...Problem identification Nintendo was founded in 1889 and have been operating in the video game console market since 1977 and is a leader in the handheld console market. The videogame industry has over the years grown to a $30 billion industry and is dominated by two giants: Sony with its PlayStation and Microsoft with its Xbox. In 2006 Nintendo introduced Wii as a contrast to the competitors' products and generated $8.26 billion in revenue the same year. Nintendo sold millions of units of Wii every month during the first years and was not even able to meet demand. The Wii differentiated by trying to bring non-core gamers back to gaming and was characterized as a blue ocean strategy, because of Nintendo’s strong value innovation of many new customers. In 2012, Nintendo released the follow-up to the successful Wii, the Wii U. The Wii U started strong by selling 3.6 million units in 2012. But after that sales slowed down. Nintendo revised its sales estimates for the 2013-2014 financial year, downwards from 9 million to 2.8 million units which results in an 18% drop in the company’s share price. Nintendo is now left with the question of what to do with the Wii U. Is it possible to re-introduce the product, or should the company move on to something new? The issue for the lack of success has been identified as related to marketing mistakes. Nintendo have not been able to establish customer awareness and failed to show why the customer needed the Wii U. One of the main reasons...
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...2013 Introduction Nintendo Co. Ltd, founded by Fujisaro Yamauchi in 1889, began as a playing card business in Kyoto, Japan and, decades later, expanded to video game production. Nintendo released its first game console, the Nintendo Entertainment System (NES), in 1985 (Nintendo, 2013). The NES became an instant hit and set Nintendo to be a pioneer in the game console industry throughout the 1990s. Gradual Decline Nintendo enjoyed tremendous success as it continuously released new consoles: Nintendo 64, Game Boy, Game Boy Advance, GameCube, and more. However, the company faced increasing competition in the early 2000s from Microsoft’s Xbox and Sony’s PlayStation consoles and its market share started to decline. In 2003, Nintendo’s share price fell sharply when Sony announced its PlayStation Portable (PSP), threatening the monopoly that Nintendo held on the portable console market (Kendall, 2009). Change in Strategy In an industry that competes based on delivering the latest technology, Nintendo’s newly promoted president, Satoru Iwata, took the company in a new strategic direction to restore the company’s former glory. Challenging the long-time video game market of boys, young men, and “serious gamers,” Nintendo decided to change their strategy and target those outside their traditional demographic: women, seniors, and families (MaRS, 2010). Rather than focus on the latest graphics processors, hardware design, or engine speed, Nintendo took a new “fun and...
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...Nintendo Wii Marketing plan Table of Content 1. Situation analysis 1.1 Macro analysis 1.2 Micro analysis 1.3 SWOT analysis 1.4 Bowman’s strategy clock 1.5 The Product Life Cycle 2. Target Market 2.1 Positioning 2.2 Segmentation 3. Marketing Mix 3.1 Product 3.2 Price 3.3 Promotion 3.4 Place 3.5 People 3.6 Physical 3.7 Process 1. Situation analysis 1.1. Macro environment The PESTEL analysis describes a framework of macro-environmental factors. It is a useful strategic tool for understanding market growth or decline, business position, potential and direction for operations. 1.2.1. Political The video game industry is influenced by factors such as taxation policies, foreign trade regulations and social welfare policies (some games have sexual/violent content). Video games tend to play with the emotions of people. Governments have the authority to control the content of the video game frames. 1.2.2. Economic The income of the consumers in the video game industry have an effect on their buying behaviour. If people fall under a low-income range, they might not be able to buy a video game because they are relatively expensive. 1.2.3. Social Factors that can influence the video game industry are: income distribution, lifestyle changes, level of education, population demographics, attributes to work, consumerism, etc. Nintendo’s action to open World of...
