Creating an Uncontested Market Space and Making the Competition Irrelevant for Monumental Games Ltd. UK

Rafik, Javed (2007) Creating an Uncontested Market Space and Making the Competition Irrelevant for Monumental Games Ltd. UK. [Dissertation (University of Nottingham only)] (Unpublished)

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This project is an extension of the group project, titled 'Massively Multiplayer Online Games Industry: A Review and Comparison', undertaken by Javed Rafiq, Almuntaser Alhindawi and Sim Boon Seong from the MBA department of Nottingham University Business School.

The core objective of this project has been to create an uncontested market space and make the competition irrelevant for Monumental Games Ltd. The market space in this regard has been identified as the market for Virtual Worlds and the competition under scrutiny has been the middleware suppliers, identified as 'direct competitors' in the group project.

To achieve the above objective, several theoretical concepts and frameworks were drawn from the highly acclaimed business strategy known as the Blue Ocean Strategy. Though this project is centered and formulated around the above strategy, efforts have been made through

a non-conservative approach to incorporate other concepts which would the fill the deficiencies and gaps in the Blue Ocean Strategy.

The outcome of the project is a solution coined as, 'The Complete Virtual World Solution' - a proposition never before offered in the middleware industry and which is aligned with the company's current strategy. The solution asks Monumental Games to break away from the competition by not only approaching the existing hit driven MMOG industry from a different perspective but reaching beyond the existing demand to other groups such as the Casual MMOG industry and the Non-MMOG applications industry. Care has been taken while formulating the proposition to keep in mind the competencies of Monumental Games and the current resources available to the firm.

Further details on the project in addition to conclusions and recommendations are discussed in the report.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 20 Nov 2007
Last Modified: 16 Sep 2016 02:25

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