...Nintendo Wii Marketing Plan for Marketing Management Brian Moats 2/13/2008 Executive Summary This marketing plan is looking at Nintendo's Wii. This innovative hardware has really changed the way people, young and old, look at gaming. Considering the Wii has only been out a year and four months, this is a extraordinary feat. Nintendo has been keeping gaming alive since 1985 with the release of the original Nintendo (Famicom in Japan) and still keeps the true spirit of gaming alive today. For thoughts from the President of Nintendo, look at pages 4-5 of the 2006 Nintendo Annual Report. 2 Contents Situation Analysis ........................................................................................................................... 4 Internal Environment .................................................................................................................. 4 Key Executive ......................................................................................................................... 4 Board of Directors................................................................................................................... 4 Employees ............................................................................................................................... 4 External Environment ................................................................................................................. 4 Customers ........................................
Words: 2021 - Pages: 9
...Nintendo Wii Marketing Plan for Marketing Management Brian Moats 2/13/2008 Executive Summary This marketing plan is looking at Nintendo's Wii. This innovative hardware has really changed the way people, young and old, look at gaming. Considering the Wii has only been out a year and four months, this is a extraordinary feat. Nintendo has been keeping gaming alive since 1985 with the release of the original Nintendo (Famicom in Japan) and still keeps the true spirit of gaming alive today. For thoughts from the President of Nintendo, look at pages 4-5 of the 2006 Nintendo Annual Report. 2 Contents Situation Analysis ........................................................................................................................... 4 Internal Environment .................................................................................................................. 4 Key Executive ......................................................................................................................... 4 Board of Directors................................................................................................................... 4 Employees ............................................................................................................................... 4 External Environment ................................................................................................................. 4 Customers ........................................
Words: 2027 - Pages: 9
...are drawn by the opportunity to own and display what it looks like the genuine Nokia phone at a fraction of the price of the original product. The important thing is to the consumers is to get what they believe to be the same product at a bargain price. In a country like the Philippines where greater part of the population are consider poor and low income, they are not capable of buying an original Nokia which is expensive. It is rational choice for them buying a fake Nokia which is less expensive but with inferior quality over the more expensive original. 3. What measures would you recommend to Nokia Philippines in order to alleviate, if not totally eliminate, the marketing of fake Nokia handsets? * Some measures that I will recommend to Nokia Philippines in order to alleviate if not eliminate the marketing of fake Nokia handsets is to asked and demand help from the government to be strict and diligent in allowing the entry of fake product in the Philippines. Nokia Philippines may conduct training with the immigration officers at the border entry points to stem down the entry of fake handsets. It may also...
Words: 1197 - Pages: 5
...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...
Words: 5491 - Pages: 22
...Tiffin University Marketing Management Current Events Submitted for MKT 523 Marketing Management Professor Kellie McGilvary By: Allen Hager Omaha, NE July 29, 2011 Nintendo is now having to compete with Apple with their new 3DS game device and are having to cut prices to be competitive with the iPad, iTouch and iPhone devices. This is very important because, “Nintendo is showing the most acute signs of pain from a wave of technologies on which games have become a central pastime, including Apple's iPhone and iPad and social games on Facebook Inc.'s social network. Those technologies tend to attract a more casual gamer with mobile-game titles like Rovio Inc.'s "Angry Birds" and Facebook games like Zynga Inc.'s "FarmVille" and "CityVille” (Wingfield, 2011). Nintendo is finding out that the marketing of the new 3D device is not what people really want necessarily and do not want to spend $250 on one of these devices. They are lowering the price to $170 and offered free software to those who purchased it at the higher cost. The lowering of the price not only reflects the change in gaming but the bleak and weakness around the world economically. “The world is different today that it has been for every other platform transition in the past,” said John Taylor a videogame analyst at Arcadia Research in Portland, OR” (Wingfield, 2011). This problem with the 3DS is more notable because of Nintendo’s marketing and redefining of video games. While Sony and Microsoft...
