Nintendo Research Report

1. Nintendo Co., Ltd
VS
The Competitors
DATE
28 SEPTEMBER 2012
ASSESSMENT EVENT 2
POWERPOINT PRESENTATION
UNIT
BSBRES401A
TEACHER
CATHERINE CRAIG-DOBSON
STUDENT
MARIANA PUSCA
marianapusca@hotmail.com
BSBRES401A
Analyse and Present Research Information Mariana Pusca

2. CONTENTS PAGE
1. INTRODUCTION 3. CONCLUSION
– HISTORY
– COMPANY OVERVIEW
1. PRODUCTS
2. OBJECTIVE
– SOURCE & RESEARCH PLAN
1. SOURCES USED
2. RESEARCH PLAN
2. BODY
– METHODS OF COLLECTING INFORMATION 4. FUTURE RECOMMENDATION
– TECHNOLOGY USED & METHOD
– FINDINGS
– FINDINGS & RESULTS
– COMPARING W II , XBOX 360 & PLAYSTATION 3
BSBRES401A
Analyse and Present Research Information Mariana Pusca

3. INTRODUCTION
HISTORY
In the 1959, Yamauchi‘
s founded a company he initially named “Nintendo Koppai” It was
based in Kyoto & the company produced handmade playing cards
called Hanafunda 'flower cards‘.
(Image below right)
Yamauchi's grandson Hiroshi Yamauch who is president of
Nintendo, took over in 1959 & secured a deal with Disney to use their
characters on playing cards. Since 2002 Nintendo’s President is Satoru
Iwata
(Image top right)
The name Nintendo can be roughly translated from Japanese to English as:
“Leave Luck To Heaven”
BSBRES401A
Analyse and Present Research Information Mariana Pusca

4. Company Overview
Products by Nintendo
Objective
The Game Boy line
The objective of this essay is to conduct market research and analysis of the NES
corporate strategy of an organisation. SNES
The company, which I have chosen, is Nintendo Co,. Ltd. The key objective is to Virtual Boy
determine the future potential for Nintendo Co., Ltd. and the gaming industry. Nintendo 64
GameCube
The Presentation for Assessment Event 2 will begin with a brief look at Nintendo’s
history, their products, and the marketplace, which they compete in. We will Game Boy Advance
look at objectives, strategy's, market plan, search methods, technology and tools Nintendo DS
used to conduct this research. I will finally offer a conclusion and Nintendo Wii
recommendations to Nintendo Nintendo Dsi
Nintendo 3DS
Wii U
Company Name Company Name
Nintendo Australia Pty Ltd Nintendo Co., Ltd.
Location Location
804 Stud Road 11-1, Kamitoba Hokotate-cho,
Scoresby Vic 3179 Minami-ku, Kyoto
Founded Founded
1994 The world’s electronic games industry is dominated by three players: 1889
Nintendo, Microsoft and Sony!
BSBRES401A
Analyse and Present Research Information Mariana Pusca

5. Sources & Research Plan
Sources Used Research Plan
Throughout the report I will:
• Keep a log and task plan
The Internet • Contact Nintendo If I’ve not have heard from Sales & Marketing team.
This type of information provided is known as secondary data. • I will type up the Cover page & a Introduction to my report.
This method has become one of the most popular in finding
• I will keep track of all the resources that I have started using and making
information since there are many search engines available on
sure I don’t forget to quote any references.
the Internet as well as websites of the Nintendo company itself
• Put together Survey Questions for the public
and many other sites designed by fans and video game players
from around the world.
I plan to use websites like:
• www.nintendo.com / www.nintendo.com.au / www.nintendo.co.jp
• www.gamespot.co.uk
• www.nintendoworldreport.com
• www.wikipedia.com
• www.surveymonkey.com
Survey/Questionnaire Research Material
This type of data can be collected through observation
and by carrying out primary research methods such as I will look into reading information about Market Research, the Gaming
questionnaires, telephone interviews and personal interviews. Industry, Survey samples and how to conduct a Research Report.
These will be useful as specific information can be extracted When I come across pictures & graphs off the Web that relates to Nintendo &
from the public. its products I will save them in a folder only for the purpose of this assessment.
BSBRES401A Mariana Pusca
Analyse and Present Research Information

6. Body
Technology Used Method of Collecting Data
Home Computer Throughout the report, I kept a log and task plan to refer to using
Social networking/ Blog sites Evernote a third party program similar to notepad that you can
Nintendo website download online from Google . This allowed me to monitor how far I
Nintendo affiliated websites was in the completion of different tasks and also how much time I had
Survey research left in completing it. It was especially useful as I could see how much
work I had to still do and catch up on, in order to be on schedule.
E-mail
Emailed using Webmail Nintendo Australia Microsoft Office & Third Party Tools
and the Survey to family & friends I started producing using Microsoft One Note an “Information
Gathering section” to analyse and keep track of the sources that I have
Microsoft Office used and clipped any pages from the web which I could view offline
Microsoft Word with Evernote. Microsoft Word was used in the final draft and
Microsoft PowerPoint Microsoft Power Point will be used for the presentation of this report.
Microsoft OneNote
Ever note – Clipping and saving Online Information Survey
To conduct my Survey/Questionnaire I used the website
USB Device Surveymonkey.com which was very straight forward and helped with
This was connected to the Computer from the very beginning providing some question samples relating to your topic. I also began
and all work that was conducted would automatically save every reading the theory behind market research and the gaming industry
5 minutes as I had scheduled this up. I would also automatically online and how to conduct a research report.
save my document to the Cloud using “Drop Box” once I
completed a section of the report for extra security. The cloud is
very handy as I can access my documents from any location and
any PC if needed.
BSBRES401A
Analyse and Present Research Information Mariana Pusca

