Wait a second!
More handpicked essays just for you.
More handpicked essays just for you.
Developing Marketing Strategies
Developing Marketing Strategies
impact globalization on marketing
Don’t take our word for it - see why 10 million students trust us with their essay needs.
Recommended: Developing Marketing Strategies
Introduction
The product I have chosen to study is the Nintendo DS. This product is one of Nintendo’s most recently released games consoles. I will explain what the Nintendo DS does. It is a handheld games console that consists of a book like structure. It has a small LCD screen on each side. One is a touch screen and the other is a viewing screen. The console also incorporates a microphone and has Wi-Fi capabilities. This allows the user to operate the game by using a small stylus on the touch screen, it can also listen to voice commands and can be used with other players if utilising the Wi-Fi feature. Nintendo is one of the world’s most globally recognised brands. It was founded in Kyoto, Japan in 1889. What it developed in those days is obsolete compared to today’s technological advance. In the beginning it developed playing cards, and then developed into other small niche businesses. In the twentieth century it matured into a video games company known as Nintendo Company Ltd. Its first product the NES Nintendo Entertainment System was introduced in 1985 and from this many other spin off video game consoles have been developed and marketed since then. The Nintendo DS is one of the most popular. In this assignment I will examine and develop the many aspects of how this product has been marketed to the world through the Nintendo Company Ltd. I will discuss the affect the marketing strategies have been on the successfulness of the product, and I will observe the marketing factors that make this all possible. I will introduce this under the following headings.
Marketing Environment
What is marketing? Marketing is defined as “The management process which identifies, anticipates and supplies customer’s requirements efficientl...
... middle of paper ...
... environment is defiantly the most unreliable as the global economic market could change at any time.
• Social and cultural Environment – Social factors include the demographic and cultural aspects of the external macro environment. Things like population growth rate, age distribution, and income determine how the company will produce. For social class, it defines the income group the individual belongs too and that, in turn, is heavily dependent on the income earned, which is a great factor in determining buying behaviour.
• Technological Environment - Technology is vital for the competitive advantage, the company must try to allow products to be made more cheaply while using high quality technological components. In the case of the Nintendo DS, they introduced Wi-Fi capabilities allowing game players to connect with each other and compete against each other.
Social – Social factors that affect a company is in regards to the culture of the external environment. The culture of the external environment is developed from the ecological, demographic, religious, educational, and ethnic conditioning. The company’s social factors involve the beliefs, values, attitudes, opinions, and lifestyles of the people included in the external environmental culture.
Nintendo's success in the home console arena can also be attributed to the rigidity of the gaming industry and culture within which its two main competitors, Sony and Microsoft, adhered themselves. Traditionally, the norm was for new home console systems to be marketed primarily based on improved audiovisual capabilities. Indeed, the original PlayStation was a huge win for Sony, and to the detriment of Nintendo, in large part because of its more lifelike 3D graphics. Note that Nintendo was no different with earlier iterations of its systems, though perhaps to a lesser extent than its competitors. However, with this specific generation, namely against the release of the PlayStation 3 and the Xbox 360, both of which touted high definition capabilities, the Wii was unmistakably the sub performer in terms of graphics. Its competitors had no choice but to follow the dominant ideology, which...
Nintendo Co., Ltd. Is a Japanese, multinational, consumer Electronics Company headquartered in Kyoto, Japan and founded by Fusajiro Yamauchi in September 23, 1889. Nintendo originally manufactured handmade hanafuda cards. After several tried and failed businesses, Nintendo settled with video games in 1963(Wikipedia, n.d). Today, Nintendo is the world leader in the growth, development and the continued improvement of the home leisure electronics and have sold more than a billion video games to the world (Nintendo, 2010). Nintendo designed a revolutionary game console in 2006 called “The Wii”. The Wii was envisioned to expand in to a different market segment of casual gamers and people of different age groups creating a new source of revenue for Nintendo. Nintendo has been known to be the breakthrough leader in the industry since 1980 when they first introduced “The Game & Watch” system. This paper will try to look into supply chain issues that plagued Nintendo Wii supply chain from 2006 until 2009, and briefly discussed the mistakes made during the launching of the Wii by Nintendo, and possible strategies that may help Nintendo stay and keep the top spot as a world leader in the video game industry by outselling competitors.
Marketing is the process of searching for options for accumulating profits by identifying the demands of the people and satisfying their needs with appropriate products. In today’s globalized business world, marketing can play a vital role in establishing trade blocks all over the globe with competitive and cutting edge market, research, policies, strategies and activities.
By the use of what the company has learned about video game enthusiasts over the years it describes many areas that the buyers will look for when purchasing the NES. New ways to enjoy playing video games with the Zapper gun, R.O.B., enhanced graphics, and the promise of vast library of games that will be released and keep growing are all interests potential buyers will focus on. This proof also appeals to the readers with listing a programmable series of games that the user can change the sequence of events in the game themselves.
Nintendo has been around for a long time. 125 years, to be exact. This report will explain how Nintendo got so deeply rooted in our culture by examining the moves they made with their consoles, including both successes and failures.
ames have been played before we began to record time. Almost 50 years ago, games changed into a new form. Magnavox Odyssey can be debated to be the first game console. Throughout 50 years ago and now, video games have become essential to every living room and a pastime to every young child. Companies have risen from this new industry, to produce games to young investors and dominate the game world. With new technology, graphics, and software: gaming franchises run mostly by public support. Each decade that passes, games are changed by America’s public these games change based on how the public perceives them.
