...entertainment industry in the late 1970’s, over the years Nintendo worked hard to achieved brand familiarity. Over the years Nintendo’s products have made their way through the product life cycle. From the initial market introduction and sales growth in the 1980’s, the Nintendo Entertainment System (NES) as well as their first big game “Donkey Kong”, dominated the market. In the 1990’s, when true competition entered the market, Nintendo’s products had reached market maturity and sales started to decline. By 2003 Nintendo’s market share had shrunk so much that the future of the company became worrisome. The product life cycle has started again with the recent introduction and phenomenal success of the Nintendo Wii. As of the end of the 2010 first quarter Nintendo Wii had lifetime sales of $68 million, holding 49.1% of the market share. Unfortunately production supply has become significantly depleted and current capacity demands are not being met. With the holiday season drawing nearer, George Harrison, Senior Vice President of Marketing for Nintendo must analyze the market to determine a cost effective solution that will allow Nintendo to maintain adequate inventory levels to avoid a supply shortage. Details of George’s decisions include: distribution levels; to whom; at what price; and how (online vs. in-store). Nintendo objective is not to compete directly with Sony PS3 or Microsoft’s Xbox 360, instead Nintendo believes that it can target the broader audience in order...
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...for Wii Fit exceeded sales expectations by so much? The key success factor for the Wii Fit was Nintendo had adopted an excellent marketing plan including the Marketing Mix, Growth Strategies and Product Life Cycle Strategies which delivered the Marketing Concept, i.e. meeting customer’s needs and wants, exceeding customer’s expectation and achieving profitable growth for the company. 1. Marketing Mix Product - The new Wii Fit game and Balance Board with a virtual trainer Presence - Through large retailers for better penetration Price - Affordable bundle pricing which was cheaper than the other console games, e.g. Sony’s PlayStation 3 and Microsoft Xbox 360 Promotion - Demo kiosks and social media online network 2. Ansoff Matrix - Growth Strategies Present Products - Wii console game New Products - Wii Fit & Balance Board Present Market – gamers and teenagers New Market – non gamer, women, seniors, health-conscious peple including who used to have outdoor sport activities Product Development - Modified the present console game with the new Wii Fit game and Balance Board to making more sales to the present customers who have already had the Console. Market Development - Identified and developed new markets with the new Wii Fit game and Balance Board, who have already had the Wii console games for the teenagers (Present Market) in the family. Diversification - Penetrate the new Wii Fit...
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...1 . Let Me Own My Purchased Downloadable Games Ever buy a game for your Wii, download it and then have your Wii break down? If you have to replace it with a new one, that game is gone. All your WiiWare and Virtual Console games are gone, because Nintendo stupidly ties your purchases to your console rather than to you. If I buy a game, Nintendo, give me an account and let me re-download it when I get a new machine. Ads 18+ Game topfreebrowsergames.com once you're inside the game, your friend won't see much of you! Nenas Inocentes wap.tribik.com Ellas Te Esperan Encuéntralas Aquí! 2 . Play DVDs and MP3s Nintendo has said that, as with the Wii, the Wii U will not play DVDs. They apparently don’t want to pay the necessary licensing fees. Nintendo’s president says most people already have DVD players. It’s true, I do have a DVD player; It’s called the Xbox 360. The fact is, DVD players are becoming an expected part of a game console, and leaving out that capability is the equivalent of Apple putting out their iPhone without MP3 capabilities and saying, “everyone already owns an MP3 player anyway.” Don’t be penny wise and pound foolish guys; pay the license fees and give me a console that does what every other console does. 3 . Get Rid of the Constant Music at the Main Menu You know one thing I like about having a homebrewed Wii? I can turn off that tingly little music that plays incessantly while the main menu is up. On the Xbox 360 and PS3 you get a little music...
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...Summary Nintendo entered the video game market in 1979 and has been a top competitor ever since. In 2006, with the release of the Nintendo Wii, they secured their competitive advantage in the video game industry. The Wii was created to establish a new standard in game control, using innovative and unprecedented interface with the Wii remote. The remote’s motion sensor capabilities allowed the user to interact and manipulate objects on the screen by moving and pointing the remote in various directions. It really changed the way games were played. In 2010, they were the market leader of that generation of video console sales growth, ahead of Microsoft and Sony. By the fall of 2010, Sony and Microsoft were starting to gain on Nintendo’s competitive advantage when they came out with their own gaming systems that had innovative controllers along with much better graphics. If Nintendo wants to keep their competitive advantage, they will need to reevaluate their strategies. External Environment If a company does not keep up with changes in the external environment, it becomes difficult to sustain competitive advantages. There are two components to the external environment to analyze. The general environment, which consists of demographic, sociocultural, political/legal, technological, economic and global conditions; and the competitive environment, which includes rivals, suppliers, customers and other factors that may directly affect a company’s success. Nintendo used the...
