Introduction of Case Study

Bob Reiss in 1983 observed with interest the success in the Canadian market of new game board called Trivial Pursuit, The sale of the game in the US tended to be approximately ten times those of sales in Canada since Trivial Pursuit had sold 100,000 copies .Now Reiss thought game make a boom in US market and this make a profitable opportunity for him. After Graduation from Harvard Business School in 1956 Bob Reiss started working for a company of stationary products. He saw that as an opportunity to learn about running a business while someone else picked up the tab. He then started a sales rep company and soon stumbled on opportunities in adult games like chess and magic. Eventually he sold his company to a needlecraft company. Bob then founded R&R to create and sell games, including the TV Guide Trivia game produced during the Trivial Pursuit craze in the 1980s. In this case study, we analyze the Bob Reiss is an entrepreneur. Opportunities and challenges it faces in starting a new business. Define his education and work experience and expertise. And that is how the game industry and also define that how he find an opportunity to starbusiness.

2.Objectives: 1. To get financial assistance for his venture 2. To gain the market share and retained in the market.

3.Competitiors Analysis: Development and Production-Approaching to the publishers of TV Guide.

4. Marketing: (4Ps) 1.Product:

TV Guide comes into board game category It is a non-electronic game TV Guide is a Tv oriented game, having 6000 tv trivia questions. It covered questions from all types of programmes like Drama, Sports,Comedy,News, &Movies etc.

2.Price
Tv guide was developed to retail at $14.95 It is developed in less amount than their competitiors. 3.Promotion
Pricing of the product sold to customers will have an ad allowance built into it which allow retailers to advocate the product in their own catalog tabolide. Reiss tied with publishers of TV Guide to add strength and interest to his project. Released advertisement in 5 phases:1st add was targeted to retailers with & 25.00 as the price of the game. 5% ad allowance is offered to retailers.

 900 press kits were sent to media organizations as a result product got huge promotion from media.

4.Place
The target place for this product is estimate US market.

Target Segment:

1.Adults aged between 18-34 2.Teenages between 12-17

Positioning
1.This type of game has wide appeal and is of interest to adults & childrens. 2.It theam is based to attract the TV watching population of US. 3.Its cost was lowest in the Board game segment.

Problems
Short lifecycle of Toy business Finance threat

 Difficult to create brand image Establish and big manufactures in the market.

As Entrepreneurial
Opportunity finder: Reiss find the best opportunity to do a business in totally different way and earn lots of profit from it so he is an opportunity finder.

Innovativeness : His business is not a totally innovative business but in US its totally as a innovative and unique idea and on second side his plan for marketing on media is great.

Passion. Reiss is more Passionate toward his idea and business to explore it and its success. Trust and Integrity: With his dealing and way to do business he prove his trust on other investor and they ready to invest in his business this show his trustworthiness .And agreement with TV Guide show the good example of integrity of Reiss.

Creativeness : Reiss is a more creative person and he proves its creativeness through free marketing plan and launching a new successful business in US.

Need for independence Risk taker Zeal for achievement Imaginative Communication ability Technical knowledge Good organiser

Suggestion
Bob Reiss had planned only for short time. He should make a long time plan. 8 months are very short time period, if he planned for long time than he can get more profit through sales. He should make a long time strategy, in which he can switch to other country due to short life time of toys.

TV GUIDE TRADING AND PROFIT & LOSS ACCOUNT FOR THE YEAR END 1984

Particular To manufacturing expenses(580000*3) To Gross profit

Amt. 1740000

Particular By Sales(580000*12.50)

Amt. 7250000

5510000 7250000 7250000 By Gross profit 5510000

To Royalties (20% on wholesale price) To fulfillment expenses To Sales Cost To Amortization cost To Advertisement expenses Magazines Press kits To Payment to computerized program To commission paid To Net Profit

1450000

174000 829400 58000 425000 11250 2500 72500 2487750 5510000 5510000