Words: 954 - Pages: 4
...The Wii: Nintendo’s Video Game Revolution Marketing Plan Date: October 14, 2011 “Get-off-the-couch fun whether you're 5 or 95. This is what Wii™ is all about.” Executive Summary Since its inception in 1952, the video gaming industry has grown tremendously in terms of game development, game complexity, and how the graphics look today, compared to the early years. In those early days of gaming, up until just a few years ago, there was really only one dominant market segment, comprised of young people (Males 19-24 years of age). These gamers up until Nintendo entered the console market were exposed to excessive violence, and over simplistic gameplay. Nintendo saw an incredible opportunity to offer gamers something more. They brought in captivating story lines, and complex characters in which gamers could get into, and relate with, all while playing Nintendo games. In November 2006, Nintendo emerged in the market with a home video gaming console of its own that created innovative enjoyable playing experiences for all, regardless of their age, gender or cultural background. Nintendo’s goal of expanding the gaming population by launching the Nintendo Wii video game console was a phenomenal success, and expectations vastly surpassed the company’s most optimistic sales projections. Due to its popularity, uniqueness and fun, playing video games was an enjoyable experience for all members of the household, and the Wii became incredibly popular and suffered...
Words: 4997 - Pages: 20
...Nintendo’s Wii U Marketing Case Study Wii U launch: make or break for Nintendo Three years ago, Nintendo was king of the $78 billion videogame industry. The Wii was a smash hit and Nintendo's DS hand-held was the best-selling portable gaming device. But a series of stumbles—a lukewarm debut for Nintendo's 3DS hand-held game player and a sharp decline in Wii sales—raised questions about whether the company is on the wrong side of a generational divide. Nintendo has refused to veer from its tried-and-tested formula of creating dedicated videogame machines, passing up a potentially lucrative opportunity to apply its game-making prowess to billions of smartphone and tablet users. In packing more technological muscle, Nintendo aims to win over the core gamers who never fully embraced the motion-sensing games of the original Wii. Nintendo started dabbling with the concept of a game machine with a second-screen controller in 2009. At the time, the Wii was still selling well, but Nintendo executives saw its broader reach as a living room hub limited because it required the Wii to monopolize the family's TV when it was in use. The wireless controller can function separately from the television, so a person can continue playing a game on the GamePad when someone else is using the TV. It only works within close proximity to the console, so the controller isn't meant to be a portable device outside the home. To push the idea of making the controller a key device in...
Words: 1139 - Pages: 5
...ThanhThao _ PhungNhuThao _ Le Vinh Hoang Minh _ Tran DinhHuy _ Mai Quoc Tuan Case Executive Summary Nintendo’s Strategy in 2009 Bachelor of Business – BBUS 2012 Subject: Strategic Management Date of presentation: 11/4/2012 2012 Strategic Management Project Assignment Cover Sheet We agree that all group members have contributed equally to the group work. Table of Contents I. INTRODUCTION: 3 II. ANAYLYSIS OF INDUSTRY AND NINTENDO COMPANY: 3 1. Industry circumstances: 3 2. Key success factor: 3 3. Competitively important resources and capabilities of Nintendo: 4 III. ISSUES AND RECOMMENDATIONS FOR NINTENDO: 6 Table of Figure Figure 1: Estimated Industry Revenue by Platform Holder 8 Figure 2: Estimated Console Software Dollar Sales 8 INTRODUCTION: This paper will provide a general look inside the market supremacy in the console segment of the video game industry. It also shows the strategic issues and recommendations for Nintendo company. ANAYLYSIS OF INDUSTRY AND NINTENDO COMPANY: 1. Industry circumstances: Sales of video game consoles, software, and accessories reached a record high of $23.1 billion in 2008, which was 19 percent greater than 2007 industry revenues. Growth in the industry had fluctuated significantly over the past few decades and had been driven by technological and society trends, among other factor. Despite the increasing intensity of competition, the video gaming industry as a whole had continued...
