Marketing/Nintendo Wii Company Marketing Plan term paper 41901

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Executive summary

Firms strive to increase there market share and Nintendo Wii Company is not an exceptional from such objective. It is for this reason that the company has to analyze the political, economic, social and legal factors before embarking on marketing strategies such as market segmentations. Because of changing business environment brought about by intense competition in the gaming industry, it will be an ideal situation for the company to constantly evaluate and examine its market competitiveness in terms of the product it offers to the market; under this case video game consoles products. Therefore, Nintendo Wii Company has the duty to critically analyze any existing strengths, weaknesses, opportunities and threats that might affect the company�s production and profitability in long term. Marketing managers should embrace the concept of all inclusive decision making process in order to formulate viable and marketing strategies that will boost the competitive edge of the company over its rival firms. The company can only cope with such changing business environment if it constantly carries out research in the market. It should be noted that no matter how attractive an opportunity can be Nintendo Wii Company cannot fully utilize it if it does not have the distinct competencies to handle it.

Table of Contents

1.0 Introduction 4

1.1 Company Description 4

1.2 Business Mission 5

2.0 Situational Analysis 7

2.1 Political Factors 7

2.2 Economic Factors 8

2.3 Social factors 9

2.4 Technological factors 9

2.5 Legal factors 10

3.0 SWOT Analysis 10

3.1 Strengths 11

3.2 Weakness 12

3.3 Opportunities 12

3.4 Threat 13

4.0 Marketing Strategy 14

4.1 Target Market strategy 16

5.0 Marketing Mix 17

5.1 Product 17

5.2 Price 18

5.3 Place 18

5.4 Promotion 19

6.0 Implementation, Evaluation and Control 20

6.1 Marketing research 21

6.2 Organizational structure and plan 22

7.0 Conclusion 23

8.0 Reference 26

1.0 Introduction

From past research, the most important purpose of any company is to maximize proceeds with an intention of yielding the most excellent probable returns to the shareholders for their funds that they had invested in the business. Therefore, to attain such an intention, business should be successful and resourceful in their production. Firms are increasingly faced with many challenges as a result of changing business environments which has brought about competition among various firms. In order for firms to cope with such competition brought as a result of rivalry in the market, the respective management has to formulate suitable marketing plans that will enhance their survival and continuity in their businesses.

This study will therefore focus on Nintendo American Wii Company which is in the gaming industry and it is perceived to be among the market leaders of that industry. Nintendo Company also faces competition from other video game companies such as Sony PS3 and Microsoft Xbox which are reported to be among the top video game companies in the world. Research indicates that the company sales of video games have significantly reduced because nearly every customer owns his/her best console video game and thus the company need to devise ways of reaching more customers as well as developing new video games console which are regarded to be the best and latest. (Iwatani and Wingfield, 2007)

1.1 Company Description

The original Nintendo Company which is a multinational firm situated in Kyoto, Japan is reported that it was formed in the year 1889 and by that time it specialized in manufacturing of handmade playing cards known as hanafuda in Japan. Over the years and particularly in the mid 1980�s, Nintendo Company tried to diversify by opening other small firms for example Love hotel and Taxi operations. However, Nintendo Company later came to specialize in video game production and expanded to be among the best industry in Japan. It later opened subsidiaries in many countries including Nintendo Wii Company situated in America. Research also indicates that it later grew to be the third most reputable quoted firm and recorded an estimated eighty billion dollars annually in its operations. The company is also well known for partnering with other reputable organizations in the world particularly in the U.S such as Atlanta Hawks NBA team and a baseball league team called Seattle Mariners.

