Strategic Marketing Management of Nintendo Assignment

Strategic Marketing Management of Nintendo - Assignment Example Furthermore, members of this club have access to limited edition products that are not available to non members. Finally, the company sells video games that are segmented by games for Nintendo Wii, Wii U, DS and 3DS. Although majority of the games are sold through retailers, some are available for download on the company’s e-shop website. Current market/s including customer behavior issues, demand and trends The company uses differentiated positioning for its offerings. While the company has historically targeted the segment of gamers, it has recently shifted its attention to incorporate non-gamers. This segment comprises of families, women as well as individuals who are ‘not’ hard-core gamers. In other words, Nintendo now targets individuals who want quick-fix gaming solutions in addition to serious gamers (MaRS, 2012). This has been matched by a shift in the company’s value proposition which has evolved from the delivery of intensely realistic gaming expe riences to providing fun-filled family entertainment. The company soon realized the changing customer demographics and saw a large potential in the market for women and pensioners. As of 2010, Wii was presented by 90% of primary console female players (ESRB, 2010). Overall, women account for 40% of video game players (ESRB, 2010). This has opened up new markets for Nintendo, thereby reducing reliance on the market for hard-core gamers which has become highly competitive. While price and performance plays a key role in determining customer response to the company’s products, emotional attachment to the product is just as important in order to capture customer value. Furthermore, the company’s use... The researcher of this essay focuses on the analysis of the current business products and product lines that the Nintendo uses to gain benefits today. Nintendo seems to have used the latter with majority of its products carrying the â€Å"Nintendo† label. The product lines include the Nintendo Wii U, Wii, Nintendo 3DS as well as services such as Club Nintendo and Video Games. The Nintendo Wii comprises is a hardware – game box that is motion controlled and allows users to play games on it. The researcher presents tdifferent products of the company and states that the company also sells video games, that are segmented by games for Nintendo Wii, Wii U, DS and 3DS. Although majority of the games are sold through retailers, some are available for download on the company’s e-shop website. Current markets including customer behavior issues, demand and trends are later discussed in the essay. The researcher also describes how the Nintendo company uses differentiated pos itioning for its offerings, where price and performance plays a key role in determining customer response. Nintendo outsources its production, that is, it makes limited term contracts with various companies that manufacture its products in their factories. This is because the company had initiated a blue ocean strategy whereby it attempted at broadening its customer base. The researcher then concluds that Nintendo can capitalize on its core competency of being the pioneer in the video gaming industry - a competency which is both valuable and rare.