Planning marketing activities Essay

Conduct a situation digest for your institution, or an brass section you claim researched, by preparing a report with the following sections Organizational analysisThe root comp iodinent is the expansion of the gaming audience and drawing in unfermented people. The follows most recent endeavour, the Wii console has been very successful in attracting user who traditionally would not have played video games. Another modeling of how they have expanded their audience is through with(predicate) the Nintendo DS. They were able 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 second component of the vision is devotion to the entertainment business. This is reflected by the familys attitude to the collaboration of its employees. The comp whatever is a powerful advocate of allowing divergent employee groups, such(prenominal) as engineers and programmers. The result of this collaboration i s that groups work on products and no single person takes credit for product. The third aspect of the follows vision is risk and the encouraging of employees to make creative decisions to challenge the notion of what a video game is capable of being.Customer analysis strike the major guest segments by preparing the following analysis (for each complete only the section relevant to your organization and add any others you feel argon relevant). What does the customer buy from theorganization?Demographic characteristicsa) Ageb) Genderc) IncomeWhere does the customer come from?a) Localb) Regionalc) NationalPsychographic characteristicsa) Social classb) Lifestylec) setBenefits are sought by the customera) Safetyb) Performancec) Aestheticsd) SocialHas the customer purchased the product from the organization before? a) Yesb) NoHow frequently does the customer buy?a) Dailyb) Weeklyc) MonthlyHow much does the customer buy each time?New forfeitsIs the customer loyal to the brand?YesHow do es the customer check which brand to buy?For technology and HistoryWhere does the customer prefer to purchase the product or service? Retail StoreCompetitor analysis dismember each major competitor against the following criteria. Name of competit-orCurrent or potential competit-or target or indirect competit-orProduct/service offeringsMarket scene/brand imageSize, developing and food market shareCompeti-tive advantageBrand image and market positionXboxCurrentDirectGames28%connectivityOnline gamesSonyCurrentDirectGames33%ResolutionState-of-art graphicsAppleCurrentIndirectTablets & iPhones3%Integrated w/ mobilePractical & usefulPolitical analysisFilibustercartoons.com subject that Nintendos previously had unappeasable policy in relation to video game strength and sexual reference. In the early 1990s Nintendo had a strict no blood policy and refused to publish violent video games. This policy has since been relaxed and video game censorship is promptly run by independent boards which turn in games appropriate age rating depending on their content. These include The Pan-European Game Information (PEGI) age rating system. The system was established in 2003 to guide parents in devising informed decisions when purchasing video games for their children (Pan European Game Information, 2007). Nintendo still does not publish graphical violent games themselves, but allow third party publishers to release the games on their systems.Economic analysisIf a countrys economy is performing well, people will generally have a higher train of disposal income. In order to be successful a high disposal 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 audience including those who do not enjoy a immobile disposal income. This is not the case for Sony who products tend to be quite expensive as seen with the 630 price tag on the Playstation 3, which is possibly too expensive for the modal(a) 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 cost up to 75.Social analysisVideo games have been part of adolescent life world long now for several years. Many teenagers play video games together both online and at home together. In some cultures especially Japan, video games formed a significant part of young 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 free of charge anywhere there a Wi-Fi hub. Nintendo is withal 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 packet from the Opera Company. The device is designed in a similar fashion to a standard DS game cartridge and is available in twain 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 appurtenance to providing the touch capabilities unique to the DS. Users may access the Internet via radio set networks at home, at one of Nintendos free Wi-Fi Connection Hotspots, or at any public access hotspot.Wii Remote (Wiimote) BBC (2006) states that the remote for Nintendos Wii console resembles a television remote control and provides users with the means of interacting with a game environment. It can be utilised to stab like a sword, steer like the steering wheel of a car, and swing like a tennis racket. Nintendo have created this new controller in the hope that it will allow for the broadening of the consoles appe al. The device functions through a three-axis accelerometer, i.e. a motion sensor, which is capable of spotting 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 Mobile Technology News.com (2007) writes nigh how the Nintendo DS allows users to interact with games in an unprecedented way via the dual screens and touch screen technology. In addition to this, the wireless technology feature of the DS permits users to stimulate real-time multiplayer gaming. The Nintendo Wi-Fi Connection service, which is free, allows users to compete against other users from around the world.SWOT analysisComplete a SWOT analysis using the diagram below native analysisSTRENGTHS Strong network of game licensees Strong global marke t 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 Opening 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 under the front end.Market analysisMarket definitionMarket size 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 apparatuss 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. inst ead of adding fancy graphics and numbers of additional unnecessary 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 unnecessary battery hogging feature competitors machine featured. This has helped Nintendo dominate the portable market for close to 18 years. Today the Nintendo DS out sells the Sony PSP in all regions.Part 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 series of pricing strategies throughout the product life. As the product becomes adopted they will start out to reduce the price of competitive parity, and as you reach the end o f their life cycle games will be priced promotionally until they hit the bargain bucket.PlaceThe product is distributed in a number of ways. Nintendo manufactures and distribute it to retailers through wholesalers for you. Some very large national accounts will be handled directly because of the huge volumes they buy. Nintendo is available on the street in all major electrical retailers and games, as well as being sold online by known 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 Nintendo 3DS, a series of special days of release, and even some launch events at midnight. Fans of Nintendo product has a chance to have a go at the new Nintendo system, first buyers get a free box of transportation, and there is endlessly 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 believe his eyes. The campaign itself was emphasize the benefits of 3D make out. 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 activityEffectivenessLaunch of SuperNintendo extremely 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 variations. Launch of Nintendo WiiHighly effective. Nintendo Wii was a true innovation in the world of games with its blu-ray technology and the idea 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 previ ous GameBoy and therefore not so effective. However, Nintendo DS 3D was considered highly innovative as it allowed the users to enjoy the 3D effectuate 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 strategy as either a cost-drawing cardship, differentiation 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 elementAnalysisProductFeatureBenefit/sWii ConsoleIn two different colors (but it can be customized if wanted)Smaller than its competitorsConsidered fashionableWii RemoteBlu-ray techno logyIt 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.