However, it should be noted that the company is regarded to be among the market leaders of production of video games and of console products in the world currently. The company now fully specializes in video game production activities and it has excellent systems of video games such as Game Boy Advance and Nintendo DS Lite among other systems. Through globalization concept, the company has also diversified to many countries nearly in all continents of the world. For example such countries like China and Brazil are famously known for adopting Nintendo Entertainment System which has been among the most demanded system of the company. Recently, the company launched a new system called Wii which is more advanced than other systems. (Lisa, 2006)

1.2 Business Mission

According to research, a good marketing plan must start with drafting a good company mission statement. Such a statement describes the firm�s fundamental purpose in the surrounding society especially with regards to products or services that it offers to their potential customers. It is also argued that a mission statement must clearly depict some essentials such as the purpose; under this, it is basically what the firm is intending to do and the reasons for its existence in the first place. Nintendo Company basically exists to produce video game systems which aid in watching video games that have become the modern norm of the modern society. The other crucial element that it should have is that of the strategy where it must depict its products that it plans to offer and its subsequent competitive position and the competencies that the company will utilize in order to succeed. Nintendo Company has over the past formulated plan of actions such as diversification and production of quality products that meet the criteria of the customers and thus in the process acquired competitive edge over its main competitors in the market. A good mission statement should also have policy and standard of behavior i.e. the mission need to be translated into daily events such as providing quality services to its customers. The other component is that of value and culture which means that the employees and the surrounding community are comfortable and no conflicts are faced. It is reported that Nintendo company values its employees well for example their remuneration and work conditions are among the best provisions as compared to other companies. Through social responsibility context, the company has engaged itself in various programs such as supporting community projects that are of potential gains to them. Nintendo Company and its subsidiaries have also offered employment opportunities to those who live near the company premises in an effort to boost the economic standards of such communities. Basically the mission for Nintendo Wii Company is everyone�s a gamer, which basically implies that the company tries to reach as many customers as possible. (Lisa, 2006)

2.0 Situational Analysis

For any contemporary company to survive the growing competition and to effectively utilize its opportunities, a situational analysis commonly referred to as PESTLE analysis is very critical and all firms including Nintendo Company should utilize this kind of market analysis. The aim of Nintendo Corporation has always been to become a market leader in video game production services globally by diversifying and reaching to many new markets and an analysis of political, economic, social, technological and legal factors is of benefit to the its operations. However, research indicates that through such analysis, the company has done well in many countries and thus in the process gained a large significant market share over time. Through this situational analysis, the company therefore should consider the following concerns:

2.1 Political Factors

The first aspect is that of political issues or factors which involve analyzing the political systems of the countries that a firm intends to invest at. From the company�s profile it can be deduced that Nintendo Company did and constantly carry out such analysis of political factors in their areas of interest. It is also noted that the company has constantly opted to invest in countries that adopt capitalism system of government rather than those countries that are communists in nature. For example it has invested in both Australia and North America where capitalism has been embraced by the respective governments. Capitalism system of governance allows the factors of production to freely and frequently move that is raw material, labor and capital without much prohibition. Political instabilities too should be considered when considering where to invest at and Nintendo Company management has considered such an issue when marketing video games products in various target markets and in the process has avoided the issue of suffering losses through such events. (Lee and Carter, 2005)

2.2 Economic Factors

The other factor which is very important to all companies including Nintendo Company is that of factors of economic conditions which may hinder the running of a business. From the previous research it can be noted that the company has constantly evaluated such factors in order to run there business smoothly. Economic factors that must be put in to consideration include inflation which affects the business of the firm for example in cases when it is high, there will be increased rise of prices because of increased money supply and thus the customers might not afford to buy. Another factor is that of different rates of foreign exchange systems such as fixed, pegged, clean float and dirt float systems practiced by different companies of investments which may hinder the running of the business. Other economic factors include balance of payments, counter trade, fiscal and monetary policies among other factors. After a detailed and cautious research of Nintendo Company it is evident that the company does not face a lot of such economic factors in their areas of investments and that has been the reason why it has been doing well. However, the company faces economic factors such as inflations and changes of monetary and fiscal policies and should focus on making its reliable projections of the future expectations. (Lee and Carter, 2005)

2.3 Social factors

Another factor is that of social factor which has been used by many firms including Nintendo Company to constantly evaluate or assess issues like income sources of potential customers, social systems and structures, educational, religion and family backgrounds which may impact negatively or positively the conduct of business and in this case marketing the video game products. Since social factors influence beliefs, interests and attitudes of the customers it has been and will be prudent for Nintendo Company to evaluate the above factors. The record of the company is not bad but however, it should do more on such issue of attitude of the customers in order to attract and retain many customers of video game products. (Lee and Carter, 2005)

