Abstract Nintendo Corporation is the leader in the gaming industry. However, they are facing several problems. This report have been discussed Nintendo strategy to obtain competitive advantage. Firstly, there analysed Nintendos external environment to understand the big picture of Nintendo. Secondly, there was analysis Nintendos operating environment; this helped to identify the key factors for success as well as its influences in the gaming industry. In addition, the internal environment of Nintendo was analysed in the final part; this identified the corporate strategy as well as the generic strategy of Nintendo to obtain the competitive advantage.

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ContentsAbstract ................................................................................................................................1 Introduction .......................................................................................................................... 3 2. Analysis .............................................................................................................................3 2.1. The Analysis of Nintendos External Environment ......................................................3 2.1.1 Political & Legal Factors ....................................................................................... 4 2.1.2 Economic Factor ...................................................................................................4 2.1.3 Social Factor ......................................................................................................... 4 2.1.4 Technological factor.............................................................................................. 5 2.1.5. Environmental Factors .........................................................................................5 2.2. The analysis of operating environment ........................................................................6 2.2.1. The intensity of competitive rivalry ...................................................................... 6 2.2.2. Power of Buyers ...................................................................................................7 2.2.3. The threat of substitute products ...........................................................................7 2.2.4. The threat of the entry of new competitors ............................................................7 2.3. The analysis of internal environment ...........................................................................8 2.3.1. Nintendos corporate strategy ...............................................................................8 2.3.2. Nintendos Generic Business Strategy .................................................................. 9 2.3.3. Internal activities ................................................................................................ 10 3. Conclusion ....................................................................................................................... 14 4. References ...................................................................................................................... 15 Ghosh, A (2010) Growth through disruptive innovation ....................................................... 15 Available at: http://sify.com/finance/growth-through-disruptive-innovation-news-defaultklpbEHffbhh.html [Accessed: 1 Dec, 2010] .......................................................................... 15 5. Appendix 1. ..................................................................................................................... 17 6. Appendix 2 ...................................................................................................................... 22

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Introduction Nintendo Co., Ltd. was built on 23th September 1889. It produced a playing card game which named Hanafuda during 1889-1968. Then Nintendo set up a gaming department in 1969. With the development, Nintendo cooperated with Mitsubishi Electric Corporation to develop the video game system to face all families in 1977. In 1980, Nintendo opened a subcompany in New York in order to open U.S. market which named Nintendo of American. Nintendo Entertainment System (NES) was introduced in 1985; Game Boy came out in 1989; Nintendo 64 came out in 1996; Game Boy Advance SP released in 2003; Nintendo DS released in early 2006 with a big successful and in the same year, Nintendo introduced the Wii. (Nintendo, 2010) The purpose of the report is to analyse the strategies used by Nintendo to obtain the competitive advantage and to consider the strategic issues and options currently faced by Nintendo. There are several tools used to for analysis. At first, a strategic tool named PESTEL will be used to analyze the macro environment; secondly, Five Forces and Mendelows Grid will be used for analysing the competitive advantage of Nintendo; finally the internal environment will be analysed by Ansoff Matrix, Bowmans Clock and Porter's Value Chain. 2. Analysis 2.1. The Analysis of Nintendos External Environment

In order to analyze the external or macro environment, this report has used PESTEL. It is a strategic tool designed to help understand the big picture in which a company operates and can take advantage of opportunities and reduce threats (Harrison 2003). The six letters stand for the political, economic, social, technological, environmental and legal factors can influence a company strategy. These factors will be analyzed in next paragraphs.3

2.1.1 Political & Legal Factors

Playing video game is very different form watching TV, reading books, or listening to the music, parents find it is difficult to discern if the video game is suitable for the children or not. It is the view of travellnsurance.org staff (2010) that California has a game law. The civil code points out that selling violent video games to young children is unlawful act. U.S. is a big market for Nintendo; hence, Nintendo must note the law when they sell products to the U.S. market.

2.1.2 Economic Factor

Yen is the official currency in Japan. Japan is very vulnerable by the rising of oil price. It affects on the yen exchange rate. Nintendo exports the majority of its products to the US and EU, it is therefore very vulnerable to fluctuation in exchanges rates which represent a threat (Economy Watch, 2009).

According to Kelly (2009), the yen is rising rapidly. This makes a significant effect to Nintendo which is a company with over 80%. Although the sale of Nintendo is still very high, their profit decreases rapidly by exchanging to Yen.

