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Written by Gary F. Smith
Publish Date: 2024-12-03

Harvard Case - Nintendo: Disruptor Being Disrupted

"Nintendo: Disruptor Being Disrupted" Harvard business case study is written by Ali Farhoomand, Shiu Kau Wong. It deals with the challenges in the field of Information Technology. The case study is 17 page(s) long and it was first published on : Oct 10, 2012

At Fern Fort University, we recommend that Nintendo implement a multi-pronged strategy to address the challenges posed by the changing gaming landscape. This strategy should focus on leveraging its existing strengths in innovation and brand loyalty while embracing digital transformation, expanding its reach into new markets, and diversifying its product portfolio.

2. Background

Nintendo, a gaming industry giant, has faced disruption from mobile gaming and the rise of new competitors. The company's traditional console-based business model has been challenged by the accessibility and affordability of mobile games. The case study highlights Nintendo's efforts to adapt to this changing environment, including its foray into mobile gaming with titles like Pok'mon Go and Fire Emblem Heroes. However, the company still faces challenges in maintaining its market share and attracting new audiences.

The main protagonists of the case study are:

  • Satoru Iwata, former CEO of Nintendo, who spearheaded the company's initial response to the mobile gaming revolution.
  • Tatsumi Kimishima, former CEO who focused on cost reduction and expanding into new markets.
  • Shuntaro Furukawa, current CEO, who aims to solidify Nintendo's position in the mobile gaming space and further explore new avenues for growth.

3. Analysis of the Case Study

To analyze Nintendo's situation, we can utilize the Porter's Five Forces framework:

  • Threat of New Entrants: The gaming industry is characterized by high barriers to entry due to the high development costs and established players. However, the emergence of mobile gaming has lowered these barriers, making it easier for new entrants to compete.
  • Bargaining Power of Buyers: Consumers have a high degree of bargaining power in the gaming industry due to the availability of numerous options and the ease of switching between platforms.
  • Bargaining Power of Suppliers: The bargaining power of suppliers, such as game developers and hardware manufacturers, is moderate. Nintendo has a strong brand and a loyal customer base, giving it some leverage in negotiations.
  • Threat of Substitutes: The threat of substitutes is high, as consumers can choose from various forms of entertainment, including mobile games, streaming services, and social media.
  • Competitive Rivalry: The gaming industry is highly competitive, with established players like Sony, Microsoft, and Tencent vying for market share.

Key Challenges for Nintendo:

  • Maintaining Market Share: Nintendo faces intense competition from established players in the console gaming market and new entrants in the mobile gaming space.
  • Attracting New Audiences: The company needs to attract younger generations who are accustomed to mobile gaming and free-to-play models.
  • Balancing Innovation and Brand Identity: Nintendo needs to innovate and adapt to new trends without compromising its core values and brand identity.

4. Recommendations

  1. Embrace Digital Transformation:

    • Invest in IT infrastructure: Modernize existing IT systems to support cloud computing, big data management, and data analytics.
    • Develop a comprehensive IT strategy: Align IT initiatives with business objectives, focusing on cybersecurity, data-driven decision making, and IT cost optimization.
    • Leverage cloud computing: Migrate existing applications to the cloud to improve scalability, flexibility, and cost efficiency.
    • Implement a robust data analytics platform: Utilize data analytics to gain insights into user behavior, optimize marketing campaigns, and improve product development.

  2. Expand into New Markets:

    • Focus on emerging markets: Target growth in regions like Asia and South America, where mobile gaming is rapidly gaining popularity.
    • Develop localized content: Create games and experiences tailored to the cultural preferences of diverse audiences.
    • Explore partnerships with local companies: Collaborate with local developers and distributors to expand reach and build brand awareness.

  3. Diversify Product Portfolio:

    • Invest in mobile gaming: Develop more high-quality mobile games that leverage Nintendo's iconic franchises and innovative gameplay.
    • Explore new platforms: Consider expanding into virtual reality (VR) and augmented reality (AR) gaming to tap into emerging technologies.
    • Develop subscription services: Offer subscription-based services that provide access to a library of games and exclusive content.

  4. Strengthen Brand Loyalty:

    • Enhance customer relationship management (CRM): Implement a robust CRM system to personalize customer interactions and build stronger relationships.
    • Foster a strong community: Encourage user engagement through online forums, social media platforms, and esports events.
    • Focus on quality and innovation: Continuously develop high-quality games that deliver unique and engaging experiences.

5. Basis of Recommendations

These recommendations are based on the following considerations:

  1. Core competencies and consistency with mission: Nintendo's core competencies lie in innovation, creativity, and its strong brand identity. The recommendations align with these strengths by encouraging the company to continue innovating and leveraging its brand to attract new audiences.
  2. External customers and internal clients: The recommendations address the needs of both external customers and internal clients. By expanding into new markets and diversifying its product portfolio, Nintendo can attract new customers while providing its existing customers with more options.
  3. Competitors: The recommendations aim to differentiate Nintendo from its competitors by focusing on its unique strengths and exploring new avenues for growth.
  4. Attractiveness: The recommendations are attractive from a financial perspective, as they offer the potential to increase revenue and market share.

6. Conclusion

Nintendo is at a crossroads, facing the challenges of a rapidly evolving gaming landscape. By embracing digital transformation, expanding into new markets, diversifying its product portfolio, and strengthening its brand loyalty, Nintendo can navigate these challenges and secure its position as a leading player in the gaming industry.

7. Discussion

Other alternatives not selected include:

  • Focusing solely on console gaming: This would be a risky strategy, as the console gaming market is becoming increasingly saturated.
  • Acquiring other gaming companies: This could be a costly and complex strategy, and it may not be the best way to achieve Nintendo's goals.

Risks and key assumptions:

  • The success of the recommendations depends on Nintendo's ability to execute its strategy effectively. This will require significant investment in technology, talent, and marketing.
  • The recommendations assume that Nintendo can maintain its brand identity and appeal to a wider audience. This will require careful consideration of cultural differences and the evolving preferences of gamers.

8. Next Steps

  • Develop a comprehensive digital transformation strategy: This should include a detailed roadmap for implementing the recommended IT initiatives.
  • Identify and target key emerging markets: Conduct thorough market research to identify the most promising opportunities for growth.
  • Develop a pipeline of new games and experiences: Invest in R&D to create innovative games that leverage new technologies and appeal to a wide range of audiences.
  • Build a strong team of experts: Recruit and retain talented individuals with expertise in digital transformation, marketing, and game development.

By taking these steps, Nintendo can position itself for success in the evolving gaming landscape and continue to delight gamers for generations to come.

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Case Description

In February 2011, Nintendo released the next evolution of the DS line of handheld gaming devices in Japan: the Nintendo 3DS. Despite initial rave reviews of the new device, sales figures were much lower than expected. In July 2011, Nintendo announced that it would reduce the price of 3DS by 30% to boost sales. At the same time, Nintendo president Satoru Iwata declared salary reductions for all of Nintendo's directors, starting with a 50% cut of his own salary. In October 2011, Nintendo predicted that the net loss for the year ending in March 2012 would be US$264 million, a first in the company's 30-year history. Back in 2006, the Nintendo Wii disrupted the video game industry, and in the following years, Nintendo was disrupted by Microsoft with Kinect and by Sony with PlayStation Move as well as by Apple and Google with their game-changing products targeting the mobile industry. It remained unclear how Nintendo could turn around and reclaim the few glorious years after the release of the Nintendo Wii game console and the Nintendo DS handheld game device.

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