How Far can “We-Go”?

Case Study Analysis - Group 8

Nikhil Shinde, Pranav, Aditya Meena, Sutrave Kumar

Datta, Neshanto Bordoloi, Abhishek Attri, Bibekanda
Meher, Sunil Kumar Bose, Krutarth
(Q1.a) ‘GO’ Education not a new Product
According to Given case study Sun Quan Education Inc. was not trying to launch a new product
in the area but instead was looking for Market Diversification i.e. entering the new market
targeting young students through partnership with Schools across Waterloo Canada. ‘Go’ was a
product already in the area as evident by:-
Go is a Board Game invented in ancient China more than 2500 years ago and introduced in
Japan about 1500 years ago . Infact, this game has been played in Canada for more than 100
years brought about and popularized by East Asian and European immigrants and students.
Sun had introduced test marketing Go Education product in 2014 and by 2015 membership for
the Waterloo We-Go Club since September 2016.
In Canada The Go Game has an association already the Canadian Go Association (CGA)
affiliated with The international Go Federation (IGF) since 1982 with a total membership from 70
countries.
(Q1.b) Product Life Cycle - ‘WE- GO’
If we look closely at the ‘GO’ game in the kitchener
are it belongs to somewhere between Growth and
Maturity Stage.

‘Even though GO’‘ Game is not a new product, it is

still predominantly popular among the people of one
ethnic group . There is still a lot of potential to
capture a vast market segment of Asian immigrants

Sun Quad understand that they can soon reach

Saturation stage and thus trying to re-invent
themselves by entering new markets , trying to
forge and develop new partnerships with schools
and organized a tournament as a marketing
strategy to gain higher market share rate and
popularity in order to hedge against possibility of
stagnation
(Q2.a)Challenges in expanding Customer base
● Competition from other co-curricular and extra-curricular activities like hockey, skating,
soccer, chess, piano karate to get a spot on child’s weekly agenda.

● Go game has one distinct selected demographic group and does not appeal to the larger
community in Canada.

● Go Game was relatively late addition to a Canadian child’s extra curricular activity options.

● Certain financial issues needs to be addressed i.e. who would fund the program and also
there has been certain changes to Ontario’s education funding which could add as a
hindrance.

● Another important challenge can be to find effective instructors when the program scales up.
(Q2.b)Sun Quan Education ‘Blue Ocean Strategy’

Blue ocean strategy is the simultaneous pursuit of differentiation and low cost to open up a new
market space and create new demand.

● By this definition, Sun Quan Education’s market expansion of WE ‘GO club’ providing education
and training on the game in Canada can be considered a Blue Ocean as there seems to no other
company/club in Canada as such offering this product and the required training.

● By organising We-GO competitions, Sun Quan Inc’s We-GO club is opening up new market
space by targeting the huge base of asian immigrants in Canada.
(Q3.) Break-even Analysis
For running a local tournament like in January 2018,,
Net operating expense will be $1500

Aim - to find the number of paid visits generated by the tournament to cover the operating cost of
$1500.

Total cost to acquire a paid visit:

Club handouts = $0.10 / per copy given to each visiting individuals
Fruits & snacks = $2 / per individuals
Total cost = (0.10+2) = $ 2.10

Revenue generated by a paid visit;

Individual = $6
Net profit per paid visit = (6 - 2.10) = $3.90
If one individual adds $3.90,

To cover $1500(net operating expense to run a local tournament) we need

= 1500 / 3.90 = 384.61

= 385 individuals

We need 385 individuals to break even the cost of conducting the tournament.

Assumptions:
Calculations are based on the assumption that people join the club meetings as an
individual.
Currency is Canadaian Dollars.
(Q4.) (1.)
Segmentation:
a)Demographic: Age Bracket- 5 to 45 Years, Mostly the Customer Base- Youth in the Schools of
Southern Ontario, Canada and Parents in China.
b)Geographic: Chinese, Japanese,Korean and European Immigrants i.e. East Asians.
c) Behavioral: Online and Offline based Tutorials and Service Seekers
d) Psychographic: Interested and influenced by deep rooted Asian Culture, Intellectual Approach.

Target Audience-
● Youths of Schools of varied Age group.
● Amateur players - Parents seeks early education option for children’s Intellectual development.
● Parents are willing to pay for education and training.
● Healthy growth in enrollment for the admission and Enrollment.
● A sense of connectivity among players.
(Q4.) (2.)
Positioning:
Sun Quan Education Inc- “WE GO for the GAME Together, The Cultural Gaming Institute where
we Learn to Be Professionals, not by Books but By Play. ”

Objectives: a) To cooporate with curriculum or extracurricular program at different levels.

b) Academic and Artisictic Accomplishment of an intellectual sport.
c) Presenting a competitive game format and rich strategic implementations,
d) Awareness and Interest of the Game
e) Research the Potential in yourself.
 (Q4.) (3.) Marketing Mix

Product
Price Place Promotion
.Articles in sports
magazine of
schools and colleges.
Oldest board game in the .facebook ads(location
Individual- $60
world. Played between This product will be targeting)
Family(upto 3)- $100
two players. This game sold to family, .extra goodies who gives
Person giving 3
demands great strategy, individual, schools and reference
reference- free Yearly
skills and mental clubs .pamphlets insertion in
subscription- 30%
alertness yet it is so newspaper in nearby
discount
simple that even children area
can play. .distributing free board in
company canteen.