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...MKTG2100 Principles of Marketing 08 Fall Nintendo: Situation Analysis Krista Law C3110728 Kimberley Campbell C3194572 Julia Arellano C3206262 Haydon Potter C3207158 Table of Contents Executive Summary 2 Introduction 3 Market/Customer Situation Description 4 Industry & Product Category 4 Segmentation Bases & Variables 4 Demographic 4 Psychographic 5 Target Market Description 5 Marketing Situation Description 6 Product 6 Price 6 Promotion 7 Place 7 Process 7 People 8 Physical Evidence 8 Competitive Situation Description 9 Macro-environment Forces Situation Description 10 Demographic 10 Economic 10 Natural 11 Political 11 Technological 11 Socio-Cultural 11 SWOT Analysis 13 Strengths 13 Weaknesses 13 Opportunities 14 Threats 14 Main Opportunity Description 15 Conclusion 17 Reference List 18 Executive Summary This report comprises an analysis on the current and projected marketing performance of Nintendo. After careful and extensive research, a comprehensive analysis of these situations provides an insight into the anticipated future of the company. This will allow Nintendo to evaluate their current marketing situation and make appropriate changes in order to increase the effectiveness of any future marketing campaigns. The methods of analysis include: * An analysis of the current market/customer situation, this provides...
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...paying careful attention to their customers and continuous improvement with their product lines. At Nintendo we are proud to be working for the leading company in our industry. We are strongly committed to producing and marketing the best products and support services available. We believe it is essential not only to treat every customer with attention, consideration and respect. By listening closely to our customers, we constantly improve our products and services. Vision Statement Nintendo we are proud to be working for the leading company in our industry. We are strongly committed to producing and marketing the best products and support services available. We believe it is essential not only to provide products of the highest quality, but to treat every customer with attention, consideration and respect. By listening closely to our customers, we constantly improve our products and services. Nintendo Corporation feels an equal commitment toward our employees. The Company wants to maintain an atmosphere in which talented individuals can work together as a team. Commitment and enthusiasm are crucial to the high quality of our products and support services. We believe in treating our employees with the same consideration and respect that we, as a company, show our customers. History Nintendo started as a small Japanese business by Fusajiro Yamauchi near the end of 1889 as Nintendo Koppai. Based in Kyoto, Japan, the business produced and marketed a playing card game called Hanafuda...
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...NINTENDO CO., LTD. V’S THE COMPETITION ASSESSMENT EVENT 1 - Analyse and Present Research Information UNIT-BSBRES401A 1) INTRO The world’s electronic games industry is dominated by three players; *Nintendo, Microsoft and Sony.* Further Information about the products of these companies can be found on Page 6 – Comparing Nintendo Wii To Xbox 360 And Playstation 3 This compiled research report is about Nintendo Co., Ltd.& the competition they face in the gaming industry. The purpose is to conduct market research and analysis of the corporate strategy of an organisation and the The key objective is to determine the future potential for Nintendo Co., Ltd.and the gaming industry. My research is to be based on Nintendo Australia including information Nintendo Japan HQ. The gaming console I have chosen to focus on is the Nintendo “Wii”. As can be seen in Appendix Figure 2, The Nintendo Wii is designed in a very modest way. It is possible to purchase this product in white and black colour. The console itself is very innovative and easy to handle. The system is called motion controlled gaming and it is also possible to connect to the Internet. 1. This first section of the report we will begin with a brief look at Nintendo’s history, the target audience, products and the sources and methodology used. 2. In the second section of the report we will look at how the research was undertaken along with the analysis of the information gathered from a survey I conducted...
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...The Challenge Of Maintaining Greatness in the Gaming Industry Strategic Management Professor : Yuri Mishina 12-12-2013 1 Table of Contents Executive Summary....................................................................................................................................... 3 Industry Analysis ........................................................................................................................................... 3 Threat of New Entrants ............................................................................................................................. 4 Power of Suppliers .................................................................................................................................... 4 Power of Buyers ........................................................................................................................................ 4 Substitutes ................................................................................................................................................ 5 Degree of Rivalry ....................................................................................................................................... 6 Firm Analysis ................................................................................................................................................. 7 Company Strategy ....................................................................................
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...Nintendo Co., Ltd. (???????, Nintendo Kabushiki gaisha?) is a multinational corporation located in Kyoto, Japan. Founded on September 23, 1889[2] by Fusajiro Yamauchi, it produced handmade hanafuda cards.[6] By 1963, the company had tried several small niche businesses, such as a cab company and a love hotel.[7]}} Nintendo developed into a video game company, becoming what is arguably the most influential in the industry, and Japan's third most valuable listed company, with a market value of over US$85 billion.[8] Also, Nintendo of America is the majority owner of the Seattle Mariners Major League Baseball team.[9] The name Nintendo can be roughly translated from Japanese to English as "leave luck to heaven".[10] As of October 18, 2010, Nintendo has sold over 565 million hardware units and 3.4 billion software units.[11] Contents * 1 History o 1.1 As a card company (1889–1956) o 1.2 New ventures (1956–1974) o 1.3 Electronic era (since 1974) + 1.3.1 Handheld console history * 2 Infrastructure o 2.1 Key Executives o 2.2 Offices and locations * 3 Software development studios o 3.1 First-party studios o 3.2 Second-party studios o 3.3 Former affiliates * 4 Policy o 4.1 Emulation o 4.2 Content guidelines o 4.3 License guidelines o 4.4 Seal of Quality + 4.4.1 NTSC regions + 4...