Words: 1582 - Pages: 7
...The video game industry is the economic sector involved with the development, marketing and sale of video games. It encompasses numbers of job disciplines and employs a lot of people worldwide. It includes video game consoles, game software, handheld devices, mobile games and online games. Console is the largest segment in the industry. In recent years, the video gaming industry has been growing rapidly and it may grow in the future. The three main competitor companies in this industry are Microsoft, Sony and Nintendo. Microsoft is a multinational computer technology corporation that specialize in software such as Microsoft Windows operating system and the Microsoft Office suite. But what is more important they are best known for their consumer products Xbox. Sony is one of the biggest manufacturers of electronics, video, communications, video game consoles, and information technology products for the consumer. The latest generation of its console game products is the Playstation 3 which replaced Playsation 2.Finally Nintendo is one of the largest Japanese technology companies well known for its console games. Its latest and the most successful console Wii was able to outshine Microsoft’s’s Xbox and Sony’s PS3. Analysis of the competitive industry Organizations view competition in an industry as a crucial issue that needs to be analyzed. In terms of economic theory (cited by Johnsons et al.) industry may be defined as “a group of firms producing the same principal products”...
Words: 2308 - Pages: 10
...a game very often. But when I saw the ad of Wii on Television, I have been attracted. Quote: Unlike traditional hand-held video games, where users sit on the couch exercising little more than their thumgs, the Wii features digital sensors that let users virtually play the game. Then I realized that we family can play Wii together and can have a lot of fun. The Nintendo's strategy is successful. we can see this strategy throughout the name, the ad, and the technology. Several articles talked about it. The name: Wii In the very beginning, the game was named revolution not Wii. Quote: In a surprise announcement, Nitntendo revealed the new name of game system: Wii as in we. It means Wii will put people more in touch with their games and each other. The "ii" spelling is intended to represent "both the unique controllers and the image of people gathering to play." In my view, the first step of the entire strategy is very impressive. It's looks like a very good name of this new game because it has a simple name, very attractive, and has the meanings. The advertisement: Serials ads represent that two Japanese go house by house to play Wii with everyone. The ad slogans are "Wii would like to play" and "Experience a new way to play." In the advertisement, they are having a lot of fun. Nintendo makes this TV ad just opposite from Sony's playstation 3 and Microsoft's Xbox360. The ad does a good job of showing off what the Wii can do, even if it just boils down to being able...
Words: 432 - Pages: 2
...Wii: Creating a Blue Ocean. The Nintendo Way ÁREA MARKETING ESTRATÉGICO Wii: Creating a Blue Ocean The Nintendo Way Patricio O’Gorman1 RESUMEN Durante la última década, Nintendo ha tenido serias dificultades para mantenerse a flote en el mercado ultra-competitivo de los video-juegos. Su suerte se revirtió solamente cuando modificaron radicalmente su estrategia (creando un Blue Ocean), cambiando así las reglas del juego. Con el lanzamiento de la Nintendo Wii a fines del 2006, recuperaron su posición de liderazgo y se convirtieron en el principal rival a vencer por rivales de la talla de Sony (Playstation 3) y Microsoft (Xbox360). ABSTRACT For several years now, the video game industry has been locked into what can best be described as a Red Ocean, where the focus is on beating the competition, winning market share, capturing consumers and outselling the competition. Blue Ocean Strategy2 (BOS), on the contrary, focuses on creating new demand in places where there is none, thus making the pie bigger instead of fighting over whom gets the largest slice of the pie. Since the launch of the Wii (pronounced “we”) video-game system, Nintendo has taken great steps toward making the competition irrelevant. This short article is meant to analyze the company’s strategy and understand it from the point of view of BOS. JEL Classification: L1 Keywords: Video game, strategy, Blue Ocean, competition, innovation. 1. CPA (Universidad Católica Argentina), MBA (Universidad Torcuato...
