Introduction

At the end of 2006:

Total revenue: 7.8 billion USD

Net worth: 1.4 billion USD

Employees:

1,400,000,000

3,768= 371,549.89

?3,768

History

Time of establishment: September 23rd, 1889

Location of establishment: Kyoto, Japan

Main product: Hanafuda ( a kind of manmade card )

Since 1975

Color TV Game

Game Boy NES

SNESNintendo 64Nintendo GameCube

Current

New Video Games:

Nintendo DS Wii

Global Expansion

In local area

Drew on the experience of Atrai Company, and reached an agreement with the Magnavox Company.

First video game platform ------ Magnavox Odyssey

Cooperated with Mitsubishi.

Color TV Games

In 1980, entered the US market.

Representative product: Tape-style video game platform

Trouble: easy to crash

Solution: withdraw all stocks in stores

In 1983, re-entered the US market.

Representative product: FC Video Game Machine

Trouble: difficult to distinguish the authenticity

Solution: used “10NES” encryption system and add the quality mark ------ “ Seal of Quality”

In 2002, entered and occupied the Chinese market, and established iQue Ltd.

Two difficult issues

lower purchasing power

the pirate of games software

Solution: Chinesize the original games and directly launch into Chinese market.Use the electronic flow way of semiconductor memory card

SWOT Analysis

Strengths Strong brand name Robust growth Debt free status

Weakness Inventory shortage

SWOT Analysis

Opportunities Changing demography of players Growing demand for online gaming

Threats Foreign currency fluctuation Short products lifecycle

Industry Analysis

The real game players that use in the entertainment are happened in the 8 century.

The first game console company Atari gave birth in 1972, USA. Atari was a super star in the game console industry at that time.

Industry Analysis

After 1985 most game players lost heart of the game consoles. Nintendo still persisted in original intention

Now so many big and famous companies invested in the game industry. It made the competition incandesce.

Industry Analysis

The game industry are so famous in the worldwide is that the good game design and the advanced technology.—We can see this point from “Super Mario”

International Challenge

Sale the NES in New York Then in whole America

Nintendo promises they will sale this game in the limited market at first and Nintendo will purchase all the game players which are can’t sale any more.

Blockbuster and Nintendo don’t agree with the leasehold of TV game

Nintendo Company always prevents the vendition of the Game Genie

Sony and Nintendo give up the CD periphery design plan

Then Nintendo declare to cooperate with Philips to produce the CD-ROM equipment to confront with Sony.

European Commission passes the law to forbid the Nintendo company sale the compatible admission to the software companies in Europe

Life is a game !

Multinational video game software and hardware development company

Service Games of Japan

Found in 1940 as Standard Games, in Hawaii

The most popular brand in United States, in 1990

Withdrawal from the consumer console business in 2001

Life is a game !

Consoles:

Master System, Genesis/Mega Drive, Game Gear, Sega 32x, Sega CD, Nomad, Sega Pico, Saturn, Dreamcast

SEGA’s withdrawal the “Dreamcast” plan Failed reason: lack of software support Discontinued in March, 2001 consoles were still sold until 2006 Units sold: 10.6 million

SONY

Sony Computer Entertainment Inc.

A subsidiary of SONY, founded in November 16, 1993

Hold all SONY’s home console and handheld business

A developer and published of video games

Comprised of several subsidiaries

Consoles: PlayStation, PlayStation One, PlayStation 2, PlayStation Portable, PlayStation 3

SONY SONY’s first home console: PlayStation

Launched in December 3, 1994

Units sole: 102 million

PlayStation 2: the best-selling console in the world

Launched in March 4, 2004

Units sold: 140 million

SONYPlayStation Portable

the first handheld console to use an Universal Media Disc(UMD) large viewing screen, the Internet, Wi-Fi Units sold: 41 million Best-selling games: Grant theft auto “ Liberty City Stories”

SONYPlayStation 3

Unified online gaming service: the PlayStation Network The first Blue-ray 2.0-complaint Blue-ray player Connect with PSP

SONYPlayStation 3 Make an operating loss of US$1.97 billion in the fiscal year ending March 2007 Lose the leading position in home console Success in 2008: the PS3’s matures and developers start pushing it Units sold: 16.84 million

Microsoft

XBOX Microsoft Corporation entered the global game market in 2001 with XBOX To compete directly with Sony's PlayStation 2 and the Nintendo GameCube Units sold: 24 million

Microsoft

XBOX360 changed the decline of Microsoft in game console domain available in three configurations: "Arcade" ,"Premium" and "Elite“ the first current generation gaming console to surpass the 10 million in the

US

MicrosoftHALO Series Owned and published by Microsoft Game Studios the best first-person shooters on a video game console the Microsoft Xbox's "killer app“

Short-term Recommendation:

• Developing and broadening its software and service platform

Long-term Recommendation:

• Join the network games field

• occupy the Chinese market