The document discusses Nintendo's launch of the Game Boy Color in Canada. It identifies several issues including choosing the target market, marketing approach, pricing, and product offerings. For target market, it considers teens who already own Game Boys and new kid/tween users. For marketing, it evaluates in-store displays, mall tours, and a cross-Canada tour. For pricing, it looks at matching the US price or lowering the price. For products, it examines continuing the black and white Game Boy or bundling a game. The recommendations are to target both teens and kids, do a cross-Canada tour, price at $120 Canadian including a game, and discontinue the black and white Game Boy.
As a final project in my Principals of Marketing class, we were tasked with developing a marketing plan for an existing company. I chose Nintendo video games.
1. The document provides background information on Eastboro Machine Tools Corporation, founded in 1923 and initially manufacturing metal presses and dies.
2. It discusses three proposed strategies for growth: shifting production mix, expanding internationally, and expanding through joint ventures and acquisitions.
3. It analyzes choices of action - stock buyback, advertising, and different dividend payout policies (0%, 15%, 20%, 40%, residual) - and their impact on excess cash over seven years based on sales and income projections. It concludes residual dividend policy allows reducing debt and making investments for growth.
This document discusses relevant cash flows for capital budgeting decisions. It begins by outlining key topics like opportunity costs, side effects, and taxes. An example of Amazon building a new distribution center is provided. The relevant cash flows are the incremental cash flows between having the project and not. Sunk costs and cash flows that would exist without the project should be excluded. The document also discusses using pro forma financial statements to project a project's cash flows over multiple years. It provides an example of Whole Foods considering a new drink product, showing the pro forma income statement and cash flow timeline. Key terms discussed include depreciation, net working capital, and the depreciation tax shield.
Nintendo was founded in 1889 as a manufacturer of hanafuda cards in Japan. In the 1970s, Nintendo transitioned to making electronic toys and games, eventually releasing its first home video game console called Color TV Game in 1977. Nintendo found international success with games like Donkey Kong and the release of its Family Computer/Nintendo Entertainment System in the 1980s. Nintendo has since released many popular game consoles and franchises like Super Mario, The Legend of Zelda, and Pokémon, becoming one of Japan's most valuable companies.
마비노기 영웅전의 아트 디렉팅 : 풀타임 AD 없이 차세대 비주얼 구축하기
풀타임 AD(아트디렉터)를 따로 두지 않고, 디렉터가 AD를 겸임하는 특수한 형태로
개발을 진행해온 마비노기 영웅전에서 어떻게 고품질의 비주얼 결과물을 만들어 왔는지에 관한 이야기.
아트 디렉터의 역할, 그리고 차세대 게임 수준의 비주얼을 구축하기 위해 필요한 것들과 영웅전의 독특한 비주얼 요소들 소개.
A case analysis of Nintendo that explains how the implementation of innovative strategies enables the company to remain competitive within the gaming industry.
Nintendo is facing big losses amid a two-year sales slump and needs a hit soon. Consumers' tastes have changed to focus more on high-definition graphics seen in games for PlayStation 3 and Xbox 360. Nintendo has lost its long-held majority share of the games market to iOS. It is pinning its hopes on the new Wii U console to regain market leadership.
As a final project in my Principals of Marketing class, we were tasked with developing a marketing plan for an existing company. I chose Nintendo video games.
1. The document provides background information on Eastboro Machine Tools Corporation, founded in 1923 and initially manufacturing metal presses and dies.
2. It discusses three proposed strategies for growth: shifting production mix, expanding internationally, and expanding through joint ventures and acquisitions.
3. It analyzes choices of action - stock buyback, advertising, and different dividend payout policies (0%, 15%, 20%, 40%, residual) - and their impact on excess cash over seven years based on sales and income projections. It concludes residual dividend policy allows reducing debt and making investments for growth.
This document discusses relevant cash flows for capital budgeting decisions. It begins by outlining key topics like opportunity costs, side effects, and taxes. An example of Amazon building a new distribution center is provided. The relevant cash flows are the incremental cash flows between having the project and not. Sunk costs and cash flows that would exist without the project should be excluded. The document also discusses using pro forma financial statements to project a project's cash flows over multiple years. It provides an example of Whole Foods considering a new drink product, showing the pro forma income statement and cash flow timeline. Key terms discussed include depreciation, net working capital, and the depreciation tax shield.
Nintendo was founded in 1889 as a manufacturer of hanafuda cards in Japan. In the 1970s, Nintendo transitioned to making electronic toys and games, eventually releasing its first home video game console called Color TV Game in 1977. Nintendo found international success with games like Donkey Kong and the release of its Family Computer/Nintendo Entertainment System in the 1980s. Nintendo has since released many popular game consoles and franchises like Super Mario, The Legend of Zelda, and Pokémon, becoming one of Japan's most valuable companies.
마비노기 영웅전의 아트 디렉팅 : 풀타임 AD 없이 차세대 비주얼 구축하기
풀타임 AD(아트디렉터)를 따로 두지 않고, 디렉터가 AD를 겸임하는 특수한 형태로
개발을 진행해온 마비노기 영웅전에서 어떻게 고품질의 비주얼 결과물을 만들어 왔는지에 관한 이야기.
