Management interculturel : plan stratégique de l'entreprise de jeux vidéos Electronic Arts en Chine

Étude de cas Entreprises & gestion Stratégie

Date de publication :

25/05/2009

Langue :

Anglais

Format :

.doc

Nombre de pages :

6 pages

Niveau :

grand public

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Sommaire :

Sommaire

Logistics
Human resources plan
Cultural issues
Negotiation issues
Market issues
Expatriate issues
Piracy issues

Résumé :

electronic arts, an American company specialised in video games wants to expand its products all around the world where there are opportunities. The American company founded in 1983 and based in Redwood City in California, is today one of the top ten companies in the video game producers field in the world. The success of such a company is due to many factors. The first tone is the fact that the company bought many important licences that could lead to blockbusters: sport ones like NBA, FIFA or also movie ones like Harry Potter or The Lord of the Rings. So the company managed to act when it was the good moment with the good licences. Also electronic arts is at the origin of many different blockbusters such as the Need for Speed series and the Sim's ones.

The products are sold in many countries that accept and consume video games like Americans. Now with the emerging economy and the rising number of people that do part of the middle class, China represents a real opportunity for many different industries. Entertainment is one of them. So many video game producers and machine producers such as Nintendo or computers equipped with Windows are trying to get the best market shares before the market is full. electronic arts have to act rapidly in order to have its place on it. China is not a country to underestimate because the population represents 1/6 of the globe, and the economy is quite growing fast. But there are many points that are necessary to point out before go this place.