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target market - Nintendo Wii Marketing Plan for Marketing...

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Nintendo Wii Marketing Plan for Marketing Management Brian Moats 2/13/2008
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2 Executive Summary This marketing plan is looking at Nintendo's Wii. This innovative hardware has really changed the way people, young and old, look at gaming. Considering the Wii has only been out a year and four months, this is a extraordinary feat. Nintendo has been keeping gaming alive since 1985 with the release of the original Nintendo (Famicom in Japan) and still keeps the true spirit of gaming alive today. For thoughts from the President of Nintendo, look at pages 4-5 of the 2006 Nintendo Annual Report.
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3 Contents Situation Analysis ........................................................................................................................... 4 Internal Environment .................................................................................................................. 4 Key Executive ......................................................................................................................... 4 Board of Directors ................................................................................................................... 4 Employees ............................................................................................................................... 4 External Environment ................................................................................................................. 4 Customers ............................................................................................................................... 4 Competitors ............................................................................................................................. 5 Media ...................................................................................................................................... 5 Suppliers ................................................................................................................................. 5 Distributors ............................................................................................................................. 5 SWOT ......................................................................................................................................... 5 Strengths ................................................................................................................................. 5 Weakness ................................................................................................................................. 6 Opportunities ........................................................................................................................... 6 Threats ..................................................................................................................................... 7 Marketing Objectives ...................................................................................................................... 8 Marketing Strategies ....................................................................................................................... 9 Select Target Markets and Positioning ........................................................................................ 9 Product Strategies ....................................................................................................................... 9 Pricing Strategies ........................................................................................................................ 9 Promotional Strategies .............................................................................................................. 10 Supply Chain Strategies ............................................................................................................ 10 Implement and Control the Marketing Plan .................................................................................. 12 Action Plans .............................................................................................................................. 12 Responsibility ........................................................................................................................... 12 Measurement and Control ......................................................................................................... 12
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4 Situation Analysis Internal Environment Key Executive The board of directors include the following people: circle6 Satoru Iwata: President and Representative director circle6 Reggie Fils-Aime: President, Chief Operating Officer, and Executive Vice President of Sales and Marketing of Nintendo of America Inc. circle6 Tatsumi Kimishima: Director, President of Nintendo of America Inc. and Director of Nintendo Inc. circle6 Elichi Suzuki; Managing Director and Direcor Board of Directors circle6 Satoru Iwata circle6 Tatsumi Kimishima circle6 Masaharu Matsumoto circle6 Elichi Suzuki circle6 Yoshihiro Mori Employees Nintendo has a large number of employees ranging from hardware based people to software based people, programmers to business people, and the thinkers and the doers. The employees keep Nintendo alive and thriving. External Environment Customers Without the support of customers ages 3-120, Nintendo Wii would be sitting on store shelves collecting dust and loosing money for Nintendo.
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5 Competitors The two main rivals to the Nintendo Wii is Sony's Playstation 3 and Microsoft's Xbox 360. Without this competition, Nintendo may not be to the point that it is now. It could rest on it laurels and not supply its customers with newest and greatest ideas. Media The media can at times be a business’s enemy or a friend. Regardless which side it is on at any given time, the publicity the media gives helps position Nintendo and its products into the minds of consumers. Suppliers Nintendo doesn't make all of its own parts. It buys parts from companies such as Panasonic (batteries), IBM (processors), ATI (video cards), and so on. Nintendo keeps on good relations with these people to get best deals, faster deliveries, and because Nintendo needs them.
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