아트 디렉터의 역할, 그리고 차세대 게임 수준의 비주얼을 구축하기 위해 필요한 것들과 영웅전의 독특한 비주얼 요소들 소개.
A case analysis of Nintendo that explains how the implementation of innovative strategies enables the company to remain competitive within the gaming industry.
Nintendo is facing big losses amid a two-year sales slump and needs a hit soon. Consumers' tastes have changed to focus more on high-definition graphics seen in games for PlayStation 3 and Xbox 360. Nintendo has lost its long-held majority share of the games market to iOS. It is pinning its hopes on the new Wii U console to regain market leadership.
The document analyzes Nintendo's innovation and technology transfer through its development and success of the Wii video game console. It provides an overview of Nintendo's market analysis which showed opportunity in appealing to social and casual gamers through easy-to-use motion controlled gameplay. The document then analyzes the Wii technology and its advantages over competitors like lower price, wireless controllers, and appeal to broader audiences. It discusses Nintendo's intellectual property protection and high sales numbers that outperformed other consoles.
The Nintendo Wii is an interactive game console released in 2006 that detects movement using its wireless Wii Remote controller. It was conceived in 2001 and designed to be for everyone, as symbolized by its name Wii which sounds like "we". The Wii Remote allows users to control games through physical gestures and motions, and includes motion sensing and Bluetooth technology. Popular Wii games that came with the console like Wii Sports are fun for all ages and allow players to mimic real-life sports motions. Wii Fit is also popular and uses a balance board accessory to track users' weight and balance through different exercise games and activities.
a college seminar power point presentation on upcoming gaming technologies
p.s: the fonts i used were different then its shown plz install the font "Shopping Script", "Cheveuxdange", "lato light", and "mv boli"
The document outlines the process for developing a game from initial planning through final release. It involves planning the game sketch, creating a logo, getting approval from a team, preparing tools and assembling a production team, designing menus and animations, testing for errors, requesting final approval, and releasing the completed product. Key steps are getting initial and ongoing approval from a team throughout the process.
[2019] 배틀로얄 전장(map) 제작으로 알아보는 슈팅 게임 레벨 디자인NHN FORWARD
※다운로드하시면 더 선명한 자료를 보실 수 있습니다.
배틀로얄 게임 전장(맵) 레벨 디자인의 경험과 노하우를 공유하려 합니다.
100인 이상의 PVP 사용자가 대전하는 오픈 필드 전장을 디자인할 때 레벨 기획자가 가져야 할 관점과 고려 사항을 다룹니다. 인도어 FPS와 오픈 필드 배틀로얄 게임의 레벨 관점 차이와 오픈 필드 전장을 효과적으로 제작하기 위한 작법을 사례와 함께 설명합니다.
목차
1. 범위 - 강연에서 다룰 레벨 디자인의 영역은?
2. 관점 - 일반 슈팅 맵과 배틀로얄 맵의 레벨 시각
3. 작법 - 어떤 방식으로 배틀로얄 맵을 만들 것인가?
4. 이슈 - 문제와 고민거리는 무엇인가?
대상
- FPS/TPS 레벨 디자인에 관심 있는 분
- 배틀로얄 게임 디자인에 관심 있는 분
■관련 동영상: https://youtu.be/ZWJKvCi3Njc
The Baldwin Bicycle Company was approached with a proposal from Hi-Valu to supply bicycles under certain terms. The proposal would increase Baldwin's sales volume but also increase costs. Baldwin identified two alternatives: accept or reject the proposal. Quantitative analysis showed accepting the proposal would result in a net added contribution of $324,463.77. Qualitative factors also favored accepting as it could utilize excess capacity and expand into a new market segment. The conclusion was to accept the proposal due to its potential for returns.
Cooper Industries is considering acquiring Nicholson File Company. Nicholson has experienced slow growth recently but has strong fundamentals. Cooper projects that under its ownership, Nicholson's sales growth could increase from 2% to 6% annually. Based on comparable acquisition multiples, Cooper values Nicholson at $19.9-$130.7 per share. Cooper's financial projections value Nicholson at $46.80 per share. A competitor, H.K. Porter, has also expressed interest in acquiring Nicholson for $42 per share. The document concludes that the acquisition would be beneficial for both Cooper and Nicholson.
The document discusses the economics of Sony's PlayStation video game console. It provides a brief history of the PlayStation, describing its origins in the 1980s as a joint project between Sony and Nintendo. It discusses the four generations of PlayStation consoles released so far and the key factors affecting the production and demand of the console, including labor, capital, materials and entrepreneurship. It analyzes the oligopolistic market structure of the video game console industry and factors influencing the cost of production and demand for the PlayStation.
The document analyzes Nintendo's strategic position and provides recommendations. It begins with an introduction and bottom-line messages around improving hardware, online networks, licensing characters, business structure, and developing handhelds. A strategic analysis is then presented using Porter's Five Forces and a PESTEL analysis. Recommendations include licensing characters for mobile/third parties, releasing a new console, continual handheld development, building an online network, and changing company structure/culture. Alternatives discussed are diversifying expertise through acquisitions and strategic relationships. The conclusion emphasizes developing next-gen consoles/handhelds with a focus on customer desires to restore market position and develop lasting customer connections.
