nintendo case

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PART 1: INTRODUCTION
Executive Summary
Nintendo has always committed to its customers by providing high quality entertainmentproducts. In 2006, the company launched the Wii game console along with a catching marketingstrategy which was very successful. Today, the company has experienced decreased sales. Thisplan will discuss the background of the company, analyze Nintendo’s current situation alongwithPlaystation 3 (created by Sony) and Xbox 360 (created by Microsoft) and provide somerecommendations for a new game console as well as a new marketing plan.
History of Nintendo
In 1889, Nintendo started as a Japanese playing card manufacturer and remained in this industryuntil 1974 when it created the video game market with the Magnavox Odessey. Since then, thecompany has been committed to creating new and innovative video game consoles and gameslike Nintendo Entertainment System, Super Nintendo Entertainment System, N64, Game Cube,Game Boy, Game Boy Color, Game Boy Advance, Game Boy Advance SP, Game Boy Micro,Nintendo DS, Nintendo DS Lite, Super Mario Brothers game series, Donkey Kong and the Zeldagame series (Thompson, Strickland, & Gamble, 2010, pp. C-238-239).In 2006, the company released a brand-new and unique gaming system, Nintendo Wii, whichwon the majority of the video game console marketing share. Currently, Wii console and gamesales have dramatically dropped due to the current recession. Additionally, gamers and analystsare beginning to ask what next console release will entail, implying that demand has decreasedfor the console. (Thompson, Strickland, & Gamble, 2010, pp. C-238-239).
Current Products


Nintendo Wii and various compatible games


Nintendon DS and various compatible games


Pokemon cards

(Nintendo, 2010)

Main Problem
Due to the recession and the fact that another game console has not been released since2006, Nintendo Wii sales have dramatically decreased in the past couple years. In order tokeep a sustainable

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