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...Marketing Mini Business Marketing Plan - Nintendo Wii® Abstract This final assignment for Marketing Management looks at all of the various marketing strategies and best practices for two companies that I have been studying over the past several weeks. Of the two companies and products that I have studied, Sony’s Playstation 3 and Nintendo’s Wii, I have chosen to complete my final paper in regards to the Wii game console. This paper will focus on one-to-one marketing strategies, customer information file development, information-intensive strategies, and customer personalization based on their best practices. Business Marketing Plan - Nintendo Wii® After completing several marketing assignments involving game system consoles from Sony and Nintendo, I have chosen to focus on the Nintendo Wii game console for the final project in this class. I have chosen Nintendo’s Wii because it is a game console that has gone beyond the traditional gaming platforms and segments. Nintendo has created a product that can be marketed to more than just the typical segment of male gamers between the ages of 13 and 35. Along with attracting families with games that the whole family can enjoy together, the Wii has moved into the health and fitness market with the Wii Fit. Nintendo has received awards for its Wii marketing strategy including the Grand Effie Award in 2008. Successful marketing plans need more than just widely available demographic population data and a hunch that a certain...
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...Nintendo Wii U | MK 3251 Advertising Name:Panagiotis pavlou ID:117078Instructor:Galanis Chris | Company’s history Nortec Multimedia S.A is the distributor for Greek market since 1997 according to the official page of Nintendo. In addition to the Greek market Nortec is also supplying Albania, Bulgaria and Former Yogoslav Republic of Macedonia since 2002. Except the Nintendo product line Nortec is also distributing game titles of Nordic and other software in all the above countries. Nortec Multimedia is ready to serve its customers in a very effective and efficient way. According to the official site of Nortec Multimedia<<www.nortec.gr>> the company has an established network of around 800 points of retail shops, many partners in all countries that is operating and of course the big electronic chains such as Kotsovolos or Media Markt. 1.Situation analysis 1.1 The product characteristics and the label issue In all technological products sucs as the Nintendo Wii U there is a moment that a model has to be removed from the market and replaced with a new one that is matching today’s limits in technology. This action has to take place very carefully and according to my personal opinion just when the product life cycle is ready to expire. Moreover the new console Nintendo Wii U was introduced in Europe on November 30,2012 in order to replace as I said above the predecessor which was the Nintendo Wii. This move can be translated very easily and it is done just...
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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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...arketing Mini Business Marketing Plan - Nintendo Wii® Abstract This final assignment for Marketing Management looks at all of the various marketing strategies and best practices for two companies that I have been studying over the past several weeks. Of the two companies and products that I have studied, Sony’s Playstation 3 and Nintendo’s Wii, I have chosen to complete my final paper in regards to the Wii game console. This paper will focus on one-to-one marketing strategies, customer information file development, information-intensive strategies, and customer personalization based on their best practices. Business Marketing Plan - Nintendo Wii® After completing several marketing assignments involving game system consoles from Sony and Nintendo, I have chosen to focus on the Nintendo Wii game console for the final project in this class. I have chosen Nintendo’s Wii because it is a game console that has gone beyond the traditional gaming platforms and segments. Nintendo has created a product that can be marketed to more than just the typical segment of male gamers between the ages of 13 and 35. Along with attracting families with games that the whole family can enjoy together, the Wii has moved into the health and fitness market with the Wii Fit. Nintendo has received awards for its Wii marketing strategy including the Grand Effie Award in 2008. Successful marketing plans need more than just widely available demographic population data and a hunch that...
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...breaking the law of traditional industrial pattern and introducing a new arrangement focused on unserved and seemingly insignificant customers. When conventional business is focused on pushing limit of the existing technology’s performance to serve the mainstream market, disruptive technology focuses on different performance attributes and provides a product/ service beyond the market expectation. Disruptive technology is not necessarily technologically advance than the existing technology but it is an innovative approach to serve existing unattended and anticipated emerging market. It might not outperform the established technology but it will outperform market in long run. Disruptive product brings customer value proposition. Along with Wii, Apple I- tunes radio and atomic bomb are additional example of disruptive technology use. The first principle of disruptive technology is to spot the opportunity for new product but not to analyse it through traditional customers and marketing expert’s lenses. It is imperative to divert focus from existing market and focus on foreseen emerging market. Disruptive technology might have comparatively lower cost structure, hence lower expected revenues and profit margins. The last yet equally important principle is not to compare the performance of disruptive product with existing market demand or sustainable product. As a disruptive technology can change the whole game of business, while determining whether a technology is disruptive or not...
