Given the strong and increasing competition in the gaming and entertainment industry, Mandalay should apply a more aggressive strategy. The group should continue to expand the business. This will attract more clients, and it will expand Mandalay's number of target segments, which will eventually lead to increased incomes.

As mentioned above, Mandalay's strategy should focus on social responsibility also. By involving in the lives of its customers, Mandalay will be a more present figure in the customers' minds, which should lead to an increased degree of loyalty. Customer loyalty can also be reached by increasing customer satisfaction.

As a consequence, Mandalay's marketing department should seriously focus on discovering and analyzing customers' needs that have not yet been fulfilled. Implementing something new could help Mandalay gain serious competitive advantage over other gaming and entertainment industry players.

Mandalay should continue to exploit the advantage gained by addressing the entertainment oriented customers and...
[ View Full Essay]