Developed a marketing plan for Nintendo's fading Wii U game console. Our assignment was to develop a plan to re-invigorate the product and return it to growth. The purpose of the project was to take an existing product and change the strategy so it is more relevant, more appealing, more popular, and more profitable than it currently is.
Detailed analysis of implication of merger between Cooper Industries and Nicholson File Company
The DCF valuation excel can viewed at:
https://drive.google.com/file/d/0B6nSS-YiZgneVEpVWVA2QWpyX28/view?usp=sharing
Nintendo was founded in 1889 in Japan as a playing card company. In the 1950s, after going through several owners, Hiroshi Yamauchi took over and transformed Nintendo into a toy and video game company. Yamauchi realized the card business had limits and successfully diversified Nintendo first into toys and then into video games in the 1970s. Nintendo released its first home video game console in 1977 and found major success in the US in the early 1980s with games like Donkey Kong. Yamauchi's leadership and willingness to take risks led Nintendo into new industries and global success.
This document discusses key aspects of activity-based management. It addresses two dimensions of activity-based management: the cost dimension, which focuses on accurate cost assignment, and the process dimension, which provides information on why work is done and how efficiently. A functional-based responsibility accounting system is also described and contrasted with an activity-based responsibility accounting system. Key differences include a shift in focus from responsibility centers to processes and teams in an activity-based system. The document also discusses various activity-based management concepts like driver analysis, activity analysis, value-added and non-value added activities, and performance measurement.
NDC 2013 이은석 - 게임 디렉터가 뭐하는 건가요 (게임개발 상위직책의 이해)
Nexon Developer Conference 2013 에서 발표에 사용한 슬라이드입니다.
내용 :
게임 디렉터란 무엇인가?
권위주의와 라인조직의 함정
디렉터가 하는 일, 필요한 역량
개발조직을 이끄는 방법
질문과 답변
기대효과 :
청강자들은 게임개발의 상위직책들(프로듀서, 디렉터, 크리에이티브 디렉터 등)의
업무와 필요역량에 이해하게 되고, 자신의 업무 커리어 계획에 참고할 수 있게 될 것입니다. 이미 저 직책들에 현직으로 종사하고 있는 사람들은 현재 업무 향상에 대한 영감을 얻을 수 있을 것입니다.
The presentation analyses the strategy used by Nintendo which is one of the worlds leading brand in the video game industry. The case also discusses in detail strategy used by its competitor ATARI and it also analyses the different strategy used by Nintendo in both Japan and US.
The document analyzes Nintendo's innovation and technology transfer through its development and success of the Wii video game console. It provides an overview of Nintendo's market analysis which showed opportunity in appealing to social and casual gamers through easy-to-use motion controlled gameplay. The document then analyzes the Wii technology and its advantages over competitors like lower price, wireless controllers, and appeal to broader audiences. It discusses Nintendo's intellectual property protection and high sales numbers that outperformed other consoles.
The Nintendo Wii is an interactive game console released in 2006 that detects movement using its wireless Wii Remote controller. It was conceived in 2001 and designed to be for everyone, as symbolized by its name Wii which sounds like "we". The Wii Remote allows users to control games through physical gestures and motions, and includes motion sensing and Bluetooth technology. Popular Wii games that came with the console like Wii Sports are fun for all ages and allow players to mimic real-life sports motions. Wii Fit is also popular and uses a balance board accessory to track users' weight and balance through different exercise games and activities.
a college seminar power point presentation on upcoming gaming technologies
p.s: the fonts i used were different then its shown plz install the font "Shopping Script", "Cheveuxdange", "lato light", and "mv boli"
The document outlines the process for developing a game from initial planning through final release. It involves planning the game sketch, creating a logo, getting approval from a team, preparing tools and assembling a production team, designing menus and animations, testing for errors, requesting final approval, and releasing the completed product. Key steps are getting initial and ongoing approval from a team throughout the process.
[2019] 배틀로얄 전장(map) 제작으로 알아보는 슈팅 게임 레벨 디자인NHN FORWARD
※다운로드하시면 더 선명한 자료를 보실 수 있습니다.
배틀로얄 게임 전장(맵) 레벨 디자인의 경험과 노하우를 공유하려 합니다.
100인 이상의 PVP 사용자가 대전하는 오픈 필드 전장을 디자인할 때 레벨 기획자가 가져야 할 관점과 고려 사항을 다룹니다. 인도어 FPS와 오픈 필드 배틀로얄 게임의 레벨 관점 차이와 오픈 필드 전장을 효과적으로 제작하기 위한 작법을 사례와 함께 설명합니다.
목차
1. 범위 - 강연에서 다룰 레벨 디자인의 영역은?
2. 관점 - 일반 슈팅 맵과 배틀로얄 맵의 레벨 시각
3. 작법 - 어떤 방식으로 배틀로얄 맵을 만들 것인가?
4. 이슈 - 문제와 고민거리는 무엇인가?