Words: 3230 - Pages: 13
...Marketing Plan: Sony Playstation 3 Brian Moats A marketing plan focusing on Sony’s Playstation 3. Introduction to Marketing Business 120 4/13/2008 Executive Summary This marketing plan is looking at Sony’s Playstation 3 (PS3). This powerful piece of hardware is the cutting edge of gaming entertainment. The PS3 has been out for a little over a year, and in that time, it has proved to be a hardcore gamers dream. Sony got into the console gaming market in late 1994. The concept for the original Playstation (it was under a different name, SNES CD) was actually brought up in a joint partnership with Sony and Nintendo in the late 80’s; however, when the time came to announce their new hardware, Nintendo re-read over their earlier contract and found the agreement to no longer be satisfactory. As a result, Sony took all the research they had done and began work on the Sony Playstation. 2 Table of Contents Situation Analysis .......................................................................................................................................... 4 Internal Environment ................................................................................................................................ 4 Key Executives ....................................................................................................................................... 4 Board of Directors ........................................................................................
Words: 2122 - Pages: 9
...I n t r o d u c t i o n t o M a r k e t i n g B u s i n e s s 1 2 0 4 / 1 3 / 2 0 0 8 A marketing plan focusing on Sony’s Playstation 3. Marketing Plan: Sony Playstation 3 2 Executive Summary This marketing plan is looking at Sony’s Playstation 3 (PS3). This powerful piece of hardware is the cutting edge of gaming entertainment. The PS3 has been out for a little over a year, and in that time, it has proved to be a hardcore gamers dream. Sony got into the console gaming market in late 1994. The concept for the original Playstation (it was under a different name, SNES CD) was actually brought up in a joint partnership with Sony and Nintendo in the late 80’s; however, when the time came to announce their new hardware, Nintendo re-read over their earlier contract and found the agreement to no longer be satisfactory. As a result, Sony took all the research they had done and began work on the Sony Playstation. 3 Table of Contents Situation Analysis ......................................................................................................................................... 4 Internal Environment ............................................................................................................................... 4 Key Executives ...................................................................................................................................... 4 Board of Directors ............................................................
Words: 2129 - Pages: 9
...I. Introduction a. Company History And Background 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. In 1956, Hiroshi Yamauchi visited the US, and this is when he realized the limitations of the card business and hence moved on to different arenas of the gaming world. In 1963, Yamauchi renamed Nintendo Playing Card Company Limited to Nintendo Company, Limited. During 1963 and 1968, Nintendo set up a taxi company, a "love hotel" chain, a TV network, a food company and several other things. All these attempts at expanding and diversifying the business failed, except toy making, where they had relatively prior experience with from selling playing cards. In enormous debt, Nintendo was trying to withstand the Japanese toy industry; it was still small at this point. Due to the short product life cycle of toys, innovation and constantly new product development was vital. This was the beginning of a major new era for Nintendo. In 1970, Hiroshi Yamauchi discovered the hidden talents of Gunpei Yoki, a maintanace engineer at the factory, who built what was later called The Ultra Hand which soon turned into a huge success, selling approximately 1.2 million units. Yokoi was soon moved from maintenance to product development. Nintendo’s first step into the video games industry was in 1975. At the time, home video game consoles were...
Words: 3828 - Pages: 16
...Analysis for Nintendo Co. Ltd. Executive Summary Nintendo Co. Ltd. is a longstanding member of the home entertainment software industry that has embarked on a mission to offer the highest quality products and services while treating their customers with attention, consideration and respect. Nintendo’s strategy thus far has been to take advantage of their video game development capabilities; nearly 60% of games sold by Nintendo are self developed. The innovative capabilities derived from various gaming platforms have allowed Nintendo to capitalize off of a series of attachment control devices. The biggest strength that Nintendo has is a strong brand name along with high returns. A well established brand name gives Nintendo an edge over its competitors. Nintendo is the only company that has managed to capitalize on both hardware and software components. The biggest opportunity for Nintendo is to incorporate themselves into the online gaming market due to short product life cycles. Nintendo maintains their competitive advantage through superior game and character development, for which it often owns the legal rights. In a technical comparison of the Wii against its major competitors, it is substantially outperformed in speed processing, memory, storage, networking, video output and multimedia output. If Nintendo wishes to maintain a competitive advantage, the niche market must be penetrated while maintaining the integrity of the Nintendo brand image. Nintendo Black would...
Words: 4445 - Pages: 18
