Tuesday, October 29, 2019
Homeland Security - Preparedness and Prevention Assignment
Homeland Security - Preparedness and Prevention - Assignment Example cause, indeed, with all the high-tech security measures being undertaken by magnificently high-financed chemical plants or laboratories, no one or no group would even attempt to get inside and forcefully steal chemicals vital to national security. Some films might have inadvertently suggested to criminal elements how to penetrate chemical plants, but thankfully, ideas were also alluded to with regards to potential security threats and vulnerabilities to crime such as terrorism, and at the same time, the effective security and protection measures that should be importantly undertaken. Hence, unquestionably, the National Institute of Justice, in collaboration with the Department of Justice components, the Office of Homeland Security, the Department of Energy, the Environmental Protection Agency, the Department of Transportation, numerous organizations, and private citizens, had been conscientious enough as to suggest the development of the Vulnerability Assessment Methodology. The prototype Vulnerability Assessment Model (VAM) developed is a systematic, risk-based approach in which risk is a function of the severity of consequences of an undesired event, the likelihood of adversary attack, and the likelihood of adversary success in causing the undesired event (Ashcroft, et al, 2002). On September, 2009, the Department of Environment Protection was lauded by the community of Clifton, New Jersey, for having cleaned up the facility left by Abrachem Group, who were involved in repackaging chemicals but did not level up with the pre-requisites necessary when operating a chemical facility in the United States. Lives of the people of New Jersey were in jeopardy, when Abrachem Group had leaking drums, that contained toxic chemicals, such as naphthalene, sodamide, peroxide, and nitric acid. The company abandoned 1,600 unlabeled, mislabeled and mishandled rusted drums filled with chemicals, some posing a threat to the environment and to the people of Clifton
Sunday, October 27, 2019
Old And New Testament Views On Social Justice Religion Essay
Old And New Testament Views On Social Justice Religion Essay Christians regard the Bible as a uniquely important source for human life on matters of belief and practice. For human beings to live a life that is meaningful and dignified, they have to be in a just and fair society that looks up to the need of others. For this to happen justice has to be emphasized, it has to be the driving force. In the Bible, God clearly imposed social concern upon his people especially the poor and the marginalized. In Bible, numerous passages such as; in 1 John 3: 17 and James 3:14-17 draw peoples attention towards social concern and social justice. DEFINITION OF SOCIAL JUSTICE. Defining social justice, Dr Paul Kengor said, Historically, social justice has meant different things to different people, and so equally todayà ¢Ã¢â€š ¬Ã‚ ¦(Online). This statement actually means that social justice is a just a branch of justice that accommodates all forms of justice, it being restorative justice, economic justice distributive justice, rectificatory justice and so forth. We can in this paper therefore, say that biblical justice entirely consists of social justice because there are many chapters like Matthew 18:23-35 it talks about penal fairness that needs punishment by the book but lacks mercy is not the kind of justice desired by God. Also in Matt 20:1-16: the summary on social justice is an economy of care for the common good through social sustainability, healing, and transformation. Marshall in his book said, There is huge amount data to deal with. There are hundreds of texts in the Old and New Testament, which speaks explicitly about justice, and hundreds more, which refer to it implicitly. Justice is in fact one of the most frequently recurring to topics in the Bible (2005:3). What actually Marshall means here is that, Biblical justice covers all aspects of life in terms of justice such as the personal and the social, the public and the private, the political and religious, the human and nonhuman. But on the other hand, such remarks may mean that biblical justice does not consist entirely of social justice, but also independent justices such as political justice and many others. Marshall said, Justice entails the appropriate distribution of social benefits and penalties and contending parties(2005:6). Still more despite such analysis, social justice in biblical justice concept, remain inclusive of other justices because, the product of each justice is a social concern to the need. OLD TESTAMENT CONCEPTS OF JUSTICE Marshall in his book wrote, Often in Hebrew Bible, righteousness (sedeqah) and Justice (mishpat) occur as a word pair with virtually identical meaning: But let justice roll down like water, and righteousness like an overflowing stream (Amos 5:24)(2005:12. So this statement means that righteousness in the Bible incorporates the idea of doing justice and doing justice conveys the idea of putting right what has gone wrong. Social justice of the Old Testament indeed was concerned with giving according to need thought it worked antagonistically; to the other it was really social justice and to another a different justice. For example, the deliverance of Israel by God from slavery in Egypt, it was a justice on social concern to them by God; but it was under a covenant. Marshall said, Biblical justice is therefore covenant justice. It is the practical outworking of Israels special relationship with God (2005:15). We can say, that indeed God did well for the Israelites out of the obedience to the law He gave them through Moses at Mount Sinai. The Law actually reviews what needed for Israel to live in peace, to experience what the God intended for human society, and all was done out of the covenant which was made. In this justice, Israel had seen God intervene in their liberation from the oppression of slavery, to lead her safely through the wilderness and to constitute her as a free independent people. This became Israels own experience that God was a God of justice, Isaiah 30:8. Gods justice towards the covenant people was a call the Israelites to act towards one another I the way God had acted towards them, with justice, mercy and equity. It is also recorded in some chapters like in Leviticus 19: 15 You shall not render an unjust judgement; you shall not be partial to the poor or defer to the great: with justiceyou shall judge your neighbour. It is aslo written on social justice in the Old Testament that, You shall not deprive a resident alien or an orphan of justice; you shall not take the widows garment in pledge. Remenber that you were a slave in Egypt and the Lord your God redeemed you from there; therefore I command you to do this, Deuteronomy 24:17-18. This has actually pointed to Marshalls description of Gods justice for covenant, through biblical justice which leds to social justice and further with the concerns with giving according to need. Sometime, Biblical justice points at social justice with no concern to giving according to need. Marshall said, justice requires impartiality; at other time partiality(2005:38). In Exodus 23:3, nor shall you be partial to the poor in a lawsuit. As for Marshall, he poits to this kind of justice in accord to what he called criminal justice. Actually, we can support his point with the biblical justice on social justice in Exodus 22:21-24. God warns the Egyptians with His wrath in favour of the resident aliens, widows and orphans. In other instances, Marshall said, Gods bias or preferential option for the por is, ultimately, in the interest of equity. In the perennial struggle for social Justice (2005:41). This statement from Marshall actually talks about distributive justice that considers fair dealing between men. This is also a biblical justice of Gods bias according to Marshall, can be seen through Gods historic intervention to rescue powerless impoverished Israel fro the hands of the Pharoahs in Egypt, and feed them in wilderness. This is Gods justice which is purely social justice which was give according to the neen of Israel at that particular time. The other Gods justice which is in nature of social justice that is concerned with the giving according need is actually in Deuteronomy 24:19-2. This justice provides specific welfare and protection for the por and vulnerable. It is inform of law which guarantees access to food. They are given justice according to the need for survival. This is purely a social justice for social concern in biblical justice. OLD TESTAMENT CONCEPT OF JUSTICE. In the New Testament, biblical justice is not different from that of the Old Testament because the words that are used for justice remain the same, like righteousness but differs only that most of them are teaching by Jesus Christ. Jesus in part of this bible portrays biblical justice consisting social justice by barely giving according to the need. Marshall wrote, At the outset of His ministry, Jesus deliberately evoked this messianic expectation by defining His own mission in terms of bringing justice to the poor (2005:50). Indeed this is what Jesus had started to do, Isaiah 61:1. The spirit of the Lord is upon me, because the Lord has anointed me to bring good news to the oppressed, to bind up the broken -hearted, and to proclaim liberty to the captives release to the prisoners. For Jesus to accomplish this he rejected social discrimination, he promoted social justice and gave it according to the need. To the rich man who wanted to know he was to do to enter the kingdom of god, Jesus to him to sell all that he had and share the money with the poor. This is another biblical justice from our Lord Jesus Christ, as sign for social justice, which he had promoted. To fight social discrimination, Jesus openly criticized the self-righteous arrogance of the religious experts and knowingly antagonized them by enjoying intimate fellowship with sinners and outcasts. For example in Matthew 9:13 when He said, I desire mercy, not sacrifice. For I have come to call not the righteous but sinners and also in Luke 5:27-23, a story of how He met Levi the tax collector and how the Pharisees and Scribes complained about it. Therefore, social justice of Jesus who is characterized by giving according to need viewed in Levis story, Jesus also assessed a new community, which was inclusive, and the poor were to be given preferential option. CONCLUSION. Indeed, both Old and New Testament provide Biblical justice which is entirely consist of social justice that is concerned only with the giving according to the need because it is a complex multifaceted reality. It relates to every dimension of human experience. Biblical justice to its social justice seeks to restore dignity to those who have been unjustly deprived of, to meet their basic needs. Jesus proclaimed of the Kingdom of God as a social justice. That is, proper use of wealthy and not excluding the weak and the vulnerable from participation in national matters.