대상
- FPS/TPS 레벨 디자인에 관심 있는 분
- 배틀로얄 게임 디자인에 관심 있는 분
■관련 동영상: https://youtu.be/ZWJKvCi3Njc
The Baldwin Bicycle Company was approached with a proposal from Hi-Valu to supply bicycles under certain terms. The proposal would increase Baldwin's sales volume but also increase costs. Baldwin identified two alternatives: accept or reject the proposal. Quantitative analysis showed accepting the proposal would result in a net added contribution of $324,463.77. Qualitative factors also favored accepting as it could utilize excess capacity and expand into a new market segment. The conclusion was to accept the proposal due to its potential for returns.
Cooper Industries is considering acquiring Nicholson File Company. Nicholson has experienced slow growth recently but has strong fundamentals. Cooper projects that under its ownership, Nicholson's sales growth could increase from 2% to 6% annually. Based on comparable acquisition multiples, Cooper values Nicholson at $19.9-$130.7 per share. Cooper's financial projections value Nicholson at $46.80 per share. A competitor, H.K. Porter, has also expressed interest in acquiring Nicholson for $42 per share. The document concludes that the acquisition would be beneficial for both Cooper and Nicholson.
The document discusses the economics of Sony's PlayStation video game console. It provides a brief history of the PlayStation, describing its origins in the 1980s as a joint project between Sony and Nintendo. It discusses the four generations of PlayStation consoles released so far and the key factors affecting the production and demand of the console, including labor, capital, materials and entrepreneurship. It analyzes the oligopolistic market structure of the video game console industry and factors influencing the cost of production and demand for the PlayStation.
The document analyzes Nintendo's strategic position and provides recommendations. It begins with an introduction and bottom-line messages around improving hardware, online networks, licensing characters, business structure, and developing handhelds. A strategic analysis is then presented using Porter's Five Forces and a PESTEL analysis. Recommendations include licensing characters for mobile/third parties, releasing a new console, continual handheld development, building an online network, and changing company structure/culture. Alternatives discussed are diversifying expertise through acquisitions and strategic relationships. The conclusion emphasizes developing next-gen consoles/handhelds with a focus on customer desires to restore market position and develop lasting customer connections.
Developed a marketing plan for Nintendo's fading Wii U game console. Our assignment was to develop a plan to re-invigorate the product and return it to growth. The purpose of the project was to take an existing product and change the strategy so it is more relevant, more appealing, more popular, and more profitable than it currently is.
Detailed analysis of implication of merger between Cooper Industries and Nicholson File Company
The DCF valuation excel can viewed at:
https://drive.google.com/file/d/0B6nSS-YiZgneVEpVWVA2QWpyX28/view?usp=sharing
Nintendo was founded in 1889 in Japan as a playing card company. In the 1950s, after going through several owners, Hiroshi Yamauchi took over and transformed Nintendo into a toy and video game company. Yamauchi realized the card business had limits and successfully diversified Nintendo first into toys and then into video games in the 1970s. Nintendo released its first home video game console in 1977 and found major success in the US in the early 1980s with games like Donkey Kong. Yamauchi's leadership and willingness to take risks led Nintendo into new industries and global success.
This document discusses key aspects of activity-based management. It addresses two dimensions of activity-based management: the cost dimension, which focuses on accurate cost assignment, and the process dimension, which provides information on why work is done and how efficiently. A functional-based responsibility accounting system is also described and contrasted with an activity-based responsibility accounting system. Key differences include a shift in focus from responsibility centers to processes and teams in an activity-based system. The document also discusses various activity-based management concepts like driver analysis, activity analysis, value-added and non-value added activities, and performance measurement.
NDC 2013 이은석 - 게임 디렉터가 뭐하는 건가요 (게임개발 상위직책의 이해)
Nexon Developer Conference 2013 에서 발표에 사용한 슬라이드입니다.
내용 :
게임 디렉터란 무엇인가?
권위주의와 라인조직의 함정
디렉터가 하는 일, 필요한 역량
개발조직을 이끄는 방법
질문과 답변
기대효과 :
청강자들은 게임개발의 상위직책들(프로듀서, 디렉터, 크리에이티브 디렉터 등)의
업무와 필요역량에 이해하게 되고, 자신의 업무 커리어 계획에 참고할 수 있게 될 것입니다. 이미 저 직책들에 현직으로 종사하고 있는 사람들은 현재 업무 향상에 대한 영감을 얻을 수 있을 것입니다.
The presentation analyses the strategy used by Nintendo which is one of the worlds leading brand in the video game industry. The case also discusses in detail strategy used by its competitor ATARI and it also analyses the different strategy used by Nintendo in both Japan and US.
The document summarizes the history and rise of video games from the 1940s to the 1980s. It describes some of the earliest games created in the late 1940s and the growing popularity of games through the 1960s. It then discusses key events like the release of Pong in 1972, the video game crash of 1977, and the revival of the industry by Space Invaders in 1978. The document outlines the growth of the industry in the 1980s until the North American video game crash of 1983, and how Nintendo helped revive the market with the NES starting in 1985.
The document provides a biography of Japanese entrepreneur Yamauçi and a history of the video game company Nintendo. It describes how Yamauçi took over his family's playing card company and transformed it into a leading video game manufacturer. It then summarizes each major Nintendo video game console from 1977 to 2006, including sales figures and top-selling games for each system.
