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Executive SummaryMost people know Nintendo as the electronics and video game company that created some of the most popular video games in history, like Super Mario Bros and The Legend of Zelda; however, most do not know that Nintendo was founded in 1889 by Fusajiro Yamauchi in Kyoto, Japan as a card company. Over the years Nintendo has developed into one of the most prominent video game companies in today’s video game industry. Even though Nintendo is currently one of the premier video game makers in the industry, they constantly find themselves needing to adapt to the industry’s trends and demands while also keeping up with competitors like Microsoft and Sony. This case study will evaluate Nintendo’s current objectives and strategies by examining their internal and external environment to determine their position withinthe video game industry. By conducting a thorough evaluation, we will identify alternative strategies to ensure Nintendo continues to revolutionize the video game industry for years to come. Existing VisionIn 1889, Yamauchi created playing cards known as Hanafuda to give people a game to play after the Japanese Government made gambling illegal and had playing cards with numbers removed from circulation. Since its inception, Yamauchi’s idea behind his playing cards was to create a game that would change people’s life’s and give them a way to interact with each other.