Therefore, Nintendo faces the challenge of overemphasizing on innovation per se while ignoring the needs of the mature audience that considers memory and storage capacity as important features of gaming hardware. Furthermore, customer lifestyle and trends are changing with majority of young audience switching to free-to-play versions of games on their smartphones. The report discusses the marketing and competitive environment with respect to Nintendo as well we its segmentation strategy and business strategy in the context or current dynamics. 1. Introduction Nintendo has gained the first-mover advantage in the interactive entertainment sector by providing both gaming devices and associated services since 1983. The Japanese manufacturer has evolved from its cult favorites “Super Mario” “Nintendo Game Cube” and “Nintendo 64” towards its more recent “Wii” and “Nintendo DS” (Kim, Lamont, Ogasawara, Park, & Takaoka, 2011). Although initially aimed at hard-core gamers, the company is aiming towards penetrating the market by appealing to more segments (including women and adults) and appealing to the mass market. It currently faces intense competition from Microsoft’s Xbox and Sony’s Play station. Furthermore, market trends are changing and the dynamics are clearly not the same as they were several years ago. The new generation of young customers is demanding free-to-play mobile games which are a major consideration for Nintendo in the revamping of its strategy. 2. Strategic vision/mission Nintendo’s vision and reflects its commitment to provide the “highest quality of products and support services” for customers by valuing customer feedback and encouraging teamwork amongst employees (Nintendo Games, 2013). The company’s strategy supports this commitment by providing gaming entertainment that is enjoyed by people of all ages (including women and adults). Keeping customer feedback in mind and the trend of games of smartphones, the company is currently rethinking its strategy to broaden its target market and include non-gamers compared to hard-core console gamers. Hence, Nintendo is aiming at penetrating the market and rethinking its strategy keeping in view the current market trends of the youth generation moving towards free-to-play games on smartphones (Negishi, 2013). 3. Current marketing strategy Nintendo’s current marketing strategy revolves around its commitment to deliver superior customer service and quality of products. The new console “Wii” includes a three month warranty along with easy to use interface and free games (Nintendo, 2013). With this, Nintendo has revamped its traditional strategy by positioning the Wii as a universal product suitable for use by all ages and gender groups. The company has capitalized the brand equity associated with the Nintendo brand by retaining the “console” and innovating by introducing entirely new product categories through its “motion sensor” technique (O’Gorman, 2008). 4. Target market and marketing strategy
Strategic Marketing Management Case Study- Nintendo Customer inserts his/her name Institution’s name Table of Contents Executive Summary 3 1.Introduction 4 2.Strategic vision/mission 4 3.Current marketing strategy 4 4.Target market and marketing strategy 5 5.Marketing strategy- Evaluation 5 6.Strengths and weaknesses of current marketing strategy 5 7.Strengths and weaknesses of current business strategy 6 8.Recommendations 6 9.Conclusion 7 Executive Summary The Japanese manufacturer of console-based games- Nintendo has established a strong heritage and brand identity for itself with the likes of Super Mario possessing high brand equity…
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