Nintendo WII CASE Study - Essay Example

Nintendo Wii Case Study Established by Fusajiro Yamauchi in the year of 1889, Nintendo had wide range of businesses since inception ranging from cardgames to love hotel. This Japanese company attained the desired success when it entered in to the markets of video games. The highly popular home based video game console, ‘Wii’ was launched by Nintendo in the year of 2006. This seventh generation video game console from Nintendo caters to a broad market segment.Market segmentation and target marketing are the most vital aspects of successful marketing.

It helps the business house to decide about its prospective customers. The analysis of the video game console depicts that the product has diverse marketing possibilities as it differs from one country to another. In Korea, the market was concentrated within the age group of 20years – 25 years and was comprised of predominantly female population. While in Japan, the target market was primarily male populace aged above 36 years (Lee & Et Al., “A Cross Sectional Market Segmentation of Online Game Industry using SOM”).

Nintendo expects to widen the user base of the video games. Nintendo perceives that ‘Wii’ will be fun for all types of users irrespective of gender, age or ethnicity. The company says that it would target the non - users of the video game console and try to attract them in to the gaming world and do not aim to fight with Sony for the share of market (Gantayat, “Dragon Quest IX Q & A”). The SWOT analysis captures the strengths and weaknesses of the company along with opportunities and threats of the industry.

The strengths include less expensive software and hardware along with the unique hardware motion detection where as the weaknesses of Wii of Nintendo are that only limited number of software could be selected and also there is a liability for joystick. The company can find opportunity in new users that include adults and seniors and also through deeper penetration in the European and Middle – Eastern markets. The major threat of the product is that the software developers are not satisfied with the reducing profit and also there are lack of software selection and sophistication with the games (Zimbio, “SWOT: Strength Weakness Opportunity Thread of Gaming Industry”).

There is no doubt that the Nintendo Wii has taken the gaming world by storm since its launch. The major competitors of the Wii from Nintendo have been the Play Station series from Sony (PS2 and PS3) and the Microsoft XBox360. The differences in the marketing strategies of Nintendo and its competitors have been significant. Nintendo targeted at gamers as well as non – gamers but the other companies were meant only for the gamers. Cost effective and the differentiated product along with disruptive marketing strategy are also crucial for the success of Nintendo Wii (Hinton, “Disruptive Innovation?”).Since launch, this seventh generation video game console has been the leading seller of the game.

The brand is considered to be cost effective along with having unique design as well as user – friendly. Nintendo Wii undoubtedly has strong brand value propositions. ReferencesGantayat, “Dragon Quest IX Q & A”. March 28, 2010. IGN. 2006. Hinton, Daijessa. “Disruptive Innovation?” March 28, 2010. Temple University. Lee & Et. Al., “A Cross Sectional Market Segmentation of Online Game Industry using SOM”. March 28, 2010. Kyung Hee University. 2004.Zimbio, “SWOT Strength Weakness Opportunity Thread of Gaming Industry”.

March 28, 2010. Nintendo Wii. 2007. BibliographyBruce, Jio & Et Al., “Nintendo Wii” March 28, 2010. University of Central Missouri. 2007. Moats, Brian, “Nintendo Wii”. March 28, 2010. Marketing Plan for Marketing Management. 3008.