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mm assignment
Student number
125751
Title
Miss
Surname
Sam
First name
Caitlin
Programme
Master of Business Administration
Module
Marketing Management
Facilitator
S. Pramjeet
Date submitted
5/05/2014
Postal address
4 Somerset Place
Farningham Ridge
Pinetown
3610
Contact details
Home
Cell
Email

0317093344
0721999395
caitsam87@gmail.com

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………………………………………………….
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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


Bibliography: Entertainment Software Association. (2012). 2012 Sales, Demographic and Usage Data: Essential facts about the computer and video game industry [online]. [city unknown]: ESA. Available from: http://www.theESA.com. [Accessed 29 April 2014]. Fung, P ITCandor. (2013) Gaming console sales drop 27% in 2012: Now for gaming tablets [online]. [city unknown]: ITCandor. Available from: http://www.itcandor.com/gaming-q412/. [Accessed 28 April 2014]. Kendall, N Kotler, P. and Keller, K.L. (2012) Marketing Management. 14th Edition. New Jersey: Prentice Hall. Leon, D.A (2011) Trends in European life expectancy: A salutary view Macchiarella, P. (2012) Trends in digital gaming: Free-to-play, social and mobile games [online]. Texas: Parks Associates. Available from: http://www.parksassociates.com/. [Accessed 29 April 2014]. Marconi, M. (2014) Nintendo’s business plan for 2014 [online]. San Francisco: Academia.edu. Available from: http://www.academia.edu/6323876/NIntendos_Business_Plan_for_2014. [Accessed 1 May 2014]. MaRS Moats, B. (2008) Nintendo Wii: Marketing plan for marketing management [online]. San Francisco: Academia.edu. Available from: http:// www.brianmoats.com. [Accessed 1 May 2014]. Muncy, R. (2011) Nintendo: Maintaining competitive advantage. Gatton Student Research Publication, 3(1), pp. 1-9. Nintendo. (2013). Nintendo Co., Ltd: Consolidated Sales Transition by Region [online]. [city unknown]: [publisher unknown]. Available from: http://www.nintendo.co.jp/ir/library/historical_data/pdf/consolidated_sales_e1212.pdf. Nintendo retailers. (2014) Nintendo [online]. Grossotheim: Nintendo of Europe GmbH. Available from: http://www.nintendo.com/consumer/retail/en_ca/retail_retailers.jsp. [Accessed 30 April 2014]. Pearson, D. (2012) Core marketing: How Nintendo is selling Wii U in the UK [online]. Brighton: GamesIndustry Network. Available form: http://www.gamesindustry.biz. [Accessed 29 April 2014]. Rusetski, A Schnaars, P.S. (1994) Managing Imitation Strategies. [edition unknown]. New York: McGraw-Hill. Snider, M. (2011) Social media, mobile devices help video games grow [online]. California: USA Today. Available from: http://www.usatoday.com/money/industries/technology/2011-03-01. [Accessed 1 May 2014].
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