Nintendo Wii U

ID-number: 0945782
0923568

Term Paper
Handelshøyskolen BI

- Wii U Case Study -

Exam code and name:
EXC 2112 – Consumer Behavior

Deadline:
11.12.2013

Place of study:
BI Oslo

Programme:
Bachelor in Business Administration

Table of contents

Table of contents.................................................................................................................i
Summary iii
1.0 Introduction 1
1.1 Present situation 1
2.0 Swot analysis 2
2.1 Strengths 2
2.1.1 Unique features 2
2.1.2 High brand awareness 2
2.1.3 International presence 2
2.1.4 Backwards compatibility 3
2.1.5 Price 3
2.1.6 Exclusive titles 3
2.2 Weaknesses 4
2.2.1 Weak sales figure 4
2.2.2 Dependence on suppliers 4
2.2.3 Child friendly image 5
2.2.4 Loading time 5
2.3 Opportunities 5
2.3.1 Growing online gaming market and social networking 5
2.3.2 Improved sales due to price cuts and launch of high-profile titles 5
2.3.3 Improved cooperation with third party suppliers 6
2.4 Threats 6
2.4.1 Intense competition 6
2.4.2 Currency fluctuations 7
2.4.3 Short product lifecycle 7
3.0 Consumer behavior 7
3.1 Market segmentation 7
3.1.1 Nintendo previous segmentation strategies 8
3.1.2 Entering the eight generation of video game consoles 8
3.2 Motivation 9
3.3 Personality 9
3.5 Consumer attitude 9
3.6 Changing brand beliefs 10
4.0 Culture and social influence 11
4.1 Power distance 11
4.2 Uncertainty avoidance 11
4.3 Individualism vs Collectivism 12
4.4 Masculinity vs Femininity 12
4.4 Long vs short-term-orientation 12
5.0 The relationship between Wii U and Nintendo 3DS 13
6.0 Major issues underlying Wii U sales figures 14
6.1 Weak launch titles 14
6.2 Lack of marketing 14
7.0 Marketing actions 14
7.1 Japan and Western Europe 15
7.2 The US and North Europe 15
7.3 East and Southern Europe 15 Conclusion...................................................................................................................iv Reference