2.4 Technological factors

Another key factor of situational analysis is that of technological factors which is nowadays considered as the root of gaining competitive advantage over rival companies by firms in their respective markets. Through globalization, superior and new technologies have been invented and have boosted the marketing activities of businesses including that of Nintendo Company in the market arena. Computerization has been the key in-thing in Nintendo Company marketing operations since it has made easy and reliable to carry out business transactions such as record keeping and retrieving of information, for example tracking customer�s records in order to supply the video game products if he or she re-orders it. The introduction of e-commerce for example has enabled Nintendo Company to market its product and invent new markets in many countries globally. Such technologies saves costs and time that could have eaten the company�s profits and research reveals that the company has used such saved funds to further other investments and activities. Also through electronic financing procedures Nintendo Company has been able to carry out its business smoothly without cash flow interruptions. The use of emails and chatting has also contributed immensely to the success of the organization employees of the company communicating instantly without many communication barriers. (Daniels and Caroline, 1993)

2.5 Legal factors

Another situational factor that necessitates analysis is that of legal factors that might affect a business which varies from one country to another. Nintendo Company has invested in many countries and a legal issue exists, however, it has done well through careful analysis by the management before conducting these transactions. Such factors like legality of the business must be considered and Nintendo Corporation has done well in its target markets because video game manufacturing and sale of console products are not illegal business activities and can be carried out anywhere in the world. However, at some instances, the government has imposed restrictions on console products that are considered to be misleading to the members of the public. (Daniels and Caroline, 1993)

3.0 SWOT Analysis

Modern businesses are faced with changing business environments and Nintendo Company is not exceptional from facing such changes within their business context. By carrying out SWOT analysis, environment analysis is very decisive to corporations and it is usually analyzed in two extents; the external environment and internal environment examination within the business perspective. Research reveals that the analysis of external environment illustrates opportunities and threats that exist in the market for a firm that may be either present or impending. On the other hand, internal environment examination depicts the strengths and weaknesses that the business may face in the market place. (Anthony, 1998)

3.1 Strengths

Strength in this context can be identified as that distinctive ability posed by a firm and if the company utilizes such an opportunity it can succeed and can gain competitive advantage, over its rivals in the industry. The most common strength associated with Nintendo Company is that of being a market leader in the video game industry. Research indicates that Nintendo Company is better placed than its main rivals in the market in that it has significantly large market share which is attributed to its diversification to various countries in the world, for example it has opened many subsidiaries in nearly all continents of the world. It is also reported that the company has a strong brand name of its products which have significantly aided the company in terms of achieving a large market share. The other strength that the company has is that of the best marketing channels that have aided marketing of video games systems and console products to a wider range of customers. Through e-commerce and particularly the use of internet has boosted the company�s chances of exploring new markets for the video game systems and console products that they manufacture. (Anthony, 1998)

3.2 Weakness

Weakness too in this context can be referred to as any dimension of a firm that possibly will deter the accomplishment of set objectives by the firm and usually considered to comprise the company�s resources, capabilities and assets that are not fully utilized. From the company�s profile it can be noted that Nintendo Company has weak policies, procedures and regulations that may deter the meeting of target performance of the corporation in some target markets. It is also reported that recently, the employees are not motivated to work and there has been complains regarding low pay and poor working conditions among others although such reports have not been proved. The management of the company should therefore look for ways in solving such problems that may affect adversely the performance of the employees and thus the overall performance of the company. Also the culture of Nintendo�s corporation has been under scrutiny and there has been allegation that the company is producing console products that are misleading especially to the young people in the society including unwanted materials. (Anthony, 1998)

