Introduction
At the end of 2006:
Total revenue: 7.8 billion USD
Net worth: 1.4 billion USD
Employees:
1,400,000,000
3,768= 371,549.89
?3,768
History
Time of establishment: September 23rd, 1889
Location of establishment: Kyoto, Japan
Main product: Hanafuda ( a kind of manmade card )
Since 1975
Color TV Game
Game Boy NES
SNESNintendo 64Nintendo GameCube
Current
New Video Games:
Nintendo DS Wii
Global Expansion
In local area
Drew on the experience of Atrai Company, and reached an agreement with the Magnavox Company.
First video game platform ------ Magnavox Odyssey
Cooperated with Mitsubishi.
Color TV Games
In 1980, entered the US market.
Representative product: Tape-style video game platform
Trouble: easy to crash
Solution: withdraw all stocks in stores
In 1983, re-entered the US market.
Representative product: FC Video Game Machine
Trouble: difficult to distinguish the authenticity
Solution: used “10NES” encryption system and add the quality mark ------ “ Seal of Quality”
In 2002, entered and occupied the Chinese market, and established iQue Ltd.
Two difficult issues
lower purchasing power
the pirate of games software
Solution: Chinesize the original games and directly launch into Chinese market.Use the electronic flow way of semiconductor memory card
SWOT Analysis
Strengths Strong brand name Robust growth Debt free status
Weakness Inventory shortage
SWOT Analysis
Opportunities Changing demography of players Growing demand for online gaming
Threats Foreign currency fluctuation Short products lifecycle
Industry Analysis
The real game players that use in the entertainment are happened in the 8 century.
The first game console company Atari gave birth in 1972, USA. Atari was a super star in the game console industry at that time.
Industry Analysis
After 1985 most game players lost heart of the game consoles. Nintendo still persisted in original intention
Now so many big and famous companies invested in the game industry. It made the competition incandesce.
Industry Analysis
The game industry are so famous in the worldwide is that the good game design and the advanced technology.—We can see this point from “Super Mario”
International Challenge
Sale the NES in New York Then in whole America
Nintendo promises they will sale this game in the limited market at first and Nintendo will purchase all the game players which are can’t sale any more.
Blockbuster and Nintendo don’t agree with the leasehold of TV game
Nintendo Company always prevents the vendition of the Game Genie
Sony and Nintendo give up the CD periphery design plan
Then Nintendo declare to cooperate with Philips to produce the CD-ROM equipment to confront with Sony.
European Commission passes the law to forbid the Nintendo company sale the compatible admission to the software companies in Europe
Life is a game !
Multinational video game software and hardware development company
Service Games of Japan
Found in 1940 as Standard Games, in Hawaii
The most popular brand in United States, in 1990
Withdrawal from the consumer console business in 2001
Life is a game !
Consoles:
Master System, Genesis/Mega Drive, Game Gear, Sega 32x, Sega CD, Nomad, Sega Pico, Saturn, Dreamcast
SEGA’s withdrawal the “Dreamcast” plan Failed reason: lack of software support Discontinued in March, 2001 consoles were still sold until 2006 Units sold: 10.6 million
SONY
Sony Computer Entertainment Inc.
A subsidiary of SONY, founded in November 16, 1993
Hold all SONY’s home console and handheld business
A developer and published of video games
Comprised of several subsidiaries
Consoles: PlayStation, PlayStation One, PlayStation 2, PlayStation Portable, PlayStation 3
SONY SONY’s first home console: PlayStation
Launched in December 3, 1994
Units sole: 102 million
PlayStation 2: the best-selling console in the world
Launched in March 4, 2004
Units sold: 140 million
SONYPlayStation Portable
the first handheld console to use an Universal Media Disc(UMD) large viewing screen, the Internet, Wi-Fi Units sold: 41 million Best-selling games: Grant theft auto “ Liberty City Stories”
SONYPlayStation 3
Unified online gaming service: the PlayStation Network The first Blue-ray 2.0-complaint Blue-ray player Connect with PSP
SONYPlayStation 3 Make an operating loss of US$1.97 billion in the fiscal year ending March 2007 Lose the leading position in home console Success in 2008: the PS3’s matures and developers start pushing it Units sold: 16.84 million
Microsoft
XBOX Microsoft Corporation entered the global game market in 2001 with XBOX To compete directly with Sony's PlayStation 2 and the Nintendo GameCube Units sold: 24 million
Microsoft
XBOX360 changed the decline of Microsoft in game console domain available in three configurations: "Arcade" ,"Premium" and "Elite“ the first current generation gaming console to surpass the 10 million in the
US
MicrosoftHALO Series Owned and published by Microsoft Game Studios the best first-person shooters on a video game console the Microsoft Xbox's "killer app“
Short-term Recommendation:
• Developing and broadening its software and service platform
Long-term Recommendation:
• Join the network games field
• occupy the Chinese market