Case Study: Nintendo

Essay by newme134College, UndergraduateA, October 2014

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nintendo's success: The Wii story 1

nintendo's success: The Wii story 7

Case Study: Nintendo

Case Study: Nintendo

Many of us are familiar with the video game manufacturer Nintendo. I have fond childhood memories of staying up late with my sister and dad and beating the video game Super Mario 3. In today's world of increasing technology, video games often play some part in many lives. Since the release of the Nintendo Entertainment System (NES) gaming system in 1985, Nintendo has proven to have sustainable competition in the video game industry with successful releases of the Super Nintendo Entertainment System (SNES), Nintendo 64, Game Boy, and the Wii.

Wii are the Champions

Over the years, Nintendo has made attempts at a variety of marketing campaigns, specifically focusing on the teenage demographic. When Nintendo released the Wii in 2006, their biggest competitors were Xbox 360 from Microsoft PlayStation 3 from Sony.

Both the Xbox and the PlayStation 3 consoles were made to be the fastest and most powerful gaming machines on the market (Lamb, 2011, p. 385). Nintendo chose a different marketing strategy by creating a lower priced console that was simpler yet fun for the whole family. The numbers speak for themselves: in 2008 Nintendo was at the top of the video gaming industry by selling 4.1 million Wii consoles, while Microsoft sold 2.2 million consoles and Sony sold 1.1 million consoles (Lamb, 2011, p. 385). By 2009, Nintendo sold 3.81 million Wii consoles and broke the sales record of gaming consoles sold for a single month in the United States (Eurogamer, 2010). As of 2013, Nintendo has sold over 100 million Wii consoles (Nintendo Co., Ltd, 2014).

SWOT Approach

Lamb (2011, p. 38) tells us that marketers sometimes use an evaluation method known as a SWOT...