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Organizational Planning

In: Business and Management

Submitted By jester40
Words 867
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Organizational Planning
MGT/521
May 6, 2015
Andrew Van Ness

Strategic Plan
Creating a strategic plan to enhance and grow your company means developing a road map to your company’s future. A good map can help to achieve your company’s goals. In the case of Activision Blizzard Inc., the goal of the company is to become the largest and most profitable game developer in the world. This goal will not be reached overnight. It requires a well-developed strategic plan supported by multiple operational plans.
Strategic Plan - Defined
In the business world, a strategic plan is a written outline. This outline compares the company’s goals with marketplace needs. It goes much further than a traditional plan. The strategic plan not only defines the goals, but also addresses how to utilize company resources and assets effectively to reach them. Positive results can be achieved through analyzing the business’s strengths and weaknesses, and acting appropriately on opportunities as they become available (Scott, 2015). Activision Blizzard Inc., created by the 2008 merger of Activision and Blizzard Entertainment, is one of the largest developers and publishers in the interactive gaming industry (Activision Blizzard Inc., 2015).
Based upon Activision Blizzard Inc.’s SWOT analyses, the goal to become the largest and most profitable game developer in the world can only be achieved through an expansion in their current line of products. Strategically, the company has to increase the number of popular titles they release to the market. The top two interactive game producing moguls, Nintendo and Electronic Arts, control the arena by providing multiple popular titles to the marketplace. Activision Blizzard Inc. lives or dies by the performance of a few popular titles. They do not currently have the diversity of popular gaming genres to compete for the top positions in the interactive gaming arena ("Activision Blizzard Basic Information", 2010).
Operational Plans - Defined
In order to achieve the strategic goal stated above, Activision Blizzard Inc. will need to develop several operational plans. Strategic plans set the direction in which the company wishes to proceed, but the operational plans make it work. An operational plan exists to provide detailed information on the daily operations required to make the strategic plan a reality (Isaac, n.d.). Several operational plans have already been implemented and Activision Blizzard is climbing the totem.
Online Arena
One operational plan is to expand into the ever-growing market of online play. While Electronic Arts continues to produce primarily titles for console machines, Activision Blizzard should build upon the success of its World of Warcraft title.
While it is true that Activision Blizzard counts upon a few titles to provide a majority of the company’s revenue, those titles are long standing and very popular to the target consumer. Star Craft II is a great example of the company’s development of an operational plan. Building upon the success of the original StarCraft game, Activision Blizzard Inc. was looking for a way to bring more consumers into the StarCraft universe. Following trends of technology and the popularity of their online game World of Warcraft, the company decided to introduce StarCraft II as a game that bridged the gap between game consoles, personal computers, and the internet. Consumers could play through a series of missions, playing against the game’s artificial intelligence, or play online against millions of live opponents ("Activision Blizzard Basic Information", 2010). Although StarCraft II was not the first game to allow these features, it provided the opportunity to expand the company’s role in the interactive game community.

Entering the Mobile Market
Operational plans to take advantage of the newly emerging world of mobile game applications is another area in which Activision Blizzard Inc. should focus market dollars. With the success of their long running online subscription based software lineup, the next logical step is to pursue the mobile market. Consumer spending in the mobile market has grown more than 130% over 2012 figures (Kuittinenon, 2014). Competitors such as Electronic Arts are also trying to breach the mobile market, but they do not have the history of reaching a virtual audience that has been the backbone of Activision Blizzard Inc.
Conclusion
Having a Strategic plan supported by viable operational plans is the secret to a company’s success. Although plans do not guarantee success, the lack of plans ensures eventual financial demise for the company. The goal of Activision Blizzard Inc. is to become the largest and most profitable game developer in the world. With the proper strategic plan and underlying operational plans, their goal can be a reality.

References
Activision Blizzard Inc.. (2015). Company Profile Activision Blizzard, Inc.. Retrieved from http://web.a.ebscohost.com.ezproxy.apollolibrary.com/bsi/pdfviewer/pdfviewer?vid=4&sid=9a850548-553a-4b64-95ed-e378bdb343ab%40sessionmgr4002&hid=4204
Activision Blizzard Basic Information. (2010). Retrieved from http://cssmith2.iweb.bsu.edu/profile.html
Isaac, L. (n.d.). Purpose of an Operational Plan. Retrieved from http://www.leoisaac.com/operations/top025.htm
Kuittinenon, T. (2014). Mobile games have become ridiculously lucrative over the past year. Retrieved from http://bgr.com/2014/02/19/mobile-games-spending-growth/
Scott, S. (2015). What Is a Strategic Business Plan?. Retrieved from http://smallbusiness.chron.com/strategic-business-plan-2716.html

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