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...Phase 1 Report: Strategic Position Analysis Industry Nintendo of America Organisation Name Organisation Contact Name www.nintendo.com Website URL Email Address 4820 150th Ave. Northeast Address Redmond City WA State / Province 98052 Zip / Postal Code Individual Organisation Type Video Gaming Industry UNITED STATES Country Nintendo of America Inc., established in 1980, is a subsidiary of Nintendo Co. of Japan. They have been the worldwide leader in the creation of interactive entertainment; they have sold more than a billion video games to the world (Nintendo 2010). In 2006, Nintendo created the revolutionary video game console “The Wii". The Wii was designed to attract larger demographic users than other gaming systems. It was, and still, very successful; attracted many people from different ages and it resulted in huge profits since it was created. Unfortunately, recently attitude of consumers and environment has been changing unfavourably for the Nintendo. This analysis is to reveal the key successful factors that made Nintendo a leader in its industry, touch the weak points or mistakes it has done and recommend some strategies to keep Nintendo a leading player. Organisation Background : : : : : : : : : : : : : Organisation Profile 1.1. External Analysis 1.1.1. Pest Analysis In terms of external analysis, it is critical to assess whether the contextual economic, social, technological, ecological...
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...Sony PS4 – 100 Summer Day Challenge Executive Summary 3 Introduction 4 Project Aim 5 Project Objectives 5 Market Analysis 6 SWOT Analysis 10 Practical Point of View 11 Financial Projection 13 Conclusion 14 References 15 Appendices 16-18 Executive Summary The PlayStation is and has been a dominating force in the area of gaming consoles ever since its debut in 1995. Sony has created the ultimate entertainment magic box for young people, and the number of people who own a PlayStation 4 is close to 20 million as of January 2015, just over a year since its release. Our project focuses on one certain aspect: the health of people aged 13-21 who owns a PS4. Our proposal is that we include a Sony SWR10 fitness smart band in the PS4 box, launch a marketing campaign before Christmas and on Boxing Day in Australia the console plus smart band will go on sale together with a game from EA games. Then we introduce the 100-summer days challenge. This is the core of our project, we will offer rewards to people who use their smart band in healthy activities, and based on walking distances or calories burnt that will be recorded in the smart band, and after implementing the software to synchronize this data to the PS4, users will be able to claim their rewards on the rewards website that Sony has. We are giving gamers the incentive and encouragement to get out there and live a healthy lifestyle...
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...Defining Marketing Marketing is a vital aspect to every company for growth, longevity, and prosperity. According to "Marketing" (2014), “Marketing is the process of communicating the value of a product or service to customers, for the purpose of influencing buyer behavior and/or precipitate behavioral change.” Marketing, according to the Merriam-Webster (2014), is activities that direct the flow of goods and services from producers to consumers. My personal definition of marketing is a way of getting consumers to purchase a certain product that a company is manufacturing to increase the sales of the company. Marketing is about the value of the product and how the company can create a demand for the product. The importance of marketing in organizational success is to make sure that the products and goods being made are also being advertised to potential consumers. To have organizational success will depend on the customers buying or using the products and services that are provided. Even if the company has the most valued and newest product on the market, if there is not an organized marketing plan then nobody would know about the product and sales would crash. Creating awareness about the products or services gives consumers the opportunity to know what is being sold and gives the sales teams opportunity to convince them to buy the product or service. Having organized marketing plans helps maximize market shares, create loyal customers, and making the product part of a big...
