Chapter 7: Business Marketing

Razer products have not normally been aggressively marketed toward business and enterprise. Thus so far the thought and convention has been that Razer accessories were more expense products, but this they are changing though. Razer is on the way to expand their popularity and finally sees a market in enterprise and a chance to possibly compete with huge companies such as Logitech or Alienware, especially with the potential of the new generation of portable computer- Razer Switch Blade.

Razer sales have grown 84% since 2000, reaching $30 billion in 2008. Razer's gross margin increased to 52% in 2008. up from 50,2% and 51% in 2007 and 2006, respectively. Razer earned $3,4 billion in net income in 2008, marking a 100% increase since 2000. They operated at a 14,1% net profit margin in 2008, up from 10% in 2007, mainly because of increased prices.

With the series of Gaming Mice, Razer is one of the largest seller of Gaming Grade mice worldwide by sales. Opening a whole new era for gaming accessories, Razer are trying to appeal to gaming enterprise as much as the consumer, whereas in before the target was mostly the end consumer, as that was the core of Razer market. They reinvented the computer gaming industry by bringing this competitive edge to gamers when professional computer gaming was in its infancy. They are wrking with many winning pro-gaming teams to co-develop their line of gaming such as Team Pandemic, Serious Gaming, Mousesport, Team World Elite, Team Dignitas and many more.
They have been working on with many retailers such as BestBuy, J&R, even e-companies such as Newegg.com or Buy.com, etc. expanding their business all over the world. Razer is a company rooted i competition. With the finest Gaming Hardware in the world, they are continuously inproving their financial performance. They are dominating their competitors. Razer has helpded consumers and stakeholders alike to realize product and financial greatness. And they will continue to expand their product lines and marketing reach to become a more powerful global brand.