Abstract

Nintendo Company Ltd. is a Japanese videogame company, which was pioneer in the creation of interactive entertainment. Nintendo manufactures and markets hardware (Home consoles and portable systems) and software for mobile phones (Apps) and their hardware systems. Since 1983, when they launched the Nintendo Entertainment System™, Nintendo has sold more than 4.3 billion video games and more than 696 million hardware units globally, including the current generation the Nintendo Switch and Nintendo 3DS. It has also created industry icons that have become well-known, household names such as Mario™, Donkey Kong™, Metroid™, Zelda™ and Pokémon™. This case study focusses on Nintendo last 3 home consoles the Nintendo Wii, the Nintendo Wii U and the Nintendo Switch and its performance in terms of sales, competitiveness and innovative technology. Which allow the students the opportunity to analyze the rollercoaster trajectory of an international company that made its reputation practically by building its own market not only once but twice. The objective of this case is that students will be able to discuss topics in regards of strategy that translate into a company competitive advantages, for example Red Ocean vs Blue Ocean strategy, Resource Base vs Knowledge base resources. As well as, practice companies market evaluation frameworks, like SWOT analysis, PEST, etc. to analyze Nintendo Company business strategy evolution, or focus only on the last recovery strategy led by the release of its latest console the Nintendo Switch and imagine the road ahead that this company will face in the near future.

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