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...A N N U A L R E PO RT 2 0 0 8 Message from the President Throughout its history in the home entertainment arena, Nintendo has created unique hardware and software as one integrated entertainment product, with software being the primary driver. Nintendo has focused its basic strategy on expanding the worldwide gaming audience. To achieve this, Nintendo is encouraging as many people as possible around the world, through its unique hardware and software offerings, to experience and enjoy video game entertainment, regardless of their age, gender, language, cultural background or gaming experience. Nintendo’s first hardware launch in support of the basic strategy “Gaming Population Expansion“ was a hand-held device, Nintendo DS, which allows users to play intuitively. To drive this platform, Nintendo introduced a new software lineup, Touch! Generations, which expands the definition of video games and appeals not only to traditional gamers but also to inexperienced gamers. In the future, Nintendo plans to leverage various uses of the Nintendo DS system, such as playing in public places, and to take advantage of the high market penetration of the device. Nintendo took another step toward expanding the worldwide gaming population by launching an unprecedented video game console called Wii. Since its launch, Wii has been changing the definition of the home video game console significantly. Nintendo has been making efforts to promote Wii by developing compelling software which...
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...THE VIDEO GAME INDUSTRY By Team 1: Nintendo TABLE OF CONTENTS History of the Video Game Industry P. 3 - 7 Twenty-First Century Trends P. 7 - 8 United States Market P. 8 - 10 Regional Markets P. 10 Industry Players P. 10 - 13 Consumers P. 13 - 15 Regulations P. 15 - 16 Overall P. 16 Exhibits P. 17 - 19 Appendices P. 20 - 33 Endnotes P. 34 References P. 35 - 36 The video game industry includes a broad spectrum of operations including: gaming consoles, games made for consoles, and online games which make up the retail segment of the industry. The majority share of the market is the development and manufacturing of games, consoles and accessories. This report goes through a history of the video game industry; trends to look for in the 21st century; the United States markets and the four segments (games and software, consoles, online games and software, and accessories); regional markets by segment; the major competitors in the video game industry; consumers of the industry, and the minimal regulations that affect the industry. The Appendices provide profiles for the major companies in the video game industry including Nintendo Co. Ltd., Microsoft Corporation, Sony Corporation, Electronic Arts Inc., and GameStop Corp. History of the Video Game Industry Though the history of video games goes back to the 1950s with...
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... NAME: Mei Zhang Yixuan Yao Zhaorui Liu Yong Zhang In this case we choose the SONY Corporation. SONY Corporation (NYSE: SNE), commonly referred to as SONY, is a Japanese multinational conglomerate corporation headquartered in Minato, Tokyo, Japan and the world's fifth largest media conglomerate measured by revenues. SONY is one of the leading manufacturers of electronics products for the consumer and professional markets. The Game is an important industry, SONY launches "PS3" in the middle of 2006, and it also strengthens self-developed video games software. We focus on the PlayStation of SONY Corporation to analysis the market structure and the competitors (XBOX of Microsoft, WII of Nintendo) A. Nature of demand 1. The buyers currently go about buying existing products of SONY considering the number of stores shopped, the consumers will feel that the more stores sell one item, the more popular the product is. For example, there are many different types of SONY Digital Single Lens Reflex Camera, but most stores only sell α35,α390, buyers may propensity to buy this two types. Buyer will buy SONY`s products when they are sold in different stores. The buyers also consider the industrial sources, as a consumer, we all want to the best raw material, intermediate material and final material, thus the industrial sources is the key factor. The display screen is most important part of television; people will choose the product...
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...Ultimate Gaming Technology (UGT) Marketing Plan MKT 500 UGT Marking Plan Executive Summary The video game console market is a fast growing market. The UGT Mega B0x competes together with Sony’s PlayStation 3, Nintendo’s Wii and Microsoft’s Xbox 360 for the market leader position. Compared with these competitors, the Mega B0x includes the newest technologies and provides the highest variety of functionalities. Therefore, our strategy is to target customers who focus on high technologies and multimedia-entertainment. This involves that the Mega B0x competes not only with console manufacturers, but also with other multimedia producers such as PC manufacturers. Rather than reduce the retail price, UGT seek to maximize the value of the Mega B0x and to aggressively market it as not only a powerful video game console but also an affordable home entertainment hub. The most important marketing tool is the Internet for promoting the Mega B0x. Blogs, MySpace, YouTube and other kind of websites enable an area-wide promotion of the game console and especially, it is done by consumers. Finally UGT financing objectives are to sell over 20 million consoles in the first year and to achieve total sales revenue of $10 million dollars. ...
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