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Nintendo vs Sony vs Microsoft

In: Business and Management

Submitted By rhezaboy
Words 2236
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Nintendo’s Strategy in 2009: The Ongoing Battle with Microsoft and Sony
Persaingan supremasi pasar segmen industri konsol video game dimulai pada musim liburan 2006 ketika sony dan Nintendo melaunching konsol generasi terakhir mereka untuk bersaing dengan Xbox 360, yang telah keluar di pasar pada musim belanja natal 2005. Analisis video game dan penulis majalah gaming dan web game terpukau dengan kemampuan grafik Sony PlayStation 3 (PS3). PS3 setara dengan Microsoft Xbox360 dari fitur yang dimiliki tetapi blueray PS3 drive jauh lebih unggul dari Xbox360.
Ketika Sony dan Microsoft saling terikat dalam perang teknologi , para analisis video game dan penulis terkejut oleh keterbatasan teknologi dari Nintendo Wii, yang bahkan kemampuan grafik dan prosesingnya lebih buruk dari PS3 dan Xbox dan hanya sedikit lebih baik dari generasi ke-6 microsoft (PS2). Para analisis industri dan pegamers berat melihat Wii seperti mainan, karena kemampuan grafik yang lemah serta DVD game yang sedikit dan namanya kekanak-kanakan.Beberapa analisis industry video game melihat Wii sebagai upaya terakhir dari sebuah perusahaan perebutan yang pernah mendominasi industry video game dunia dan kemudian menjadi semakin tidak relevan setelah Sony memasuki pasar dengan PlayStation pertamanya.
Sebenarnya nintendo tidak setuju jika Wii tidak menawarkan kualitas gambar yang terbaik serta fitur dan kemampuan yang luas.Penurunan penjualan dan pangsa pasar Nintendo pada segmen konsol video game sejak tahun 2000, membuat Iwata (CEO Nintendo) menginginkan perubahan total persepsi pasar pada Wii dengan menyediakan pengalaman bermain game yang sangat berbeda yang akan sedikit mengintimidasi gamers dan orang yang belum pernah bermain game. Konsep yang mendasari Wii dengan inovasinya dan perbedaan control untuk membangun kesuksesan perusahaan dengan user interface yang inovatif.
Ketika strategi Nintendo untuk Wii mengkonsentrasikan pada pelopor control video game yang berbeda dilihat sangat beresiko, dan terbukti sangat sukses pada 2009. Nintendo dengan cepat menjual semua Wii pada musim liburan 2006 dan menjual semua Wii yang diproduksi selama 2007 dan 2008.Pada 2009 penjualan Wii jauh melampaui PS3 dan Xbox.Nintendo Wii menjadi market leader pada generasi ketujuh konsol video game.

Company History and Background
Pabrik mainan kartu yang didirikan pada 1889 di Kyoto, Japan, akhirnya menjadi dikenal sebagai Nintendo Company Ltd, pada 1963 ketika telah berkembang diluar mainan kartu menjadi tipe permainan yang lain. Perusahaan telah memproduksi mainan eletronik pada awal 1970, tetapi pada 1981 pengenalanterhadap video game yang dioperasikan dengan koin yang disebut Donkey King membuat perusahaan sangat terkenal di Amerika Utara, Asia, dan Eropa. Perusahaan membentuk anak kantor pusat Amerika Utara di Seatle, Washington. Pada 1982 dan 1983, memperkenalkan Family Computer (Famicom) video game di Jepang. Dan pada 1985 Famicom dirilis di US sebagai Nintendo Entertainment System (NES) salah satu gamenya adalah game petualang Mario Bros yang menjadi penjualan terbaik game sepanjang masa.
Nintendo memperkenalkan sebuah game genggam Game Boy pada 1989 dan dengan cepat menjadi salah satu game dengan penjualan terbaik di dunia. Pada 1991, Nintendo memperkenalkan Super Nintendo Entertainment System (SNES) yang memiliki grafis yang lebih baik dan suara stereo dan disertai dengan pilihan dan variasi permainan yang lebih banyak.Nintendo 64 sistem gaming adalah generasi ketiga Nintendo yang diperkenalkan pada 1996, N64 yang sangat populer membuat pendapatan Nintendo tinggi. Ini diikuti juga dengan suksesnya Game Boy Advance (2001) dan generasi ke-4 konsol game yang disebut GameCube. Ketika penjualan GameCube mencapai 21,7 juta unit, telah dipertimbangkan oleh kebanyakan pengemar game sebagai yang lebih buruk kualitasnya dibanding PlayStation dan PS2 dan Xbox.
Nintendo memperkenalkan Nintendo Dual Screen (DS) pada 2004 untuk bersaing di dalam pasar video game genggam. Penjualan DS dengan cepat mengambil pangsa pasarnya, dengan penjualan lebih dari 50juta unit pada September 2007, menjadi penjualan tercepat konsol video game sepanjang masa.Pada tahun 2006 Nintendo memperkenalkan DS Lite, hasil dari desain ulang dan pengembangan Nintendo Dual Screen dan sukses juga di pasarnya. Tetapi produk terbaru utama Nintendo yang diperkenalkan pada 2006 adalah Wii, dengan control tanpa kabel yang sangat inovatif.