Friday, October 25, 2019
What is an Interview? Essay example -- Interviews Employment Workforce
What is an Interview? An interview is a conversation, which is held between two or more individuals where some questions are asked by the interviewer to obtain information about the interviewee. When the assignment Conduct a Job Search was given to us, we were excited. This kind of project was not only to help graduating students, like ourselves but anyone who is entering the workforce. An interview can be one of the best experiences. The interviewing program we have developed will be taught through slides, presentation, systematic activities, and skits. Individual folders will be handed out including pictures that will demonstrate how to wear the right clothes for the interview. The skits that some of participants in the session will be partake in is to give them a little feel on what types of appropriate things they could say and not say (which can play a big part whether or not you will get hired). During the training session, we will motivate the class by having donuts and coffee to show our appreciation for coming to the session. We hope to give the participants a peace of mind on what could assist them with finding employment or a great career. Table of Contents Part I †¢Ã‚     Introduction o     Interview Groundwork Objectives o     Pretest (see appendix) o     Timeline Part II †¢Ã‚     Job Seeking o     What to Bring o     Resumes (see appendix) o     Cover Letters (see appendix) o     Thank you letters (see appendix) Part III †¢Ã‚     Proper Interview Attire o     Women o     Men o     Before the Interview †¢Ã‚     Activity: How to tie a tie Part IV †¢Ã‚     Game: HIRED o     Score card (see appendix) Part V †¢Ã‚     Skits Introduction o     Proper Interview o     Attitude/Unmotivated o     Unprepared/Inappropriate dress Part VI †¢Ã‚     Behavior While on Interview †¢Ã‚     Helpful tips Part VII †¢Ã‚     Discussion †¢Ã‚     Posttest (see appendix) Appendix References Introduction Interview Groundwork: Steps to the Interview educates people on how to go about obtaining employment and the process one goes through from finding a job to the interview. From this training session we hope you obtain knowledge of different areas and ways to look for a job, writing resumes and cover letters, proper attire for the interview, commonly asked interview questions, and how to behave while on an interview. We will achieve ... ... is what determines your eligibility and if you are in the door. How you control yourself, answer questions, and behave is what the recruiter will be looking for. Appendix †¢Ã‚     Pre-test †¢Ã‚     Cover letter †¢Ã‚     Example resume †¢Ã‚     Thank-you letter †¢Ã‚     Attire Checklist †¢Ã‚     How to tie a tie †¢Ã‚     Hired Game Cards (2 win/2 lose) †¢Ã‚     Interview questions to expect †¢Ã‚     Questions to ask the interviewer †¢Ã‚     Post-test These handouts will be in individual folders given to the audience before the training session begins. Along with these handouts will be a tie for the How to Tie a Tie activity. Manual will be available on disk. References: Attire http://www.career.vt.edu/JOBSEARC/BusCasual.htm http://www.career.vt.edu/JOBSEARC/interview/APPEARANCE.html Behavior Http://ucdavis.placementmanual.com/interviewing/interviewing-02.html Hired Activity http://www.glencoe.com/sec/marketingeducation/career_city/interview/common_interview.php How to Tie a Tie Activity http://www.tieanecktie.com/WindsorKnot.php Interview Questions http://www.resumagic.com/interviews_questionstoask.html Job Search http://www.career.vt.edu/JOBSEARC/SixTopTips.htm
Thursday, October 24, 2019
Fun with Everyman the Play Essay
Introduction of the play â€Å"Everyman†is an English play, likely written before the end of the Fifteenth century. â€Å"Everyman†is considered one of the morality plays, with its Catholic and Christian morals ever present and mixing them within its entertainment value. The play is an example of an allegory, defined as, â€Å"The characters in an allegory often have no individual personality, but are embodiments of moral qualities and other abstractions. †(Allegory, 2010). The author, unknown, and lost to time, used powerfully named characters to represent characters any human may meet along their own personal journeys towards our own death. Everyman 2. Summary of the Characters The main character of the play is adeptly named Everyman, a representative of literally every human: Emotional, with needs and wants in life, he is broke. Not just broke, but busted. The messenger, an angel, a real good looking one, announces the treaty with God and tells the real title of the play, â€Å"The Summoning of Everyman†(Anonymous, 1:1:4) God, a real macho dude, with an almighty presence throughout the heavens says, â€Å"I perceive, here in my majesty, How that all creatures be to me unkind. †(Anonymous, 1:1:22-23). God has concerns that people have developed an unnatural desire for worldly goods like dope and sex and stuff. God talks about the 7 deadly sins, including shoplifting and capping each other, and people living only to serve themselves, not being waitresses and waiters to others. Tired of human crap, God calls Death, a real bad ass dude, to the scene to go find the character Everyman, to kick his ass, collect his shit, and bring him to the day of reckoning. Death leaves and finds Everyman going about his daily activities and his routines. Death tells Everyman, â€Å"YO yo†¦ That shall I show thee: a recognizing [God] he needs to have. †(Anonymous, 1:1:98-99). Death tells Everyman that the Day of Judgment is upon him. Everyman just doesn’t get it, he just wants to keep shopping at the mall for the newest Nike shoes. This judgment day can also be found mentioned in the Bible some where in Revelation 20:12-14, â€Å"†¦and the dead[they have a real bad stink] were judged according to the things written in the books[they used to be called encyclopedias, according to what they had done†¦They were all judged according to their good or dirty deeds. †(New International Version, my Edition). When Everyman looks at his imitation Rolex, he realizes that his time on earth is quickly coming to a halt,he hides his bong then he negotiates with Death to give him one more day to get his shit in order. Everyman’s case for needing more time is that Death surprised him with a shower reach for the soap moment, and should give him Just a little more time. Everyman needs the extra time to gather up his friends, his peeps and his gang to go with him on this journey to judgment day. Thru this journey, Everyman sees his friends and companions on earth flake out and fade away. His friends, the one’s Everyman thought were so good and important to him†¦they leave him