401 Games Case Study

When positioning 401 Games, we are using a combination of bases for our position method. We chose user categories, and usage occasions. We first chose user categories because this specific positioning approach highlights the ideal target consumer and suggests that our products are ideal of that type of consumer. We next chose usage occasions because with this approach, it is positioned in terms of how it is used in the market by consumers, indicating that it is the best solution for their use. These two positioning methods go along with our segmentation chart, shown in the appendix. We want to target consumers who are looking to purchase games for entertainment. With this, we can appropriately market our products to reach those consumers.
When creating a perceptual map for 401 Games, we used price and core business offerings as our axes, as shown in our appendix. We based our findings off of the average price of two board games offered by all competitors, Axis and Allies, and Ticket to Ride. The prices of these games can be found in Exhibit 3. When determining the core business offerings we found of data from Exhibit 2. This puts 401 Games in

This factor forces customers to go into 401 Games store to be able to buy games. Many of their competitors biggest competitive advantage is the ability to sell online. 401 Games could benefit from starting to sell online, but they enjoy the ability to work face-to-face with their customers and allow them to try out many of the games before they buy them. Adding an online presence could greatly benefit their stores growth. Although, going into the store itself helps 401 Games position to specific consumers so they can purchase products that they are in need of. This also goes with our positioning method of usage occasions, like said before, we have gaming space for customers to try them out first hand before purchasing