Xinyi Dong/ Vicky Shujing Ma/ Patricia Jingyuan He/ Jessie Yuanpeng Tong/ Paul

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, ? 3,768

History Time of establishment: September 23 rd, 1889 Location of establishment: Kyoto, Japan Main product: Hanafuda ( a kind of manmade card )

Since 1975 Color TV Game Game Boy NES SNES Nintendo 64 Nintendo GameCube

Current New Video Games: Nintendo DSWii

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

Nintendo Local Competitors SEGASONY Global Competitor Microsoft

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

SONY PlayStation 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”

SONY PlayStation 3 Unified online gaming service: the PlayStation Network The first Blue-ray 2.0-complaint Blue-ray playerBlue-ray Connect with PSP

SONY PlayStation 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: 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

Microsoft HALO 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