prioritization on releasing such titles need to be considered as the next gaming console generation is ongoing. Therefore, the consultant team proposes that these products have to be revitalized by creating a subscription service where the gamers can access classic Nintendo games from the earlier versions both form Wii, and Wii U. A high subscription number can be guaranteed by this. The business can be expanded and current products are revitalized when smart devices are introduced. Consultants have identified Wii Fit as one such product. This opportunity can be pursued for both the future and existing gaming consoles. Dena, their mobile development partner should prioritize this so as to help in the development of such functionality (Cobin, 2015). Donkey Kong, Pokémon, and Mario drove Nintendo to success by developing a global brand that both the older and young generation are attracted to and enjoy. This can be exploited by Nintendo who can use their character IPs through the extension of the merchandise’s product lines. This can also be referred to as a “collector’s item” for the individuals who value the brand very much. Amiibo, a product already launched by Nintendo, offers the chance to include characters and give in-game extras that allow the gamers to personalize their experience. This concept should be explored and extended further by Nintendo by including the merchandise with software that can increase the value that the company wishes to focus on and develop to the “customer experience”. Conclusion In conclusion, this report has offered various analyses of the company including industry analysis, strategic analysis, competitor, macro-environmental, and company. The main competitors have been Sony and Microsoft. As the competition grows stiff, Nintendo has to develop other ways to remain relevant in the market by developing strategies based on the market research that they have done. It would be better if Nintendo can be able to utilize the financial potential of the character IP rights in the short term. The continuation of the Amiibo concept and increases in merchandising may provide funds for R&D to continue to develop VR which is the new face of the gaming technologies. Further development of the Wii Fit concept is recommended as it is foreseen to be a major fitness trend soon.
9 NINTENDO STRATEGIC MANAGEMENT References Bhasin, H 2016, ‘SWOT analysis of Microsoft – Microsoft SWOT analysis’, Marketing91 , viewed 13 Dec 2019, Brigden, K., Santillo, D. & Johnston, P., 2008. Playing Dirty: Analysis of hazardous chemicals and materials in games console components, Amsterdam: Greenpeace. Bushman, B. J. & Anderson, C. A., 2001. Effects of violent video games on aggressive cognition, aggressive affect, physiological arousal, and prosocial behavior: a meta-analytic review of the scientific literature. Psychological Science, 12(5), pp. 353-359.
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- Fall '19
- Wii, Video game console, Nintendo