2.1.3 Social Factor

Safety and reliability is a very important thing in producing with the highest quality products for consumer. In order to ensure the safe of Nintendos products, Nintendo builds the Product Safety Assurance System (appendix 1)

In order to ensure that Nintendos products are safe to everyone, especially young children, Nintendo follows close to the line of the European Toy Safety Directive and4

the U.S. Consumer Product Safety Improvement Act (CPSIA) of 2008. Nintendo checks every step of safety of the product development and final production. At the same time, Nintendo focuses on educating Nintendo employees about product safety. Nintendo provides information about product safety on the Nintendo website and all retail locations. In order to make consumers enjoying using Nintendo products, they also provide safety precaution on screen and in instruction manuals (Nintendo, 2010).

2.1.4 Technological factor

Nintendo is in the gaming industry and therefore will face a number of threats and opportunities form technological environment.

According to BBC News (2009), Nintendos veteran games developer Shigeru Miyamoto stated that Nintendo unmoved by Microsoft and Sonys new controllers. Both of Microsoft and Sony are looking at Nintendo. They want to take advantage of motion control which Nintendo have done with their product-Wii to control the game by consumers body. In another word, though Nintendo is the leader of the new technology of motion control, it is still a threat for it.

In another hand, new technology takes opportunities to Nintendo. Hartley (2010) reports that Nintendo announces that it plans to develop a new 3D-capable handheld gaming console in 2010. The new technology will bring the games industry into a new era.

2.1.5. Environmental Factors

Nintendo recognizes that one of their responsibilities is creating a healthy earth for next generations. Nintendo produces eco-friendly products follow their own standards. Because of Nintendos products are often played by young children, they5

must provide a safety playing environment for young children. Nintendo follows the toy safety standards which are also taken in many other countries. Nintendo takes a lot of efforts to reduce the pollution in the environment. They tried to seek materials to take a replace of polyvinyl chloride and bromide fire retardants. Nintendo follows the rules to protect the environment and develops the energy-efficient products. Nintendo makes a great effort to limit the use of resources, minimizes waste production and encourages waste separation. And Nintendo recognizes that the lack of water is a serious problem all over the world (Nintendo, 2010). Nintendo of America tried to reduce the weight of the Wii game case in 2009. They wanted to remove the sections of plastic from both the front and back of the case. This technology is not only for reducing the cost of production, but also reducing CO2 generated from the production process and plastic material (Nintendo, 2010)

2.2. The analysis of operating environment

In order to analyse the operating environment, a strategy tool named Porters five forces and Mendelow Grid will be used to helps understand the key factors for success in an industry as well as their influence to Nintendo. Both Nintendos suppliers have little power for Nintendo. PC games as the substitutes of Nintendo have a much smaller market share than consoles games (Table 1). The threat of the entry of new competitors are inconspicuous so far. However, Competitors and costumers have significant influences to the company. 2.2.1. The intensity of competitive rivalry

The market of video game consoles are developing rapidly while the competition in the market is fierce. There are three main players in video game consoles market they are Nintendo, Sony and Microsoft. Nintendo has made its mission to do innovative and user friendly, while Sony and Microsoft both fall in to technologically pushing the envelope, thus it can be seen technological innovation is the way to retain6

competitive advantage. Microsoft has obtained the proceeds and Microsoft sales of Xbox 360 are much better than expected sales. Sony is no longer holding dominant positions in market and compared to the previous outstanding achievement which include customer demand for gaming consoles is losing former splendor.(Table 2). It can say that the gaming industry is happening violently and the competitors Sony and Microsoft have great influences to Nintendo, they have high interest as well as high power in Mendelow Grid with Nintendo. 2.2.2. Power of Buyers BBC 2008

In gaming industry, buyers have a high interest as well as high power. Recently, Nintendo is hurting, they dropped in sales. The main reason is that there is a decline in interest of costumers because products of Nintendo is recorded a significant success and it reaches a peak in sales; however they are strategic drift and did not improve their products, such as, software and hit games. Hence, its sale absolutely reduces because one costumer could not buy more than one the same product (Fair Disclosure Wire 2010). Nintendo is going to launch a new product named 3DS and new hit games as well as improving their Wii to achieve the interest of customers. 2.2.3. The threat of substitute products

