Nintendo Game Boy Color

Nintendo – The Launch of Game Boy Color

Nintendo and Game Boy Introduction

Nintendo is the worldwide leader in home gaming systems.

Nintendo was founded in 1889 by Fusajiro Yamauchi as a manufacturer of “Hanafuda” : Japanese playing cards. In 1997 it was estimated that more than 40% of U.S. households owned a Nintendo game system. In 1989, Game Boy was released coupled with the game of Tetris and has evolved with different case colors and new esthetics until 1998 where the camera and printer additions arrived on the market.

On November 23rd 1998 occurred the launch of Game Boy Color in the USA and Europe.

Problem Statement

The launch of Game Boy Color in Canada would require being different than the one in the USA. MacDougall needs to decide on 4 different points. He must choose the right target market and the correct positioning. Also, he needs to decide on the right market approach and the price of the Game Boy in Canada. The last problem would be the one of the actual product going/staying on the market.

First Problem

For the first issue, MacDougall had the choice to either focus on teens already owning a Game Boy or on the other hand focus on new kid/tween users. The male female idea is not very important and doesn’t need to be discussed in my opinion. Software more specific for boys and other for girls would help attract both sexes as well as the different color casings of the Game Boy Color.

Pros/Cons

Teens

Pros: If teens adopt the product, younger tweens and kids would look up to this and also wanting their own Game Boy Color like the teens. Teens tended to purchase machines with their own money, making their purchases all year round, not just at holiday times. Targeting teens who already have Game Boys means we already know what strategies we can us.

Cons: Teens can see the product as good when they were young but not anymore as they are older. Many teens have moved on to consoles which are faster etc. If the teen launch...