Nintendo’s handheld game system
Sistem game genggam adalah portable, alat elektronik yang ringan yang termasuk speaker dan layar terpasang pada alat didesain untuk bermain game. System genggam pertama kali diperkenalkan pada 1970 dan 1980, tetapi pasar telah sangat didominasi oleh Nintendo sejak Game Boy dirilis pada 1989. Dua competitor utama game genggam pada 2008 adalah Nintendo DS dan Sony PlayStation Portable (PSP).
Nintendo’s Video Game Console
Sebuah konsol video game adalah alat elektronik yang didesain untuk digunakan dengan alat display external (contoh:tv atau monitor) yang membuat orang bisa bermain dengan berbagai variasi permainan dari penyimpan game (contoh: katrij atau disk). Konsol yang paling akhir sudah termasuk perangkat keras yang dapat digunakan untuk mengunduh dan menyimpan permainan.Konsol lebih besar dan bertenaga daripada system game genggam.Computer pribadi juga dapat digunakan untuk bermain video games. Selama bertahun tahun, Nintendo telah memperkenalkan 5 generasi konsol: Nintendo Entertainment System (NES), Super Nintendo Entertainment System (SNES), Nintendo 64 (N64), Nintendo GameCube (NGC), dan Nintendo Wii.
Nintendo Wii
Wii adalah system konsol game terakhir Nintendo.Penjualan Wii melampaui semua ekspektasi.Pada 31 juli 2009, Nintendo telah menjul total 51,6 juta Wii. Penjualan Wii melebihi Xbox 360 dengan 31,35 juta dan PS3 23 juta.Para Insinyur Nintendo mulai mendesain system game Wii pada 2001, sistem game Wii dengan cepat menjadi standar untuk lini produk Nintendo, membawa riset, inovasi, teknologi, dan fungsi untuk membuat sebuah control tanpa kabel yang diaktifkan dengan Bluetooth secara revolusioner yang menyediakan jangkauan yang luas dari kemungkian gerakan dan memungkinkan pemain game untuk mengontrol karakter game melalui gerakannya sendiri.
Pengamat pasar Nintendo dengan hati-hati menganalisis produk pesaing, trend di pasar video game, dan segmen target pasar dari populasi. Saat kompetitor mulai meningkat dan pasar mulai jenuh, Nintendo memberikan perhatian khusus pada fakta bahwa konsep, design, dan fungsi dari pesaing video game konsol telah menjadi serupa dan menawarkan pengalaman bermain game yang serupa juga. Nintendo executive percaya bahwa harus fokus terhadap membuat produk yang memiliki keunggulan perbedaan dengan pesaing. Tim pengembangan Nintendo memutuskan untuk mengembangkan system game untuk menarik orang yang biasanya tidak bermain video game. Pasar baru ini termasuk populasi orang yang telah diabaikan oleh industry video game; orang tua, wanita, dan lain-lain.Mr. Iwata bersikeras bahwa mempunyai produk unik yang lebih penting daripada harga yang menarik.
Untuk menarik konsumen yang bukan gamers, pengembang game konsol harus mampu untuk menyedehanakan desain dan penggunaannya. Dengan menyederhanakan desain dan penggunaan dari sistem Wii, pengembang membuat pintu masuk strategi yang sempurna untuk target baru mereka. Nintendo percaya bahwa membuat produk yang inovatif yang akan menarik untuk pemain video game yang benar-benar baru, perusahaan dapat terhindar dari pertarungan yang berkepanjangan dengan Sony dan Microsoft untuk memenangkan penjualan dan pangsa pasar untuk Wii.
Competition in the Console Segment of the Video Game Industry
Pertumbuhan pada industri konsol video game, software, dan accessories telah berfluktuasi secara signifikan dan telah terdorong oleh kemajuan teknologi dan tren social, antara faktor lain. Industri juga telah dipengaruhi oleh penambahan jumlah competitor yang bertarung untuk mendapat sebagian besar pasar game pasar. Disamping peningkatan intensitas persaingan, industri video game keseluruhan terus-menerus bertumbuh sampai akhir 2008. Bagaimanapun juga resesi yang lama pada 2009 mempengaruhi video game, pendapatan menurun dari $1,7milyar menjadi $1,2 milyar.
Sejak permulaan industri video game, perusahaan memproduksi konsol video game telah berusaha untuk memenangi pangsa pasar dengan mengembangkan produk yang unggul secara teknologi dan lebih bertenaga daripada rivalnya.Generasi ke-6 konsol game seperti Nintendo GameCube, Sega’s Dreamcast, Sony PS2 dan Microsoft Xbox telah memulai abad pengembangan besar pada bidang teknologi video game. Nintendo menjadi yang pertama menggunakan disk, Sega Dreamcast menjadi yang pertama memperkenalkan game online dan display standar definition (SD), Sony PS2 dapat dimainan dengan DVD, Xbox mengikuti langkah Sega dengan Xbox Live
Generasi ke-7 konsol video game berkontribusi secara signifikan pada kemajuan teknologi video game.Setiap konsol baru memperkenalkan sebuah tipe baru dari terobosan teknologi.Sebagai contoh, Microsoft’s Xbox 360 dan Sony PS3 adalah yang pertama memakai high-definition grafik.Nintendo Wii menawarkan gabungan pengontrol dan sensor gerakan untuk menciptakan sebuah area yang benar-benar baru berbasis kontrol pemain pada gerakan individu pemain.
Sementara keseluruhan teknologi telah terus maju seperti perusahaan yang berdiri diatas perkembangan perusahaan yang lain, generasi terakhir konsol telah mempengaruhi kemajuan teknologi dan tren sosial dalam upaya untuk membuat keunggulan kompetitif melebihi pesaingnya. Nintendo telah mengganti fokusnya untuk mencoba menargetkan pelanggan baru Ketika Nintendo merilis Wii konsol game pada 14 September 2006, perusahaan menghadapi kompetisi yang signifikan dari Xbox 360 dan Sony PS3; namun karena konsep dan pengembangan permainan baru di Nintendo tidak mempertimbangkan sebagai sebab kemunduran. Target pasar yang mereka kejar sangat berbeda dari Sony dan Microsoft.

