An Investigation of GAME :: GCSE Business Marketing Coursework

An Investigation of GAME The organisation I have chosen to investigate is Europe’s leading specialist retailer of computer software and video games, GAME. They operate from over 500 stores, concessions, and franchises in four territories in Europe. As a specialist, they have certain unique attribute that gives them the edge over their competitors. They are mainly due to: * Their customer friendly policies – in the GAME store, all members of staff are required to be friendly and polite to customers; even to customers that are rude and unpleasant. * Unrivalled product knowledge – the GAME Company has knowledge of all the latest products before their rivals. Especially because the company is the top seller of games and consoles. The manufacturing companies want to sell their products to companies that solely do retail in the visual entertainment department and the games/consoles department. They want companies with these requirements because they don’t want other products that do not relate to the product that they are selling. They do not want the customers to be distracted by other items. GAME has met these requirements with ease. * Pre-owned programme – this allows customers to bring in old games or consoles or accessories that they no longer use, but are fully functional, for an exchange for something else. They would be given a value for their product and then the customer will be allowed to deduct that amount away when they are making their purchase of the in-store items. * Pre-orders – customers are allowed to pre-order their product, so they are guaranteed a copy of their product. They are allowed to receive their products on the day it was released. This ensures the manufacturers of how many copies of their product they have to send to the GAME store for the customers that pre-ordered and also extra for the customers that go to the store to purchase their products. * Local price promise – this offer allows the customers to be assured that they are paying a reasonable price for their product and are not being made to pay more than the value of the product. Sometimes the GAME Company makes the price of their products lower than other companies to make sure more customers come to their shops. * 10-day returns policy - GAME has this unique offer, which allows customers ten days to try out the game or hardware they have bought. If the customers are not satisfied then they can return they’re product for something else or a refund, providing they have their receipt. * Widest range of software and accessories – the GAME Company has access to all the current software and accessories that are