Company Analysis

Competitors

Our major competitors are Dave & Buster’s and Grand Slam USA. Both of these companies are located in Pennsylvania, and they are not far from the University of Delaware.

Dave & Buster’s is an entertainment company that has full service of restaurant and video arcade. The closest Dave & Buster’s is about an hour driving from the University of Delaware. It will be our biggest competitor because it is a well known nationwide entertainment and restaurant company.

Grand Slam U.S.A. is a sports and games center that is about fifty-six minutes driving from the University. Grand Slam U.S.A. is a much smaller entertainment company compare to Dave & Buster’s. However, it is still our competitor because it has more types of activities such as a laser tag site, arcade games, mini golf and basketball courts.

Our business environment is considered as monopolistic competition. Since our business is a type of entertainment business Entertainment business does not only about sport and arcade games. Movie theaters, shopping malls and casinos are considered as entertainment businesses as well. Although these entertainments are not our direct competitors, they still have significant influence on our business.

Target Market

Our target market will mainly focus on the university students and families. Because students will always look for new and exciting activities, we will focus particularly on them. Therefore, we have the advantage on location. We segment our target market based on behavioral, demographic and geographic dimensions. On the behavioral dimension, we are looking for customers who enjoy physical fitness or exciting activities. On the demographic dimension, we target our market that is seventeen years old or above. The geographic dimension includes Newark, Middletown and Wilmington.

Market size

The estimated market size is based on the population of Delaware and the student body size of the university. The total population in...