3.3 Opportunities

For companies to achieve the set objectives, they have to identify and devise events or features in the business external environment that will give them an added advantage or chance of performing well than their competitors, such an event or feature can be referred to as an opportunity because it will create more chances to the company of increasing the current proceeds through acquiring a significant market share. Nintendo corporation has opportunities that if utilized will be of great benefit to the firm because it will lead to exploring and reaching to more new markets. With regards to the emerging new markets of video game systems and console products in some countries particularly in African countries, the company can take advantage of such opportunity and thus increase its market share and in the process increase its market share. Research indicates that is greater demand for video game systems and console products in Africa and the management of Nintendo Corporation should open subsidiaries in some of those countries after carefully analyzing the situational analysis in those potential markets. Since Nintendo Company is among the market leaders in video game systems and console products it is perceived to be having a well developed financial foundation and thus does not face any liquidity or cash flow problems. It is for this reason that the company should explore new markets and can compete across the entire market without fearing that competitors can outdo them financially. However, before competing Nintendo Company should carry out cost benefit analysis in order to avoid unnecessary expenditure. (Anthony, 1998)

3.4 Threat

In business context, a threat is regarded as an event which if not taken care of it may possibly deter the accomplishment of company�s goals e.g. customers declining income and competition among other events deemed to causing danger to the operations of the business. Nintendo Company is basically faced with intense rivalry in video game and console production industry since many firms have opted to join the market because it is considered profitable. In fact, in some market segments particularly in Japan there has been a significant drop in terms of the corporation market share because new firms has entered the industry. Globalization concept has brought about new inventions and Nintendo Company is faced with the task of coping with such innovations, for example the task of training and development programs to educate the employees on new technologies might be costly and difficult to acquire such as the use of on-line marketing techniques and networking facilities. (Bagley and Savage, 2006)

4.0 Marketing Strategy

Marketing strategy is a plan of action in which the company has to utilize in order to achieve its stated goals of increasing sales and hence the proceeds. In order to formulate an efficient and effective marketing strategy the Nintendo Company issues such as marketing needs and carrying out market research. (Cullen & Parboteeah, 2005)

The following strategies have been utilized by Nintendo Corporation in video game manufacturing and console products industry and it has succeeded over the past few years:

Gap analysis; this is said to be a planning procedure which typically recognizes possible underperformances in future performance and critically considers how it can be filled excellently. Nintendo Company has done this by utilizing forecasting techniques such as time series analysis which has helped it to forecast on the performance of some market segments in different countries. This has aided the company to make decisions such as closing the business branches that does not yield good returns and concentrate on that achievement well. To effectively carry out gap analysis, it will involve comparing sales and revenues of the company, extrapolating them in to the future founded on past development and deliberation of issues that may affect proceeds. (Bagley and Savage, 2006)

The other strategy that the company has opted to do is that of market development whereby it will comprise coming up with new markets for the existing video game consoles. Such new markets achieved may be dissimilar geographically; new market segments or inventing new purposes for the existing video game consoles all its markets. However, the management of Nintendo Company should be sharp in formulating speedy, effectual and creative promotion activities which if it succeeds it will yield considerable returns in future years for the company. (Bagley and Savage, 2006)

The other strategy that the Nintendo Company should focus on is that of product development whereby the marketing strategists of the company will revamp and reposition the video game consoles or completely introduces new video game consoles to there present markets that will meet the customers� expectations and needs. (Brassington & Pettitt, 2000)

The other key strategy suitable for Nintendo Company is that of diversification whereby it will involve the company exploring new markets and try to market both the existing and the new video game consoles. Research shows that Nintendo America Company for example is facing a crisis whereby customers are not buying video game consoles because they have already acquired before or they have sourced it somewhere else thus necessitating the company to move to new areas. Though it is a risky marketing strategy, it will be an ideal for Nintendo game company to employ this strategy especially in areas perceived to be with less competition and it will be a success if particularly used as a long-term strategy.

The company should also consider adopting a strategy of market penetration by trying to market the video game consoles to rival markets because it carries less risk. This strategy will necessitate Nintendo Corporation to invent new ways of increasing sales of video game consoles in the already existing markets. It is considered a low risk strategy particularly when the target is not already saturated. (Brassington & Pettitt, 2000)

4.1 Target Market strategy

According to research, Nintendo Company has embarked on identification of markets that video game consoles can do best and it is through this that the company has sold a lot of consoles in the target areas. This strategy normally refers to as segmentation where the company has avoided competing entirely across the entire gaming industry but instead target certain markets. Market segmentation will be an ideal situation for Nintendo Company since competing across the entire market is expensive and considered to entails a lot of risks that the firm cannot sustained for example unfair competition by its rivals in the market. (Barlon, 2006)

