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Diagnosis marketing of Wii from Nintendo

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documents in English
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case study
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45 pages
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  1. Introduction
  2. The marketing mix
    1. The product policy
    2. Differentiation by product
  3. Analysis of the range
  4. The pricing policy
  5. The distribution policy
  6. Communication policy
  7. Strengths & Weaknesses
  8. Conclusion

The first game console appeared in 1972. Nintendo founded it in 1889, and embarked in 1977 on the video game market. Since then, the sector has evolved gradually. Some companies have withdrawn, while others have emerged, all with the common objective of improving the graphics and increase the realism of games.

During 2000, this search for perfection was revived by High Definition. But Nintendo, after a difficult decade, stood out from this trend by and launched the Wii on the market, an extension of the DS handheld. This new console revolutionized the video games industry by offering a console that detects movement and caused the player to become an actor. This originality was reinforced by a range of titles such as fun, light, music activities, culture, games, etc.

Nintendo is fundamentally different from action games and sports that were commercial successes of its previous consoles. Nintendo was one of the first companies in the world of entertainment through video games. This company often tried to distinguish itself by creating new game plays. Nintendo's main mission is to create fun through games, consoles, or characters that the company wishes to become a legend so that people remember the products for a long time.

These products are evolving at a frantic pace. Initially, video games were designed to target a completely marginal group as compared to the rest of the population. However, Nintendo had realized that these were in the process of democratization; the company wanted to cover people from "from 7 to 77 years old" to have fun with their consoles. Since 1983, its return on the market for home consoles, Nintendo has sold more than 2.7 billion video games and 420 million consoles.

Currently, the company is the market leader in the world after challenging Sony for a few years. But since the launch of two new consoles (the Wii and DS), Nintendo often reached new records in sales. The company has made a turnover of 13.75 billion euros in 2008-2009 fiscal years. The sales were up 9.9% over the previous year, which was already an exceptional year.

In 2008, despite the crisis, the video game market was booming, as the video game market is a market that is considered entertainment.In times when consumer confidence is at rock bottom, they tend to take refuge in the leisure to forget their problems.

Nevertheless, the trend should reverse itself in 2009. Indeed, many analysts believe that the market should be affected by the current crisis, this is because of the new positions of consoles like the Nintendo Wii that looks to casual gamers.

Casual gamers are more sensitive to the current crisis. Indeed, being less attached to this universe, if sharp decline in purchasing power,they will not hesitate to part with their consoles. That is why since the beginning of the year, retailers reported a sharp increase in returns of video games and consoles.

In addition, this type of customer will become more demanding on price, which should influence the results of home consoles, which are much more expensive than portable consoles like the Playstation 3 for example.

Tags: Nintendo Wii, objectives and mission, marketing analysis and diagnosis,

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