BMA202 Business Strategy

BMA202 Business Strategy

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BMA202 Business Strategy

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BMA202 Business Strategy

1 Download11 Pages / 2,593 Words

Course Code: BMA202
University: University Of Tasmania

MyAssignmentHelp.com is not sponsored or endorsed by this college or university

Country: Australia

Question:

Identify and analyse issues in the general environment
Most relevant issues in the general environment identified and correctly analysed.
Identify and analyse issues industry and competitor environment
All relevant issues in the internal environment identified and comprehensively analysed.
Predominantly insightful strategies are proposed and justified .They demonstrate a good synthesis of theory and issue analysis.
Identify and analyse issues internal environment
The categorical imperative and structural reproduction: Dynamics of technological entry in the semiconductor industry. 
Systems and methods for generating video hints for segments within an interactive video gaming environment.
The Dynamic Capabilities View. In Collaborative Dynamic Capabilities for Service Innovation
The Strategic Analysis of Driving Forces Determining Success for a Console Manufacturer in the Console Market–the Positioning Strategy of Nintendo.

Answer:

Industry analysis: 
Nintendo is a Japan based multinational company that deals with the consumer electronics and video games. The organization was founded on 1889 by Fusajiro Yamauchi. Headquarter of Nintendo lies in Kyoto, Japan. Nintendo has been a global leader in the video game industry (Pikachu 2018).
The video game industry has been growing since 2000. Companies like Sony, PlayStation, Microsoft and recently Xbox 360 have been the tough competition for Nintendo. The industry is characterised by high penetration power in the developed market nut at the same time the industry is low emerging (Feijoo et al. 2012). As the customer’s are getting accustomed with gaming the target audience for the organizations in this industry is getting broader, which will play a big role in the growth of the organization. The console makers sale their products with an implicit loss but then the revenue is mainly recovered from the accessories, games etc. The organizations in this industry are focusing in bringing better technology or games each year which increases the competition so much. The technology is advancing and so does the change in the gaming techniques. Earlier people used to play with the wired joystick now people are using the VR technology for playing games (Madary and Matzinger 2016). The console makers are bringing new technology each day.
Porter’s five forces theory:
Porter’s five forces will analyse the 5 key forces that will have an impact in the operations of the company (Dobbs 2014).
Power of Supplier (Medium):
The supplier power in the console industry is considered to be low to medium. Nintendo along with PlayStation and Microsoft forms the ‘big three’ (Le 2018). These companies generally earn revenue from the software and hardware sales, this is why the supplier plays and integral role in their organization. Supplying companies strive to supply to these companies due to the assured profit that they will earn. This is why the supplier does not possess a huge power in this industry.
Power of buyers (Medium):
Due to the presence of very few organizations in the market the buyer does not have much power. There are only three choices- PlayStation, Microsoft and Nintendo and this makes the choices of the customer limited. These are well known and reputed brands and this makes the buyers power to go down.
Threat of entry (Low):
Threat of entry in the gaming consoles industry is low due to several factors. Microsoft, Nintendo and PlayStation have been in the business for quite some time and this has helped them to build brand reputation in the market. This reduces the chances of the new entrants to come and grab a huge market share immediately. Entry in the console industry requires a lot of capital and investment because of the high manufacturing cost and the research and development of advanced technologies, marketing and advertising which makes the entry of the new entrants tough Carnabuci, Operti and Kovacs 2015).  
Threat of substitutes (Medium):
 Games can be either developed internally or by the third party developers. This is why companies like Nintendo and Microsoft the leading development studios in order to manufacture exclusive games. There are other substitutes for entertainment for the consumer like movies, TV series etc. The biggest substitutes are the mobile gaming and the PC games (Rogers and Clarkson 2017).
Threat of rivalries (High):
Due to the presence of few competitors the industry is growing rapidly and constantly, which makes the gaming console industry very competitive. Nintendo, Microsoft and Sony are continuously trying to outsell each other and increase the company’s market share. These companies also compete for the same consumers and the same customers, which makes the threat of rivalry high.
Competitive rivalry: 
The gaming console sector does not have many competitors. The top three rival companies are Microsoft, Nintendo and Sony. The Xbox one, Xbox 360 is some of the key products of Microsoft that helped the organization to create their own market share. Similarly PlayStation 1, 2 and 3 are some of the key products of Sony.
Opportunities and threats: 
This paragraph will explain the opportunities and the threats that the organization can have and face in the market:  
Opportunities:

New segments: The gaming industry is growing and there are new segment of customer who can help the organization to gain more profit (Chung and Klappert 2014).
Growing infrastructure: Expansion and growth in the infrastructure for example internet connection, bandwidth in the remote places helped in increasing the users of the games and this can prove to be a huge opportunity for Nintendo to market their products in those remote places.

