The Nintendo Case Analysis revolves around Nintendo Canada’s President Peter MacDougall anticipating the launch of the Game Boy Color which would become effective on November 23, 1998. Essentially, the Game Boy Color was viewed as one of the most important launches in the history of Nintendo’s gaming industry since the product was also introduced in North America and Europe respectively. According to the article, “Game Boy was arguably the most successful gaming platform in history, boasting sales of more than 70 million units during its almost 10-year life in a highly fickle and competitive market.” Hence, Nintendo gained significant access in the marketplace regarding the handheld games market, however, if additional innovative products were not marketed, then third party developers would gradually lose interest in the market itself pertaining to game offerings. At the same time, Nintendo Canada competed against Sony PlayStation primarily for the teens and tweens market segment. Consequently, Nintendo discerned and necessitated the option to reinforce itself as the primary offering to its target market. This strategic implication would permit Nintendo to gain an immense market share in the handheld games market provided market segmentation was conducted under equitable circumstances. Key Problem Identification
Peter MacDougall was faced with the challenge of ensuring that the Canadian launch for Nintendo’s Game Boy Color was successful. Furthermore, he was cognizant that the Canadian market structure and strategy for the gaming industry would need to be different for the following areas:
A. Target Market
B. Product Positioning
C. Marketing Communication Mix (i.e. product, price, and promotion) D. Marketing Mix Strategies
One key issue affecting Nintendo’s market share was when they strived to maintain a competitive advantage with larger retailers to purchase their product. As stated previously, Nintendo had not launched a new product dating back to 1997, therefore, product sales declined as retailers became less supportive. Secondly, failure in the Canadian market was due in part to the U.S. market fine-tuning demographic and psychographic qualities of their consumers. Finally, there were a couple of product-related issues which emanated from MacDougall contemplating the option of continuing to offer the black and white version of the Game Boy. The determining factor stemmed from whether the previous version would interfere with sales for the Game Boy Color. Another issue at hand converged on the notion of Nintendo Canada accumulating a series of game cartridges simultaneously with the launch of the Game Boy Color. Company Overview
As mentioned previously, successful strategic marketing of the Game Boy Color in Canada was a prerequisite for facilitating a competitive advantage in the marketplace despite some similarities in the U.S. market. Therefore, deeming it necessary to alter marketing communications to certain target market audiences (especially in the Quebec market). Thus, Nintendo Canada constructed their own ads in an attempt to establish a homogenous effect in comparison to ads developed in the United States. In retrospect, the main objective was for Nintendo Canada to maximize their advertising dollars for the purpose of zeroing in on the intended target market.
A global overview of marketing communications in Canada has shed light on CEO Peter MacDougall accentuating an exclusive gaming experience for game users in Canada. In that event, an opportunity represented itself for Nintendo Canada to create a favorable brand association for the Game Boy Color by accommodating Canadian residents with demonstration centers located in Toronto, Montreal, and Vancouver. Overall, the marketing scheme was to promote and strengthen brand awareness in the minds of consumers for the Canadian market. Additionally, Nintendo has...