Nintendo Marketing Report

Topics: Wii, Nintendo, Marketing Pages: 11 (3700 words) Published: December 13, 2010
Report on Nintendo plc

Table of contents

Table of contents2
Exchange process4
P.E.S.T.E.L Analysis5
Segmenting markets6
Marketing information and research7
Product Anatomy8
Product Life Cycle9
New product development10

Nintendo is the worldwide innovator in the creation of interactive entertainment. Based in Kyoto, Japan, Nintendo, Co, Ltd manufactures and markets hardware and software for its Wii, Nintendo DS, Game Boy Advance and Nintendo GameCube systems. Since 1983, Nintendo has sold nearly 2.7 billion video games and more than 420 million hardware units globally, and has created industry icons like Mario, Donkey Kong, Metroid, Zelda and Pokémon. Founded on September 23, 1983 by Fusajiro Yamauchi Nintendo has since

The exchange process (Transactional marketing)
The exchange process is essentially the “bottom line” when looking at the principles of marketing from an organisational perspective. Followed closely by profitability, transactional marketing can be recognised within both popular and accepted definitions of marketing. •Marketing is the management process responsible for identifying, anticipating, and satisfying customer requirements profitably. (Chartered Institute of Marketing 2001) •Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchange and satisfy individual and organisational objectives. (American Marketing Association 1985) The exchange process is identified specifically within the (AMA) definition where it refers to exchange as a result or goal of correct practice of pricing, promotion and distribution of goods and services. Below are a couple of examples of the transaction process when customers purchase Nintendo products.

When a customer buys a Nintendo product they are entering into a luxury good transaction. This means that the customer is spending a fairly substantial amount of money. With this in mind the customer must have preconceptions and expectations of what they will get from the product. These will either come from advertisements or past experiences. Specifically, if an individual is willing to pay over a hundred pounds for a pocket sized Gameboy, the product must in turn provide the desired output which in this case is fun. Transactional marketing is simply the customer and organization entering into a deal where both parties receive something of value. Nintendo have recently expanded their market to include families and people of all ages. The reason for this expansion is the Nintendo Wii. This product can harbour up to 4 players and Nintendo have released an advertising campaign showing families enjoying product together. In exchange for their cash families and individuals are made aware that the Nintendo Wii will provide fun for years to come.

P.E.S.T.E.L Analysis
PoliticalEnvironmentalSocioculturalTechnologicalEconomicsLegal Health and safety is a key area the government look for when scrutinising companies. A way in which they are doing this is to ensure that all products pass strict Quality standards.Like all other major corporations Nintendo is subject to intense global pressure to go “greener” and protect the environment. According to the official Nintendo website all factories and offices recycle paper, plastic and cardboard and In all their shipping they use recyclable goods.Nintendo have recently been targeting older markets with their DS console. Games and applications such as brain age and Sudoku have been enticing sales from the over 25 market. (Note reference A.)During recent years Nintendo have had the majority market share of the portable videogame market. Yet it is currently in direct competition with Apple and the I-phone. (Note reference B)Nintendo’s quarterly profit rose by 31.5 percent since last year, (2008) from 90.63 billion yen a year earlier to 119.19 billion yen. That's...

References: Beth Snyder Bulik. Advertising Age. (Midwest region edition). Chicago: May 8, 2006. Vol. 77, Iss. 19; pg. 24, 1 pgs
SEAN O 'NEILL. Kiplinger 's Personal Finance. Washington: Apr 2006. Vol. 60, Iss. 4; pg. 26
Daisuke Wakabayashi. Wall Street Journal. (Eastern edition). New York, N.Y.: Nov 11, 2009. pg. B.5 (27/11/09)
BRASSINGTON,F., S. PETTITT, 2008, Principles of marketing fourth edition, Harlow, Pearson education (02/12/09) (03/12/09) (03/12/09)
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