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...1. Conduct a 4C's Stakeholders Analysis of Nintendo in 2006. Consumers: In 2006 Nintendo President, Iwata, due to research mainly based on the Japanese video market identified a drop of sales and decided to change the company vision and strategy in regards to segmentation and reach out to an unexplored market until then. The main characteristic of the target market was the demand for easy to use, simple and fun applications. Even though the traditional target market until then was aiming to young males, Nintendo demographical target market was with no age or sex limitations or social status. The family and friends were of the highest interest for Nintendo (multiple target segmentation). With this approach Nintendo attempted to reach out to all non gamers with simple applications and realistic games. “Wii is designed to increase the social game play of videogames”. (2006-03-20: President Iwata) Company: In 2006 Nintendo launched the “Wii”. The name phonetically was a smart choice making us think that this game is made by “us” for “us”. The new console with its advanced and revolutionary features (Wireless motion-sensitive remote controllers, built-in Wi-Fi capability) made progressive sales with the most important profit the recognition. Nintendo Wii with 22% was found in the Top 10 for 2006 of the Most Memorable New Product Launches. Nintendo tried to position the “Wii” as a cool, no age limit, and low-budget alternative console. Competitors: Microsoft (Xbox 360), Sony...
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...Blue Ocean Strategy Paper Sarah Van Wyk MKT/421 April 19, 2015 Professor Phyllis Levith Blue Ocean Strategy Paper Blue ocean strategy is a business tactic that separates the market into “blue” and “red” oceans. Blue oceans relate to all of the industries that do not currently exist in today’s society. They are the “unknown market space, untainted by competition, where demand is created rather than fought over” (W. Chan Kim, 2004). In direct contrast to this notion are red oceans, which relate to existing markets with substantial competition and where demand is already severely exploited. Further reading will provide the importance of the blue ocean strategy in business, an example of a product that has captured this strategy, and an alternative red ocean scenario for that same product. What is Blue Ocean Strategy? Blue ocean strategy is a fresh way of thinking in the business world. It is an innovative approach that restructures the corporate mentality to focus on carving out new paths for business and industry. Its prime emphasis is to help companies better stand apart from their competition yet still keep costs low and is achieved by following four basic principles. The first is creating uncontested market space, followed by concentrating on the big picture, then reaching beyond existing demand and lastly, mastering the strategic sequence (W. Chan Kim, 2004). With these guidelines, blue ocean strategies capture new demand, make the competition irrelevant, build differentiation...
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...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 ........................................
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...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 ........................................
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...market is worth$58 Billion in 2010. There are only three major players in the market – Nintendo, Sony and Microsoft.The global games console market consists of the total revenues generated by Nintendo, Microsoft andSony through the sale of their console platforms, including any handheld systems. Market values havebeen calculated using annual average retail prices for each individual market.Market AnalysisPorter’s 5 Forces:Threat of new entrants:The console gaming industry, is a market in which, only very technologically advanced and well-fundedcompanies can enter. Loyal customer bases and established subcultures have made it so new entrantswould have to provide something completely revolutionary to get customers to switch. Microsoft was thelast big company to join the competition and they struggled for a long time, despite being a well-knowntechnology giant.Competitor rivalry:Although this market has few leaders, the competition is fierce. Nintendo squares off with industry giantsSony (PlayStation) and Microsoft (Xbox). Each of the competitors is well funded and has the mostadvanced technological innovations at their fingertips. For example, Sony nearly went bankrupt tryingto beat out the competitors through innovation, and lost close to $700 million (on the PlayStation 3) in thefirst six months alone. Fortunately for Sony, they are a multi-billion dollar company and have cashreserves that Nintendo can only dream of.Threat of substitute products:In such a highly competitive market...
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...Nintendo Wii Case Study 4.1 International Marketing Bryan Witt David Zaki History and background • A video game console is just a computer that is made only. To Play games. • These systems started to gain popularity in the 1970s with consoles that played only Pong. • Current console success started in 1985 with Nintendo’s super Smash Brothers. History and background • A video game console is just a computer that is made only. To Play games. • These systems started to gain popularity in the 1970s with consoles that played only Pong. • Current console success started in 1985 with Nintendo’s super Smash Brothers. History and background • A video game console is just a computer that is made only. To Play games. • These systems started to gain popularity in the 1970s with consoles that played only Pong. • Current console success started in 1985 with Nintendo’s super Smash Brothers. Marketing The strategy for marketing consoles is based on: – Better technologies/graphics Ex: HD, Blue Ray and 3D – Better games Ex: FIFA, Halo and Mario Production • Production started in the US then moved to China and Japan. • Development is expensive but the consoles cost little to produce. • The longer a product is sold the more profitable each sale. Competition • As the market became more profitable: • Computer companies began investing in the market. • Sony created it’s famous PlayStation • Microsoft introduced the Xbox and Xbox live. Growth...
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