This will involve Nintendo Company marketing staff subdividing the existing market into different subsets of clientele where each division may be chosen as an intended market to be explored with a different marketing mix strategy. In essence, target marketing strategy will involve market segmentation which Nintendo Company will have to found it on the acknowledgment that any segment comprise of potential buyers of video game consoles with diverse needs and dissimilar buying behavior. After carefully developing and subdividing the entire video game consoles market to segments or the target markets, Nintendo should then position itself on how to carry out the marketing activities in order to meet the overall objective of the corporation. Under this positioning will imply to formation of limits for video game consoles in the minds of the intended market in relation to the rivalry faced. Positioning of any firm including Nintendo Company is very important since it forms the foundation of all the communication of the company that comprise; branding, publicity, advertising and packaging among other strategies. Therefore it will be advisable for Nintendo Company to create a single unique position which will operate as a guide for marketing communications involved thus will aid in transmission of steady image. Nintendo Company should be able to gauge the target markets that are the extent to which the data exists and if such information is cost effectual. Nintendo Company should also consider the size of the target market that is if the video game consoles will reach such markets and if such sales can yield good proceeds. (Lisa, 2006)

5.0 Marketing Mix

Nintendo has implemented marketing mix strategy, which utilize apply the commonly referred to as �4 Ps� that stands for; product, price, place and promotion. The four elements are considered to work together and the company has utilized although it has no effectively and efficiently yielded good results

5.1 Product

A product is essentially the basis of an existence of any business and therefore can be said it is the lifeline of any company in trying to achieve its objectives. Nintendo Company produces video game consoles in the gaming industry and it targets mainly the youth though in the company�s mission statement it targets each and every person that is interested in playing such games. With technological innovations and globalization intriguing centre stage in the modern society video game consoles have on high demand recently and Nintendo company through its Nintendo Entertainment Systems have developed video game consoles regarded as the most excellent consoles in the market when compared to that of its competitors in the market. The video gaming system offered by Nintendo Company is regarded to be sophisticated and easy to use thus has the potential of selling in the market speedily. (Blythe, 2001)

5.2 Price

This is referred to as the total amount that a customer pays in order to acquire certain products. The price of a product is a key determinant to marketing activities of any company and usually determined by issues such as identity of the product, quality of such a product and market share of the product among other actors. Research indicates that Nintendo Company offer video game consoles at relatively cheaper prices than that of its rivals. The company is attempting to be a low cost producer in nearly all market shares that it has. However, in some regions the company offers video game consoles at a premium, this is because the quality and the standard of the consoles are said to be high and has a strong brand name. The main reason for the company�s performance is that of practicing penetration pricing whereby video game consoles have been defined originally at lower levels but as time goes by, they raise the prices slowly to meet the company�s needs and to avoid unnecessary losses. (Blythe, 2001)

5.3 Place

Place is also very crucial to organizations marketing strategies and usually it refers to where the products of the company in this case video game consoles are found purchased. However, it simply refers to channels of distribution that the company utilizes that can be physical or non-physical channels. An example of non physical is that of e-commerce in selling internationally while that of physical is that of chain stores built in an area to store the video game consoles to be distributed in the market. Research shows that Nintendo Company has managed to come up with many and suitable channels of distribution which has supported the company�s increase in sales and thus attaining a large market share in the gaming industry. The company has its own autonomous distributors, for example Nintendo has many companies across many countries and thus have been able to reach to a wider population in terms of marketing the video game consoles. However, the company has an assignment of identifying the best distributional channels in various markets in order to cope with any competitions from its competitors in the gaming industry. (Chekitan and Schultz, 2005)

5.4 Promotion

This involves all communication strategies used in marketing of a company�s product with an effort of reaching new markets and at the same time retaining the existing market in a particular industry. Promotion has played a key role in gaining large market share by the Nintendo Company in terms of marketing the video game consoles. The company in its effort to capture has constantly and should continue emphasizing the diverse components of promotional activities which comprise of intense public relations, word of mouth, point of sale and vigorous advertising campaigns. With these four elements, the video game consoles have been rated to be among the best in the world because of such activities like formulating adverts that are appealing to the customers and also the public relations of the marketing staff of the company is reportedly said to be above par that is it is rated to be the best in the gaming industry.

