Nintendo Wii U Case Analysis Dr. Blue Robbins Team 5 Briggs Atkinson Yvonne Chok Ryan Figueroa Paige Nulliner Fredman Quinonez Bradley Rogers Alec Snow
I. Executive Summary Nintendo is a world renowned brand known for their family friendly games and gaming systems. In 1985, they launched their first gaming console, the Nintendo Entertainment System. The Nintendo Entertainment System revolutionized the gaming industry. During this time Nintendo also introduced new gaming characters such as Mario and Zelda that continue to be some of the most recognizable characters in gaming. Ever since the release of the Nintendo Entertainment System, Nintendo has strived to remain on top of the gaming industry with new and innovative products. In June 2012, Nintendo released the Wii U as the next system to change at home gaming systems. The Wii U would not rely on traditional controllers but instead have a new tablet-like gaming pad. However, it was quickly evident that completion for the Wii U was large. With a lack of action and first shooter games, Nintendo mostly markets well to only families ignoring a large population of the hardcore gaming industry who is looking for action and adventure oriented type gaming. According to Nintendo’s president , the Nintendo Wii U was not properly marketed well enough to show the features and benefits of the system compared to the original Nintendo Wii. They failed to make interesting ads that captivated the audience and showed them why they needed a Nintendo Wii U and the ads they did create were bad advertisements. The Nintendo Wii U has only sold a total of 12.8 million units compared to the original Wii that sold 101 million units. The company is thinking of halting production of the Nintendo Wii U due to the lack of success. In addition, when the Nintendo Wii U first came out, software updates delayed gamers from playing with the console immediately frustrating owners of the new Wii U system. They also fumbled third party support. Nintendo faces intense pressure and competition from other rivals such as PlayStation and Xbox consoles whose consoles have superior capabilities compared to the Wii U. II. Situation Analysis A. SWOT 1 . Strengths The Nintendo brand name is one of the Wii U’s greatest strengths. The Nintendo name is recognized by majority of consumers, especially gamers. Unlike PlayStation or Xbox, Nintendo has a family of characters that has been around for years such as the world famous Mario who has become iconic. The Wii U also has an innovative design. Rather than using a traditional controller, it uses a highly interactive gaming pad. This
gaming pad allows for more creativity in game design while providing a more enhanced and immersive user experience. The Wii U is also priced competitively, costing $299.99 per unit as of February 2016. Finally, the Wii U is backwards compatible with Wii games. The Wii U is able to accept games from the Wii allowing customers to use previously owned Wii games.
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- Wii, Video game console, Nintendo