Razer

Razer® is a privately held computer peripherals manufacturer specializing in products specifically catered to gamers.

Originally started in the 1990s, it suffered a period of dormancy during the millennial change and has recently seen a

resurgence, with new products released during 2004 and 2005. The Razer brand is now currently being marketed under

Razer USA Ltd,

Razer® was founded in 1998 by a team of engineers and marketers to develop and market a high end computer gaming mouse, called the Boomslang. It was claimed as the world's first 1000 dpi mouse (as opposed to 200 or 400 dpi offerings) and purported to give greater accuracy (and consequently, higher scores) to gamers

who used it.Razer® was the one of the first companies to sponsor gamers, which directly

contributed to the emerging pro-gaming phenomenon. Jonathan "Fatal1ty" Wendell was amongst the first wave of sponsored gamers and is still currently active in pro-

gaming.Razer® stumbled around 2000 in the dot-com bust, although not strictly a dot-com. It was relegated to the economic trash heap, and product development was stalled.

Despite Razer's powerful 1400 and 2100 DPI mechanical mice, they lost market share as other manufacturers and users began turning to optical.

Headquartered in Carlsbad, California, Razer® collaborates with gamers to develop, manufacture and market cutting-edge gaming peripherals utilizing proprietary technologies that give gamers the competitive edge.  Razer®

products have earned critical praise and won multiple awards from around the world for their precision, sensitivity, usability and distinctions in product design. Engineered to near perfection, Razer's reputation of being the leader in gaming peripheral technology is embodied in every single Razer® product. Razer® is

the company which designs gaming Equipments for gamers by gamers. and our mission is to see the Razer® products in the hands of every gamer all around

the world.

S. no Strengths Weaknesses Opportunities Threats

1 We have 20,000 hard working employees.

Head office in California, USA . And production in China.

Innovative marketing strategies available.

Competitors. (Steel Series, Logitech and

Microsoft.)

2 Unique innovative packaging of the

products.

Products are not durable.

Availability of no vented matte plastic

4G technology

3 Economical. Lack of innovative marketing strategies

International LAN Parties.

New Upcoming Companies

4 3G infrared technology.

No official games. Fluctuation in currency rates.

5 Partners of WCG. Lower budget

6 Sponsored international teams.

Less franchises in different countries

External Opportunities(O)

External Threats (T)

Internal Strengths

(S)

SOWe can hire new Marketers and make them the part of

our family to have innovative marketing strategies.

STAs our company is working on the 3G technology and our

greatest threat can be the invention of the 4G

technology so we should also research on 4G

technology.

Internal Weaknesses (W)

WOBecause of the availability of no vented matte plastic in the

market we can us it and make our products in our

allocated budget.

WTBring the production

plant back to USA so the fluctuation in the

currency rates wont affect the production.

CASH COWS STARS DOGS ???

Gaming Mice. Gaming Keyboards. Gaming Audio. Gaming Mats.

•Achieving the highest levels of customer satisfaction.

•Producing quality products .

•Maintaining strong work ethics through proficiency and teamwork.

•Creating wealth through profits and growth.

•Logitech ®•Steel Series ®•Microsoft ®

•QPAD®•Ice mat ®•A4tech ®

Production Plant in Chengdu , China.

Head office in California USA

• The majority of our output today is produced in factories in China.

• We focus on both quality of product and quality of working conditions.

•We currently enjoy a 45% market share of the Gaming hardware industry.

Razer® is ISO 9001 certified company and we are very conscious of our quality and technology so our highly trained team of professionals daily inspect the

production plant and write detailed reports on the daily progress.

As we are not just a company we are a family so we take care of our family . We have adopted all the

safety measures as suggested by WEAWA (world employees association for work accidents)

Our Manufacturing plant is highly equipped with state of the art advance technology equipment.

As we at Razer® Don’t care about profits or anything at all we are the Gamers who are producing high quality Gaming Gears on

affordable prices so we also maintain our work place and have it routinely checked and we upgrade to new and advance technology on

regular basis.

At our Factory we have made two separate routes one we use only for Loading Purpose and the other

we use for Unloading only.

In Razer® our workers follow these steps.

•Our Gaming hardware production begins with the R&D department from where the Concept of the hardware comes.

•Our high-tech machines are specialized in a single operation, that is Bringing our desired product into its form.

We at Razer® provide the best working conditions that is not provided by any other organization we are not just an company we are a family working together we offer best

working environment and we also offer great salary packages to our employees. And as a

topping we also offer them incentives and promotions.

•Razer Mamba.•Razer Death Adder.•Razer Naga.•Razer Lachesis.•Razer Diamondback.•Razer Salmosa.•Razer Krait.•Razer Orochi.

•Razer Tarantula.•Razer Arctosa.•Razer Lycosa.•Microsoft® Reclusa (powered by Razer).•DKT aluminum Keyboard.•Razer Aurantia.

