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Nintendo Switch Guidelines:
-
Must include headings AND
subheadings
-
Assessment Criteria
(AC) is at the end of this document, please refer to it.
-
Use the Assessment Criteria (AC) to ensure you meet
the assessment criteria.
- Sections (headings and subheadings) please follow this structure (approximately or feel free to add subheadings if necessary) to ensure meeting the assessment criteria:
§
Introduction of Modification/marke
§
Objective
§
Examination of
techniques for new product development
§
Justify pricing
policy for Nintendo switch
§
Justify Distribution
for Nintendo switch
§
Justify communication
mix for Nintendo switch
Refer to the
following newspaper article, Nintendo’s website and wider reading and research
to answer the assignment questions.
http://www.express.co.uk/entertainment/gaming/856067/Nintendo-Switch-sales-news-PS4best-sellingconsoles-ever http://www.nintendo.com/switch/
https://www.nintendo.co.uk/Nintendo-Switch/Nintendo-Switch-1148779.html
As a Marketing
Manager of Nintendo you are required to write a marketing plan to present to
senior management for a new modification or market for the Nintendo Switch.
This is to ensure that the PS4 does not overtake the Nintendo Switch in the
current gaming environment. It is essential that you underpin all sections with
appropriate marketing theory to support your practical examples and
content.
- An executive summary – this will
briefly summarise the main areas of the plan and the target market. It will
also explain why marketing planning is essential for strategic planning and
factors that affect the effective implementation of the marketing plan and how
these have been taken into account in your plan.
- (Remember this is a summary so keep it
fairly brief.) (AC 3.1, 3.2, 3.5) (200 words)
Notes:
Keep this section concise and provide detail of the proposed marketing
strategy. When discussing the reason for marketing planning include content on
how the plan will link to corporate objectives/goals and how organisations are
now more marketing orientated. Factors affecting implementation could include
time and money.
Marketing Planning:
a.
Objectives
– Include the introduction of the modification/market.
(AC 3.1)
b. (IMPORTANT CREATE A TABLE) Examine techniques for a new modification/market in the organisation using the seven stages of new product development. (AC 3.3)
c. Justify pricing policy (make sure to mention what pricing technique example: cost base or marketing base, etc)
d. Justify the distribution (distribution channels, choice of distribution medium, objective, etc)
e. Justify communication mix for the new product/in this case Nintendo switch. (AC 3.1 & 3.4)
MARKETING
PLANNING: NINTENDO
By
Course
Professor
University
City/State
Date
Executive
Summary
The
gaming industry is competitive; as a result, the introduction of a new gaming
console has prompted Nintendo to modify its marketing plan. The introduction of
Sony PlayStation was a game-changer in the gaming environment thus
significantly threatened the market position of Nintendo. For Dassanayake
(2017) to popularize the introduction of the Nintendo Switch the company is
targeting gaming enthusiasts. The gaming industry has experienced significant
changes with most players angling towards marketing orientation thus such a
situation forces the company to alter its marketing plans and objectives. To
improve the level of sales volume and maximize the profit function regarding
the new product the company will have to align its new goals with the modified
marketing plan. The success of the
Nintendo relies on the marketing plan of the company that allows it to
communicate to its end-users through annual marketing efforts. Various internal
and external factors limit a marketing plan; therefore, to avert such a
situation the modified marketing plan will cover diverse areas of a business
that includes communication, distribution and pricing.
Marketing
Planning
Introduction of Modification
Marketing
plans are written documents that aid businesses in communicating about their annual
marketing efforts. The most important aspects of a marketing plan include the
sections on objectives and issues because they help interested parties to
understand the marketing objectives of a business. As a video game company, Nintendo operates in a multifaceted industry
characterized by increased levels of competitiveness. It is the objective of
the company to ensure its gaming console; Nintendo Switch maintains an edge
over close rivals such as Sony PlayStation in
the current gaming environment. The marketing plan of the company continually
changes due to the changes in marketing conditions; however, the primary
objectives remain unaltered. To keep up with competition Nintendo will have to
modify its marketing plan by establishing an effective marketing strategy that
stipulates the company objectives.
Objectives
To
improve competitiveness and attain market share on Nintendo Switch the company should
modify the current marketing plan. The success and increase in productivity of
the gaming console rely on the company having an effective marketing plan.
Conducting a study on evolution in marketing, Vargo
and Lusch (2004, 2) affirm that effective marketing plans comprise of timely,
accurate, attainable, quantifiable, and detailed objectives and issues. By
modifying the marketing plan, Nintendo will outline its marketing goals and
objectives that will guide the company towards success.
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