Nintendo: A Leading Video Game Company

Management 1
Business description
Business
Nintendo is one of the well-known Japanese multination company that majorly provide the
electronics as well as the video game company with head office present in Kyoto. This company
is considered as the largest video game companies when it comes to the market capitalization
and it has create the games like Mario, The Legend of Zelda, and Pokemon which are in list of
the top-selling video game. The company came into existence in the year 1985 that was one of
the immediate winners. In the sequence of the next 2 centuries, the company has practically
single-handedly strengthened industry of the video game (Nintendo, 2019). The company is able
to sell more than 60 million units in which the customers brought the games include Mario and
Zelda into their homes that were available for first time on NES.
Product/service
The product and services that are provided by the company majorly include the video games and
the other electronic parts majorly for the purpose of entertainment. The major popular products
of the company include Mario, The Legend of Zelda, and Pokemon. The aim of company is to
endeavours to offer the products as well as services that provide the enjoyment of the people of
different age groups as well as with different abilities ( Nintendo, 2019). One of the major
products of the company is Game Boy whose shade was 4 colours of grey but device was able to
offer the service of the portable gaming with the benefit of the enormous fun that came out in
year 1989. The game boy is considered as one of the most positive video game system that is
ever introduced in market. Since the year 1989, this game boy product of the company has sold

Management 2
to over than 150 million systems across world. Later in year 2012, the company cane up with
their new product with the name of Wii U with the innovation in the game as well as in the
service (Kittilaksanawong & Gillet, 2015). Further, New Nintendo 3DS XL was introduced by
the company in the year 2015 with the new technology that provide the super-stable face-
tracking 3D and screens. Currently in the year 2017, the company introduced the New Nintendo
2DS XL with the improvement in the screen which is 82% more than the previous model of the
Nintendo 2DS. All these changes show that the company bring the improvement in their video
games with the changes in technology.
Strategic direction
The major strategic direction of the company is to offer the products with the strategy of fun for
everyone. The company have the several groups of customers to whom they can offer their
products and services in the market. Until the time, the company was one of the major provider
of the games that engage the customers and used to provide them fun. In the year 2017-2018,
company decided that they would shift from the high quality games to extend the reach to the
third party developers majorly for the killer apps (D'Argenio, 2018).
Key strategies
Nintendo corporate level strategy includes the innovation strategy that contribute effective role in
forming the competitive advantage for the company. The innovative strategy of the company
reflects that they are position itself very differently in the market among the competitors
(Minotti, 2018). The effective use of the technology makes the company to target the casual
gamers and families.

Management 3
Business Model Canvas
Key Partners
Game
developers
(Ubisoft, Sega,
Activision,
Electronic Aryts
and Capcom)
Investors
Sponsorship
Partnership
Off the shelf
hardware
component
manufacturers
(Professor
Nerdster, 2017)
Company has
29 subsidiaries
with 6
Key Activities
Offering the
video game in
the market with
proper research
and
development
Concept design
of the video
game
Customer
support
Value
Propositions
New radical
features
Fun and play
facility
Casual players
(less concerned
about the
technological
aspect)
Console broke
the sales record
in US
Fun factor with
group family
experience
Customer
Relationships
Direct sales
with delight
experience
Online service
with quick
delivery
Distributors
make the
products easy
available which
form the good
relationship
with customers.
Customer
Segments
Large market of
the casual
gamers as well
as families
Game
developers
(Nintendo,
2019)
Key Resources
Connectivity
New proprietary
Channels
Website
Retail