Case Analysis- Strategic Marketing Management Study

Analysis- Strategic Marketing Management - Case Study modelingTherefore, Nintendo faces the challenge of overemphasizing on innovation per se while ignoring the needs of the mature audience that considers memory and depot capacity as important features of gaming hardw ar. Furthermore, client lifestyle and trends are changing with majority of early audience switching to easy-to-play versions of games on their smartphones. The report discusses the merchandising and competitive environment with respect to Nintendo as good we its segmentation strategy and business strategy in the context or afoot(predicate) dynamics. 1. Introduction Nintendo has gained the first-mover expediency in the interactive entertainment sector by providing both gaming devices and associated services since 1983. The Japanese manufacturer has evolved from its cult favorites Super Mario Nintendo Game Cube and Nintendo 64 towards its more recent Wii and Nintendo DS (Kim, Lamont, Ogasawara, Park, & Takaoka, 20 11). Although initially aimed at hard-core gamers, the company is aiming towards penetrating the market by appealing to more segments (including women and adults) and appealing to the mass market. It soon faces intense competition from Microsofts Xbox and Sonys Play station. Furthermore, market trends are changing and the dynamics are clearly not the same as they were several years ago. The bleak generation of young customers is demanding free-to-play erratic games which are a major consideration for Nintendo in the revamping of its strategy. 2. Strategic romance/mission Nintendos vision and reflects its commitment to provide the highest quality of products and support services for customers by valuing customer feedback and encouraging teamwork amongst employees (Nintendo Games, 2013). The companys strategy supports this commitment by providing gaming entertainment that is enjoyed by people of all ages (including women and adults). Keeping customer feedback in mind and the trend of games of smartphones, the company is topically rethinking its strategy to broaden its target market and acknowledge non-gamers compared to hard-core console gamers. Hence, Nintendo is aiming at penetrating the market and rethinking its strategy keeping in view the current market trends of the youth generation moving towards free-to-play games on smartphones (Negishi, 2013). 3. Current marketing strategy Nintendos current marketing strategy revolves around its commitment to deliver superior customer service and quality of products. The new console Wii includes a three month warranty along with easy to practise interface and free games (Nintendo, 2013). With this, Nintendo has revamped its traditional strategy by positioning the Wii as a universal product suitable for use by all ages and gender groups. The company has capitalized the brand equity associated with the Nintendo brand by retaining the console and innovating by introducing entirely new product categories through its motion sensor technique (OGorman, 2008). 4. Target market and marketing strategy