In: Business and Management

Submitted By aurelien
Words 1843
Pages 8

Introduction: 3
I. General presentation: Nintendo 3
II. Porter´s model: 4
I. The Substitution Products : 4
II. The competition 5
Sony: 5
Nintendo: 5
Microsoft: 5
III. The Positioning: 6
The similarity matrix: 6
Perceptual map of Nintendo DS: 6
IV. Segmentation: The reasons of success 8
Swott : 8
Operational Segmentation 9
Why marketing communication campaign was a success? teddy 10
V. CONCLUSION: Recommendations for Sony and PSP 10


A portable console is a video game console designed for ease of transportation. It differs from the old « classic » console in its compact design, bundling the screen, control buttons and the speakers.
During the 1970s and 1980s, several companies such as Coleco and Milton Bradley offered a combination of portable and non-portable (requiring a support to be raised) electronic games. The original portable models were limited to a single game built into the machine itself and thus not meeting the multiple gaming capabilities of current portable machines. Milton Bradley Microvision introduced in 1979 is considered as the first real portable console with exchangeable video game cartridges.
The Nintendo Company has dominated the handheld market since the release of its Game Boy in 1989. Nintendo is often seen as the company that made this console, popular.
Unlike the PC market, the console manufacturers are not as numerous and diversified.
By 2001, the global game consoles market had risen to more than 20 billion dollars.
The story seems to have proven that the gaming console market can’t accommodate more than 3 major players simultaneously. Namely, Sony, Nintendo and Microsoft have driven the competition to Sega out of this overlay saturated market.
What this last decade tends to prove is that given…...