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Academic Journal of Business & Management, 2022, 4(13); doi: 10.25236/AJBM.2022.041318.

The analysis of Nintendo’s marketing strategy


Mengxue Zhang

Corresponding Author:
Mengxue Zhang

The University of Queensland, Queensland (Brisbane), Australia, 4072


Nintendo, which has built a loyal following with its console products since its inception, has become a leader in interactive games as it competes with its peers with innovative technology and a line of popular animated characters. During the global epidemic in recent years, due to the restrictions on people's travel, game console products once again entered people's vision, and its business has achieved unprecedented development during this period. This report will analyze the competitive strengths and weaknesses of Nintendo Switch, the company's most popular product today, and the industry environment it faces. By analyzing its existing target consumers and its competitive position in the industry, suggestions are put forward to improve the product features of Nintendo Switch in order to position the product more accurately and increase its attraction to the target group.


Distribution channels, e-commerce platforms, new entrants, technological substitution, electronic entertainment industry, hardcore gamers

Cite This Paper

Mengxue Zhang. The analysis of Nintendo’s marketing strategy. Academic Journal of Business & Management (2022) Vol. 4, Issue 13: 121-128. https://doi.org/10.25236/AJBM.2022.041318.


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