Nintendo’s Strategy in 2009 – Group D

During this week, Lincoln Memorial University’s MBA students in MBA 595 will analyze top corporate organizations.

In this blog topic, Group D consisting of Maria Paganelli, Angela Sebby, Phillip Singer, and Jessica Vick will evaluate ‘Nintendo.’

Executive Summary

Nintendo Company Ltd. was founded in 1889 in Kyoto, Japan, with playing cards and then expanded in 1969 as an electronic toys company. In 1981, Nintendo introduced the Donkey Kong and became well known in North America, Asia, and Europe.

After the launch of this game, the company became one of the top leaders of the video gaming industry by successfully launching different types of video game consoles and handheld game systems. Most of them were best-selling games which resulted in market success with sales surpassing millions units worldwide.

In 2006, Nintendo’s major introduction was the Wii, with its innovative wireless remote controllers; where players are able to hold the control and use his or her whole body as a controller. By being unique in its industry, it set out to market a game to a wide range of customers and demographics, which also resulted in additional impressive global top-selling sales (Gamble and Thomspon, 2011).

While a leader in gaming, Nintendo also has two strong competitors, Microsoft and Sony, which target a completely different set of demographics and concentrate on high technology graphics and skill levels. 

In order to remain a strong contender in the industry, Nintendo has set out to widen its target markets instead of competing on the same level as its competitors. 


Please share your insight on this topic.