abandoned, alone, at the side of life’s road in the end. He must have looked like a hooker on sunday morning. As Everyman faces each friend and companion leaving him, he calls, using his Verizon phone, on one of his last resorts as a friend, Good Deeds. Good Deeds is very physically weak, like a tweeker, because Everyman has not done many good deeds in his life time. She is the equivilant to a crack whore. Good Deeds asks her sister, Knowledge, to go with Everyman as he travels. Knowledge, as the name suggests, is smart and wise in the ways of the world, For snizzle. Knowledge takes Everyman to Confession, in a Catholic like ritual, not that I am a fan of Catholic rituals after watching Stigmata on DVD or anything.. After regaining some strength, maybe they used human growth hormones. Good Deeds joins Everyman on his journey, they share a doobie and walk on. Everyman arrives at his death, the grave. he shit his pants after he Lost his friends, Wits, Beauty and Strength, he only can take Good Deeds with him to heaven. He realizes all that money he spent on getting high on life was a total waste of money. At the end of the play, the character of the Doctor (may be a proctologist) comes into the frey, he gives advice to the audience, a final closing comment to be taken to heart, â€Å"†¦Take it of worth, young and old, and forsake pride for it deceiveth you in the end, and remember Beauty, Five Wits, Strength and Discression†¦ snizzle my nizzle. They all at the last do everyman forsake, save for his good deeds there doth he take. †(Anonymous, 902-906). Everyman 4. The author’s perception of an inevitable death. The author, anonymous, as he or she may be, has been lost in time. So they don’t get any credit for all the time they spent writing this crappy play. He, or she, uses great and wise insight in using his characters names to show the reader, or viewer of the play, that Everyman is subject to death just like anyone else. As Snoop Dog says, â€Å"Wez all gotta die, suckers. †The author makes the audience understand that any human is not able to escape death no matter how hard they try, or how much money they have in the bank. The author does a fine job using words to portraying Death as being an understanding, patient character, although Death should have been a creature from Aliens, that would have made the play more interesting. The author makes his point clear that death does not spare the rich or the poor, the officer nor the gentleman, nor the wise or the foolish. The journey to death is one we will all have to make on our own, and most likely one we will make alone, cause we cant take all this shit with us. The author puts emphasis on Everyman’s refusal to go to his death willingly. Everyman was not properly prepared to go on this journey, he had yet to hire an attorney. This reflects the idea that no human is given the exact time of his or her death, so we all must be ready to die at any time. We are warned to have our shit and stuff in order. All of the assorted characters in Everyman’s life, his so-called friends are the authors representations of characters we humans have in our lives. The author makes a pinnacle point that the character, Death, answers to God’s beckoning or his will. It is God, not Death that decides ultimately who dies when and where†¦ its not if you get hurt, its when and how bad. Death is just the messenger, so don’t go shooting the messenger. The author puts value on what happens when anyone, or Everyman, dies. The author also points out the things that everyone will leave behind, for the relatives to fight over. Courage and wisdom is used To persuade Everyman to continue to move towards his ultimate goal of death. The author made a simple understanding of making sure that everyone does good deeds while they have time on earth. Practicing random acts of kindness, keeping the toilet seat down, and doing good deeds will help ones case when standing before God in judgment. All throughout the play uses the now famous stages of death and denial found in the book, Psychology, By D. G. Myers. Myers defines denial as, â€Å"A defense mechanism by which people refuse to believe or even to perceive painful realities. †(Myers pp. 558). Everyman has to come to terms with his own impending death. The author gives Everyman Knowledge as a companion for his death tour. This helped Everyman look a death a little differently, and helped him face up to his death, and to the truth about his fading group of friends, his gang sucked for sure. The author puts importance on Everyman’s act of confession and penance, and gives him credit for not wearing Ax deodorant spray cause that crap stinks. The character, Good Deeds, once sick and weak, apparantly addicted to meth or crack, becomes stronger in time after a stint in rehab. The author made his point that one cannot get into heaven by doing good deeds alone, but by accepting Jesus Christ as savior, or whatever god is hip at the time, with saving grace paying for one’s way into heaven. On critic and author stated about the plays end, â€Å"†¦Good Deeds weakness demonstrates that Everyman’s [the character] good works cannot merit salvation when he is guilty of unforgiving mortal sin. Only†¦penance will restore him to a state of grace, revive Good Deeds [the character], and make Everyman ready to render an account of his life before God. †(Paulson, 2007). Conclusion, and try not to copy my work word for word, dumbass. Everyman the morality play, once called, â€Å"The Summoning of Everyman†(Anonymous, 1:1:4) is a simple story about making amends in their life before it’s too late. Our treasures, our bling, real or imagined, here on Earth are not worth dying for. The promise is found in the Bible in Matthew 5:3, â€Å"God blesses those who realize their need for him, for the kingdom of Heaven is given to them. †(New International Version, Student Edition). One should try their best to live a good, holy life, have faith, worship God, don’t knife your friends, and practice good deeds to be ultimately rewarded with an afterlife with God in the Heavens. And then you can party like it’s 1999. If you can remember that far back. Bibliography Allegory. (2010). Columbia Electronic Encyclopedia, 6th Edition, Retrieved June 21, 2012 from Academic Search Complete Database Dent, J. M. Everyman and Medieval Miracle Plays, (2007). C. E. Tuttle Co. Inc. Orion Publishing Group, Rutland, VT. USA. ISBN# 046087280x. Gyamfi, Y. A. and Schmidt, M. R. Literature and Spirituality, Everyman, (2011). By Persons Education, Glenview, IL. Myers, D. G. (2010). Psychology (9th Edition) New York, NY: Worth Publishers Paulson, J. (2007). Death’s Arrival and â€Å"Everyman’s†Separation. Theater Survey, 48, 121-141. Doi: 10. 1017/S00407000397.