The Wii was Nintendo’s fifth game console, designed by Shigeru Miyamoto, released as a direct successor of the GameGube. Its original codename was “Revolution”, but was later renamed Wii in order to symbolize the concept of two people playing together (as Wii is a homophone of “we”). The main focus of the Wii was to introduce a revolutionary level of player interaction, instead of paramount graphics or maximum power that drove its competitors (Wii, n.d.; Wii: The Total Story, n.d.). There is no doubt that the Nintendo Wii brought video game playing to the next level, being the first major console that required body motion to play interactive games, which in turn only took “approximately 45 months to reach the ‘30 million units sold’ milestone, making it the fasting selling console of all time” (Purewal, 2010). As of 2010, the Nintendo Wii was the fastest selling console since its launch (Wii, n.d.; Wii: The Total Story, n.d.).
The first is that the video game consol industry is an oligopoly and has to deal with the game theory. It is an oligopoly because it has high barriers to entry such as hardware subsidies and very fierce competition amongst already established firms (Scevek, 2001) Also there are only three major producers of video game consoles: Sony, Nintendo, and the recently Microsoft. Because these three all have personal interests the game theory applies quickly. The most recent example is the releases of the Playstaion 2 by Sony, the Nintendo GameCube, and Microsoft’s X-box. Early in the year of 2001 Sony released its latest Playstation 2 and its profits surged. They had increased 3.1% to 24.8 billion Yen, and 22.t million units sent world wide in the first fiscal year (IGN, 2002). Microsoft and Nintendo however had a different story. They decided to hold off sending of their product until the holiday season of 2001, a well-known purchasing time for consumers. However this induced competition for personal interests and both ended up worse off. While the Xbox had sold 1.4 million units, and Gamecube 1.3 million, Sony had 1.4 million units sold in its fourth quarter (Weintraub, 2002). That 1.4 million was in addition to the millions sold before hand. This unwise release is catching up with Microsoft as the profits for the X-box had halved to 190 million in 2003 compared to the loss of 60 million the year before (Yabedo, 2003), and it may soon be forced to leave the gaming industry. As it stands now the current owning of systems in households is 75% own a Playstation 2, 12% own a X-box, and13% own a Gamecube (yabedo, 2003). While the figures may be small Nintendo is building up slow but steady steam with its big name titles, and domination of the hand-held industry. Its recent release the Gameboy Advance has caused a make up for the loss by GameCube. It had so...
Each company in any industry especially the one that has many competitors that compete each other to be the leader in that market, has to analyze its internal performance. This analysis could help the company to enhance its strengths and to know its weaknesses to take any actions that the company needs. Nintendo; in the video game industry, has two main rivals which are: Sony and Microsoft, so it has to improve its performance to be the leader in this market. In this research paper, we will discuss three main parts of the internal analysis that are related to Nintendo.
Back in the day, the common household paraded around Nintendo’s latest gaming console, and goggled at every E3 unveiling. Shingeru Miyamoto, a once major gaming producer, had dominance over any other company, and ran competitors into the ground. Twelve years ago, Playstation stood no chance against the empire Nintendo built. Even when the Nintendo Wii entered market, Sony’s Playstation 3 and Microsoft’s Xbox360 initially lost profits while Nintendo raised millions (Kuchera). Nowadays, however, when comparing Nintendo to other gaming kings, the general public favors anything non-Nintendo. Some people attribute their profit loss to the rise of Apple and iPhone apps, others argue Nintendo’s products attract soft-core gamers, and the rest assume Nintendo’s current failure stems from faulty hardware. In reality, the reasoning for Nintendo’s blunder does not depend on one aspect alone, as most people argue, but rather all three together in a process of elimination.
Nintendo was a company that originally made playing card games but decided in the 1970’s to branch out into video games. Their first few video game systems did not have much to them and were overlooked. They finally got a leg up in the industry in 1985 when they introduced the Nintendo Entertainment System or NES to the market. While it was very successful because of its superior graphics when it became coupled with a certain plumber named Mario it became the superstar console of the gaming industry. Their success continued along to their 16-bit Super Nintendo Entertainment System or SNES, which was made in response to their competitors making their own 16-bit game systems. (McGraw-Hill Primis. Customized
Lynch (2012) asserts that it is necessary for an organization to carry out an analysis of its resources and capabilities as it help it in identifying the places where value can be added by the organization. This also helps the company in finding out ways to gain competitive advantage in the market. The given case on Nintendo showed that by 2005, Nintendo appeared to be heading towards an end as its rivals Microsoft and Sony has captured the market through Xbox 360 and PlayStation 3 respectively. In this scenario, Nintendo innovated Wii which changed the market scenario in 2007. The case showed that innovative new strategy by Nintendo with its Wii games machine has transformed the industry and revived the profitability of the company. Since the release of the Wii, Nintendo is the leader in the video game industry. By introducing a totally new, one of a kind console, Nintendo has set clearly its goal and objectives, i.e. to reach an unexplored market share by introducing new gaming experiences, and therefore being the leader over its two main competitors, Sony and Microsoft. The case thus highlights the need to take a resource based view of the capabilities of the company so that such resources can be exploited to generate higher value for the firm.
As shown in Figure 1 there are many different definitions for Marketing. The key is that they all share a common theme, marketing is: “Meeting the needs and wants and providing benefits for customers.”
It involves the vital process of researching, promoting and offering products or services to a company’s target market. Marketing is an important business process where the company can inform, attract and convince people that its products or services are of value to them. Without Marketing, many businesses would be unable to exist or operate well in the market. They could offer the most amazing product or service in the market, but if nobody knows about its existence or understands its value, these companies are unable to make a single sale thus they may have to be out of