7. Findings & Results
Nintendo is a great well known company with excellent qualities but they need to compete in a very fast technology advancement
business. The Wii does not have the DVD player feature like Xbox and PlayStation 3 which both have a Blue Ray player & the Nintendo
Wii has the lowest quality video output graphics card of the actual consoles. They have to develop a new overall cost leadership to find a
formula that allows them to create a better video and sound technology without affecting their price. Nintendo
Wii is not the favorite console for the adult portion of the market and this needs to change.
The overall conclusion found from conducting the survey is the results show that majority of consumers expect or would like Nintendo to
deliver high realistic graphics for the games it produces as well as a wide variety of games to choose from, including “ mature action”
games. It also shows that most people use the Internet as their main source of news. This points out that the majority of advertisements
Nintendo commits to should go on sites such as Facebook, Twitter, and YouTube.
Furthermore, Nintendo priced out their biggest competitors with a lower console price of $250. The company, unlike most of its
competitors, focuses more on the casual gamers, who are attracted by the simplicity and family orientation of the Nintendo brand.
In Australia to date Wii has sold approximately 1 million units, the Nintendo DS has sold over 150 million and the
Nintendo 3DS 200,000 in its first 37 weeks.
BSBRES401A
Analyse and Present Research Information Mariana Pusca

8. Nintendo Co., Ltd
VS The Competitors
XBOX 360
− Designed for “ Hardcore Gamers” Nintendo WII
− Wireless controller and headset
– Nintendo Wii is designed for children who are just
− 120GB hard drive beginning to enter the world of gaming, family game
night, fitness needs and social gatherings
− Online wireless gaming
− Ability to download games, music, movies, media – Supports The Starlight Foundation and hospitals by
& instant messaging donating the console
− Priced around $500-$600 – Non impressive graphics like its competitors
– No memory hard drive installed
PSP3 – Easily cracked by installing software which then plays DVD
– Designed for “ Hardcore Gamers” otherwise would not play DVD
– Easy to use as the Wii menu is a lot like TV channels
– 20GB or a 60GB hard drive
– Priced around $250 - $300 and comes as a bundle pack
– Built in Blu-ray DVD player
with Wii remote, a Nunchuk, Motionplus, Sensor bar and
– Impressive Graphics the popular Wii Sports & Wii Sports Resort games free.
– Mini-USB port
– Online wireless gaming
– Seven Wireless Controllers can be
used at one time
– Priced around $400-$500
BSBRES401A
Analyse and Present Research Information Mariana Pusca

9. CONCLUSION
The growing competition in the video games industry encourages Nintendo to improve their products and expand
their target group.
To capture the hardcore gamer market that Nintendo’s competitors already have that enjoy online games such as;
Halo, Modern warfare or Call of Duty would greatly expand Nintendo’s gaming market. Nintendo will need to advance
their technological hardware to their competitor’s standards or beyond. Nintendo must shift towards a transforming its
main console into a complete home entertainment system to keep ahead of Microsoft and Sony.
Nintendo must continue pressing forward with innovative technology and game concepts. The company faces a great
deal of competition, but also has many options to help maintain its current competitive advantage. Technology is a huge
and ever changing part of our everyday life, and crucial to keep up to date with the latest technological tools and
resources necessary to keep a businesses profits and reputation high
To conclude, Nintendo is not all about gaming. Nintendo has many fine qualities one that needs to be mentioned is its
donations to good causes, which half the population are not aware of. Nintendo of Australia and Nintendo of Europe's UK
branch has been working with the Starlight Children's Foundation, a nonprofit organisation that provides support for
seriously ill children undergoing treatment and their families. The world need to know how Nintendo bring s smiles to
everyone that they touch.
BSBRES401A Mariana Pusca
Analyse and Present Research Information

10. F UTURE
R ECOMMENDATIONS
1. Having gained the trust of families and parents with decades of relatively
nonviolent, fun games, Nintendo now has the opportunity to move into educational
learning, home media entertainment and mobiles. Educational programs could be
aimed at many ages, from simple spelling and math games to virtual driving lessons
To maintain the competitive advantage created by for sixteen year olds.
the Wii console, Nintendo must consider many
possible courses of action to find new competitive
2. Nintendo has huge potential to provide social networking on the Wii and design a
advantages. I have listed a few recommendations
home media system if they offer the right functionalities and meet design
that I believe Nintendo should consider looking into
expectations of modern living room entertainment devices.
the following
3. They should consider tapping into the mobile Smartphone industry and design
simple, puzzle type games for Facebook and mobile devices. This would align with
the company’s current focus on simple games for non gamers and may open the
brand to a new market, given the popularity of Smartphones.
4. The final recommendation that Nintendo should consider is to have yearly events
and tour days throughout each state. The events and tours should include
demonstration units and sales brochures informing people about the benefits and
different features associated with Nintendo products. Owners of Nintendo products
and fans should be advised to attend and provide input on the benefits of owning
Nintendo products and participate in assisting new comers with game play showing
them how much fun you can have and how Nintendo can get you from a couch
potato to fitness fanatic in your own home.
BSBRES401A
Analyse and Present Research Information Mariana Pusca