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Nintendo Wii Essay

Nintendo Wii Marketing Plan Nintendo Wii's Marketing Plan

1907 WordsNov 14th, 20138 Pages

Nintendo Wii

Marketing plan

Table of Content 1. Situation analysis 1.1 Macro analysis 1.2 Micro analysis 1.3 SWOT analysis 1.4 Bowman’s strategy clock 1.5 The Product Life Cycle 2. Target Market 2.1 Positioning 2.2 Segmentation 3. Marketing Mix 3.1 Product 3.2 Price 3.3 Promotion 3.4 Place 3.5 People 3.6 Physical 3.7 Process

Situation analysis

1.1. Macro environment

The PESTEL analysis describes a framework of macro-environmental factors. It is a useful strategic tool for understanding market growth or decline, business position, potential and direction for operations.

1.2.1. Political

The video game industry is influenced by factors…show more content…

1.2.5. Environmental

The video game industry uses a lot of plastic and metal resources for its hardware. Playing video games also consumes a lot of power, Nintendo see to it that their games utilize low power because a majority of people are environmentally aware. Nintendo create games such as Super Mario Sunshine, which challenges players to improve the environment around them.

1.2.6. Legal

Legal factors in the video games industry are: trademarks, copyrights, licensing, online ownership, etc. Some countries might also ban violent games, e.g. GTA. 1.2.
Micro analysis

The Five Forces model by Porter identifies the courses of competition in the video game industry.

1.3.7. Suppliers

Nintendo develops some games by itself, become their own supplier.

1.1.1. Distributors

The distributors such as local/online store distributors, retailers, wholesalers play a vital role in the video game industry. It is also essential to know the potential distributors of video games because some might just act as middlemen to make profit.

1.1.2. Customers

Video game players include a diverse segment of students, employees, military troops, seniors, mothers and fathers. The first gamers have grown up, started their own families and included children in the fun. Because of this the population of games as expanded over years. Game developers make game more accessible to the diverse

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Global Marketing Strategy of Nintendo Wii

2674 WordsNov 13th, 200911 Pages



1. This essay focuses on the global marketing strategy of the Nintendo Wii, in particular the segmentation, targeting and positioning strategies and the communication adaptation adopted for the promotion of Nintendo Wii in the three key markets of Japan, United Kingdom (UK) and United States of America (US).


2. The gaming industry comprises of three key segments: (i) the platform system or infrastructure segment which includes consoles, mobile devices and online media, (ii) the games publishing segment which includes games distribution, retailing and marketing and (iii) the games development and…show more content…

[This strategy led to the creation of varied games such as Animal Crossing (a female-focused game with activities such as life-planning and shopping), Big Brain Academy (a puzzle game) and WiiFit.] This form of segmentation is partly influenced by demographics since each type of lifestyle is typically represented by a particular demographic group – the Gen Y youngsters would share fewer activities with their family and more activities with their best buddies and friends while the golden grays will typically spend their time with families and partners. Furthermore, this strategy allowed Nintendo to target the traditionally ignored segments of casual gamers, lapsed gamers and non-gamers.

8. Based on such segmentation, Nintendo adopted a global targeting strategy of differentiated global targeting (or multi-segment targeting) for Wii, i.e. targeting many distinct market segments with multiple marketing mix offerings in order to achieve wider market coverage and hit virtually everybody. Most other companies in other industries, e.g. car industry, achieve this by offering various adaptations of the same product. Nintendo does this by offering different types of complementary products, i.e. various types of motion sensors (e.g. Wii Wheel and Balance Board) and games, for its game console. Such multi-segment targeting is not reflected in the main product (Wii) but is communicated through the advertising campaign and the games launched.

9. The

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