Threats:

Competition: The main competition for Nintendo is Microsoft and Sony.
Substitute products: The industry possesses high threats of the substitute products like mobile gaming, computer gaming etc, which will also affect the revenue of Nintendo.

General environment analysis: 
The general environmental analysis can be done using the PESTLE analysis.
Political factors:

Political stability in the market is one of the essential factors that affect the operation of Nintendo.

Economical factors:

The organization is exposed to the exchange rate fluctuation of more than 70% in imports of goods globally.

Social factors:

The increased rate of smartphone usage globally has also increased the penetration of the digital gaming in the market.
The increased rate in the disposable income in the emerging countries has influenced them to the gaming market.

Technological factors:

AR gaming is becoming the new trend in the gaming industry which will also influence to bring AR games in the market. Nintendo is one of the companies who have mover advantage.
Investment in the research and development will lead towards technological innovation.

Legal factors:

The rise in the counterfeit products trade in the global with very limited legal options, the revenue of Nintendo is highly affected.
`The improvement in the product regulations and patent protection in the developed country will help in establishing the companies.

Environmental factors:

Focus on manufacturing environment friendly products.

Internal analysis: 
Business resources: 
Tangible assets: 
Nintendo being in the industry for 129 years have acquired a number of assets that made them one of the leaders in the global electronic and gaming industries. The organization currently has total assets worth of 1.634 trillion Yen. Nintendo employs 5501 employees in their organization. The headquarter lies in Kyoto, Japan. Nintendo operates is business worldwide, which have helped them to earn a huge brand awareness (Kodama 2018).
Intangible assets: 
The organization is based on Japan and most of the products are manufactured in Japan. Japan being a technology advanced country helps Nintendo by providing skilled and experienced employee (Belo et al. 2017). This has also helped them in the research and development process of the organization.
Capabilities of Nintendo: 

Nintendo is supporting their each and every console release with excellent games.
The marketing of the Nintendo products have been accurate and it targeted the right customer, which has seen a significant growth in the revenue of the organization.
The Nintendo products are very portable compared to PlayStation and Xbox. The portability feature of the Nintendo’s product has influenced the customer to purchase their products.
The Nintendo products are made up of premium quality and are durable.

Core competencies and advantage:
Competencies are the abilities that the organization do differently from others and are successful and efficient in doing that. Some of the core competencies of Nintendo and what advantage they have are listed below:

Portability- Nintendo has been creating portable devices, which have helped the customers to carry the product and use it whenever they want. This has helped them in capturing the market and influenced the customer to use their product instead of Xbox and PlayStation.
Good marketing strategy- Nintendo has been brilliant with their marketing strategy and this has helped them to increase their brand awareness. This has also increased their sales and thus helped in the expansion of the business (Lee, Lin and Yu 2017).
Tie-up with Disney: Nintendo has become more successful after they entered into a tie-up with Disney and this helped the organization to increase the appeal of their product among the biggest customer segment that is kids.

Value chain analysis: 

Primary activities

 

 
 
 
 
 
Inbound logistics

Getting the raw materials should be done effectively and efficiently to receive more raw materials for increasing the productivity.
The raw materials should be kept in a place, which will not harm the environment and this will increase the trust and interests of the customer.
Nintendo should ensure that they have adequate storage space for raw materials so that shortage of raw materials never occurs.
 

 
Operations

 Research and development needs to be carried out continuously to bring new and better technology.

 
Outbound logistics

Distribution of the raw final products via online store or retails shops to the customers.

 
 
Marketing and Sales

Marketing will be done by using the following channels:
Television advertisement
Social media advertisement
Display in malls
Billboards

 
Services

Free delivery
Customer service
Repair

 

 
Support activities

 

 
 
Firm infrastructure

· The organization should follow proper rules and regulations of the state or the country to ensure that the products are safe and follows the proper safety standards.
· Quality management helps the organization to better the quality of the products and to keep continuous record of the product.  

 
 
Human resource management

· Nintendo can make their workplace friendlier and built a positive environment which will reduce the risk of high attrition rate.
· Training programs should be organized so that the employees can be more effective and skilled.

 
 
Procurement

· Real time inventory
· Effective communication with the suppliers
· Purchase supplies and materials
 

 
 
Technology development

· Integrated supply chain management
· Real time information of the sales.

