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Give a short account of the history of the Nintendo Switch’s organization to “set the stage”. Note: If your company is complex, you may select a narrow aspect to use as the focus of the project.
Review Nintendo Switch’s business model. You may wish to include a completed business model canvas figure.
Provide an overview of the Nintendo Switch’s current product portfolio, pricing strategies (e.g., skimming, penetration), distribution strategies (e.g., direct or indirect; intensive, selective, exclusive; etc.), promotion strategies (e.g., promo mix).
Analyze the internal strengths and weaknesses of the Nintendo Switch and the opportunities and threats that it faces in its environment (SWOT analysis). You may use a table to express your SWOT analysis with some accompanying explanation.
As part of the OT portion of the analysis, include Porter’s Five Forces model to the industry in which the Nintendo Switch is based. Porter suggests that industry attractiveness is a function of the power of buyers (customers), suppliers, and competitors as well as threats from substitutes and potential new entrants into the market. Discuss the relative power of each force for Nintendo Switch. What substitutes exist for the customers of Nintendo Switch? Are there barriers to entry to frighten away new competition? What are the sources of current competition (be sure to recognize all sources of competition for Nintendo Switch’s product. For instance, competition for a Friday evening sporting event includes anything and everything the target market might do instead)? What does this model tell you about the attractiveness and business opportunities in the industry?
When completing the OT portion of the SWOT, you will answering the question, “Are there any changes taking place in the macro environment (i.e., political, environmental, social/ cultural, technological, legal environments) that might have an impact, either positive or negative, upon the industry in which Nintendo Switch is based? If so, what are these changes, and how will they affect the industry?”
How dynamic is the industry in which Nintendo Switch is based? Is there any evidence that innovation is reshaping competition or has done so in the recent past?
In what stage of its lifecycle is the industry in which Nintendo Switch is based? What are the implications of this for the intensity of competition both now and in the future?
Market Opportunity Analysis
Consider what general market opportunities exist for Nintendo Switch using the Market Opportunity Matrix or the Growth Strategy Matrix. Pick one quadrant from either matrix and explain your idea for Nintendo Switch’s new opportunity briefly (or if Nintendo Switch is already using this opportunity, describe it).
For the opportunity being considered, what strategic quadrant from the Strategic Quadrants Framework will be most relevant for guiding the marketing strategy decisions you will make? Explain the quadrant and the implications for Nintendo Switch.
Estimate the market size for the opportunity you selected using the TAM method: Total Available Market, Total Addressable Market, Total Achievable Market. You will need to identify the sources of information you used in your estimates. Explain why you used the information you used. Based on your estimates, how attractive is the market for this opportunity?
Estimate the market attractiveness using “market scoping”. You should already have this information as it is based on the OT portion of the SWOT. Here you are referring back to the OTs from the Unit 2 assignment to support your assessment of opportunity attractiveness from the perspective of market scoping.
Segmentation and Targeting and Buyer Behavior
Approximate the segmentation procedure to select a viable target audience for the opportunity you recommended in the Market Opportunity Analysis. You will explain the variables you would use in a cluster analysis to segment the market into distinctive and discriminant segments.
What type of targeting approach do you recommend Nintendo Switch use?
Complete the targeting procedure. Include a buyer persona for the primary target market you selected. You are encouraged to utilize a buyer persona canvas to present your buyer persona in a cohesive manner. You may wish to use the templates for buyer personas offered at Canva.com or Xtensio.com.
Conduct the positioning procedure for Nintendo Switch. Note that most (perhaps all?) of your companies will likely already have a position in the minds of buyers in the market. If it does, you will still conduct the positioning procedure and you will be able to identify whether the position is the best one and if so, how it can strengthen the position. If the position is not the best, then Nintendo Switch should reposition and your procedure will reveal what the new position should be. If Nintendo Switch is new enough not to have a position, your positioning procedure will reveal the position that should be pursued.
Design to Value an Offer
Now that you have your recommended strategic opportunity, the target market, and the desired position, make marketing mix recommendations that would optimize perceived value in the minds of the target market and allow Nintendo Switch to pursue the chosen strategic opportunity.
Analyze the consequences the target audience would experience for your offer versus that of one competitor.
Use the analyses to design the best value offer to bring to market. Do this for each P in the marketing mix. Be sure to relate your offer recommendations to the specific strategies and tactics discussed in the course with regard to each P.
Explain what marketing metrics Nintendo Switch should measure to evaluate its marketing performance and guide future decisions.
Write a succinct conclusion that summarizes the main points of your Final Project.
Prepare an executive summary. This is prepared last but will be at the beginning of your final deliverable for the project. Executive summaries are typically 10% of the length of the full report.
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