Nintendo Gamecube And Its Effects On NintendoJoanna Paulsen
Nintendo Gamecube And Its Effects On Nintendo
The Nintendo Gamecube had limited third party support and sales due to its lack of power and small disc storage compared to competitors. Developers favored the PlayStation 2 and upcoming Xbox for their ability to produce larger, more graphically advanced games. As a result of its technical limitations, the Gamecube struggled against the PlayStation 2 and Xbox and Nintendo's decision to use small discs still impacts the company today. Microsoft entered the console market with the powerful Xbox after seeing an opportunity with just Nintendo and Sony competing. The Xbox was a success at launch due to its power and Microsoft's support from developers.
Nintendo is a Japanese video game company founded in 1889. It originally produced hanafuda playing cards but transitioned to toys and eventually video games. Nintendo is known for popular game franchises like Mario, Zelda, and Pokémon. It launched several successful consoles over the years including the Nintendo 64, GameCube, Wii, DS, 3DS, and Switch. Nintendo's target audience includes both casual and hardcore gamers of all ages. The document provides a detailed history and background of Nintendo from the 1990s to 2010, covering major console and game launches and the company's expansion worldwide.
Strategic ManagementI envision about 15 minutes spent on each .docxdessiechisomjj4
Strategic Management
I envision about 15 minutes spent on each of the first five questions and about 45 minutes spent on the last one.
Short Answers
1. What factors do you think enabled Sega to break Nintendo's near monopoly of the U.S. video game console market in the late 1980s?
2. Why did Nintendo choose not to make its early video game consoles backward compatible? What were the advantages and disadvantages of this strategy?
3. What strengths and weaknesses did Sony have when it entered the video game market in 1995?
4. What strengths and weaknesses did Microsoft have when it entered the video game market in 2001?
5. In what ways did Nintendo's Wii break with the norms of competition in the video game industry? How defensible was its position?
Long Answer
6. Comparing the deployment strategies used by the firms in each of the generations, can you identify any timing, licensing, pricing, marketing, vertical integration, or distribution strategies that appear to have influenced firms' success and failure in the video game industry?
Crafting a Deployment Strategy
Deployment Tactics in the Global Video Game Industry
In the global video game industry, the introduction of each generation of console has ushered in a new battle for market dominance. New entrants have made startling entrances and toppled seemingly invincible incumbents. Game developers, distributors, and customers have had to watch the battle closely in order to place their bets about which console would emerge as the generation's victor. Each generation has also revealed which deployment strategies have paid off--or proven fatal-for the contenders.a
Pong: The Beginning of an Era
In 1972, Nolan Bushnell founded a company called Atari and introduced Pong, a Ping-Pong-like game that was played on a user's television set with the aid of the Atari console. In its first year, Pong earned more than $1 million in revenues. Pong and over 60 similar knockoffs soon flooded the market. In these early years of the · video game industry, swift advances in integrated circuits enabled a rapid proliferation of new consoles and games. By 1984, video game console and games sales had reached $3 billion in the United States alone. However, console makers in this era did not utilize strict security measures to ensure that only authorized games could be played on their consoles, leading to explosive growth in the production of unauthorized games (games produced for a console without authorization of that console's producer). As a result, the market was soon saturated with games of dubious quality, and many unhappy retailers were stuck with video game inventories they were unable to move. Profits began to spiral downward, and by 1985, many industry observers were declaring the video game industry dead.
The Emergence of 8-Bit Systems
Much to everyone's surprise, however, two new companies from Japan entered the U.S. video game market, Nintendo, with its 8-bit Nintendo Entertainment System .
- Nintendo was founded in 1889 and originally sold playing cards, later expanding into toys and other goods. By the 1960s it was near bankruptcy until Gunpei Yokoi's electronic toys like the Light Gun saved the company.
- Hiroshi Yamauchi realized the company needed to focus on electronics and encouraged Yokoi's work, leading to success with consoles like the Color TV-Game series in 1977 and the NES in 1985.
- Today Nintendo is profitable from hit consoles like the Switch and Wii, and continues to succeed through innovative gaming technology, exclusive games, and its online marketplace and portable devices.
This document provides an overview of Sony and the history and marketing of the PlayStation video game console. It discusses Sony's background and innovations, the origins and success of the original PlayStation and subsequent models. A SWOT analysis and Porter's 5 Forces analysis are included. The document also analyzes PlayStation's competitors, core competencies, target customer segments, and proposed marketing goals, objectives, implementation, positioning and evaluation metrics for the PlayStation 4.
Research Portfolio RequirementsThe following items need to be .docxronak56
Research Portfolio Requirements
The following items need to be in your portfolio in this order (with tabs separating each section):
Tab 1: Research Paper – Final draft of essay
Tab 2: Works Cited – Not the works cited page, but the actual copies of the works cited. These must appear in this section in the same order they appear on the works cited page. Every article must have bibliographic information on the top of the first page. Articles must be stapled. Only include those articles which appear in your paper and on your works cited page.
