Marketing

1.0 EXECUTIVE SUMMARY

Peter MacDougall the president of Nintendo was responsible to launch the colour version of Nintendo’s Game Boy to November 23, 1998, scheduling to release simultaneously in North America and Europe. It is the most important launches in Nintendo’s history, after declined steadily since 1992 to 1996. Although Nintendo had recovered somehow in 1997 due to marketing efforts, the efforts, however this effort was unlikely to sustain as no new products can be marketed. As a result, the third party developers begun to lose their support towards Nintendo, resulted the limitation of the game offerings. They viewed their rival’s, Sony Playstation as an easier platform and more profitable in developing games.

Faced with huge competition from Sony Playstation in the teens and tweens market segment, indicated that Nintendo needs to reinforce itself as the primary offering to its target market. With the new product of Nintendo Game Boy color to be launched, Nintendo will have the opportunity to continue to expand its largest market share in the handheld games market.

The launch of the strategy Game Boy Color plan is surely hope to achieve 200,000 units within the 1999 fiscal year and altogether achieved the highest possible level of profitability for Nintendo.

2.0 ISSUES STATEMENT

Peter MacDougall challenge was to be responsible for ensuring the Canadian launch successful. Despite of the competitive position in Canada, the Canadian launch strategy needs to be different and profitable in significant ways. Therefore, Peter MacDougall needs to increase Nintendo’s market share and boost sales by making decisions in these areas:

a. Target Market;

b. Product Positioning;

c. Marketing Communication Mix;

i. Product

ii. Price

iii. Promotions

d. Marketing Mix Strategies.

3.0 DATA ANALYSIS

3.1 Channel of Distribution

The distribution of Game Boy in Canada had become increasingly concentrated in about 20...