However, the company should also focus on personal selling techniques in order to provide substantial challenge to the competitors in the gaming industry. I will recommend that for the company to fully promote the video game consoles in market segments, it should enter in to contracts with celebrities for example David Beckham of England when marketing the product of the company. This is because, research indicates that, if a product is associated with a celebrity then it will perform well in the market since many of the customers particular his fans would like to be associated with the products being advertised. It should also identify the medium of communication that the customers of video game consoles can be reached at in order to increase sales and in turn the profitability of the company in long-term strategy. (Chekitan and Schultz, 2005)

6.0 Implementation, Evaluation and Control

Since the mission statement of Nintendo Company is clear that it aims at being the market leader of video game consoles globally it should implement its marketing strategies particularly in the identified target markets. Implementation is putting in to action whatever plan or strategy that the management had formulated and therefore human resource is the most crucial asset in this stage. Research indicates that any company must motivate and provide clear direction to its human resource in order to attain its objectives. Therefore, Nintendo Company should clearly identify the needs of its employees and try to meet them in order to give them an ample opportunity to serve diligently and dedicated to the company. By offering a competitive package and offering performance contracts to the employees will ensure that they perform to the fullest because they will be highly motivated to work. Good leadership and management skills will be essential to Nintendo�s management staff in order to get command respect of the employees. (Hilltop and Sparrow, 1994)

Previous studies show that for every company to succeed including Nintendo Company in its marketing activities it should constantly evaluate its production and marketing activities in the market place. This will involve the management of Nintendo Company comparing the actual sales and projected sales of video game consoles in the identified market segments. This constant evaluation will ensure that video game consoles retain its market share and at the same time provide an opportunity to decision makers of the company to identify the markets that can be retained and others that can be done away with in the company�s plan. (Hilltop and Sparrow, 1994)

Nintendo Company should also concentrate on monitoring the already existing markets of the company in diverse segments in order to ensure profitability and success of the organization.

6.1 Marketing research

For any company including Nintendo Company, marketing research is very crucial to its activities. This is because through such a research, the company will be able to identify the strengths, weaknesses, opportunities and threats that the company is facing. This will give the management an opportunity to handle such cases without much difficulty since they will know which information is required to solve any issues arising. Marketing research too will present an opportunity to the company to identify and select the target market that can be retained, improved or done away with completely. (Cullen & Parboteeah, 2005)

Globalization has brought about cut throat competition in nearly all industries including the gaming industry and therefore today�s customers of products are more aware than before because they get perfect information from the market. Therefore, it will be prudent for Nintendo Company to embrace creativity for example coming up with video game consoles considered to be the latest and that which utilizes the modern technology. Such creativity particularly buying creativity in terms of product innovation is crucial to the company since in the long-term it will aid the firm in saving costs that could have been misappropriated as a result of lack of market awareness and therefore marketing techniques deemed to be effective can be formulated with ease. It is no doubt that the success of the company has depended on constant marketing research and that is the reason why it has constantly developed new products i.e. video game consoles to meet the needs of the growing demand in the gaming industry. (Chekitan and Schultz, 2005)

6.2 Organizational structure and plan

Nintendo Company organizational structure is said to be good and that the management has been working hard by incorporating customers demands on designing or modifying the video game consoles in order to meet their needs in the society. Nintendo Company has a president who is the overall overseer of the company�s activities and departmental managers are also there to support in developing viable strategies that meet the customers demands and eventually attain large market share. It is evident that the company has embarked on long term strategies by incorporating marketing techniques for example selecting target markets and developing ideal video game consoles for that particular market with a view of ensuring that a large market share is attained. Planning involves laying down activities to be undertaken by different group of persons or by an individual with the aim of achieving a collective goal. Nintendo Company has developed schedules which provide each and every employee of the company an opportunity to serve. This implies that the company needs to carefully make the timetable of implementation of strategies to adopt. Such an implementation timetable will be followed according to priority in order to avoid unforeseen situations in the business environment. (Murray, 1989)

