The first component is the expansion of the gaming audience and drawing in new people. The company’s most recent endeavourer, the WI console has been very successful in attracting user who traditionally would not have played video games. Another example of how they have expanded their audience is through the Nintendo DSL. They were able to appeal to the female audience through the Nineteen’s game, and were able to appeal to an older audience through the Brain Training game. The second component of the vision is devotion to the entertainment business. This is reflected by the company’s attitude to the collaboration of its employees.
The company is a strong advocate of allowing different employee groups, such as engineers and programmers. The result of this collaboration is that groups work on products and no single person takes credit for product. The third aspect of the company’s vision is risk and the encouraging of employees to make creative decisions to challenge the notion of what a video game is capable of being. Customer analysis: Identify the major customer segments by preparing the following analysis (for each complete only the section relevant to your organization and add any others you feel are relevant).
What does the customer buy from the organization? Demographic characteristics a) Age b) Gender c) Income Where does the customer come from? A) Local b) Regional Cryptographic characteristics a) Social class b) Lifestyle c) Values Benefits are sought by the customer a) Safety b) Performance c) Aesthetics d) Social Has the customer purchased the product from the organization before? A) Yes b) No How frequently does the customer buy? A) Daily b) Weekly c) Monthly How much does the customer buy each time? New releases Is the customer loyal to the brand? Yes How does the customer decide which brand to buy?
For technology and History Where does the customer prefer to purchase the product or service? Retail Store Competitor analysis: Analyze each major competitor against the following criteria. Name of competitor-or Current or potential competitor-or Direct or indirect competitor-or Product/service offerings Market position/brand image Size, growth and market share Compete- dive advantage Brand image and market position Oxbow Current Direct Games 28% connectivity Online games Sony 33% Resolution State-of-art graphics Apple Indirect Tablets & phones 3% Integrated w/ mobile Practical & useful Political analysis Flirtatiousness’s. M state that Nineteen’s previously had strict policy in relation to video game violence and sexual reference. In the early sass’s Nintendo had a strict no blood policy and refused to publish violent video games. This policy has since been relaxed and video game censorship is now run by independent boards which give games appropriate age rating depending on their content. These include The Pan-European Game Information (PEG’) age rating system. The system was established in 2003 to guide parents in making informed decisions when purchasing video games for their children (Pan European Game Information, 2007).
Nintendo till does not publish graphical violent games themselves, but allow third party publishers to release the games on their systems. Economic analysis If a country economy is performing well, people will generally have a higher level of disposal income. In order to be successful a high disposal income is not enough there needs to be an interest in the market. Nintendo selling their products at the lower end of the price scale makes their product affordable to large audience including those who do not enjoy a strong disposal income.
This is not the case for Sony who products tend to be quite expensive as seen with the в?630 price tag on the Palpitation 3, which is possibly too expensive for the average person. Nintendo on the other hand, sold the WI at a more affordable в?270 price tag. The same applies for the games for the system. The WI games range from 45-60 Euro and the ASS games can cost up to в?75. Social analysis Video games have been part of adolescent life world wide now for several years. Many teenagers play video games together both online and at home together.
In some cultures especially Japan, video games formed a significant part of young people’s lives. Nintendo is using this to appeal too wider audience with the WI and he DSL by providing an online community where friends can link up and play games together free of charge anywhere there a Wi-If hub. Nintendo is also trying to make have been successful. Technological analysis Web Browser for the Nintendo DSL: Interpenetrates. Com (2006) writes that a Wed browser for Nineteen’s DSL was launched in Europe on 6th October 2006.
The browser is powered by software from the Opera Company. The device is designed in a similar fashion to a standard DSL game cartridge and is available in two versions; one is compatible with the classic Nintendo DSL and the other is designed for the mailer DSL Elite. The browser utilizes the Do’s two screens for navigating the web in addition to providing the touch capabilities unique to the DSL. Users may access the Internet via wireless networks at home, at one of Nineteen’s free Wi-If Connection Hotshots, or at any public access hotshot.
WI Remote (“Winter”): BBC (2006) states that the remote for Nineteen’s WI console resembles a television remote control and provides users with the means of interacting with a game environment. It can be utilized to stab like a sword, steer like the steering wheel off car, and swing like a tennis racket. Nintendo have created this new controller in the hope that it will allow for the broadening of the consoles appeal. The device functions through a three-axis accelerometer, I. E. A motion sensor, which is capable of detecting the angle at which the controller is being held at and how fast it is being moved.
It interfaces with the WI console in a wireless manner via Bluetooth, a short-range wireless technology. This interface is achieved through a senor bar, which is generally mounted on top of the user’s television. Nintendo DSL Wireless Technology: Mobile Technology News. Com (2007) writes about owe the Nintendo DSL allows users to interact with games in an unprecedented way via the dual screens and touch screen technology. In addition to this, the wireless technology feature of the DSL permits users to experience real-time multilayer gaming.
The Nintendo Wi-If Connection service, which is free, allows users to compete against other users from around the world. SOOT analysts: Complete a SOOT analysis using the diagram below Internal analysis STRENGTHS ; Strong network of game licensees ; Strong global market position ; Had strict policy in relation to video game violence and sexual reference ; Innovation in Remote in Blue-ray ; Nineteen’s policy of having a large number of its game titles designed by the company’s own game designers ; WI doesn’t play DVD’s/Blue-rays External analysis OPPORTUNITIES ; Opening up its software to a wider audience.
THREATS ; The company claims that the motion-sensitive controller can be copied. ; The WI controller resembles a television remote and has a trigger under the front end. Market analysis: Market definition Market size and growth rate. Nineteen’s contenders in the portable market are the Game Boy and the DSL. Over he years, the Game Boy has faced competition from companies such as Saga, Atari, SINK, Banzai, Monika and now Sony. Even with rival’s machines been technically superior, Nineteen’s handheld have come out on top time and time again.
Nintendo proved with the Game Boy and now the DSL that it is not what you have it is how you use it that counts I. E. Instead of adding fancy graphics and numbers of additional unnecessary features, Nintendo spent its time securing key franchises such as poke and Tetras. They also greatly increased their machines’ battery life. Nineteen’s handheld over the years have boasted battery life of up to 15 hours pending on how the machine was used compared to 3 hours or less form Saga’s and Attar’s machines. This was due to the unnecessary battery hogging feature competitors’ machine featured.
This has helped Nintendo dominate the portable market for close to 18 years. Today the Nintendo DSL out sells the Sony SSP in all regions. Part B 1 . Prepare a report analyzing the marketing activities, policies and procedures of your organization or an organization you have researched. Price The price of games is quite interesting. Nintendo uses a series of pricing strategies throughout the product life. As the product becomes adopted they will begin to educe the price of competitive parity, and as you reach the end of their life cycle games will be priced promotional until they hit the bargain bucket.
Place The product is distributed in a number of ways. Nintendo manufactures and accounts will be handled directly because of the huge volumes they buy. Nintendo is available on the street in all major electrical retailers and games, as well as being sold online by known retailers like Amazon. Com and play. Com, and you can find one or two second-hand bargains on eBay. With. Distribution is ripe for Nintendo and there are few avenues for the market they do not pursue. Promotion When Nintendo launches new products.