Analysing the anticipate of Microsoft’s acquisition on Activision Blizzard

Art and humanity, Kings College London, London, WC2R ZLS, United Kingdom

Corresponding author: K22049781@kcl.ac.uk

Abstract

This research applies the marketing mix theory to analyses the topic of Microsoft’s acquisition of Activision Blizzard in a rapidly evolving technological society. The focus of this analysis is on the game industry, which is closely intertwined with technological advancements. Combining the SWOT analysis method and qualitative research, this essay explores the relationships between the different elements of the marketing mix theory and their impact on the phenomenon. The research findings indicate that each element of the marketing mix theory, particularly promotion and product, has a positive correlation with customers’ purchase intentions in the context of Microsoft’s acquisition of Activision Blizzard. Overall, this paper contributes to a better understanding of the impact of Microsoft’s acquisition of Activision Blizzard by leveraging marketing mix theory and its implications for the game industry. The findings highlight the importance of strategic management and decision-making in technology companies and provide valuable insights for the industry’s future growth and development.