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Marketing- Nintendo

In: Business and Management

Submitted By giota
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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 (PS3) and Sega seem to be the main direct Nintendo competitors. The point of contact is obviously gaming, but the point of differentiation is the gaming experience and extra features. Microsoft and Sony introduced HD gaming and graphics. The Xbox 360 offered good memory and quality graphics. The PS3 had moved ahead from the DVD to the Blu-ray format winning on storage capacity and graphics…...

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