Case 9: Wizards of the Coast (Allen, 2003, pp. 544-555) is different from the other cases in your textbook. It is intended to be used as a basis for discussion rather than as an illustration of either an effective or ineffective handling of a situation (Allen, 2003, p. 544 footnote). Therefore, for this case only, analyze the marketing strategies and tactics used by Wizards of the Coast from its inception to mid-year 2000 (i.e., the end of the case) in terms of the marketing mix (i.e., the 5 P’s of marketing – product, price, place, promotion, and people). Begin with a description of the target market for all products. (29 points) (A 2-page response is required.)
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