Tab 3: Primary Source Information – This is a copy of the information received from the person/s interviewed along with a signed statement from them stating you have received their permission to be quoted.
Tab 4: Rough Drafts – The drafts, peer editing reviews, any conferencing, etc., must appear in this section. Also include the note stating you have visited and received assistance from the writing lab.
Tab 5: Pre-work – This section will include the following: working bibliography, annotated bibliography, research model, outlines, other thesis assignments.
Tab 6: Other Sources – Any miscellaneous information relevant to your research paper.
Note: Appearance is important – try to make your portfolio as professional looking as possible. You will receive 10 points for appearance. Sloppily placed tabs, etc. will result in points being deleted from your project. Your portfolio will be turned in in a formal binder (but no plastic covers). It will have a cover sheet with the name of your thesis, your name, date, course number, and my name. All papers included must be 3-hole punched.
Your portfolio is worth 50 points. However, without all above items included in your portfolio, a grade will not be given.
1
Alabbas
Abdullah Alabbas
Ronda Walker
Writing 2010
March 4, 2018
The masterminds behind saving gaming industry
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The video game crash of 1983 known as the Atari shock in Japan, it happened in North America, because of market saturation. Because of this crisis gaming market revenues dropped from $3.2 billion to $100 million from 1983 to 1985 (almost 97%). The crash led to the bankruptcy of several companies producing home computers and gaming consoles. In 2 years the industry was almost dead, thanks to Nintendo they were the superhero that saved the industry.
There were more tha ...
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Game boy
1. Nintendo
The Launch of Game Boy Color
Kazi Muhammad Mushtaq
Raheel Muneeb Khan
Owais Shafqat
Khursheed Ahmed
Syed Maktoom Hassan
2. Nintendo History
• 1889: Nintendo was founded by Fusajiro
Yamauchi as a manufacturer of 'Hanafuda‘ -
Japanese playing cards.
• The name 'Nintendo' actually means 'leave luck to
heaven’
• 1970: first field of video entertainment after
creating the Beam Gun with opto-electronics
• 1980: launched Game & Watch which was an
LCD based platform that had 59 games
• 1983: introduced first home console, Nintendo
Entertainment System (NES)
• 1989: released Game Boy, a smaller portable
version of Game & Watch that had great potential
in terms of graphics and interchangeable games
3. Nintendo History
• Since the release of Game Boy,
Nintendo has also introduced,
Super Nintendo, Nintendo 64,
and Game Boy Advance to the
market
• 1997: it was estimated that more
than 40% of U.S. households
owned a Nintendo game system
• Nintendo is the worldwide leader
in home gaming systems.
4. Game Boy History
• 1989: Game Boy was initially released coupled with the addictive puzzle
game Tetris for $169
• 1993: Original Game Boy was offered in various colors including, blue,
yellow, and red
• 1993: Game Boy Pocket introduced to the market
• 1994: Super Game Boy was launched enabling gamers to play Game Boy
games on TV through the Super Nintendo system
• 1996: Original Game Boy was released in a new and improved slimmer
version
• 1997: Game Boy Pockets released in six new colors
• July 1998: expected launch of Game Boy camera and printer additions
that will turn Game Boy into a digital camera with printable pictures and
stickers
• November 23 1998: Anticipated launch of Game Boy color in North
America and Europe
7. Strengths
• Game Boy is the most successful gaming platform in history
– sold more than 70 million units during its almost 10-year life
• Nintendo was the leader in the worldwide US$15 billion retail video game industry.
• Nintendo manufactured and marketed hardware and software for its game systems
• Nintendo 64 is named Time Magazine’s “Machine of the Year” for 1996.
• Control of the games that ran on its game machines, keeping its third-party software
providers under tight control
• Improvements:
o In 1994, an add-on for the Super Nintendo Entertainment System was launched,
enabling gamers to play Game Boy games on that system.
o In 1996, Game Boy was relaunched in a slimmer housing with further improvements
in screen clarity.
o In 1997, Game Boy Pocket was introduced in six new colors..
• The new Game Boy color would display sharp and vivid color graphics. Game Boy
Color’s screen was also not backlit, which meant two AA batteries would last about 12
hours.
• Nintendo Canada would have access to a broad selection of ads from the US that could
appeal to all the target segments being considered for their launch plan.
9. Weaknesses
• Both Game Boy hardware and software sales had declined steadily
from 1992 to 1996 on a worldwide basis.
• By 1998, support of third-party developers for Game Boy was
waning. Many viewed it as a “spent force” in the market and were
reluctant to invest the US$200,000 to US$300,000 to develop a new
Game Boy cartridge, when there were more attractive opportunities
in the much larger console market.
• The marketing communications budget for Nintendo in Canada was
only a small fraction of the Nintendo budget in the US. Also,
Nintendo Canada selected its ads from the pool developed by
Nintendo in the US.
• When the original Game Boy was launched in 1989, it had been
priced slightly higher in Canada than the US, attributing to Game
Boy’s proportionately greater sales in the US.
11. Opportunities
• On November 23, 1998, a color version of Nintendo’s
Game Boy would be released simultaneously in North
America and Europe, one of the most important
launches in Nintendo’s history.