SWOT analysis:
SWOT analysis will help to find the key internal and external factors that affect the operations of the business.
The strengths are:

Worldwide distribution: Nintendo has worldwide distribution channel and this helps them to distribute the products to the retailers and the wholesalers in less amount of time. The organization has their own retail stores; apart from this they have different high end retailers.
Skim pricing: The key strength of the business is their pricing strategy that they follows. The video games are sold initially at high prices and in the order stage the price remains the same. While getting the products acceptance from the customer they immediately lower their prices until they get the sufficient bargains. This has been one of the reasons behind the company’s success (Landon and Mechanic 2017).
Marketing: Nintendo has been brilliant with their marketing strategy and this has helped them to increase their brand awareness. This has also increased their sales and thus helped in the expansion of the business. They are brilliant at marketing and this helped them in reaching to the public so easily.
Tie-up with Disney: Nintendo has become more successful after they entered into a tie-up with Disney and this helped the organization to increase the appeal of their product among the biggest customer segment that is kids.
Portability- Nintendo has been creating portable devices, which have helped the customers to carry the product and use it whenever they want. This has helped them in capturing the market and influenced the customer to use their product instead of Xbox and PlayStation.

The weaknesses are:

Console failure: The highest selling product of the Nintendo is the accessory named Wii gaming console. The organization has created a bad reputation after the console failed horribly and this caused a huge loss for the organization.
Loss of goodwill: The goodwill of the company was highly affected by the failure of the console (Marand, Li and Thorstenson 2017). This has affected the market share of the organization and thus reduced the revenue of the organization.
Inability to meet margins: The gaming industries are low profit margin business and the organizations have to look at the volumes of the product that they produce for earning profits. However, due to the increased competition in the market both form the reputed and growing companies the revenue are becoming very difficult to meet.

The opportunities of Nintendo are:

New gaming segments: The gaming industry is growing and there are new segment of customer who can help the organization to gain more profit.
Growing infrastructure: Expansion and growth in the infrastructure for example internet connection, bandwidth in the remote places helped in increasing the users of the games and this can prove to be a huge opportunity for Nintendo to market their products in those remote places.

The threats of Nintendo are:

Competition:The main competition for Nintendo is Microsoft and Sony.
Substitute products:The industry possesses high threats of the substitute products like mobile gaming, computer gaming etc, which will also affect the revenue of Nintendo.

Current and future strategy: 

At the corporate level, the organization is using the strategy of innovation. It has played an important role in the success of the organization. Nintendo used the technological push for targeting the incomplete market of gamers and they had to convince the non-gamer to play in the platform provided by Nintendo.
Blue ocean strategy, this business strategy is used by Nintendo to get advantage over its competitors. The organization used this strategy by avoiding the market competition and targeting the non-gamers segment.
The organization is planning to use the market penetration strategy instead of price skimming in the near future to expand their market in the growing economy.

References:
Belo, F., Li, J., Lin, X. and Zhao, X., 2017. Labor-force heterogeneity and asset prices: The importance of skilled labor. The Review of Financial Studies, 30(10), pp.3669-3709.
Carnabuci, G., Operti, E. and Kovács, B., 2015. The categorical imperative and structural reproduction: Dynamics of technological entry in the semiconductor industry. Organization Science, 26(6), pp.1734-1751.
Chung, D.D. and Klappert, W.R., United Video Properties Inc, 2014. Systems and methods for generating video hints for segments within an interactive video gaming environment. U.S. Patent 8,628,423.
Dobbs, M., 2014. Guidelines for applying Porter’s five forces framework: a set of industry analysis templates. Competitiveness Review, 24(1), pp.32-45.
Feijoo, C., Gómez-Barroso, J.L., Aguado, J.M. and Ramos, S., 2012. Mobile gaming: Industry challenges and policy implications. Telecommunications Policy, 36(3), pp.212-221.
Kodama, M., 2018. Collaborative Dynamic Capabilities: The Dynamic Capabilities View. In Collaborative Dynamic Capabilities for Service Innovation (pp. 1-45). Palgrave Macmillan, Cham.
Landon, B.E. and Mechanic, R.E., 2017. The Paradox of Coding: Policy Concerns in the Move to Risk-Based Provider Contracts. The New England journal of medicine, 377(13), p.1211.
Le, H., 2018. Nintendo vs. Its Competitors in Marketing Efforts: From the Point of View of Customers.
Lee, S.J., Lin, G.T. and Yu, W.H., 2017. The Strategic Analysis of Driving Forces Determining Success for a Console Manufacturer in the Console Market–the Positioning Strategy of Nintendo.
Madary, M. and Metzinger, T.K., 2016. Real virtuality: a code of ethical conduct. Recommendations for good scientific practice and the consumers of VR-technology. Frontiers in Robotics and AI, 3, p.3.
Marand, A.J., Li, H. and Thorstenson, A., 2017. Joint inventory control and pricing in a service-inventory system. International Journal of Production Economics.
Pikachu, D. (2018). Nintendo – Official Site. [online] Nintendo.com. Available at: https://www.nintendo.com/ [Accessed 29 Sep. 2018].
Rogers, A.O. and Clarkson, G., Martha Atelia Clarkson and II, 2017. System and method for providing off-site online based gaming. U.S. Patent 9,659,435.

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