Marketing Analysis for Nintendo Wii

3216 Words Aug 4th, 2012 13 Pages
Marketing Analysis for Nintendo Wii

“The central premise, it is best to zig when others zag”
-Satoru Iwata, CEO Nintendo 2002

Company Background/Product Nintendo is a consumer product that is literally changing the game, and this is only the beginning, whether veteran gamers like it or not. Nintendo Wii attracts new customers, old people, young people, girls who do not already play video games and people who look down on them. Founded by Fusajiro Yamauchi in 1889, Nintendo started in making playing cards. Today the global company is led by Satoru Iwata, the fourth and current president, while the Nintendo of America president is Reggie Fils-Aime. Nintendo is one of the largest companies in Japan and was instrumental in
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A product life cycle illustrates the phases that a product goes through during its existence. The Wii since its introduction in 2006 shows a continual upwards sloping showing no sign of decline. This shows that Nintendo has redefined what was traditionally thought to be the video game console life cycle. The Nintendo Wii, based on increasing but less significant sales, is in the Growth phase and possible early Maturity phase of the product cycle.
The Market
The target market for video gaming at the time Nintendo Wii was introduced was primarily males eighteen to thirty five. The Marketing Theory explains that you have to identify uncovered needs in a market, segment or divide this market according to a criterion, decide which segments you want to go for and define a marketing plan and proposition coherent with it. It seems to be really easy, but real life shows that it is not! All industries are full of “me too” products instead of innovative approaches. Nintendo has been extremely smart in their approach as it has discovered and attacked a new and unexplored segment in the video-console market. They have found users that want to have fun and do not look for best of the best graphic resolution (Playstation and X-Box target group), but for ease of use and simplicity. By doing this, they have been able to expand the video-game market, attracting new users that would not have purchase a

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