资源描述：
《国际市场营销案例.pdf》由会员上传分享，免费在线阅读，更多相关内容在行业资料-天天文库。
1、Kotabe/Helsen,GlobalMarketingManagement,5eCase11Case111Nintendo:ExpandingtheGamingPopulationthroughInnovationIntroductionSatoruIwata,PresidentofNintendoCo.,Ltd.,pacedthelengthofhisofficehighabovetheKyotolandscapeinJapan,oblivioustotheviewthoroughthewindowbesidehim.Nintendohadjustclosedoutfiscal
2、year2006asofMarch31,2007,andhadshownalmostunbelievablyimpressiveresults:revenueswereup90%,operatingincomewasup150%,andnetincomewasup77%overfiscalyear2005.TheseresultswereduelargelytothesuccessoftheNintendoWii,releasedjustfourmonthspriortoyearend,inNovember2006,andwasenhancedbycontinuingsuccesso
3、ftheNintendoDSandDSLite,releasedin2004and2006,respectively.ButasPresident,Iwata’sconcernwasforthefuture:howcanNintendosustainsuchhighprofits?Howcantheymaintainthecompetitiveadvantagetheyhavegainedthroughtheirlatestinnovations?HistoryofNintendo—BeforetheDSandWiiFromitsinceptionin1889,Nintendohas
4、beenknownforcontinualinnovationandproductimprovement.FusajiroYamauchi,thefounderofNintendo,beganthecompany1ThiscasewaspreparedbyDanielFeldhaus,GregStolt,CoralieTodo,andScottWhitmoreoftheUniversityofHawaiiatManoaunderthesupervisionofProfessorMasaakiKotabeforclassdiscussionratherthantoillustratee
5、ithereffectiveorineffectivemanagementofasituationdescribed(2008).1Kotabe/Helsen,GlobalMarketingManagement,5eCase11byproducingandmarketingaJapanesecardgamecalledHanafuda.In1956,Yamauchi’sgrandson,Hiroshi,visitedtheUnitedStatestodiscusstheplayingcardindustrywithAmericanplayingcardmanufacturers.Hi
6、roshimadeadealwithDisneytouseDisneycharactersonNintendo’sHanafudacards.Soonafter,thechildren’splayingcardindustryboomedandNintendo’splayingcardmanufacturingbusinesswasflourishing.Eventually,theconstantchangeoftheplayingcardandtoyindustrycaughtuptoNintendo,andcustomers,comprisedmostlyofchildren,
7、provedtobeaficklemarket.TheinconsistenciesofthetoyindustryforcedNintendotoexplorenewmarkets.Nintendohadtochange.ThisbegantheelectroniceraforNintendo.Duringthe1970sNintendocreatedandsoldcoinoperatedvideoarcadesystemsandbeganmanufac