Wednesday, October 23, 2019
Nintendo Marketing Plan
| Marketing Plan Nintendo Encore| | | | | | | | | | | | | TABLE OF CONTENT 1. Executive Summary4 2. Problem Statement4 3. External Analysis5 3. 1 Macro Analysis5 3. 1. 1 Demographic5 3. 1. 2 Economic5 3. 1. 3 Social-Cultural6 3. 1. 4 Technological6 3. 2 Meso Analysis7 3. 2. 1 Global Video Game Industry Sales7 3. 2. 2 New Trend in Video Game Industry8 3. 2. 3 Porter’s Five Forces9 3. 3 Competitors Analysis10 3. 3. 1 Sony10 3. 3. 2 Microsoft11 3. 3. 3 Apple12 4. Internal analysis13 4. 1 The Company13 4. 2 Current Marketing Strategy13 5. SWOT Analysis16 5. 1 Strengths16 5. 2 Weaknesses16 . 3 Opportunities16 5. 4 Threats16 5. 5 Confrontation Matrix17 6. STP17 6. 1 Segmentation17 6. 2 Target Market22 6. 3 Positioning22 Strategy23 7. 1 Market Share Strategy23 We focus our area of expertise which is to entertain everyone, especially the household. We do not enter the segment that we don’t excel such as hardcore video games (wars, violence, etc. )23 7. 2 Product Strategy23 We e nter mobile gaming sector as the mobile gaming industry is booming. People are buying games and applications on every available device including iOS devices, smartphones, tablet PCs and more.Our main competitors, Sony and Microsoft are also jumping into the mobile gaming industry, in order to compete with them, we need to focus on the mobile industry. 23 We should continue to Improve our current consoles. Some of the ways that we can do this is by letting the consumer play DVD and MP3s, giving the Wii remote a rechargeable battery, and allow the consumer to save games on an SD card. 23 Product improvement will enable consumers to play social network games on Wii consoles, 3D games on Wii consoles. 23 7. 3 Pricing Strategy23 8. Objectives23 8. 1 Long Term Goals23 8. 2 Short Term Goals25 8. 2. Operational Goals25 8. 2. 2 Financial Goals25 ?To increase a 3% of growth rate in UK operation by the end of 201225 ?To reduce costs of goods sold by 10% in the end of 201225 ?To increase profit margin by 5% from UK operation by in the end of 201225 ?To invest 5% more on promotional cost by the end of 201225 9. Marketing Mix25 9. 1 Product25 9. 2 Price25 9. 3 Place25 9. 4 Promotion26 10. Budget26 11. Recommendations26 12. References27 13. Appendix28 1. Executive Summary At the moment, Nintendo is facing some serious problems regarding to its decreasing sales revenue, less productive and less innovative.It is important that in the coming three until five years that the company can gain back or even increase its sales and thus to reach higher annual growth rate. To overcome those problems mentioned above, Nintendo needs to focus on their competitive advantage and also entering new segment in the mobile gaming as well as social media gaming. From the external analysis we can see that UK is one of Nintendo’s most potential markets since it holds 12% of market share in video game industry. Furthermore, the increase use of mobile devices and internet connections have also been new opportunities for the company.Meanwhile, strong competitors (e. g. Sony and Microsoft )and the existence of substitute products (e. g. mobile gaming and social network gaming )have also caused serious threats to our company to lose more market share . Our company offers various product lines for its Nintendo Wii, namely â€Å"Wii Fit†which is a fitness game,†Wii Balance†Board which enables players to â€Å"head†virtual soccer balls and to experience ski jumping on a TV screen. Besides, handheld console like Nintendo DS is also our second best product. However, all these current product lines are apparently not sufficient in strengthening our sales revenue.Therefore new strategies formulated, they include improving our current Nintendo Encore consoles, inventing new 3D game consoles, and also switching handheld gaming to mobile devices and social network gaming. In short, we will mainly use line extension in our strategy. In addition to that, h igher investment on our Research and Development Department and stronger promotion activities will also be implemented in the coming 3 horizontal years. We will use our current distribution channels including retailers and outlets.Online selling through company websites and another webshops are also included. Some promotion activities include advertisement through TV commercials, newspapers, posters, billboards, social media pages and special display spaces in retailers and outlets. Finally, the budget highlights some key financial figures such as an 10% decrease in COGS by the end of 2012 2. Problem Statement For many years Nintendo had been number one console manufacturer in the video games industry. However, the company is losing sales as well as market share to its competitors for some reasons.First, some competitors have become more innovative because they have improved the technology discovered initially by Nintendo in creating their Wii. It is very important to remain innovat ive in this highly competitive industry and we could say that the company might stayed too long on their ‘comfort zone’ with the launch of the Wii which was a massive success. It did not take long before the competitors created imitations of the similar technology and, even more they developed further making other game consoles (Xbox360 and Play Station) which are more appealing due to the new features.As a consequence at the moment Nintendo has been a step behind them. Furthermore the needs of the gamers are changing in the day by day basis. Nowadays more and more people do not play video games in front of the TV like they did before since the development technology has made the TV unnecessary. The introduction of smart phones and tablets have change the gamers’ way on playing video games. These new gadgets allow people to be 24-7 connected on the internet and the amount of games available online that can be play on a telephone or a tablet is huge.Therefore, mob ile device gaming is a segment with a fast growth rate at the moment, though the world is in a recession. All these developments have created a new type of market. The video games industry has changed dramatically, from a teenage boy playing in front of the TV to a business man or woman playing on a smart phone, blackberry or tablet. Video games are socially accepted as an entertainment tool and has being viewed positively. Finally new online companies are creating new games that do not need a console so they can be played easily, anytime and anywhere.This factor affects our sales dramatically because our product might be seen as old fashion. Nintendo however is not present in this new market and therefore it is very important to take in consideration to enter this new area because at the moment the company does not have products that satisfy those new needs resulting in the loose of sales and consequently revenues. 3. External Analysis 3. 1 Macro Analysis 3. 1. 1 Demographic The cu rrent population in the United Kingdom (UK) has reached 62. 3 million based on mid-2010 estimation and this puts UK on the 22nd position worldwide based on total population point of view.This number has increased by an average of 0. 6 percent each year since 2001. Furthermore, natural change which is the difference between births and deaths has accounted for an increasing proportion of the total population change in this country. In 2011 there are 17. 9 million families in the UK and of these 12 million consisted of a married couple with or without children. There are also 26. 3 million households of which 29% consisted of only one person while almost 20% consisted of four or more people. The density in this country is around 255. 6/km2. 3. 1. 2 EconomicUK’s economy has been the sixth-largest national economy measured by nominal GDP and seventh-largest measured by purchasing power parity (PPP). The total GDP has accumulated to $2. 253 trillion in 2011 and $35,646 per capita w ith 0. 8% of annual growth and 1. 2% projected for 2012. The main sectors include agriculture, manufacturing, construction and services industries. The number of real GDP fell slightly in the last few years due to the recession that hits EU region. Meanwhile the current unemployment rate in UK is 8. 4% compared to its employment rate of 70. %. According to the report from the Office for National Statistics, the inflation (CPI) in UK stands around 4. 2% in December 2011 with the largest downward pressures of change in CPI came from petrol, gas and clothing 3. 1. 3 Social-Cultural British people show high appreciation on certain cultural issue for example literature, education, sports and another sociological aspects. Over 75% of UK citizens consider themselves to belong to a religion while only 27% of them who regularly attend religious services according to a report from Gallup International.Weekends are considered important occasion for families in the British society because paren ts are free after working for five days during the week and therefore the chance when families can spend time together. An Euro statistic survey showed that UK citizens spend about 45% of their free time watching television, 24% on socializing, 22% on sport and hobbies and 10% on other activities. Some popular sports in UK are rugby, tennis, cricket and football. Meanwhile, average of only 15 minutes a day are spent on doing sports by the either young or old British people. 