Analisis SWOT
Keterangan Nintendo Sony Microsoft
Strength a. Market leader pasar konsol video game 59%
b. Memiliki pasar yang unik
c. Memiliki produk yang unik
d. Memiliki kualitas yang tinggi
e. Harga yang murah a. Diverfikasi produk selain video game
b. Loyalitas produk dan merk yang sudah terpercaya oleh konsumen
c. Merupakan perusahaan yang besar dan sumber daya yang dimiliki dapat diexplore a. Diverfikasi produk selain video game
b. Loyalitas produk dan merk yang sudah terpercaya oleh konsumen
c. Merupakan perusahaan yang besar dan sumber daya yang dimiliki dapat diexplore
Weakness a. Kualitas grafik kurang baik
b. Nama game-game nya kurang menarik a. Biaya manufaktur yang tinggi berdampak negative pada laba
b. Masalah Legalitas a. Memiliki harga yang tinggi saat pertama kali produk keluar
b. Pangsa pasar yang rendah di pasar video game
Opportunity a. Dapat membuat inovasi produk baru. Misalnya membuat software game yang lebih menerik.
b. Design yang dibuat dapat dipatenkan
c. Mengembangkan game online a. Dapat mengembangkan game-game yang sudah ada
b. Membuat game-game baru yang lebih inovatif
c. Membuat game online a. Dapat melakukan pengembangan control dan headset tanpa kabel
b. Membuat game online
c.
Threat a. Adanya persaingan yang ketat pada industry video game
b. Adanya persaingan melalui perkembangan smartphone saat ini
c. Krisis ekonomi global a. Adanya persaingan yang ketat pada industry video game
b. Adanya persaingan melalui perkembangan smartphone saat ini
c. Krisis ekonomi global a. Adanya persaingan yang ketat pada industry video game
b. Adanya persaingan melalui perkembangan smartphone saat ini
c. Krisis ekonomi global