According with the software and hardware, global game industry market can be divided into PC games, Game Console, Arcade game and the Internet. Moreover, based on Table1 ,these substitutions did not pose a threat to Nintendo and sales of PC games almost only account for a quarter of market share of consoles games .Furthermore, many years have gone, the first generation of console players reach maturity, many of them will shift to these substitutes, so that is the problem named game shift (Edwards and Satariano, 2010). 2.2.4. The threat of the entry of new competitors New entrants to the industry to bring in new production capacity and new resources,7

while those entrants want to carve up market share of existing enterprises.The extent of the threat from new competitors depends on two factors, first, competition of the raw materials with the existing companies, the other is the competitive share. (Johnson et al 2008) in game console market, it is showed tripartite confrontation trend Nintendo Sony and Microsoft. From table 3, it displayed these three

companies got most game console market share and customer loyalty degree is high. Besides, switching costs is very high to customers in video game console, because the price of game console is expensive and they cannot change the game console frequently. After considering above factors, they make the threat of new entrant low in game console market. 2.3. The analysis of internal environment

Apart from external and operating environment of the firm, there is another environment within the organization. That environment is called internal environment. In order to analyse internal environment of Nintendo, there are several important strategic tools known as Ansoff Matrix, Bowmans Clock and Porter's Value Chain. While Ansoff Matrix is used to analyse corporate strategy, Bowman Clock helps to understand generic strategy and Porter's Value Chain will analyse internal activities of the organization.

2.3.1. Nintendos corporate strategy

Nintendo corporate is specialised in gaming industry whereas their big competitors Sony and Microsoft are diversified. This has several advantages as well as disadvantages. The first advantage is that Nintendo can gather all resources to develop their business. In addition, with specialization or concentration strategy, Nintendo can have a clear strategy direction. These can help Nintendo to become a leader in gaming industry. However, there are some disadvantages of specialisation strategy, such as8

more sensitive to threats from the environment or changing in demand can be damaging (Harrison 2003).

Growth strategy of Nintendo is very clearly based on concentration strategy in Ansoff Matrix (appendix 1), they launch new products after cycle about 5-6 years to get new markets as well as keep existing markets. In 2006, the company recognised disadvantages of gaming industry that its costumers is majority of young male and player have to spend a lot of time to complete game. Hence, Nintendo made Wii which had more easy games and reached to both sexes including order people, families as well as social people; such as Brain training, Wiifit and Nintendodogs. This innovative strategy helps Nintendo achieve a great success (Marketing 2008).

Recently, the sale of Nintendo reduces rapidly so they are going to launch a new product 3DS and hit games as well as improving Wii at the end of year to assert their leader position in gaming industry (Fair Disclosure Wire 2010)

2.3.2. Nintendos Generic Business Strategy

The competition of gaming industry is happening violently between three great companies Nintendo, Sony and Microsoft. In order to survive and develop, Nintendo has to have effective business strategies. Porter indicates that there are three generic business strategies; on the other hand, Bowman argues that five generic business strategies can be used.

In the case of Nintendo, they have launched a new-generation console named Wii while Sony and Microsoft are PS3 and Xbox 360 since 2006, respectively. Although Wii is not higher chip speed or qualitative graphic, it is a considerable innovation, such as wireless controller can be used up to 30 feet away (Bremner 2006). Beside that Nintendo make a huge strategy, less is more; Wii sales with the low price of9

about 250$ which is less than Xbox and just a half as compared to PS3 (Fortune 2006).

It is possible to say that Nintendo uses differentiation strategy in Bowman clock and slightly lower cost than their main competitors to sale more products and get the best value.

2.3.3. Internal activities

According to Harrison (2003) illustrates that internal activities is divided into two main parts. The first one is primary activities and the second one is supportive activities. Primary activities consist of inbound logistics, operations, outbound logistics, marketing and sales and services, whereas supportive activities include administration, human resource management, technology development and resource procurement.

Primary activities are essential to run the organization while supportive activities are used to support primary activities. According to Moats (2008), Joseph (2009) and Edwards and Satariano (2010), Nintendo has a competitive advantage in technology development and in marketing and sales as compared to its competitors. This confirms the finding of 2.3.2 that Nintendo is using differentiation generic strategy. Applying Porter's Value Chain to Nintendo's generic strategy differentiation, this report will focus on Technology development and Marketing and sales. In addition Nintendo is using its administration and human resource management very effectively as well to compete in the industry.