3. 1. 4 TechnologicalThe technology sector has shown big changes through the years. The use of mobile phones as well as internet services has increased dramatically in the last ten years. For example in the UK there is a significant growth in the use of mobile internet in the previous 12 months with an extra 6 million people using their mobile phone to access the internet from 44% to 71% in one year. The graph below shows us some information about the use of internet from 2009 until 2011 divided in 6 groups of ag e categories. Graph 1. Mobile Phone Internet Connections 2009-2011 Source: Office for National Statistics, 2011We can see that the most active internet browsing are the first 3 groups which range from 16 until 44. Moreover, the usage of mobile internet has doubled from 2009 to 2011. This will be a perfect chance for companies that are related or engaged to this field to strengthen their position in the market. 3. 2 Meso Analysis 3. 2. 1 Global Video Game Industry Sales The gaming industry is one of the most dynamic growing sectors in the last century. The projected total sales of video game industry in 2011 was around $65 billion compared to the revenue in 2007 which was $41. billion as shown in the next graph. This number will keep growing in the future. According to the Price WaterhouseCooper’s report â€Å"Global Entertainment and Media Outlook: 2008-2012†, the console games category is growing by 6. 9 per cent annually. Meanwhile the global video game industry is g rowing at the annual rate of 10. 3 per cent. By looking at the graph we might conclude that this particular industry is currently still growing at relative high speed. This means great opportunity for companies whose main focus are on this field. Graph 3. Global Video Game Revenue Source: PriceWaterhouseCooperFurthermore, the table below shows us the top ten markets for global video game business. It reveals the average amount of money spent on game consoles, revenues and percentage of market share of each country. The USA has the biggest market share about 40% with the revenue around $22 billion, while the UK is on the second position with 12. 57% of market share and total revenue $6. 825 billion. After that Japan follows with 11. 87% of market share and revenue of $6. 443 billion. Table 4. Major Markets of Video Game Industry Source: VGsales 3. 2. 2 New Trend in Video Game IndustryAs stated in the introduction part, the video gaming on mobile devices is the current trend worldwide . People feel the need of playing game everywhere and anytime when they are not at home. Another supporting factor is the availability of internet access to mobile devices. By referring to the Graph 1. Mobile Phone Internet Connections 2009-2011, the numbers of people who use the internet connection through their mobile devices has doubled in the last three years. It has created more options for the consumers on the video games they wish to play and how or when they want to play. 3. 2. 3 Porter’s Five Forces . 2. 3. 1 Threat of New Competition In UK video game industry, the threat of new competitors will be unlikely occurred due to many barriers in this sector. These barriers prevent new entrance to the industry and this means that company like Nintendo do not need to worry about the possible new competitors in a certain length of period. 3. 2. 3. 2 Threat of Substitute Products Nowadays people travel more often that includes longer time and distance than few decades ago. The needs of having mobile devices or portable electronic devices such as tablets during their travel time become significant.This segment creates the threat of substitute product to Nintendo with their mobile video gaming. Another substitute product for Nintendo is social network gaming, in which consumer can play games through their social network pages or account. 3. 2. 3. 3 Bargaining Power of Customers Heavy gamers might have formed strong attitude towards their favorite game consoles. However, for majority of casual gamers, most video game consoles deliver more or less the same value that is to entertain during their leisure time.Therefore, choosing another video game consoles when the first choice is not available can be easily done and this means that our consumers have high bargaining power 3. 2. 3. 4 Bargaining Power of Suppliers In manufacturing video game consoles, Nintendo’s suppliers might have high bargaining power since the company depends highly on suppliers in producing specific custom-made computer chips which are used in the consoles. Moreover, our suppliers might also decide to enter the same market where Nintendo is currently serving by producing their own consoles.Therefore, the possibility of our suppliers becoming our competitors is always a concern in this business. Moreover, the decision of switching from one supplier to another can also be very difficult due to time, costs and energy consumption. 3. 2. 3. 5 Intensity of Competitive Rivalry Big market players in UK video game industry are always at the edge of inventing and producing the newest innovation in the shortest period as possible. When one company starts to introduce a new product in the market, then the competitors will also do the same or even develop a higher level roduct. This means that in video game industry Nintendo is facing a high intensity of competitive rivalry. 3. 3 Competitors Analysis 3. 3. 1 Sony Profile of competitor: ‘’Sony is committed to developing a wide range of innovative products and multimedia services that challenge the way consumers access and enjoy digital entertainment. By ensuring synergy between businesses within the organization, Sony is constantly striving to create exciting new worlds of entertainment that can be experienced on a variety of different products’’, says Sony about their company.The 8 major product categories Sony is active in are: Audio, Video, Photography, Home Cinema, Computers, Communication, Semiconductors, Electronic components . Threats they can pose: Sony has recently registered for a patent on incorporating real-life with video-games in the form of a â€Å"depth sensing device†; â€Å"a three-dimensional camera†that uses â€Å"controlled infrared lighting†to scan an area. This is proof that they are thinking ahead to a new console already, which means we need to make haste in our development. Objectives of competitor:Sony’s areas which t hey are focusing on to expand can be divided into four parts: Networked Products and Services, 3D World, Competitive advantages through differentiated technologies and Emerging markets. Strategies they are pursuing and how successful are they: They are introducing the Sony tablets S1 and S2 to enter the media entertainment on tablets market, and while this could very well be successful it is not a market we are currently aspiring to enter so the effect on our sales needs to be researched further.Another broad strategy they are incorporating is to lower their prices since sales of certain products have been low due to high prices. They have consistently been cutting the prices of their products, including their games and game consoles, so meeting these prices is imperative. Strengths and weaknesses: An example of Sony’s strengths is the fact that they have a strong brand image, as people who have had their most successful console, the PlayStation 2, will have positioned them f avorably in their minds as ‘the company who produced the PlayStation 2’.This means that they do have meanly loyal consumers. One of Sony’s weaknesses is that while they are present in many markets (ex. Gaming, photography, home cinema’s, computers, etc. ), they are not the leading company in any of them. Their product lines are too broad and they have to focus on too much to be able to be the market leader in specific markets, where Nintendo focuses on the gaming industry alone and Apple mainly focuses on its own software on computers, cellphones and IPods. This gives them an advantage and Sony a disadvantage.Another weakness is that the pricing of their latest PlayStation 3 has been relatively high compared to the other newer consoles on the market, and many consumers found this price to be too steep. Sales of the PlayStation 3 have therefore been slow, and Sony was not able to make the PlayStation 3 the success it should have been. Their new product pric ing strategy is something for us to focus on and to use to our advantage by pricing our products lower than theirs if possible and using market penetration as a pricing strategy. 3. 3. 