Generally the company should plan for its current resources particularly in terms of expenditure on expenses because of late the gaming industry has become saturated in some markets and thus the company need to be cost effective in its marketing activities within the target market. The use of forecasting techniques such as time series analysis will significantly help the firm in projecting the future that is the performance of the company when compared to its competitors in the gaming industry. Such forecasting techniques also aids the company in estimating the revenues expected as well as the expenses anticipated in the course of investment thus it will avoid getting the company off guard at some other times because they would have formulated strategies to cope with any changes in the market place anticipated. (Murray, 1989)

7.0 Conclusion

Nintendo Company is among the current market leaders in the gaming industry and therefore stands a better chance of attaining a significant market share as a result of the brand name of its video game consoles that are regarded to be of high quality. Every business including Nintendo Company is faced with challenges and it has to fully adhere to market regulations in order to avoid unfair competition. The concept of globalization cannot be written off either since many firms including Nintendo Company has diversified to various countries and there are problems and opportunities associated with such globalization. Therefore the company should formulate strategies that are considered global in nature in order to meet the current expectations of the customers in the target customers. Such strategies like build, harvest or divest should be considered by the Nintendo Company when assessing the performance of its product in its target markets. For example if Nintendo America Company opens a subsidiary in one of the states and after sometimes it starts making considerable proceeds then the management will invent the strategy of building it in order to continue bringing more returns to the company.

Most of the video game consoles produced by the company target the youth only, I will therefore recommend that all the video games consoles manufactured by the company should be all inclusive and should factor in the interest of both the mothers and the fathers too in order to broaden its market share. Management functions of planning, directing, leading and controlling should be adhered to by the management of Nintendo Company in order to significantly improve the operations of the company by achieving the required targets particularly that of sales increment of video game consoles.

The management of Nintendo Wii Company should focus in the future and particularly focusing to both new and existing customers� needs and expectations. From this study, it can be deduced that Nintendo Company is a customer-focused business I.e. its foremost business are customers of video game consoles in the gaming industry. Therefore the available knowledge of customers and markets should facilitate Nintendo Company to construct and develop an extensive range of video game consoles that are considered relevant to its target customers. Also Nintendo Wii Company should utilize the concept of marketing research to target and build up its potential markets in order to become an international leader in the gaming industry.

8.0 Reference

Anthony C (1998) SWOT Analysis- An explanation of the SWOT Analysis process, New York Macmillan Press

Bagley C. and Savage, D. (2006): Managers and the legal Environment: Strategies for the 21st century. 5th edition, Thomson/West

Barlon, K. (2006): The concept of the marketing mix Presentation on marketing management- Vol 1, Oulu University -Finland

Brassington F & Pettitt S (2000): Principles of Marketing. 2nd Edition, New York, Prentice Hall

Blythe J (2001): Essentials of Marketing- 2nd Edition. New York, Prentice Hall.

Chekitan D. and Schultz, E. (2005): In the Mix- A Customer-Focused Approach Can Bring the Current Marketing Mix into the 21st Century, Marketing Management Vol.14

Cullen, J. & Parboteeah, K. (2005): Multinational management. A strategic approach. 3rd Edition, Thomson South-Western, Mason Publishers

Daniels, T. and Caroline D. (1993): Global Vision, Building New Models for the Corporation of the Future. New York, McGraw Hill

Hilltop J and Sparrow, (1994) European Human Resource Management in Transition-New York, Prentice Hall

Mark, D. (2001): Principles and Practice of Marketing. 3rd Edition of Chartered Institute of Marketing, Washington

Murray, A (1989): Top Management Group Heterogeneity and Firm Performance. Strategic Management Journal, vol. 10,

Kotler, P. (1996): Principles of Marketing- Stages of customer relationships, 4th Edition, Prentice Hall, Harlow

Lee K and Carter, S (2005): Global Marketing- Changes, New Challenges and Strategies. 1st Edition, Oxford, London

Lisa. W. (2006): Connecting marketing to community-How hot products warmed up to social media, Nintendo Wii article

Iwatani Y and Wingfield N (2007), Wii and DS Turn also Ran Nintendo into a Winner in Videogames Business, Wall Street Journal.


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