Competitive Advantages of Xbox One, PS4, Wii and Wii U

Running head: INTERNATIONAL MARKETING
International Marketing, MKT3130
The Student name and ID number
Title of Case Study/Task
Word Count
Your seminar tutor’s name

1INTERNATIONAL MARKETING
Contents
Introduction......................................................................................................................................2
Questions.........................................................................................................................................3
Conclusion.....................................................................................................................................13
Reference list:................................................................................................................................14
Appendices....................................................................................................................................16
Appendix 1:...............................................................................................................................16
Appendix 2:...............................................................................................................................17

2INTERNATIONAL MARKETING
Introduction
This assignment is followed by a case study based on the Japanese multinational
organisation Nintendo Co., Ltd. Founded in 1889; the company has seen a rise and fall of the
operations of the business. Over the years the company has gained goodwill in the industry, but
that has not reflected in the sales of the organisation after a period of time. In 2007, the company
had become the market leader in the game and console business. The major global competitors in
this industry are Sony, Microsoft and Nintendo. In this assignment, the competition and the
dynamics of the external business environment and the industry that impact the international
market and how positions as the market leader shifts will be discussed by answering the question
that are listed at the end of the case study. With the help of necessary theories and models the
answers will be structured in order to substantiate the statements and the arguments that are
mentioned in the discussion. The products of Nintendo that are discussed in the assignments are
Wii and Wii 2.

3INTERNATIONAL MARKETING
Industry Rivalry
Threat of Entry
Bargaining
power of the
customers
Bargaining
power of the
Suppliers
Threat of
substitution
Questions
1. What were Microsoft’s motives in entering the games console market with Xbox back in
2001?
Industry analysis of the games and console products will help in understanding the
strategy of diversification. With the help of porter’s five force analysis the motives can be
determined. Microsoft launched the first product in the market and named it Xbox during
November 2001 in United States. The company quickly started making the product available in
the Australian and European market as well.
Figure: Porter’s five force model
Source: Author’s creation