Analisis PESTEL
Politik a. Peraturan tentang isi game
Ekonomi b. Krisis ekonomi global yang menyebabkan resesi pada tahun 2009
c. Penjualan Wii pada tahun 2006-2009 terjual habis
d. Penjualan terbesar Nintendo tahun 2009 terdapat di US sebesar $23.91 juta dari total $51.6 juta
e. Pada akhir tahun 2008 terjadi peningkatan produksi Wii
Sosial a. Fokus Nintendo kepada konsumen yang bukan “gamers”
b. Perluasan demografi konsumen (umur, pekerjaan, gaya hidup, dll)
Teknologi a. Era internet dan online game
b. Pengembangan teknologi yang cepat mempengaruhi kualitas game (grafik, software, dan hardware)
Lingkungan Alam a. Kandungan hardware harus dapat didaur ulang
b. Mengurangi kandungan plastic pada hardware
c. Pemrosesan limbah yang baik
Legal a. Perlindungan terhadap hak cipta dan hak konsumen
b. Ada batasan umur pada setiap game
c. Bebas dari unsur sara, kekerasan, dan pornografi

Analisis Lima Kekuatan Kompetitif
1. Tingkat Persaingan Dalam Industri Video Game
Dalam kasus ini, terdapat tiga industry video game. Ketiga industry video game antara lain yaitu Nintendo, Microsoft, dan Sony. Persaingan antara ketiga industry tersebut memiliki keunggulan masing-masing dalam mengembangkan produk yang dipasarkan. Mulai dari Nintendo, mempunyai cara dalam mengembangkan produknya dengan cara yang berbeda dari pesaingnya. Pengembangan produk yang dihasilkan Nintendo yaitu Nintendo Wii, dimana Wii ini merupakan sistem game yang tidak memakai control tanpa kabel. Selain itu,Nintendo mengembangkan system game untuk menarik orang yang biasanya tidak bermain video gamedan populasi orang yang telah diabaikan oleh industry video game. Misalnya: orang tua, wanita, dan lain-lain. Microsoft memiliki cara yang berbeda dengan Nintendo, Microsoft justru memiliki keunggulan dalam pengembangan software
1. Tingkat persaingan dalam industri video game
• Nintendo  mengembangkan produk yang berbeda dan family friendly
• Microsoft  memiliki keunggulan dalam pengembangan software
• Sony  memiliki keunggulan dalam hardware dan desain elektronik
2. Ancaman Masuknya Pesaing Baru
• Tidak ada ancaman dari pesaing baru karena banyak perusahaan besar dalam industri video game. Contohnya: nintendo, microsoft, dan sony
3. Ancaman produk subsitusi dari produsen lain
• adanya produk pengganti seperti PC games, smartphone, portable game consoles
• Ancaman Tinggi
4. Bargaining power pemasok
• Rendah
• Harga komponen elektronik murah
5. Bargaining power pelanggan
• Nintendo  lemah, karena harga pasar lebih murah
• Microsoft  kuat, karena harga pasar lebih tinggi dari nintendo
• Sony  kuat, karena harga pasar paling tinggi dari kedua pesaingnya Five Generic Competitive Strategies Analysis Nintendo Sony Microsoft
Strategi Board Differentiation Focused Differentiation Best Cost
Target strategi Common gamers Hardcore gamers Hardcore gamers
Dasar strategi kompetitif Product Inovation Hardware Development Software Development
Lini produk Wii PS3 Xbox 360
Tekanan produksi Membuat produk yang berbeda yang dapat diterima masyarakat luas Membuat produk yang memiliki kualitas yang paling tinggi Membuat produk yang unggul dalam kos produksi tetapi kualitas bukan yang tertinggi
Tekanan marketing Menawarkan produknya ke kalangan semua usia Menawarkan produknya kepada game addict yang mementingkan kualitas user interface dan game yang bermacam-macam Menawar produknya kepada game addict dengan game story yang lebih baik dan lebih murah
Kunci untuk memelihara strategi
Sumber ekonomi dan kemampuan yang diperlukan

Recommendation

Nintendo Sony Microsoft
• Mempatenkan design produknya.
• Memperbaiki kemampuan grafis sehingga dapat merambah pasar hard-core gamers.
• Memperbanyak judul software game yang lebih atraktif.
• Terus mengembangkan portable konsol gamenya.
• Mengembangkan software game online. • Terus mengembangkan software game yang sudah ada.
• Mengembangkan kontrol game teknologi wireless.
• Membuat design konsol game yang lebih menarik.
• Terus mengembangkan portable konsol gamenya.
• Mengembangkan software game online. • Mengembangkan software game yang sudah ada.
• Memperbaiki kemampuan grafis dan teknologi konsol gamenya.
• Mengembangkan konsol game portable seperti pesaing yang lain.
• Mengembangkan software game online.…...

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