Nintendo Wii

Table of contents |

Contents | Page number |

1.1 Introduction…………………………………………………… 1.2 Problem statement…………………………………………... 1.3 Situation analysis……………………………………………..1.3.1 Industry analysis……………………………………….1.3.2 Competitor analysis……………………………………1.3.3 SWOT analysis……………………………………….1.3.4 Porter’s five forces…………………………………….1.3.5 PESTLE analysis………………………………………1.4 Nintendo’s positioning in the market………………………1.5 New market receptiveness…………………………………1.6 Impact of macro-environmental forces……………………1.7 Alternative markets and target markets……………………1.8 Advertising strategy…………………………………………1.9 My viewpoint and recommendations………………………1.10 Conclusion…………………………………………………...1.11 Bibliography…………………………………………………. | 3444567789111214161719 |

1.1 Introduction

Nintendo Co. Ltd was initially established by Fujisaro Yamauchi in 1889 as a playing card manufacturer in Kyoto Japan. By 1985 the Nintendo Entertainment System (NES) was released which was Nintendo’s first game console. The NES transformed Nintendo throughout the 1990s into a market leader of video game consoles. Nintendo maintained continuous success by releasing the Game Boy, Nintendo 64, Game Boy Advanced, GameCube, Nintendo DS, Nintendo 3DS and numerous other game titles (Nintendo, 2013).

However, in the 1990s Nintendo faced a new competitor called Sony whose PlayStation (PS) platform extended the video game industry. Furthermore, the growing popularity and enhancement of PC technology in the 2000s steered the use of PC-enabled gaming platforms thus the birth of Microsoft’s Xbox game console. Nintendo’s market share price sharply declined in 2003 with Sony’s released of the PlayStation Portable (PSP) that threatened the domination that Nintendo had in portable consoles (Kendall, 2009).

Whilst its competitors focused on technologically advanced hardware and software, Nintendo made the strategic and outlandish decision of targeting the non-traditional gaming demographic...