• Game Boy Camera and Game Boy Printer were
scheduled to be released in July 1998.
• Retailers had “open to buy” dollars that could be shifted
around during the year to support the “hot” products.
• Sega and other competitors lacked new exciting
software for their handheld hardware. Handheld users
seemed to want exciting, current software.
• Six new games, specifically developed to take
advantage of the 56-color palette on Game Boy Color,
were expected to be available at the launch date.
13. Threats
• In 1998 Nintendo began to lose momentum as some of the third-party developers
began focusing more of their development effort on Sony Playstation, which was
viewed as an easier platform on which to develop games, and the Sony business
model was viewed as being a more profitable one.
• Sega had been much more aggressive in promoting its console business in Canada
than in the US.
• Third-party developers were spending fewer marketing dollars in Canada due to the
relatively small size of the Canadian market. Canada represented only about 3
percent of the global Game Boy software market, whereas the US accounted for
between 35 percent to 40 percent.
• As sales velocity slowed in the mid to late 1990s, retailers shifted more of their shelf
space to Nintendo consoles and competing platforms and reduced their advertising
and promotional support for Game Boy.
• In the late 1990s, a number of specialty stores had delisted Game Boy because they
felt that they were not achieving competitive returns on their sales of Game Boy
hardware and software.
• Competition:
o Atari Lynx, the world’s first color handheld video game system.
o TurboExpress
o Sega’s Game Gear
o Sega’s Nomad
14. Issue Identification
• Issue #1: Choosing the right target market and
the right positioning
• Issue #2: Choosing the right market approach
• Issue #3: How to price Game Boy
Color in Canada
• Issue #4: Product
15. Issue #1: Target Market and Positioning
• Alternative #1: Focus on teens who were
more likely to already own a Game Boy
• Alternative #2: Focus on new kid/tween
users
16. Issue #2: Marketing approach
• Alternative #1: In-store interactive display
• Alternative #2: Mall tour
• Alternative #3: Cross Canada tour
17. • Alternative #1: Price Game Boy Color
according to the mid-1998 exchange rate
conversion of U.S. price
• U.S.= $79.95 Cdn =$120
• Alternative #2: Price Game Boy Color at a
lower cost of Cdn= $100
Issue #3: Pricing
18. Issue #4: Product
- Alternative #1: Continue to offer the Black
and White version of the product
- Alternative #2: Stop offering the black and
white version Game Boy
- Alternative #3: Bundle a game cartridge
with the Game Boy Color
- Alternative #4: Do not bundle a game
cartridge with the Game Boy Color
19. Group Discussions
• Issue #1: Choosing the right target market and
the right positioning
• Issue #2: Choosing the right market approach
• Issue #3: How to price Game Boy
Color in Canada
• Issue #4: Product
20. Issue #1. TM and Positioning
• Alternative #1:Focus on teens who were more likely to already own a
Game Boy
– PROs:
• If successful in getting teens to adopt, this might spur sales among kids and particularly
tweens, who often aspired to use the same products as teens
• Teens tended to purchase machines with their own money, making their purchases all
year round, not just at holiday times
• If teens already owned a Game Boy we know that they are
interested in this type of handheld device, and we know how to target
them because we have reached them in the past
– CONs:
• If Nintendo Canada targeted teens that had used Game Boy in the past, they might view
the Game Boy as a product that was great when they were younger but not sophisticated
enough to meet their current gaming needs
• If Nintendo was unsuccessful in getting teens to adopt, then perhaps kids and tweens
would avoid it as well
• Many in this segment already had a black and white Game Boy and a library of five or six
games and viewed the product as “old technology”
• Many teens appeared to have moved past the handheld machines to consoles, which
offered greater speed and game complexity
• Only represent 6.7% of the total population of Canada
21. Issue #1: TM and Positioning
• Alternative #2: Focus on new kid/tween users
– PROs:
• If Nintendo targeted kids and tweens and was able to convince
kids/tween nonusers of Game Boy that Game Boy Color was a
“cool” product, it could become a “gotta have” for the younger set
• This younger audience was less likely to already own a Game Boy
product
• Kid/Tween users represent 19.9% of the total population of Canada
– CONs:
• The difference between being cool or not cool with the younger set
was a very fine line
• If focused on the kids and tweens, it might turn off the teens
because Game Boy Color was “a kid’s toy”
• Game Boys were typically purchased for kids and tweens by their
parents as gifts, resulting in peak sales occurring in November and
December for holiday gift giving and in June as a graduation or
“great report card” present
22. Issue #2: Marketing approach
• Alternatives #1: low-cost interactive display
– Pros:
• generate brand/product awareness when teens/kids/tweens visit the
stores
• Estimated in store interactive displays would be used approximately
20 % of store hours for an average of 3 min/use.