2 Microsoft Profile of competitor: ’We are committed long term to the mission of helping our customers realize their full potential. Just as we constantly update and improve our products, we want to continually evolve our company to be in the best position to accelerate new technologies as they emerge and to better serve our customers’’ says Microsoft about their own company. They have 8 business divisions they focus on, namely: Interactive Entertainment Business, Windows Phone, Windows & Windows Live, Online Services, Server and Tools, Microsoft Business Solutions, Microsoft Office and Skype.Threats they can pose: The fact that they already have new products planned for release is a disadvantage as they will hit the market before our new product will, and they could benefit from that with their sales. Objectives of competitors: The objectives of Microsoft or 2012 are; to make the Windows Phone weather the strong competiton they expect to get from other mobile companies, to engage in media partnerships to make the Xbox a connected TV and media device and to make their PC Windows 8 program work on every platform (tablets, PC, etc. ).Strategies they are pursuing and how successful are they: One strategy of Microsoft to compete with the Nintendo Wii is the Xbox Kinect System, which allows users to play controller free (a feature the Nintendo Wii does not have) and has a similar motion detection play which Nintendo used for the Wii. This has enables them to fiercely compete with the Wii and gave the them an advantage that made many consumers consider buying the Xbox Kinect System over the Wii. Another thing they are focusing on is the incorporation of Xbox Live into the Windows phone platform. ’ Mobile phones as handheld gaming consoles are very challengi ng markets as phones have got better design and technology, and we’ve chosen to make our bet around the phone instead and add Xbox Live services to Windows Phone 7 instead’’, stated by Microsoft in their press release . The big hit for the future will be the release of the Xbox 720 late in 2013, and it is said that it will have 6 times the graphic capability of the current Xbox 360. This new Xbox will also be accompanied by a new version of the Kinect system which will have an on-board processor to be able to detect user motion better.Strengths and weaknesses: A major advantageous factor of Microsoft is that they already have some new developments and products coming out in the future. They are already one step ahead of us, both in terms of the phone as a handheld gaming-device as the new version of their Xbox 360 (with an even better version of their very competitive Kinect system)23/24. The sales of the Xbox 360 and Kinect have been good since they introduced the products, as they sold 66 million consoles and 18 million Kinect systems so far. A newer version of the Xbox would have many followers who were satisfied with the Xbox 360.A weakness is that, compared to Nintendo’s prices, the Xbox series has been priced relatively high. Even the games themselves rate $20 to $40 dollar more per game compared to Nintendo Wii games. 3. 3. 3 Apple Although Apple is not aiming for a top spot in the gaming industry, the convenience of the Iphone as a handheld gaming device has risen through the roof as many consumers download apps and games on their mobile to entertain them during their day. Why should consumers buy a separate Nintendo DS or other handheld device when they always carry around their mobile phone?This is a threat to us on the mobile phone platform, yet is it also a threat to our competitors who also have plans of integrating mobiles with handheld gaming. 4. Internal analysis 4. 1 The Company Nintendo is a company that manufactur es and distributes interactive entertainment products. It was founded and located in Japan with its main focus on the home entertainment and portable game devices. Nintendo also provides hardware and software for its video consoles. The company operates primarily in Japan, however its business has expanded globally.The main factory is located in Japan with subsidiaries in the UK, Spain, Germany, France, Italy, and Australia. Moreover this firm is also involved in the manufacturing and distribution of poker cards (Pokemon). 4. 2 Current Marketing Strategy Nintendo’s products include home video game consoles and handheld video game systems, such as Game Boy and Nintendo DS. The company also offers various product lines for its Nintendo Wii, namely â€Å"Wii Fit†which is a fitness game,†Wii Balance†Board which enables players to â€Å"head†virtual soccer balls and to experience ski jumping on a TV screen.The basic strategy that Nintendo has been usi ng is the expansion of the world wide gaming population. The company is encouraging people from all over the world, regardless of age, gender, language, cultural background or gaming experience, to embrace and enjoy video games as a way of entertainment. The firm wants to expand his market, by creating Nintendo DS which is a portable game system that has the goal of attracting the new gamers that demand a portable gaming device and, with a Wii console that targets the families because it put smiles in the people around the gamer.If we look at video games we can see that nowadays they are more accepted in society than before. Video games are used as a learning and entertaining tool for the youngest, a way of staying fit for the house wife and finally and more importantly playing a video game is something that the whole family can do together in the living room of the house so the family can have some quality time together. At the moment Nintendo wants to further the penetration of Wi i by encouraging communication in the living room of each user through continuous software launches which will positively surprise consumers with brand new game play.In addition, Nintendo will release Nintendo 3DS that allows people to play video games in 3-D without the need for any special glasses, and will strive to satisfy more people by offering innovative game-play with Nintendo 3DS. The brand Nintendo is one of the most recognized brands in the video games industry. The company has been operating since 1977 with color television games, and is consider being the oldest in firm in the market. It is one of the largest console manufactures in the world, and is a leader in the handheld console market.The company has released four generation of gaming console devices in the past 20 years; (Nintendo entertainment system, ; Super Nintendo Entertainment System; Nintendo 64; GameCube; Nintendo DS, Nintendo DSi and Wii). In the handheld device segment, Nintendo DS hardware sold 27. 11 m illion units in 2010, Nintendo DSi which was lunch in 2008 sold more than 100 million units, faster than any console in the history of video games. In the console area Wii hardware achieved world sales of 70. 93 million units and Wii software achieved 16. 4 million units, Wii fit plus use to help people to be fit, sold 12. 65 million units globally, The new Super Mario Bros which allows four players to interact at the same time sold 14. 7 million units in 2010 . Due to all the previously mention Nintendo is well established Brand name in the Video game industry with 47. 2 percent of the market. Graph 5 & 6 Console Sales Market Share by Company & Positioning Key Consoles Source: The Video Gaming Industry Outlook, Business Insight, May 2011 The company can be found in countries such as in Japan, US , South and North America and Europe.The manufacturing premises are located in Japan and it operates throughout subsidiaries in US, Canada, the UK, Spain, Germany, France, Italy, and Austra lia. Moreover his global presence allows Nintendo to sell his products to most of the world. The company get his revenues as follows: 44% from America,33% from Europe,16. 1% from Japan and the rest from other countries . However not everything is good news for Nintendo, the company has been experiencing a decline of sales in 2010, The earthquake in Japan affected sales in that country. The operating profit in 2009 was 30. 9% going down to 24. 85% by 2010. Moreover declining operating profits affected the making profit capacity of the company affecting the confidence of the shareholders of the firm. In 2011 sales are declining as well falling below predictions. Heavy completion and the appreciation to the Yen against the Dollar, and the low price of the Wii consoles are affecting the profit were affecting the operating profits of the company Nintendo have only one source of income which is selling video consoles and video games. However, Sony and Microsoft have more sources or income .For instance Sony is a leader in the production of electro domestics, phones, computers, smart phones, tablets, audio systems among others. This gives to this company more resources that can be invest in R&D without taking a big risk. Microsoft is the world lieder computer manufacturer and this products are known globally. These two competitors improved the technology created by Nintendo with the Wii. Play Station and Xbox 360 have lunched better game consoles base on the revolutionary technology of the Nintendo Wii. Graph 7 Comparison between key video game consolesSource: The Video Gaming Industry Outlook, Business Insight, May 2011 The company depends heavily on outside manufactures for some of the parts of his products, moreover most of this suppliers are located in other countries. This could become a problem if any of the suppliers interrupt production, this could have a devastating effect in the company business performance. Also de possibility of any disagreement with these producers can create a problem for Nintendo 5. SWOT Analysis 5. 