Agenda

1. 2. 3. 4. 5.
27th January 2012 Alex Hall Richard Makarov Martin Stoeckl Olga Shekhireva
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6. 7. 8.

Nintendo History path Blue Ocean Facts & Figures Change of philosophy Triggers New strategy Concerns & Conclusion

Karan Parikh

Warwick Business School

Nintendo
Nin Te Ndo means "leave luck to heaven"

Through the highs and lows

NES

Game Boy

Since 1889 produced playing cards Hanafuda

Success

NES 1889 1985

Nintendo 64 1996

Nintendo DS 2004

WII 2006

Wii
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DS Mario

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Swimming in the BLUE OCEAN

Facts & Figures

VS.
Source: Datamonitor: The Video Gaming Industry Outlook 2011
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Hardware characteristics
Positioning of major current generation consoles Comparative ranking between major video game consoles

Software dominance
Rank Game
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 Wii Sports New Super Mario Bros. Sport Resort Call of Duty: Black Ops Wii Fit Plus Call of Duty: Black Ops Halo: Reach Kinect Adventures! Pokmon Heart Gold / Soul Silver Version Super Mario Galaxy 2 Mario Kart Wii Pokmon Black / White Version Gran Turismo 5 Just Dance 2 Wii Party Just Dance

Console Publisher
Wii Wii Wii X360 Wii PS3 X360 X360 DS Wii Wii DS PS3 Wii Wii Wii Nintendo Nintendo Nintendo Activision* Nintendo Activision* Microsoft Microsoft Nintendo Nintendo Nintendo Nintendo Sony Ubisoft Nintendo Ubisoft

Shipments (m)
16.6 11.3 11.2 10.2 8.9 8.1 7.6 7.2 6.4 6.1 5.2 5 4.9 4.9 4.7 4.5

Source: Datamonitor: The Video Gaming Industry Outlook 2011

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Source: Datamonitor: The Video Gaming Industry Outlook 2011

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From Follower to Leader

Follower Leader

Triggers

Why did they change? What did they change? A managerial success story?

Internal & External Triggers for Change Strategy Implications Critical Discussion New Strategy

Internal
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External

New Strategy

A managerial success story?

Very high risk approach fallback option? Crisis as only trigger whats their position now?

Target Audience Reduce Costs Triggers Easy to Use Innovation

Marketing

Game development

Market Success

Supply chain

Technology (Peripheres)

A new crisis? What should they do now?

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Nintendo DS Nintendo Wii

Nintendo 3DS Nintendo Wii U

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Questions?
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