Marketing and Sales

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As it is mentioned earlier that marketing and sales is a part of primary activities. The firm is using this to add values in different ways. Moats (2008) illustrates in his work that most gaming companies target children. But Nintendo is focusing on all groups of age . In the beginning of 2010, the Kyoto which is based in Japan, launched the Dsi XL, its purpose is to attract mature customers because it has big wide screen and they can see digital books on it easily (Edwards and Satariano, 2010). Moreover, they mention in their article that company is selling its base Wii bundle in $200. While Microsoft is selling its Xbox 360 retails for $300. Sony is selling its PS3 at $300, plus $99 for the sports bundle.

Furthermore, according to market tracker NPD Group, Nintendo had sold 4.02 million Wiis in 2009 while Microsoft sold 2.39 million Xbox and Sony was behind with 1.94 million Play Station 3s (Joseph, 2009). Nintendo is targeting markets in America, Europe and Asia but its more focus is on American markets. The sales volume for Nintendo was 44% in America in 2009. Moreover, Nintendo is producing hardware and it sold hardware for 863, 865 million Japanese Yen in 2009. Except this 70.93 million Wii units and 128,89 million items of Nintendo DS have been sold in the world till 2010. On the basis of these evidences, it may be assumed that marketing and sales strategies of Nintendo is very helpful to add value.

Technology Development

An organisation has two types of resources. These are tangible and intangible resources. Technology is important part of intangible resources. Organisations use it as a competitive advantage. Harrison (2003) says that technology provides greater than 50% of GDP in developed countries. They introduce new products and earn profit through technology. As concerned with gaming industry, technology has very important role because gaming is a combination of hardware and software. These are

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creations of technology and Nintendo has unique technology to develop hardware and software.

Four years ago, people used to play games at homes. Wii changed this way and the 3DS will transfer into mobile gaming. Nintendo president Satoru Iwata says that 'we take approaches that are different than others. 'He also says in an interview that 'we are creating the entertainment that can not be available elsewhere' (Edwards and Satariano, 2010). Nintendo introduced 3DS handheld. Through this, users can view three dimensional images without wearing special glasses. Wedbush Morgan Securities analyst Michael Pachter writes in a report 'the 3DS was truly impressive' (Edwards and Satariano, 2010). The top screen of 3DS is 3.5 wide. It consists of extra pixels and microscopic slits layered over a traditional LCD screen. It provides three dimension images. Users do not need to use multicolored glasses which are needed to view three dimension images.

But on the other hand Nintendo will have to take an action very soon. Because Microsoft and Sony are trying to introduce motion-sensing handheld controllers for their consoles very soon; this is a direct challenge for Wii unique features. Moreover, company's handheld devices, the Nintendo Dsi and DS Lite are also facing problems because Apple also introduced itself in mobile-gaming market. Sony recently introduced a software update for 35 million Play Station 3game Consoles. This software enables the device to process stereoscopic 3D graphics. 'it's a future that Sony will lead. 'Sony Executive Vice-President Kazuo Hirei (Edwards and Satariano, 2010).

But Iwata is not worried about competitors. He says that I do not understand why people are supposing that Nintendo will lose its advantages. Only because other gaming competitors are doing works on their motion-sensing controller (Hall, 2009). Nintendo will not lose its competitive advantages so easily.12

Nintendo's Administration

Management determines that how to improve profit. Management also decides that how to use company's resources and capabilities to achieve this goal. Chief Executive Officer (CEO) is the leader of all the management and plays key role in achieving goals. Harrison (2003) says that CEO can affect the strategies and have great influences on the organization. For example, Gosh (2010) explains that Hiroshi Yamauchi played important role to develop Nintendo as a successful gaming company.

Nintendo's Human Resource Management

Human Resource Management is a key element of any organization. According to Nintendo (2010) Nintendo had 4425 workers in 2009. Nintendo is trying to run inhouse training programmes. Its purpose is to maximize worker's ability to do work.

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3. Conclusion Nintendo has been being a leader in the gaming industry by their effective strategies. Nintendo Corporation performs concentration strategy in gaming industry which makes for them more advantages than their competitor Sony and Microsoft. They use differentiation as a main generic strategy to obtain competitive advantage; the strong point of Nintendo is that they know what costumer needs and improve their product frequently. In addition, Nintendo makes new products to extend their market to develop incessantly. Recently, Nintendo is hurting, they make several issues, such as dropping in sales, decreasing cost of competitors, reducing costumers interest as well as increasing of Yen. However, Nintendo is going to solve these problems, they will launch new product named 3DS and hit games as well as improve Wii to attract costumer and assert their leading position in the gaming industry. Nintendo will rebuild.

