The video game console wars Essay Example for Free

The motion picture game console wars Essay1. Compare and contrast Nintendos marting dodge for the Wii with Sonys strategy for PS3. By the end of 2006, two game console industry giants, Nintendo and Sony had launched their respective new products the Wii and PS3. Various marketing strategies were implemented by both rivals and this writing attempt to lose it common and differing elements. Similarly, both companies had a product distinctiation strategy, with the obtain of being distinctly set apart from their competitors by the viewing market. However, unalike elements of this strategy were cogitate on by the firms. For instance, Nintendo differentiated via product form and design. Instead of the traditional controller where buttons are pressed, the Wii had a wireless motion-sensitive controller, which recognises the players arm movements. Thus, actions such as golfing, tennis and even dancing commode be detected by the game. It is pretended that the rationale behind this is the item that new things and managements of doing things perpetually grab attention, whether good or bad. Thus, Nintendos aim would have been to gain the markets attention and then convince them positively about the Wii.Conversely, Sony essay to differentiate through performance choice. Heavy investment was made on a new processing chip and a laser diode, which would rev up the speed drastically and offer superior graphics feel. The video gaming industry prides itself on graphics hence differentiating in this area whitethorn importantly increase demand. One believes still, that Nintendos product differentiation strategy had a stronger impact than Sonys. This is because Sony followed the industry norm, of each new generation of machines being faster and to a greater extent(prenominal) powerful than the preceding generation, as the case states.Thus, the market was already expecting the enhanced features, compared to the curiosity of a completely new game design by the Wii. With commendation to the Ansoff Matrix framework, Nintendo implemented a marketing diversification strategy, whereby they offered a new product to new markets (in terms of untouched customer segments). Nintendos designers, according to the case, by design developed a machine that is simpler to use, since the complexity of current games appeal only to advance gamers.This thus, would allow market reach to a broader demographic of new segments, thereby beginning to challenge Sonys market share dominance. For instance, males and female above and below the common age bracket of video game players may instantly demand the Wii. On the other hand, Sony implemented a product development strategy, by open a new product in their existing market segment of customers, as the Ansoff theory advocates.Hence, Sonys PS3 targeted their current customer segment for the PS2. A marketing strategy of Sony may have been to have first operator advantage, by launching in November 2006 in the United Stat es before the Wii.Most studies indicate that the market pioneer gains the greatest advantage, however sometimes it can be risky and expensive. In Sonys case, they would have easily been able to capitalise on the fans of the playstation and PS2 and new customers entering that market. Their downfall however was inadequate launch prep and planning with regards to their diode technology, as mass action issues caused shortages. Thus, achieving the Christmas seasons full revenue potential was lost.Even though Nintendo was the second mover launching a month after in December, they had an international marketing launch strategy being executed. They made the Wii available in the United States, the Eurozone and United Kingdom. As a result, the benefits of being the first mover would have been gained in the Eurozone and United Kingdom. It is noted that Sony launched the PS3 four months after in Europe. Being the second to enter that market, Sony may have researched any problems Nintendo may have encountered and adjusted accordingly, for a smoother launch.Nintendo appears to have implemented a market-penetration pricing strategy. The Wii at a cost of $250 is 50% less than the 20-gigabyte PS3 (smaller hard drive machine). At this lower price, it is easier for the product to penetrate the market due to affordability in most segments. This aligns with the assumed companys aim of maximising market share in the current and new segments. To achieve this, Nintendo ensured that the Wii was less costly to manufacture. Moreover, a higher sales volume may fly the coop to lower unit costs and higher long run additions. Conversely, Sony is believed to have a market-skimming pricing strategy.The company invested $2 billion in technology, so this strategy aims at recovering the maximum amount of revenue to cover the high costs incurred in the early stages of the product life cycle. Additionally, Sony has a strong flaw due to the success of their previous machines (PS2 and playstati on) and the high price assists in communicating the image of a superior product with quality. 2. What is the key to the Wiis popularity? The key face responsible for the Wiis popularity lies in the innovative design, which calls to action the player with physical movement.The writer views the wireless motion sensitive game console as a new, simple and fun method of gaming for all age groups. As a result, it may appeal not only to the traditional expert video game player like the PS3, but other individuals outside that segment. It thus makes marketing sense, if Nintendo promoted the game as a family requirement for cultivating an enjoyable, quality family time with members. It seems besides a great game for various informal social events. Furthermore, since different examples of games can be played, the Wii has the potential to appeal to a vast number of different market segments.For instance, The Wii Fit is an exercising game, where aerobics, yoga and other body strengthening act ivities can be done. Thus, the Wii Fit may have been positioned as a convenient way of losing or maintaining your weight, as it can be done in the comfort of ones home and a more enjoyable method compared to evidently following an instructor on a videodisc. Likewise, sports fanatics may gravitate towards the Wii sports for the games of their interest. There also is the possibility of the Wii being used for rehabilitation after a concussion or injury, due to it body strengthen capabilities.It must be noted, that Nintendos international marketing strategy of launching in three distinct major areas, was a contributing factor towards the quick popularity gained. The areas were the United States, the Eurozone and the United