2010-2011 American Marketing Association
Collegiate Case Competition
Nintendo Co., Ltd.
In 2009, 63% of Americans had played a video game at least once in the past 12 months. That has increased from only 33% of the American population not long ago. Nintendo’s mission in the Americas – the United States, Canada, and Latin America - is to continue to expand the gaming population.
Based in Kyoto, Japan, Nintendo Co., Inc. develops and markets game consoles, portable gaming devices, and software worldwide. Through the years, Nintendo has been responsible for such products as Donkey Kong, Nintendo Entertainment System (NES), Super Mario Bros., Game Boy, Nintendo 64, Nintendo Game Cube, Pokemon, Nintendo DS, and Wii. Established in 1889 in Japan, the company first began selling playing cards. In 1963 the company adopted the Nintendo name and began selling games and toys. Nintendo’s first home video game console was launched in 1982 . Nintendo of America, Inc was established in 1980.
The American Marketing Association’s 2010-2011 Case Challenge is to develop an integrated marketing communications (IMC) plan for Nintendo’s current line-up of console, portable gaming devices, and software in the United States. Without creating any new software or hardware devices, teams are to develop an IMC plan that will attract potential segments that are currently non-gamers in the United States.