Written Analysis of Case Study R & R:

Bob Reiss Background:

Bob reiss complete his graduation from Columbia College and Harvard business school. After completing his graduation, in 1956 reiss start working in a company which is engages in manufacturing of stationary product. He gains maximum knowledge and experience in stationary industry. And in 1959 reiss start his own stationary manufacturing Company. Reiss have a direct contact with the departmental stores, so due to his personal relation with the different stores owner he come to know that they are willing to sale adult games. After viewing the interest of store owner in adult games reiss decide to specialize in the adult games in 1973, reiss sold his stationary business to an American stock exchange for business shares. After selling his business against shares reiss setup his own game manufacturing division and reiss game manufacturing division gain the sale of 12,00000 in its three years. Reiss left the company where he setup a game manufacturing division and he decided to start a new business in the game industry. So reiss start a business in New York with the name of R & R. Reiss when started the business in the game industry he has extensive knowledge about the industry. So he make the strategy before manufacturing that he will keep the factory overhead in the manufacturing of product very low and he will just see the marketing activities.that6 how to market the product and how to sell the product. Before manufacturing anything like a traditional manufacturer. He consults with toy manufacture and tries to find out the requirement of the market.

Summary of the case Study:

The main advantage in toy and game industry is that toys and games have very short life cycle. The people are really passionate about the new toys and games. But with the passage of time these new things in toys and games industry thousands of things are introduced in the market some of them grab the attention of the people and market but some of them have to face failure. The thousand of the product which are introduced in the market make the competition tough. In this regard Promotional plan play a vital role that deeply influence the buy or no buy behavior of the people. In 1980 in united states of America few large manufacturer

dominant on the toy and game industry of US, because they can afford the heavy advertisement which is demanded by the retailer to sale the products. Billing terms of the industry was very generous which 9 to 12 months was in 1980, a game named trivial pursuit was introduced in Canada this game introduced in United States of America at toy fair in 1983.the game turned down the two largest games manufacture of United States of America in game industry. Trivial pursuit game was 200% to 300% expensive as compare to other board games available in the market. This game weak point was the game was not advertise properly due to which initial relation of this game in the toy fair in US was not good. But with the passage of time start getting popularity in United States of America. Reiss know that if the trivial pursuits become successful in US then other game companies will try to make the game on same theme. So bob reiss decide to develop the game theme like trivial pursuit to capture the market. Reiss decided to find an interesting and different theme from trivial pursuit to appeal the board audience he dont want to use any topic that already exist such as movies and sports. Reiss discuss his idea with his closest friends over the years he had found them a source of good idea. One of friends suggests him that he should television as atopic to promote his product. Reiss found that this idea have potential because in America he knew that the average American family watch T.V for Seven Hours. This Help to create great personal relation opportunity with the customers. Reiss start working on the idea of television advertisement. He realized he could add strength and interest to his project. It is the best way to become of Partner of T.V guide to approach. The maximum customer towards the product. On October 17, 1983 bob reiss sent a letter to publisher of T.V Guide Mr. Eric Larson in this letter the reiss talk with publisher to create game and about the marketing plan for a T.V guide trivial game. In return of this letter Mr. bill Deitch Assistant to the publisher of magazine conversed with reiss and ask reiss to send him the brief explanation of the project. In a Follow up Phone conversation bob reiss send a proposal to the reiss told to the publisher that he choose the trivial game because people have more interest in the game. Reiss also give the Reference of trivial pursuit game. Which is licensed in united State in Current year and top selling non Electron game of the year? Its Retail Price was 24.95$ to 39.95$ and sell 1, 00000 units. But the trivial pursuit game was not properly advertised on TV. TV Guide will not like another trivial Game Trivial Pursuit just following the motion Picture game Trivial Pursuit just following the motion Picture game. But Research of Reiss tell that TV oriented game would have the Broadest

national appeal. Reiss told to the Publisher that his game will survive in the market because it is non sexual and will be highly interestful to adults and children as well.bob reiss also told the publisher that Alan Charles develop the game that develop the time game. And two option of producing and marketing the game. The game retail price will be 14.95$ as compare to the retail price of trivial pursuit 39.954 and time game 29.95$ at the end reiss concluded that in our plan TV guide will play a vital role to make our product successful because the magazine have good repute in the market. Reiss also conclude that the TV guide will receive royalty if the magazine support this idea and the amount receive by the TV guide if the R & R sold the 5,00,000 units will be 357000$. After viewing the proposal the TV guide publisher agree with reiss to continue the venture. TV guide Become licensor of the game not Manufacturer and TV guide contract with reiss to develop the game and sell in the market and TV guide receives the royalty against the unit sold. Reiss give 5% royalty to inventor or the developer of the game. His first consideration was to keep the fixed cost from 30,000$ to 50,000$ which will reduce the price of the product. But he need some finance about 300,000 to get the required amount from his friend but he not did this another idea that came to his mind to receive money from capitalist but he knew that capitalist will not understand the idea and not give the huge amount. Reiss called Sam Kaplan who was reiss old friend and who was running his own advertising agency reiss thought that teaming up with the Kaplan will keep in the success of the project Reiss Established a trivial incorporation and Kaplan Provide the credit to run the initial supply. Kaplan will advertise the product and reiss will responsible to sale the product and an additional point in this is that the R & R Company will Receive 20% Selling Commission. Trivial Incorporation Solve the problem of billing and administration of bill through Heller factoring all for 15 fees for sale. To see the game representatives that were hire were paid 7% as commission. R & R sold 580,000 units having 30,000$ bad debts with the hope of recovering 15000$ and approximate billing of 70, 00,000 TV Guide was extremely with royalty collected from the venture. Kaplan receive 50% in trivial incorporation made over 1000,000 net and the total cost of launching and designing the product was 50,000$.

The Trivial TV guide game was highly successful due to creative mind of reiss and get high profit from the selling the product.

Bob Reiss was born or Made entrepreneur

Bob reiss was a made entrepreneur according to the given case because he have experience of working in the field of toy and game industry. He has good analytical skills to analyze the market which he develops from the working in the industry when he find the opportunity to develop a unique game which have the craze among the people. He uses his wide experience in the relevant field and generates an idea to work with the TV Guide to launch the idea. To make his idea successful. He only made his idea successful because of the skills he generate from his experience and Analytical skill that why bob reiss was the made entrepreneur.

Bob Reiss as an opportunity Entrepreneur:

Bob reiss was an opportunity entrepreneur. When he view the success of the trivial pursuit in the Canada and when the same game introduce in united state. He views that people have craze about that game and the game price was so high so it was opportunity for him to introduce the new idea with new rules and less price in the united states of America through using the techniques and of TV Advertisement so he grab the opportunity make the partnership with TV Guide and Kaplan and launch the product. The product was greatly successful in United States and due to his entrepreneurial trust his company gets the huge profit by garbing the opportunity.

Bob Reiss as a Leader:

Bob Reiss was a great leader because he uses his idea in the very good manners and lead the everyone. In who was the part of the project in convincing manners? He provide everyone attach with this project a handsome amount of money or incentive. He deal with his suppliers with honesty and lead his selling team in right direction due to which the idea of reiss become successful and got the profit 1,000,0000.

Conclusion:
Bob reiss was a made and opportunity entrepreneur. He grab the opportunity from the game industry and implement his idea in unique way due to which his idea become successful and his idea generate high profit.