MARKETING STRATEGY OF NINTENDO COMPANY

Abstract

The technological advances in various companies' departments is being inevitable trend nowadays. Also the world of gaming, games consoles and video games have blossomed into very a profitable entertainment industry. The content of the article is analysis of marketing strategy of Japanese company of Nintendo, which is one of the main representatives in current IT and technological industry. Nintend is main focus is producing specialized platform for video games and games consoles. The company is considered the most valuable enterprise on Japanese market with market value over 37 billion USD and it is market capitalization was estimated 55 billion USD on average in 2018. Nintendo considered to be the most significant global consumer electronics and video game company by market capitalization. The aim of the paper is to analyze company's development of marketing strategy from brief analysis of product portfolio and consumer segmentation to company's distribution and communication policy. Because of the fact that the video game industry is considered as the most innovative in the world of business the article is focused on diversification of Nintendo's product portfolio. The paper also aims on international business activities, especially distribution politics of the company. Analysis of customer segmentation consists of identification of primary and secondary segments based on product portfolio. The specific product values are also analyzed and the positive and negative aspects are defined in the article. Discussion part consists of analyzed data evaluation and the results lead to generalization of Nintendo's marketing strategy and application of the results towards other competing companies in the video game and video consoles market.