Nintendo Wii for Women in the UAE Essay Example | Topics and Well Written Essays - 2500 words

Nintendo Wii for Women in the UAE - Essay Example This paper believes that Nintendo Wii should find a new market, especially in a foreign market where it is not doing well yet. This paper presents a marketing plan for introducing Nintendo Wii to women in the United Arab Emirates (UAE). The situation analyses will provide the information on why Emirati and non-national women are attractive new market segments for Nintendo Wii. SITUATION ANALYSIS This section will analyse the strengths, weaknesses, opportunities, and threats to Nintendo Wii. SWOT Analysis Strengths It is believed that Nintendo President and Director Satoru Iwata is a company strength because he has turned the company around with his support for innovations like Wii and DS (Schilling 2009). He is also a hardware innovator, which makes R&D in Nintendo a core competency also of Nintendo. Another company strength is its wide array of creative products. The company has led the video games industry since 2007, because of its intuitive and socially attractive games. Since 20 07, Nintendo has regained its top 1 market status because of â€Å"rethinking video gaming, making it more social, more intuitive, and physically engaging† (Deshpande and Chua 2008, p.22). Nintendo Wii has become a blockbuster product, because of its ability to physically engage players, embedding them into the gaming experience in intuitive ways. Nintendo has a strong multinational video gaming brand since its Mario Brothers times. With its phenomenal Wii and DS consoles, quality and creative gaming experience is already equated with Nintendo. This brand equity can easily spill over to other markets. Weaknesses Nintendo’s weakness is inventory shortage for its leading products Wii video game console and DS handheld... Center of discussion in this paper is Nintendo Wii and DS, the company's blockbuster products in the beginning of the twenty-first century. In 2006, Nintendo's revenues are $5 billion, but a year after that, it jumped to $9 billion, a rise of 80%. From 2006 to 2009, revenues have risen from $5 billion to $18 billion, which means that sales increased by 260%. For the past two years, however, sales are dipping as Wii, DS, and Dsi are approaching market saturation in the United States. In 2011, Nintendo sold 4.5 million Wii units, which is a far cry from its 2007 sales of 7 million-strong units, and which translates to a drop of 35%. This is not surprising also because of the short product lifecycle of video games consoles and gaming software, where new products, hardware and software alike, are produced every two to three years, sometimes even less. This paper believes that Nintendo Wii should find a new market, especially in a foreign market where it is not doing well yet. This paper presents a marketing plan for introducing Nintendo Wii to women in the United Arab Emirates (UAE). The situation analyses will provide the information on why Emirati and non-national women are attractive new market segments for Nintendo Wii. The main target markets are Emirati women, although other women are included. The Emiratis continue to have a conservative culture that keep women inside their homes, which hamper women's education, employment, and even exercise opportunities.