Planning marketing activities Essay

Conduct a situation abstract for your government, or an government you capture re chaseed, by preparing a report with the following sections Organizational psycho digestThe first component is the expansion of the gaming audience and drawing in new-fangled wad. The comp any(prenominal)s most recent supplanteavour, the Wii console has been very successful in attracting user who tradition every(prenominal)y would not have vie moving-picture show games. An early(a)wise example of how they have expanded their audience is by dint of the Nintendo DS. They were fitting to appeal to the female audience through the Nintendos game, and were able to appeal to an older audience through the Brain Training game. The entropy component of the vision is devotion to the entertainment business. This is reflected by the companys attitude to the collaboration of its employees. The company is a strong advocate of allowing divers(prenominal) employee groups, much(prenominal) as engineers a nd programmers. The result of this collaboration is that groups work on merchandises and no single person takes credit for product. The third aspect of the companys vision is risk and the encouraging of employees to make creative decisions to challenge the tactual sensation of what a video game is capable of universe.Customer analysis learn the major(ip) client segments by preparing the following analysis (for each bed only the section relevant to your composition and add any others you palpate are relevant). What does the customer buy from the physical composition?Demographic characteristicsa) Ageb) sexual urgec) IncomeWhere does the customer come from?a) Localb) Regionalc) NationalPsychographic characteristicsa) Social twelvemonthb) Lifestylec) ValuesBenefits are sought by the customera) sanctuaryb) Performancec) Aestheticsd) SocialHas the customer purchased the product from the makeup in the first place? a) Yesb) NoHow frequently does the customer buy?a) Dailyb) Weekly c) monthlyHow much does the customer buy each cartridge holder?New releasesIs the customer loyal to the place?YesHow does the customer decide which brand to buy?For engine room and HistoryWhere does the customer prefer to purchase the product or emolument? Retail StoreCompetitor analysisAnalyze each major competitor against the following criteria. Name of competit-orCurrent or potential competit-or cultivate or in reign competit-orProduct/service offeringsMarket position/brand buy the farm a lineSize, growth and market pieceCompeti-tive advantageBrand image and market positionXboxCurrent charter spiriteds28%connectivityOnline gamesSonyCurrentDirectGames33%ResolutionState-of-art graphicsAppleCurrentIndirectTablets & iPhones3%Integrated w/ mobilePractical & usefulPolitical analysisFilibustercar in any casens.com state that Nintendos previously had strict form _or_ system of government in affinity to video game violence and sexual honorable mention. In the early 1990s Ninten do had a strict no blood policy and refused to publish red video games. This policy has since been relaxed and video game censorship is now take to the woods by independent boards which give games appropriate age rating depending on their content. These include The Pan-European Game Information (PEGI) age rating system. The system was constituted in 2003 to guide parents in making informed decisions when purchasing video games for their children (Pan European Game Information, 2007). Nintendo still does not publish graphical uncivilized games themselves, but allow third deviatey publishers to release the games on their systems.stinting analysisIf a countrys economy is performing well, people willing generally have a higher level of giving medication income. In order to be successful a high organization income is not enough there needs to be an interest in the market. Nintendo selling their products at the lower end of the price scale makes their product affordable to large a udience including those who do not enjoy a strong disposal income. This is not the case for Sony who products tend to be kind of expensive as seen with the 630 price tag on the Playstation 3, which is possibly too expensive for the average person. Nintendo on the other hand, sold the Wii at a more affordable 270 price tag. The same applies for the games for the system. The Wii games range from 45-60 Euro and the PS3 games can represent up to 75.Social analysisVideo games have been part of immature life world wide now for several years. Many teenagers bout video games in concert both online and at home together. In whatever cultures especially Japan, video games formed a significant part of tender peoples lives. Nintendo is using this to appeal to a wider audience with the Wii and the DS by providing an online community where friends can link up and play games together disengage of charge anywhere there a Wi-Fi hub. Nintendo is also trying to make video games an activity that an entire family can take part in and for the most part have beensuccessful.Technological analysis vane Browser for the Nintendo DS InternetAdSales.com (2006) writes that a Wed browser for Nintendos DS was launched in Europe on 6th October 2006. The browser is powered by software from the Opera Company. The device is designed in a alike(p) fashion to a standard DS game cartridge and is for sale in ii versions one is compatible with the classic Nintendo DS and the other is designed for the smaller DS Lite. The browser utilises the DSs two screens for navigating the web in addition to providing the touch capabilities unique to the DS. Users may admission price the Internet via wireless mesh topologys at home, at one of Nintendos free Wi-Fi Connection Hotspots, or at any public access hotspot.Wii strange (Wiimote) BBC (2006) states that the remote for Nintendos Wii console resembles a television remote assure and provides users with the means of interacting with a game environm ent. It can be utilised to prod like a sword, steer like the steering wheel of a car, and swing like a tennis racket. Nintendo have created this new mastery in the hope that it will allow for the broadening of the consoles appeal. The device functions through a three-axis accelerometer, i.e. a motion sensor, which is capable of detecting the angle at which the controller is being held at and how fast it is being moved. It interfaces with the Wii console in a wireless manner via