Utilization of Existing Character Intellectual PropertySome of the reputable brands associated with Nintendo include Pokémon and Zelda.Consumers know that Nintendo uses these characters to launch their products. This is positive asNintendo could easily through the extension of its product lines that could be launched usingthese existing licenses. Those who associate with the brands will gladly utilize the new productslaunched by Nintendo. Expansion into New MarketsNintendo's core competencies and interests are in the gaming console industry. From theanalysis of marketing strategies carried out before, it is apparent that the Blue Ocean Strategyworked towards the success of the business and salvaged it from the loss it was facing. Throughthe observation of emerging trends, Nintendo could also become innovative and explore marketssuch as health and gaming fitness. Other strategic options include beginning next-generationR&D, investing in online platforms, and developing new Switch models. The development of strategic options depends on the company's internal structure but isalso dependent on the activities of similar organizations in the industry. Microsoft has come upwith Xbox Series X set for release in 2020, which adds competition for Nintendo (The Effect ofE-Service Quality toward Customer Satisfaction: PlayStation Store, 2017, p. 1473). Sony’sPlayStation 5 is set for release as well, a factor that is likely to influence Nintendo’s decisionmaking because its Switch Pro is not in advanced stages as compared to its competitors, giventhat it could be launched in 2021.Development of Strategy Plan for Nintendo Co., Ltd
Strategic Planning 14In 2006, Nintendo started using disruptive innovation when they came up with NintendoWii, targeting casual gamers. In this attempt, however, Nintendo seemed to forget the coregamers. The following strategies/plans of action are crucial in ensuring that Nintendo remains atthe top of its game, while keeping the needs and expectations of stakeholders in mind. Development of Online PlatformsThe ability to deal with consumers using online platforms defines the success of anyentity of the 21stcentury. One of the strengths of Nintendo as captured in the SWOT analysis isthat it has large amounts of cash assets that can keep it operating at a loss for several years. Theorganization could use these assets to develop online platforms that it can effectively manage.The existing online platforms, when compared to those of Nintendo’s competitors, are clunkyand lose network often. Injecting resources into developing them would ensure that Nintendodoes not lose some of its consumers to competitors such as Sony.Mobile GamingNintendo should continue using its accumulated resources to explore the mobile gamingbusiness segment. The business could commit to developing at least one or two new mobilegames each year while looking at the probable ways of increasing the success of the existingproducts such as Wii Too, Nintendo Switch, and the future innovation (Switch Pro). The mobilegames could be under franchises, the old games, or new experiences with the existing franchisessuch as Zelda and Kirby.
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- Spring '17
- Video game console, Nintendo Corporation