are satisfied with it, as the company will never release a product of low quality. We will never lower a franchise's reputation". From this it easy to see that that the strategy of market penetration is there. By continuing to better improve the gaming experience, the market share among existing customers will continue to rise.

Another game franchise created by Square Enix that is famous and well known by gamers is Kingdom Hearts.

This was first released in North America on September 17th, 2002. From then on it began to continously expand and reach new new fans. I believe that with this franchise, Square Enix has used the marketing strategy of market development. I believe this to be true because last year the first two games of the franchise were re released in an HD format. This not only allowed old fans to relive the experience of the game from their childhood, but also allowed new fans to be attained. Because it was already an existing product, the strategy being used was market development. These are the reasons I believe Square Enix is using the marketing strategies of market penetration and market development.

Sources:
http://n4g.com/news/89607/square-enix-boss-talks-marketing-strategy#c-642946

http://en.m.wikipedia.org/wiki/List_of_Kingdom_Hearts_media