[비즈니스협상] Nintendo DS and Wii(닌텐도ds와 위, 영문)에 대한 자료입니다.
Nintendo’s History & Rise and Fall of the Company
The Strategic Mistakes
Nintendo DS Story
The Nintendo WII Story
Current Market Situation & Competitors’ Reactions
Cost of Available Options
Effectiveness of Available options
Nintendo DS and Wii
Two men entered a conference room in a Gangnam office tower in Seoul city. It was a cold, wintry day in November. They greeted each other cordially but with noticeable restraint. The CEO of Nintendo Korea, Mineo Kouda, was already waiting in a conference room. Taking seats on opposite sides of a large conference table, they settled down to begin discussions over splitting the annual marketing budget in 2008 which was set on 10 billion KRW. On one side of the table sat Mr. Jinwoo Kim, the general manager of Nintendo DS division. Across the table sat Mr. Jungwoo Park, the general manager of Nintendo Wii division. Both sides had carefully prepared their “scripts” for the opening of the negotiation.
Nintendo’s History – Rise and Fall of the Company
Nintendo was founded in 1889 in Japan by Fujisaro Yamaguchi. The company explored into diverse products such as Japanese card games, table games, and even instant rice, until it finally set foot into electronic toys in 1970’s. Under the leadership of new CEO Hiroshi Yamaguchi, the grandson of Fujisaro Yamaguchi, Nintendo’s success story began as company introduced the first hand-held electronic game gadgets with LCD screens in 1980’s. Its arcade games were gaining tremendous popularity in and out of Japan, too. For a decade until late 1990’s, Nintendo reigned as the dominant leader of 3rd (8-bit) and 4th (16-bit) generation video game markets with Famicom, also known as NES (Nintendo Entertainment System) in US market, and Super Famicom, aka Super NES in US Market. At its heyday, Nintendo took as much as 90% of market share in Japan. “Play Nintendo” was once synonym for “playing video games.”
However, Nintendo’s glory wasn’t long lived. The company made a couple of dire strategic mistakes during its reign as dominant leader in the market. As a result, Nintendo eventually lost both market and mind share in the following generation of video games. The company failed in the following generations of video game markets and Sony and Microsoft became the two dominant companies with their Playstation and Xbox. Nintendo, along with their world famous game characters, became a thing of
GAMING MARKET: NINTENDO'S STRUGGLES, Chaudhuri, S.; Paidipati, V., ICFAI Business School, 2007
THE NINTENDO Wii: A 'REVOLUTION' IN GAMING?, George, S.; Prasad, N.; Govind, S., ICFAI Center for Management Research, 2007
CONSOLE WAR VII, Rao, B.; Rajnikant, R.; Vasudha, A., ICFAI Business School, Bangalore, 2006
SONY'S RETURN TO GLORY?, Mukerjee, K.; Verma, M., ICFAI Business School, Bangalore, 2006
PLAYSTATION PORTABLE: THE WALKMAN OF THE 21ST CENTURY, Venkatesh, T.; Iyengar, H.; Kathawala, S; ICFAI Business School, Bangalore, 2005
NINTENDO CO, INC, Satterthwaite, M.; Pfeffer, J., Kellogg School of Management, 2004
THE MAKING OF SONY PLAYSTATION, Ravi, M., ICFAI Knowledge Center, 2004
THE MAKING OF XBOX 360, Gupta, V.; Indu, P., ICFAI Center for Management Research, 2007
MICROSOFT XBOX: TAKING ON SONY PLAYSTATION, Ravi, M., ICFAI Knowledge Center, 2004
SOUTH KOREA: MAKING OF A GAMING INDUSTRY, Rajshekar, N.; Gayatri, D., ICFAI Business School, 2004
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