•Razer Megaladon®.•Razer Carcharias®.•Razer Piranha®.•Razer Barracuda®.•Razer Moray®.

•Razer Golliathus ®.•Razer Megasoma®.•Razer Destructor®.•Razer Exact mat®.•Razer Sphex®.•Razer Kabuto®.

We in Razer® believe in quality and customer satisfaction. So when we

talk about packaging we the Razer® has its own way of packaging of our

Products.

•Kuwait.•Saudi Arabia.•Oman.•UAE

•Canada•Mexico•United States

•Argentina•Brazil•Chile•Mexico•Panama•Peru

• Long Term: Increase our market share in the Asia Pacific region from 34% to 40% by 2011.

• Short Term: Increase our market share in the Asia Pacific region from 34% to 36% by fiscal year end.

• Hire a market research firm familiar with Asia, specifically the booming market of Japan, to study the buying habits of Asian consumers.

• Primarily focus on the promotion and advertising to compete in the market.

• Position as a premium-brand, selling good quality products.

• Lure customers with the advertising slogan: “Chong Tsai”

• We recently teamed up with Shuttle Inc. and launched the YouTube Video Contest in which we give away Our Keyboards and Headphones as for the Grabs.

We at Razer® Have our unique and innovative way of promoting our products. We go to users to market our products. For promotion we give away our products as an company gesture to the Users. So when they like

they do the best and effective marketing for us which is mouth to mouth marketing.

Razer® collaborates with professional gamers to develop, manufacture and market cutting-edge

gaming peripherals utilizing proprietary technologies that give gamers the competitive

edge. We reinvented the computer gaming industry by bringing this competitive edge to

gamers when professional computer gaming was in its infancy.

We are also proud to work with many winning pro-gaming teams to co-develop our line of gaming such as Team Pandemic , Serious Gaming , Mousesports , Team World Elite ,

Team Dignitas and many more.

Serious Gaming Mouse Sports Team Diginitas

Team Pandemic Team World Elite

•Razer® is one of the largest seller of Gaming Grade mice worldwide by sales.

• Gaming Mice and the whole Product line, together totaled approximately $30 billion in sales during Razer® fiscal 2008.

• Gaming Grade Mice is Razer® largest product category, representing about 43% of the company's revenue.

• We sell our products in over 70 countries worldwide through its company-owned retail stores and internet sites.

• Razer® divide its sales into five regions across the globe.

• These regions are: Europe, Middle East ,Asia Pacific, North America and Latin America.

• In 2008, these regions accounted for 40%, 25%, 15%, 10% and 10% of our revenue, respectively.

•Razer® Gaming Mice. 43%•Razer® Gaming Keyboards. 27%•Razer® Gaming Audio. 12%•Razer® Gaming Mats. 18%

• Razer® sales have grown 84% since 2000, reaching $30 billion in 2008.

• Our company's gross margin increased to 52% in 2008, up from 50.2% and 51% in 2007 and 2006, respectively.

• Razer® earned $3.4 billion in net income in 2008, marking a 100% increase since 2000.

• Our company’s operated at a 14.1% net profit margin in 2008, up from 10% in 2007, mainly because of increased prices.

In our company, people are encouraged to work within their creative, physical, and intellectual boundaries.

And All duties are divided and delegated according to strengths and weaknesses. We expect a high degree

of customer service skills and personality as this is essential to our success . So We hire people on the

basis of their skills and ambition to go further. we have adjusted them to the department which are according

to their skill.

• We give preference to those people who are multi-skilled.

• We hire the people who encompass the spirit of working for the organization.

• We give job advertisements on our website.

•People are inducted and they are proceeded to the staff if they meet the job requirements.

• We have more than 20,000 employees world wide.

• We conduct the interview of candidate and forward the resume to the head of department.

• If necessary, we also take an assessment test of the candidate to justify his/her skills, e.g. Hardcore Gamer.

• After filling the people in specific position, we put them on 3 months probation period

•The controlling system in our organization is to monitor the performance of the employees.

• The system is designed in a way to prevent the things going wrong.

• We make every employee aware of the objective and subordinates and supervisors are always there for guidance.

• The management of Razer® is incredibly admired when it comes to the motivating factor.

• We motivate our employees through fine income.

• We give incentives to our employees.

• Razer® offers its employee a 30 day paid leave in a year.

• An employee also obtain a paid leave on his birthday.

• In Razer® we respect all the religions so we give Holidays to all the religious holidays.

Razer® is a company rooted in competition . With the finest Gaming Hardware in the world, we are continuously improving our financial performance. we are dominating our competitors.

Razer® has helped consumers and stakeholders alike to realize product and financial greatness. And We will continue to expand

our product lines and marketing reach to become a more powerful global brand.