Marketing Strategies of Nintendo

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Marketing Strategies of NINTENDO

Video Game Industry in the UK

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Student Name: Hiranga Maheshi Runage

Student ID: 139168341

Module Code: UGB 229

Module Leader: Rubina Vieira 

University of Sunderland, London Campus

Word Count: 3194

Table of Contents

1.        Introduction        

2.        Video Game Industry in the UK        

3.        NINTENDO        

4.        Marketing Strategies        

        1. Marketing Mix.............................................................................................................................5

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5.        Tools and Techniques        

      1. PESTEL Analyse...........................................................................................................................11

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      2.SWOT Analyze        

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6.  Is Nintendo Market-Oriented?        

7. Contribution of marketing for Nintendo’s Success        

8. Conclusion        

9. Recommendations        

10. References        

1. Introduction

In 21st era, Video game industry has become one of most popular and fast growing industry across the globe. NINTENDO is a Japanese brand, who is the largest leading video game company in the industry; operating across Asia Pacific, America and Europe.

Today’s every successful industry has one thing in common. Every single industry is heavily customer centred and heavily spending million on their marketing. Nowadays marketers attempt is to sell products ‘what customer wants’, not ‘what company wants to sell’. Therefore marketing is a very important part of the management process which every organisation should focused on.

This report is focused on how NINTENDO has shared an enthusiasm for comprehension consumer needs and needs, create product that give prevalent client esteem; and prices according to their external- internal analysis, distribute and promote them effectively in well-defined target market. The purpose of this report is to identify the marketing strategies that have been analysed, formulated and implemented by NINTENDO. It also shows the marketing tools and techniques such as PESTEL, SWOT analyses which have been used to analyse the market and how marketing is contributing to the development of Nintendo. Furthermore it provide an understanding about marketing process including marketing mix, and more other marketing practices that are driving NINTENDO to the next level of success in the UK market.

1. Video Game Industry in the UK

What is video game industry? After 1970, with the development of personal computers, video game industry has become one of the fastest growing industries in the world economy. (Wolf, 2012)

UK is the Europe’s largest video game market and the 6th large video game market in the world. (Economist, 2014)  Video game industry has become one of the critical pieces of the innovative economy of the United Kingdom having major video games like Grand Theft Auto V, batman, Moshi monsters and also video game developers like Tiga. (Ukie.org.uk, 2015) UK is having mixed up collection of brands in their market. Among all Japanese Nintendo, Atari, Konami, UK Rockstar north, American id software, Microsoft, maxis, are leading the UK market.  (IGN, 2015)

As a whole, operating 1902 companies, offering more than 12,000 jobs to employees and contributing £755 millions to the UK economy, video game industry is able to contribute to the further economic growth of the UK economy. (BBC Timelines, 2015)

1. NINTENDO

When Fusajiro Yamauchi founded Nintendo in Kyoto, Japan he never could imagine the unexpected growth his company would experience. Today with a market value of over US$85 billion by income, Japanese multinational company has become the largest video gamer across the globe. In 1986 Nintendo has launched in the UK. Currently it is operating in 35 countries including UK with more than 5000 employees. (Nintendo of Europe GmbH, 2015)

Nintendo is a mainly game console producer. Nintendo is combining its name, ‘Nintendo’ and individual names capitalises on the reputation of Nintendo while allowing the individual brands like 3Ds, Wii, Wii U to be distinguished and identified. These strategic moves resulted in the Nintendo’s brand being stamped on an extended range of video games and has enabled to fulfil quest to stay at the top of the industry. (Nintendo of Europe GmbH, 2015)

Past ten years Nintendo faced on numerous difficulties in the industry. Through its core values of continuous innovation, sustainability and aggressive marketing strategies have allowed Nintendo to become market leader in the industry, while enabling an ever expanding global presence. This report contains marketing strategies have done by Nintendo to cope with all issues and peak the zenith in the UK market.

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