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4. References BBC News (2009) Nintendo unmoved by rivals plans. Available at: http://news.bbc.co.uk/1/hi/technology/8080698.stm [Accessed: 1 Dec, 2010] Brian, B (2006) Will Nintendo's Wii Strategy Score?. BusinessWeek Online. 9/20/2006, p22-22, 1p Available at: http://web.ebscohost.com/ehost/detail?vid=1&hid=7&sid=b2cc5f889acf-46ba-bdb168c8e2819b7e%40sessionmgr10&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db =bth&AN=22444645#db=bth&AN=22444645#db=bth&AN=22444645#db=bth&AN =22444645#db=bth&AN=22444645#db=bth&AN=22444645 [Accessed: 1 Dec, 2010]

Economic Watch (2009) Yen, Japanese Currency, Japanese Yen Exchange Rate. Available at: http://www.economywatch.com/exchange-rate/japanese-yen.html [Accessed: 1 Dec, 2010] Edwards, C. Satariano, A.(2010) Nintendos 3DS Open All Eyes At E3. Available at: http://www.businessweek.com/print/technology/content/jun2010/tc20100618_757645 [Accessed: 1 Dec, 2010]

Fair Disclosure Wire (2010) Full Year 2010 Nintendo Earnings Presentation Webcast Available at: http://web.ebscohost.com/ehost/detail?vid=1&hid=7&sid=9f26d8a98919-49d0-84905ad83ff3faeb%40sessionmgr15&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db= bwh&AN=32U1156156178FDW#db=bwh&AN=32U1156156178FDW#db=bwh&A N=32U1156156178FDW#db=bwh&AN=32U1156156178FDW#db=bwh&AN=32U1 156156178FDW [ accessed 1 December 2010]

Ghosh, A (2010) Growth through disruptive innovation Available at: http://sify.com/finance/growth-through-disruptive-innovation-newsdefault-klpbEHffbhh.html [Accessed: 1 Dec, 2010] Harrison, J, S. (2003) Strategy Management Of Resources and Relationships. New York: Leyh Publishing LLC.

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Hartley, A. (2010) Nintendos new 3DS technology explained 3D display and industry experts weigh in on new handheld. Available at: http://www.techradar.com/news/gaming/nintendo-s-new-3ds-technology-explained679151 [Accessed: 1 Dec, 2010] Joseph, D (2009). Nintendos Game Designer Unfazed by Profit Drop. Available at: http://.businessweek.com/print/innovate/content/nov2009/id2009111_025798.htm [Accessed: 1 Dec, 2010] Kenji, H (2009) Can Nintendo Rebuild?. BusinessWeek Online. 11/2/2009, p16-16, 1p Available at: http://web.ebscohost.com/ehost/detail?vid=1&hid=7&sid=bbbae51c12bf-4e94-afe49f94920f7c25%40sessionmgr10&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db= bth&AN=45612678#db=bth&AN=45612678#db=bth&AN=45612678#db=bth&AN= 45612678 [Accessed: 1 Dec, 2010] Kelly, J (2009) Watch the Yen Trend. Available at: http://seekingalpha.com/article/114856-watch-the-yen-trend [Accessed: 1 Dec, 2010] Marketing (2008) Nintendo: gaming for the masses. Marketing. P26-26, 1/6p Available at: http://web.ebscohost.com/ehost/detail?vid=1&hid=7&sid=39649ab0eb5b-4be5-a0df74c406997f39%40sessionmgr10&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db =bth&AN=34307762#db=bth&AN=34307762#db=bth&AN=34307762#db=bth&AN =34307762#db=bth&AN=34307762 [Accessed: 1 Dec, 2010] Moats, B (2008) Nintendo Wii- Marketing Plan for Marketing Management. Available at: http://brianmoats.com/Portfolio/Nintendo_Wii_Marketing_Plan.pdf [Accessed: 1 Dec, 2010] Nintendo (2010) Bringing Smiles to Future Generations. CSR Report 2010. Available at: http://www.nintendo.co.jp/csr/en/report2010/08/index.html [Accessed: 1 Dec, 2010] Staff, T. (2010) California Game Law. Available at: http://www.travelinsurance.org/the-california-game-law/ [Accessed: 1 Dec, 2010]