1 Strengths * Nintendo’s well-known brand * Existence in global market * Specialized in-house R&D department 5. Weaknesses * Limited source of income * Declining profit margins * Dependency on suppliers * Low investment in R&D compared to main competitors Sony and Microsoft * Low brand loyalty 5. 3 Opportunities * Dynamic growth of video game industry * The increasing use of mobile devices (iPhones, iPads, Smartphones, etc. ) * The easy access to internet connections * UK as the second biggest country holding video games market share * The high amount of average money spent on video consoles by UK consumers 5. 4 Threats * Strong competitive markets * Cheaper by-products (softwares) from competitors High varieties of competitors’ softwares (types of games) * Competitors’ better technological improvements 5. 5 Confrontation Matrix Graph 8 Confrontation Matrix 6. STP 6. 1 Segmentation Geographic in UK : | | Country | Unite Kingdom – is the largest video games market in Europe with the sales of $6 billion in 2008, however, the market has been fallen by 13% in 2011. | Major Cities | Birmingham EdinburghGlasgowLeedsLiverpoolLondonManchesterIn the major cities, there is a limited space and choices for children to play outside or adults to interact with each other. Climate| Rainy, cloudy and foggy. People prefer to stay at home rather than going out in such weather. | Density| Urban, suburban, rural | Population| The UK population is 62. 3 million by mid 2010. 16 – 59 year-old people are 43. 3 million; they are the major working people. ? The average gaming age is now 23+. ? 38. 2% of the UK population is an active computer gamer.? 51. 2% of British men and 25. 1% of British women aged 10-35 play games regularly. ? The average computer gamer has been playing for over 10 years. On average, gamers play for 11 hours per week. ? 27. 2% of all active gamers in the UK are wome n. ? The average age of the UK female gamer is 30-35 years old. | | | | | Demographic in UK: | | Age: 6 – 55 year-old| Consumer needs and wants change with ages. As we offer game players to not only 12-16 years old boys, but also to mature generation. â€Å"Heavy†(At least once a week and up to daily: the younger the gamer, the more likely they are to play daily)48% of UK 6-65 year olds (21. 6m) – 27% male (12m), 21% female (9. m)â€Å"Medium†(1-3 times a month)7% of UK 6-65 year olds (3m) – 3% male (1. 4m), 4% female (1. 6m)â€Å"Light†(Less than once a month) 4% of UK 6-65 year olds (1. 9m) – 2% male (0. 7m), 3% female (1. 2m)Age 6 – 10: Light users. They like to play games with their friends and classmates either by internet or individually. Age 11 – 15: Medium users. Most of people from this group are still at school; they play games via mobile and internet with friends and classmates. Age 16 – 24: Heavy us ers.These people are very busy with establishing a career, starting a family, getting started in their home and have a bit of fun as well. Age 25 – 35: Heavy users. Age 36 – 50: Medium users. As for this group, besides males, the females who plays games, most of them are housewives and have several children at home. The purpose they play it because their children are at school or they want to keep fit. They are not heavy users. Age 51 – 65: Light users, most of them are either housewives or retired people.Some of them are still very active and play Nintendo with their grandchildren. | Gender: male, female| We are offering a game machine to both males and females. As we know, boys like soccer and fighting games better, but girls like sports and dancing games more. To make sure that we will fulfill the wants, we have to develop games, which fit for both genders at the same time. | Family size: 2-4| Most families nowadays have 2-4 people, but we have to say there a re some over 20 year-old young adults are living by themselves. | Income: | Average income is 1200 pounds. Generation: Baby blooming generation,Generation X, generation Y| For the baby blooming generation, we say that most of them are over 40 years old. They could use our product because they are either housewives or have children, in that case they are light users and just want to keep in fit. With the younger generation, we should realize that smart phone are their â€Å"best toy†for people under 18 years old, and for people over 18 years old, mobile phones are their â€Å"best mate†which could help them to find friends, places, read a book and etc.If we want to develop a new product, we need to relate our games with their so-called â€Å"toys†or â€Å"mate†. | | | Behavior: | | Benefits:| Fun, entertaining, keep fit, increase self-esteem, improve social skills, stress relief, improve eyes and hands coordination and learning. | User status:| We defin ed a â€Å"gamer†as someone who had played a game on a mobile, handheld, console, PC, Internet or interactive TV at least once in the last 6 months: a broad definition designed to capture any â€Å"light†gamers as well as medium or heavier gamers. Loyalty status:| No brand loyalty, since consumes are easier to switch to a new and better quality and technology game machine. | Usage rate:| – â€Å"Heavy†(At least once a week and up to daily: the younger the gamer, the more likely they are to play daily)48% of UK 6-65 year olds (21. 6m) – 27% male (12m), 21% female (9. 6m)- â€Å"Medium†(1-3 times a month)7% of UK 6-65 year olds (3m) – 3% male (1. 4m), 4% female (1. 6m)- â€Å"Light†(Less than once a month) 4% of UK 6-65 year olds (1. 9m) – 2% male (0. 7m), 3% female (1. m) | Attitude toward product:| 6 – 25 years old: Enthusiastic26 – 36 years old: Positive neutral37 – 65 years old: Neutral There are certain amount of people in the above groups are Negative about our products. | | | Psychographic in UK Social Class| The Upper ClassOften people with inherited wealth. Includes some of the oldest families, with many of them being titled aristocratsThe Middle ClassThe majority of the population of Britain. They include industrialists, professionals, and business people and shop owners. Lower or Working ClassPeople who are agricultural, factory workers.The British Class System todayAlthough some people in the UK still refer to themselves as â€Å"working-class†, â€Å"lower-middle†or â€Å"upper-middle†(and of course there are those who think of themselves as the â€Å"elite†class), to the majority of the British the meanings don't seem to matter much these days. | Lifestyle| Teenagers: They use mobile phones a lot for gaming, communicating and Facebook. (Mobile heavy users)Adults: They use mobile phones also quite often for communication, agendas a nd few of them use that for on-line gaming.Retired people: Most of them who have a mobile phone are used as just a phone, to communicate with people for emergency. | Occupation| Kindergarten children Primary school studentsMiddle school students High school students College studentsHousewivesWorkers Retired people| 6. 2 Target Market After analyzing the segmentations, we are targeting the groups of people as follow: – All the 7 major cities in UK. | -16 – 59 years old people are 43. 3 million, they are the major working people . (But however we also target the people from 6-16 years old)| – Occupation: Children, teenagers, workers, housewives, retired people. To make these targeting groups, we based our brand image and our products functions. The main point is to entertain people, it doesn’t certainly mean that we have to fulfill only young boys’ needs and wants, but we are targeting more variety groups of people. For example, as in one family, if there are 4 members who are a housewife (43 years old), husband- businessman (45 years old) and a son (16 years old), a daughter (10 years old). They just have to buy one gamer to entertain the whole family. For housewife, she could keep herself still in shape by doing some yoga while the kids are at school. * For husband, he could play some games as darts or golf during the weekend. * For the little son, he can play super Mario or online game with his classmates after school. * For the daughter, she can invite her friends over to play the †just dance†game. 6. 3 Positioning Nintendo has been a major contender in the video industry for past several decades, and has faced the challenge of developing and maintaining the competitive advantage over the years.With the introduction of Nintendo Wii console, the company gained a stronghold as a leader in the video game industry. However, Sony and Microsoft are quickly gaining on Nintendo’s competitive advantage, forcing t he company to monitor to reevaluate its strategies. To maintain the competitive advantage, Nintendo must looking forward influencing the customers of Sony and Microsoft, continue developing innovative technologies, and also consider the impact of the social networking and mobile devices on the gaming industry.Nintendo is delivering the fun gaming experience to customers. Since it has a unique advantage to its competitors. They do not providing the violence games as shooting for teenage boys which are the common gamer user in the society. That’s the reason Nintendo could target a wide age and occupation range customers. Strategy 7. 