Nintendo Marketing Plan
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Marketing Plan Nintendo Encore | | | | | | | | | | | | |
TABLE OF CONTENT 1. Executive Summary 4 2. Problem Statement 4 3. External Analysis 5 3.1 Macro Analysis 5 3.1.1 Demographic 5 3.1.2 Economic 5 3.1.3 Social-Cultural 6 3.1.4 Technological 6 3.2 Meso Analysis 7 3.2.1 Global Video Game Industry Sales 7 3.2.2 New Trend in Video Game Industry 8 3.2.3 Porter’s Five Forces 9 3.3 Competitors Analysis 10 3.3.1 Sony 10 3.3.2 Microsoft 11 3.3.3 Apple 12 4. Internal analysis 13 4.1 The Company 13 4.2 Current Marketing Strategy 13 5. SWOT Analysis 16 5.1 Strengths 16 5.2 Weaknesses 16 5.3 Opportunities 16 5.4 Threats 16 5.5 Confrontation Matrix 17 6. STP 17 6.1 Segmentation 17 6.2 Target Market 22 6.3 Positioning 22 Strategy 23 7.1 Market Share Strategy 23 We focus our area of expertise which is to entertain everyone, especially the household. We do not enter the segment that we don’t excel such as hardcore video games (wars, violence, etc.) 23 7.2 Product Strategy 23 We enter mobile gaming sector as the mobile gaming industry is booming. People are buying games and applications on every available device including iOS devices, smartphones, tablet PCs and more. Our main competitors, Sony and Microsoft are also jumping into the mobile gaming industry, in order to compete with them, we need to focus on the mobile industry. 23 We should continue to Improve our current consoles. Some of the ways that we can do this is by letting the consumer play DVD and MP3s, giving the Wii remote a rechargeable battery, and allow the consumer to save games on an SD card. 23 Product improvement will enable consumers to play social network games on Wii consoles, 3D games on Wii consoles. 23 7.3 Pricing Strategy 23 8. Objectives 23 8.1 Long Term Goals 23 8.2 Short Term Goals 25 8.2.1 Operational Goals 25 8.2.2 Financial Goals 25 To increase a 3% of
Marketing Plan Nintendo Encore | | | | | | | | | | | | |
TABLE OF CONTENT 1. Executive Summary 4 2. Problem Statement 4 3. External Analysis 5 3.1 Macro Analysis 5 3.1.1 Demographic 5 3.1.2 Economic 5 3.1.3 Social-Cultural 6 3.1.4 Technological 6 3.2 Meso Analysis 7 3.2.1 Global Video Game Industry Sales 7 3.2.2 New Trend in Video Game Industry 8 3.2.3 Porter’s Five Forces 9 3.3 Competitors Analysis 10 3.3.1 Sony 10 3.3.2 Microsoft 11 3.3.3 Apple 12 4. Internal analysis 13 4.1 The Company 13 4.2 Current Marketing Strategy 13 5. SWOT Analysis 16 5.1 Strengths 16 5.2 Weaknesses 16 5.3 Opportunities 16 5.4 Threats 16 5.5 Confrontation Matrix 17 6. STP 17 6.1 Segmentation 17 6.2 Target Market 22 6.3 Positioning 22 Strategy 23 7.1 Market Share Strategy 23 We focus our area of expertise which is to entertain everyone, especially the household. We do not enter the segment that we don’t excel such as hardcore video games (wars, violence, etc.) 23 7.2 Product Strategy 23 We enter mobile gaming sector as the mobile gaming industry is booming. People are buying games and applications on every available device including iOS devices, smartphones, tablet PCs and more. Our main competitors, Sony and Microsoft are also jumping into the mobile gaming industry, in order to compete with them, we need to focus on the mobile industry. 23 We should continue to Improve our current consoles. Some of the ways that we can do this is by letting the consumer play DVD and MP3s, giving the Wii remote a rechargeable battery, and allow the consumer to save games on an SD card. 23 Product improvement will enable consumers to play social network games on Wii consoles, 3D games on Wii consoles. 23 7.3 Pricing Strategy 23 8. Objectives 23 8.1 Long Term Goals 23 8.2 Short Term Goals 25 8.2.1 Operational Goals 25 8.2.2 Financial Goals 25 To increase a 3% of
References: [ 12 ]. Video Game Industry, 2008. http://vgsales.wikia.com/wiki/Video_game_industry, accessed by March 2012 [ 13 ]