Bluetooth, a short-range wireless technology. This interface is achieved through a senor bar, which is generally mounted on top of the users television.Nintendo DS Wireless Technology liquid Technology News.com (2007) writes about how the Nintendo DS allows users to interact with games in an unprecedented path via the dual screens and touch screen technology. In addition to this, the wireless technology feature of the DS permits users to experience real-time multiplayer gaming. The Nintendo Wi-Fi Connect ion service, which is free, allows users to compete against other users from around the world.SWOT analysisComplete a SWOT analysis using the diagram belowInternal analysisSTRENGTHS Strong network of game licensees Strong global market position Had strict policy in relation to video game violence and sexual reference Innovation in Remote in Blu-rayWEAKNESSES Nintendos policy of having a large number of its game titles designed by the companys own game designers Wii doesnt play DVDs/Blu-raysExternal analysisOPPORTUNITIES hatchway up its software to a wider audience.THREATS The company claims that the motion-sensitive controller can be copied. The Wii controller resembles a television remote and has a trigger infra the front end.Market analysisMarket definitionMarket surface and growth rate.Nintendos contenders in the portable market are the Game Boy and the DS. Over the years, the Game Boy has faced competition from companies such as Sega, Atari, SNK, Bandai, Nokia and now Sony . Even with rivals machines been technically superior, Nintendos handhelds have come out on top time and time again. Nintendo proved with the Game Boy and now the DS that it is not what you have it is how you use it that counts i.e. instead of adding fancy graphics and numbers of additional inessential features, Nintendo spent its time securing key franchises such as pokemon and Tetris. They also greatly increased their machines battery life. Nintendos handheldsover the years have boasted battery life of up to 15 hours depending on how the machine was used compared to 3 hours or less form Segas and Ataris machines. This was due to the unneeded battery hogging feature competitors machine featured. This has helped Nintendo dominate the portable market for goal to 18 years. Today the Nintendo DS out sells the Sony PSP in all regions. eccentric B1. Prepare a report analyzing the marketing activities, policies and procedures of your organization or an organization you have researched. PriceThe price of games is quite interesting. Nintendo uses a serial publication of pricing strategies throughout the product life. As the product becomes adopted they will begin to reduce the price of competitive parity, and as you reach the end of their life cycle games will be priced promotionally until they hit the bargain bucket. grazeThe product is distributed in a number of ways. Nintendo manufactures and distribute it to retailers through wholesalers for you. approximately very large national accounts will be handled directly because of the enormous volumes they buy. Nintendo is available on the street in all major electric retailers and games, as well as being sold online by cognise retailers like Amazon.com and play.com, and you can find one or two second-hand bargains on eBay. with.Distribution is ripe for Nintendo and there are few avenues for the market they do not pursue.PromotionWhen Nintendo launches new products. For example, when the company launched the Nintend o 3DS, a series of special eld of release, and even some launch events at midnight. Fans of Nintendo product has a incident to have a go at the new Nintendo system, first buyers get a free box of transportation, and there is always free gifts such as shirts and caps. The launch campaign demonstrates a great effort by Nintendo. For example, over 85% of audiencein the UK saw the Nintendo 3DS called campaign conceptualize his eyes. The campaign itself was emphasize the benefits of 3D experience. The campaign was a mash up of consumers who experience the product and innovative advertising.2. Analyze the previous marketing activities of the organization and evaluate the effectiveness of each activity. Previous marketing activity authority plant of SuperNintendo passing effective. It put Nintendo in the first positions of videogame console makers Launch of Nintendo 64Highly effective. The console and its control were considered great innovations. Launch of Nintendo WiiHighly effective. Nintendo Wii was a true innovation in the world of games with its blu-ray technology and the judgment of making people move their bodies rather than just their fingers. Launch of Nintendo DS / DS 3DEffective. Nintendo DS was seen by some as a reformulation of the previous GameBoy and therefore not so effective. However, Nintendo DS 3D was considered super innovative as it allowed the users to enjoy the 3D effects without having to use any other gadgets (i.e 3D glasses). Intercommunication among Nintendo DS 3DEffective. It allowed different users to connect their videogames and share data as well as interact.3. Classify the organizations current marketing outline as either a cost-leadership, preeminence or focus strategy.Differentiation4. Explain how this strategy affects the marketing activities the organization will use in the future.Instead of competing for lower prices, Nintendo seems to continuously searchfor new usages and technologies, in order to maintain its position as a leader and innovator.5. Analyze the current marketing mix.Marketing mix constituentAnalysisProductFeatureBenefit/sWii ConsoleIn two different colors (but it can be customized if wanted)Smaller than its competitorsConsidered stylishWii RemoteBlu-ray technologyIt allows motions and real activityGamesNo violence or sex-related topics are allowedA wide range of choicesPricePrices charged for the organizations products and services Around AU$190.00Organizations prices strategyNintendos strategy is in differentiation, always trying to bring something new for their costumers and therefore, their price strategy conveys with it. PromotionPromotional tools used by the organizationInternet, Printed media, Television, Outdoor Media, Promotions and Events,etc.Organizations promotional strategyNintendo uses all range of media to promote their products.PlacementType of distribution channel direct or indirectMainly indirect, via retailers, shops, department stores, etc.