1 Market Share Strategy We focus our area of expertise which is to entertain everyone, especially the household. We do not enter the segment that we don’t excel such as hardcore video games (wars, violence, etc. ) 7. 2 Product StrategyWe enter mobile gaming sector as the mobile gaming industry is booming. People are buying games and applicati ons on every available device including iOS devices, smartphones, tablet PCs and more. Our main competitors, Sony and Microsoft are also jumping into the mobile gaming industry, in order to compete with them, we need to focus on the mobile industry. We should continue to Improve our current consoles. Some of the ways that we can do this is by letting the consumer play DVD and MP3s, giving the Wii remote a rechargeable battery, and allow the consumer to save games on an SD card.Product improvement will enable consumers to play social network games on Wii consoles, 3D games on Wii consoles. 7. 3 Pricing Strategy We are focusing on keeping the existing product, however we should be not expanding ; improving current product that we have in order to attract more consumers and keep developing product till it meets consumer’s needs. Since there is strong competition in a market from Sony and Microsoft, often customers are faced with a wide choice of who to buy from. They may buy fro m the cheapest provider or perhaps from the one which offers the best customer service.Nintendo, being the cost leader therefore can offer prices lower than the competitors. 8. Objectives 8. 1 Long Term Goals * To be the biggest video game manufacturer in terms of market share in UK in the coming five years (2013-2017) * To realize a total 15% of annual growth rate of the UK operation in the first five years starting from January 2013 * To make the Nintendo Encore brand the most preferred video game brand of 6 – 65 years old of family and casual gamers in UK by January 2017 8. 2 Short Term Goals 8. 2. 1 Operational Goals To realize a total sales of 6 million units Nintendo consoles in UK market by December 2013 * To increase UK customers’ brand awareness by December 2012 through intensive advertising programs * To invest 10% of UK’s annual revenue in Research ; Development Department starting by beginning of 2012 * To put the Wii encore on the market by July 201 2 in the UK market * To train * To maintain good relationship with customers through social media pages by updating newest product information starting from June 2012 8. 2. Financial Goals * To increase a 3% of growth rate in UK operation by the end of 2012 * To reduce costs of goods sold by 10% in the end of 2012 * To increase profit margin by 5% from UK operation by in the end of 2012 * To invest 5% more on promotional cost by the end of 2012 9. Marketing Mix 9. 1 Product For the UK market our main focus on the product will be Nintendo Encore consoles. Meanwhile our handheld consoles such as Nintendo DS and its product lines will still be manufactured and sold as they are at the current moment.However, new improvements will be created to fulfill consumer’s needs in mobile gaming sector. This can be in the form of mobile games applications (Apps) and it will allowed consumers to play Nintendo’s games through their mobile devices. Below are more options on our product development: * Development of more varieties of new games * Concentration on 3D consoles * Reintroducing old famous games in new Nintendo consoles and mobile gaming application with better quality and features. 9. 2 Price * Using the current consoles price as the basic price reference * More for less strategy will be implemented Bundle price(Wii+ Super Mario New Limited Edition, buy 2 get 1 free, Wii Encore+ accessories) 9. 3 Place * Current distribution channels ; outlets (big retailers, smaller digital shops, toy stores) * Online selling through company websites and another online stores such as Amazon, eBay, etc. 9. 4 Promotion * Advertisement through television commercials, posters, billboards, social medias. * Buy some display space in outlets * Training and distributing the specialized sales team in outlets and retailers that sell our consoles 10. BudgetOur budget is based on the 3-year forecast starting from 2012 and can be found in the appendix. Some important points are: * Cost of goods sold is expected to decrease 10% in 2012. * Advertising/ promotional costs are increasing * Income tax is 10% 11. Recommendations If Nintendo want to recover sales and become number one in the video games industry is necessary to take some actions: One way to accomplish this is to extend or expand its video game genres to attract more gamers than the family-friendly games. If we look at our competitor we can see that they ocus on intricate fantasy role-playing games (RPGs) for mature audiences. When we develop games for this groups the company will be in better position to compete with Sony and Microsoft, however, this could risk damaging Nintendo’s brand and to move from one public to another can have possibly more negative effects than positive. Another option is for Nintendo to continue developing innovative games and technology. As an example we can mention Nintendo’s recent introduction in Japan of the 3DS, a hand-held console that allows users to pl ay games in three-dimension.Because of this we can say that the company is a leader in handheld consoles, and this new console definitely helps the company maintain its competitive industry in that field, moreover Nintendo could start to develop a similar 3D capability for the Wii to further revolutionize the gaming experience. Lastly Nintendo should consider to expand to social networking and mobile devices, which is growing rapidly. More than one third of mobile phones owners play video games whit their telephone. To enter this market Nintendo could consider develop simple, puzzle-type games for Facebook and mobile devices.As a consequence the company would align with the current focus on simple and casual gamers and more importantly it can open a brand new market with enormous potential given the popularity of smart phones and tablets at the moment. The company can further develop its capabilities to allow users to play social networking games on the Wii console. As a conclusion Nintendo must continue with the development of innovative technology and new game concepts. It is necessary to be realistic and in to take in consideration that the company has very strong competitors in this market.Moreover it is necessary to pay attention to the change in needs of our current and not customers so the company can deliver customer satisfaction if we want to remain profitable. 12. References Bob Holt, freelance writer – http://www. newjerseynewsroom. com/science-updates/xbox-720-release-may-compete-with-nintendo-wii-u Consumer Price Indices, December 2011. http://www. ons. gov. uk/ons/rel/cpi/consumer-price-indices/december-2011/index. html, accessed by March 2012 Daniel Eran Dilger, magazine writer – http://www. roughlydrafted. om/2006/11/22/playstation-3-vs-xbox-360-vs-nintendo-wii/ Howard Stringer, CEO Sony – http://www. sony. net/SonyInfo/IR/info/strategy/message. html Leisure activities in the UK, http://guides. wikinut. com/Leisure-activiti es-in-the-UK, accessed by March 2012 Microsoft, http://www. microsoft. com/about/companyinformation/ourbusinesses/en/us/business. aspx Most Britons, Canadians â€Å"Unchurched†, http://www. gallup. com/poll/19267/Most-Britons-Canadians-Unchurched. aspx, accessed by March 2012 Organization for National Statistics UK, http://www. ns. gov. uk/ons/rel/family-demography/families-and-households/2011/stb-families-households. html Pascal Gobry, Senior Research Analyst at Business Insider Intelligence – http://articles. businessinsider. com/2012-01-10/research/30610635_1_windows-phone-steve-ballmer-microsoft-ceo Robert Purchese, Senior Staff Writer of Eurogamer. net – http://www. eurogamer. net/articles/2012-02-21-sonys-ps-eye-creator-patents-kinect-like-tech Sony, http://www. sony. net/SonyInfo/CorporateInfo/ United Kingdom, http://www. imf. rg/external/pubs/ft/weo/2009/02/weodata, accessed by March 2012 What do British people like doing at the weekends, http://www. woo dlandsjunior. kent. sch. uk/customs/questions/weekends. htm, accessed by March 2012 Wesley Yin-Poole, Eurogamer news editor – http://www. eurogamer. net/articles/2010-10-25-nintendo-apple-is-our-greatest-threat Zach Honig, Senior associate editor – http://www. engadget. com/2011/08/16/sony-drops-ps3-price-to-250-in-us-250-in-europe/ 13. Appendix â€â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€œ [ 1 ]. http://www. ons. gov. uk/ons/taxonomy/index. html? nscl=Population,
Subscribe to:
Posts (Atom)