Consumer behavior Essay Example | Topics and Well Written Essays - 2750 words - 1

Consumer behavior - Essay Example The main branch of Nintendo Company, Limited (NCL) is located in Kyoto, Japan. Over the years, Nintendo managed to establish its global offices in the United States, Canada, Australia, Europe, China, and Korea. (Nintendo - The Official Magazine, 2007) Nintendo DS, also known as NDS or DS which stands for ‘Dual Screen and Developers’ System (Nintendo DS, 2007a), is a handheld game console that is manufactured by Nintendo back in 2004. Similar to Game Boy Advance SP, NDS has a two LCD screens with a sensitive touch screen, built-in microphone, and is Wi-Fi capable in order to enhance the gaming experience of the players. In China, NDS or DS is known as iQue DS. The development and promotional activities of NDS is incredibly a success. After the first week of launching the new product, the company managed to sell 500,000 or more than 90% of its available Nintendo DS units. (Becker, 2004) During the same year, Nintendo DS successfully defeated Sony’s sales of PlayStation Portable or PSP with only 200,000 sold in Japan by mid-December. As of end of September 2006, Nintendo DS and Nintendo DS Lite have sold more than 26.82 million units. The purpose of this study is to enable the researcher to have a better insight on how to conduct a marketing audit on Nintendo DS. In order to successfully analyze the market segment of Nintendo DS, it is necessary for the all the Nintendo for the researcher to carefully study the product mix or the 4 P’s of NDS known as product, pricing, promotional activities, and place (market distribution). The market for Nintendo’s Game Boy has already reached its peak. In order to maintain the company’s current position on being able to grab the biggest market share on handheld gaming, it is crucial for the company to constantly develop and launch a more high-tech handheld console in the global market. There is a