• No sales staff required to monitoring the displays ( easy to operate)
• 1000 potential outlets and Nintendo could achieve an 80%
placement rate
• Low Cost
– Cons:
• No one is there to explain the new product or the benefits of the
product if kids/tweens/teens have questions
• Most sales clerks knew little about Game Boy Color hardware or
software
• Competitors have similar displays Direct Competition
23. Issue #2: Marketing approach
• Alternative #2: Mall Tours
– Pros:
• Nintendo reprehensive is highly knowledgeable gamers, and
would show game insights and tricks that kiosk visitor could
use to improve their scores on popular games
• Incentives encourage trial among teens/tweens/kids Mall
tour visitors can enter contests for Nintendo products and
would receive a temporary Nintendo tattoo when they left
• 6-8 minutes on the product ( more than store displays which
lasts only 3 minutes)
• Teens/kids/tweens spend a lot of time in the mall
– Cons:
• Expensive: $10,000 per Mall visit, means only 25 mall tours
per year
• Mall selection problems
• staff is limited/place is limited
24. Issue #2: Marketing approach
• Alternative #3: Cross-Canada tour
– Pros:
• Most likely to generate buzz/PR
• Automatically high awareness due to scale of the events
• More freedom to promote in a bold manner
• Bigger kiosks, more staff to promote the new product
• High reach due to the size of audiences attending each event
---80%
– Cons:
• costly $150,000 per year for major regional or national events:
CNE, Klondike Days, and the Calgary Stampede
• Events only take place in summer months
25. Issue #3: Pricing
• Alternative 1: Price Game Boy Color according to the mid-1998
exchange rate conversion of U.S. price
– Pros:
• Remain consistent with pricing in the US
• Nintendo Canada wouldn’t experience proportionately lower
sales than the US similar to when the original version had
been launched in 1989
• Prevent black market trafficking and sales from the US to
Canada because of the cheaper price
• produce a retail margin of 20% on Game Boy consoles
– Cons:
• Hardware price would be too high to drive-high volume sales
in Canadian market
• Higher cost make it unaffordable for kids/tweens market
• Could lose business to competitors because of high cost of
gaming system
26. Issue #3: Pricing
• Alternative 2: Price Game Boy Color at a lower cost of Cdn= $98
– Pros:
• Lower price makes the gaming system more attractive and
affordable to buy, especially for kids/tween market segment
• Retailers could make more profitable returns per square
meter
• Lowest sale price of Game Boy to date
– Cons:
• Could lead to black market exporting of product to other
markets
• Nintendo Canada would only receive a gross margin of 5%
instead of the past 6%
• With a lower margin received from each Game Boy sold,
retailers might chose to spend their money on carrying and
aggressively marketing other game systems
27. Issue #4: Product
• Alternative #1: continue to offer the black and white version of the
product
– Pros:
• Low price Cdn $49
• Backward compatibility of game boy color games mean that
consumers could buy the black and white version and then
trade up at a later date with out making their games
obsoletes.
– Cons:
• With the low price, the black and white version would not
generate any profits
• Cannibalizing sales of Game Boy color
28. Issue #4: Product
• Alternative #2: do not continue to offer the black and
white version of the product
– Pros:
• Avoid losing money producing the black an white
version
• Avoid cannibalizing sales of Game Boy color
– Cons:
• Excludes consumers looking for a more affordable
option
29. Issue #4: Product
• Alternative #3: Nintendo Canada should bundle a game cartridge
with Game Boy color at Launch
– Pros:
• Incentive to purchase
• Teens/Tweens/Kids can see the difference between color
and black and white games…and if they think color is
superior, they would keep purchasing the color games
instead of just keep using their old/already owned black and
white games
• History could repeat itself with Game Boy having the same
success it experienced when packaging Tetris with the
original Game Boy
• Increased perceived value of game system
– Cons:
• A high price will be charge??
• Lose revenue from independent game sales
30. Issue #4: Product
• Alternative #4: Nintendo Canada should not bundle a game
cartridge with Game Boy color at launch
– Pros:
• Avoid higher retail prices
• Higher profits from the individual game sales
– Cons:
• Less incentive to buy
• Consumers may expect Game Boy to come with a
game cartridge because that is what they have
experienced in the past
31. Recommendations
– Focus on both teens already own a Game Boy and new
kid/tween users
– The best marketing approach is a cross-Canada tour because
we felt this is the best way to generate buzz and increase brand
awareness and same time it is the most informative way to
educate users on the new product. We also felt the other two
approaches can be carried along after the launch of Game Boy
Color
– PR:
• we also recommended what has been stated in the case
– Sales Reps visit leading magazine/web publications three month before
product launch and let the writers to play the game for 5-6 hours
– We decided to price Game Boy Color at Cdn $120 to best satisfy
factors such as profitability, consumer price sensibility and
sufficient motivation for retailers to carry the product.
– Lastly, we have decided that Nintendo should stop offering the
black and white version Game Boy and bundle a game cartridge
with Game Boy Color. This will not only encourage users to try
new Game Boy Color but also make them adopt to the new
product faster.
33. Implementations
• short-term:
– focus advertisements and literature on the $120 price, which
includes a game cartridge, and towards both teen and new
kid/tween user markets
– begin research and creation of the cross-canada tour
– gather information about consumer response and satisifaction
– advertise aggressively in the beginning to promote the new
Game Boy Color to both target markets with separate campaigns
focused at each market individually
• long-term:
– execute the cross-canada promotions tour
– sign a young celebrity as a spokesperson for Game Boy Color to
appeal to the young target markets