The video Game Console Wars

2191 words 9 pages
MKTG6340 Contemporary Issues in International Marketing
Case Study: Now underway in your living room: The Video Game Console Wars

1. Compare and contrast Nintendo’s marketing strategy for the Wii with Sony’s strategy for PS3.
By the end of 2006, two game console industry giants, Nintendo and Sony had launched their respective new products; the Wii and PS3. Various marketing strategies were implemented by both rivals and this writing attempt to analyse common and differing elements.
Similarly, both companies had a product differentiation strategy, with the aim of being distinctly set apart from their competitors by the viewing market. However, different elements of this strategy were focused on by the firms. For instance,
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It seems also a great game for various informal social events.
Furthermore, since different types of games can be played, the Wii has the potential to appeal to a vast number of different market segments. For instance, The Wii Fit is an exercising game, where aerobics, yoga and other body strengthening activities can be done. Thus, the Wii Fit may have been positioned as a convenient way of losing or maintaining your weight, as it can be done in the comfort of one’s home and a more enjoyable method compared to simply following an instructor on a DVD. Likewise, sports fanatics may gravitate towards the Wii sports for the games of their interest. There also is the possibility of the Wii being used for rehabilitation after a stroke or injury, due to it body strengthen capabilities.
It must be noted, that Nintendo’s international marketing strategy of launching in three distinct major areas, was a contributing factor towards the quick popularity gained. The areas were the United States, the Eurozone and the United Kingdom. This means that great strategic marketing focus had to be made on the different areas, to accommodate international cultural differences and legalities. As a result, Nintendo may have had to implement global product strategies for market adaptation in areas such as price, sales promotion, colours, labelling and advertising execution, to name a few.
3. Do you agree with Sony’s decision to incorporate a Blu-ray DVD


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