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5. Appendix 1 Table 1.Video games sales

Table 2. Games consoles sales

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Table 3: Share of Game Console Market

Product Safety Assurance System of Nintendo

Fiscal Year ended March 2007-2010

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Porters 5 Force

Porters Value Chain

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Mendelow Grid

Ansoff Matrix

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Bowman Clock

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6. Appendix 2 Group Logs Initial Group Meeting Date: 19-11-2010 Time: 10:00 am Participation: Everybody was present Absentees: Nobody was absent Venue: LRC De Haviland Campus We met first time in LRC to divide our work. Everybody chose his/her work according to interest. We took contacts detail from each other so that we can contact easily. We decided what to do and how to do for the next meeting. Second Group Meeting Date: 24-11-2010 Time: 05:15 pm Participation: Everybody was present Absentees: Nobody was absent Venue: LRC De Haviland Campus We decided to discuss our work what we we have researched till now after class on wednesday. We checked each other's work and gave suggestion that how can we improve our work. We added some material from class work today. Third Group Meeting Date: 01-12-201022

Time: 05:00 pm Participation: Everybody was present Absentees: Nobody was absent Venue: R019 De Haviland Campus Today after the class we again discussed our work. In class we showed our work to Jason and Seigrid. They told us our mistakes and gave some useful suggestions to improve our report. After the class we made corrections in our report work what our lecturers told us. Last Group Meeting Date: 03-12-2010 Time: 10:00 am Participation: Everybody was present Absentees: Nobody was absent Venue: LRC De Haviland Campus Today we came early in the LRC to finish our work. Firstly, every body finished his/her work that was assigned to complete. After that we combined individual work in group work. In the last every body got the soft copy of report to check. After checking it we submitted it to our tutors through Study Net.

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7. Reflection Syed Abdaal Hussain' s Reflection The work that was given to me was Porter's Value Chain regarding Nintendo. In the beginning, I was confused how to start because I was worried about my visa and could not concentrate on my study. Then it was easy for me after the lectures with my english tutor Siegrid. She helped me a lot. I liked to work in group because my group members were cooperative with each other. In general, during work i found my weaknesses and in future i will try to recover my weak points. Nguyen Minh Thanhs reflection The assignment is a report about Nintendos strategy to obtain competitive advantage. At the beginning, I felt very confused because that is the first time I write a report. However, I was helped by my tutors; they helped me to know how to write a report and I felt better after that. Beside that I had a good group, everybody was helpful, friendly and concentrated to assignment. We discussed and help each others. We completed the report with pleasure. After doing report, I think I will do better if I have change to do a report. In addition, I think group work is brilliant and I like it, It is very useful. Jiayi Wus reflection Today, I finished my part of the business strategy group report what talks about external environment. Though discussing with my group member, we decided that I will take the external environment part. External environment is an easy part in the whole report. At first, I found a lot of materials about social and environmental factors and some references about technological. It was difficult to find information about political, economic and legal factors. My lecturer Jason and Siegrid gave me some advices about the three factors. Then I finished them successfully. Though writing the24

report, I learnt how to use strategic tool to analyze a company, and I will do it better in future study. Liu Changs Reflection I had to done the part of using Porters five forces to analyse the competitive advantages of Nintendo I think the key points I have mentioned. Except that the bargaining power of suppliers, because I cannot find the effective information about this. In the classes of business strategy I listen to tutors earnestly, so I got plentiful useful information and it is helpful for my report. However, the limitations of my knowledge and the analysis of Nintendos issues which are faced now is not enough. Moreover some grammar mistake might be appear because of my incomplete English. In the future, it is necessary to improve my English by more practices of reading, writing and speaking.

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The analysis strategies used by the Nintendo Corporation to build and sustain

competitive advantage. What are the strategic issues and options currently facing the organization.

Business Strategy (Preparatory)

Module Code: Tutors:

6BUS0336 Siegrid Beck Dozie Ugbaja Jason Simon

Names:

Syed Abdaal Hussain Student Numbers: 09276901 Liu Chang JiaYi Wu Nguyen Minh Thanh 08199082 07171788 09285249

Date : 3 December, 2010 Word count: 3250

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