Kingdom. This means that great strategic marketing focus had to be made on the different areas, to accommodate international cultural differences and legalities. As a result, Nintendo may have had to implement global product strategies for market adaptation in area s such as price, sales promotion, colours, labelling and advertising execution, to name a few.3. Do you agree with Sonys decision to incorporate a Blu-ray DVD player in the PS3. The writer agrees with the decision to incorporate a Blu-ray DVD player in the PS3. Firstly, Sony is considered one of the market leaders in the consumer electric industry where the brand is known for high quality and advance technology. Since the consumer market started demanding more high definition TVs and viewing of DVDs in high definition, it made good marketing sense to recompense that need for high definition imagery in the video games, which ultimately reinforced the companys brand.A spin off from this implementation of Blu-ray, is that the PS3 can actually be used by consumers to watch Blu-ray DVD movies, for those who may not own a Blu-ray DVD player. Thus, the value of the PS3 may increase, due to more product uses than the main function. Secondly, it was wise for Sony to include the Blu-ray DVD player in the PS3, due to their current product vomit up developments. Sony had already launched the Blu-ray video format in their DVD players, thus the inclusion in the PS3 was a commendable and necessary marketing move, in order to keep as many products in the range up to date with the latest technological advancements.More importantly, this was a medium to push and promote the adoption of the Blu-ray in the market, echoing strong strategic planning for profit maximisation. The draw back to the implementation however, was the issue of mass-production difficulties of the diode for the Blu-ray, resulting in shortages for the U. S holiday launch, as the case explains. Thus, it is assumed that there was a deficiency in proper operational planning and execution. This can be a critical concern with new product planning, since shortages can greatly impact forecasted revenue streams and strong opportunities may be lost.In Sonys situation, the launch was around the Christmas season, wh ere many PS3s may have been gift considerations and individuals generally spend more on commodities at this time, due to Christmas bonuses and advances. Thus, Sony would not have been able to capitalise on this, due to low supply of machines. In the final analysis however, if Sony had anticipated any production issues to cause marginal temporary shortages at the launch, one is of the opinion that this is not drastic a problem enough, to decide forgoing the implementation of the Blu-ray.This is because consideration is accustomed to the return on investment with the Blu-ray inclusion and the technological drive in the industry at large. The Blu-ray would have generated greater demand than the HD-DVD and take monthlong to conk out obsolete, thus having an extended life-span. 4. Some industry observers have noted that the battle between HD-DVD and Blu-ray is reminiscent of the confrontation between Beta and VHS videocassette formats in the 1970s. What was the outcome? The videocass ette showdown between Beta and VHS in the 1970s mainly was a clear example of auditory modality and responding to what the market wants.It began when Sony produced Bata, a video standard which had a put down time of 60 minutes. Almost one year later, JVC launched the VHS, which is another video standard that had a arranging time of 120 minutes. The two videocassettes were different in size and completely incompatible. The VHS was cheaper than Beta however the longer the recording time resulted in a degraded quality of image. The market nevertheless, wanted a longer recording time, which allowed for longer movies and football matched to be recorded.Sony held their end for more eld supplying the more upscale market with the 60 minute high quality videocassettes, but eventually in the mid 80s they had to offer videocassettes with a longer recording time to remain competitive. By then however it was too late and VHS already held dominance in the market. VHS won the battle and in 200 2 the last Beta machine was produced. Sonys mistake was not listening to what the market wants and not willing to compromise the quality to satisfy the market. The battle between HD-DVD and Blu-ray is quite similar, however this time Sony is not the defender, but the challenger.To forecast who the success may be, the same underlying factor exists, regarding listening to the market and responding. The case explains of the continuous electronic industrys upgrade towards high definition TVs and DVD movies. Thus, one can assume that consumers want a player which provides the greatest quality of high definition. A common element between HD-DVD and Blu-ray is that they have 1080 lines of outcome (the highest quality video playback possible) on their widescreen HDTV set, as the case shows. Thus, consumers are going to look for other factors which can determine which player provides better quality.Firstly, the fact that Sonys Blu-ray technology is incompatible with Toshiba (assuming other rival products as well) and can only be used on Sony products, signals that Sony is trying to maintain a type of niche market, which in essence aims at guaranteeing that using Blu-ray technology on Sony products will produce the best quality. This is similar to what Apple does with their range of products. Secondly, over the years Sony has positioned and built their brand to represent high quality and thus brand loyalty is strong among customers in the electronic industry. Lastly, price sendsmarket signals and the common mind is that high price tends to reflect high quality. The case states that Sony BDP-S1 and S300 cost $999. 99 and $600 respectively, compared to Toshibas models ranging from $399. 99 to $799. 99. Thus the higher price of Sony can be assumed to have better quality. Conclusively, HD-DVD and Blu-ray battle is almost mirrored in Beta and VHS rivalry. VHS won the battle since they satisfied the markets demand for longer recording time with the videocassette. With HD-DV D and Blu-ray, the market is assumed to want high quality on their high definition widescreen HDTVs.The writer believes that Sony with their Blu-ray technology would win the battle, given that they can reflect a better level of quality over Toshiba, through non-1080 lines of resolution factors.CITATION Czinkota, Michael, and Ilkka Ronkainen. International Marketing . Thomson South-Western, 2007. Harvey, Nathan, and Louise Ada. 2012. 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