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MARKETING
For a management class, I created a strategic plan for Nintendo that includes an integrated marketing plan.Descripción completa
Student ID: 14037302 14037302
Strategic Management Management Coursework Cours ework Assignment Name: Ha Thanh Nguyen University of the est of !ng"and
Case Canon: Competing on Capabilities
The aim of this essay is to ana"y#e the resour$es and $a%a&i"ities of 'anon ( a $om%any from )a%an* then identifying if they have $om%etitive advantage or not+ This essay fo$us on ana"y#e the ,esour$e -ased .ie/ theory &ased on the $ase of 'anon+ enera""y* /hi"e doing this essay* it a%%ears some di$u"t as /ord $ount* no/"edge* &ut ho%efu""y it $an &e he"%fu" for %eo%"e /ho /or and $are a&out this %ro&"em+
The resource based view (RBV) theory (RBV) theory had &een eva"uated &y a variety of authors+ Some of them said that ,-. %rovides an e%"anation of $om%etitive heterogeneity that the im%ortant and $or%orate /ay in $om%etitive is the dierent from resour$es and $a%a&i"ities of $om%etitors 5He"fat* '+ !+ and 6eter eteraf af** + 8+* 8+* 20 2003 039+ 9+ Ho/e Ho/eve ver* r* in this this essa essay* y* I fo$us fo$us on the the ,-. ,-. /hi$ /hi$h h -ar -arney ney had had eva" eva"ua uate ted: d: rm rm resou esourr$es $es in$" in$"ud ude e a"" a"" asse assets ts** $a%a $a%a&i &i"i "iti ties es** managing %ro$ess* rm attri&utes* no/"edge* et$+ $ontro""ed &y a rm and to %rovide sustaina&"e $om%etitive advantages it need to &e %ass four tests 5.+,+I+N9: • • • •
.a"ua&"e: have greater va"ue of sour$es than their $om%etitors ,are: resour$es must &e s$ar$e non;Imita&"e: di$u"t to $o%y Non; Non;su su&s &sti titu tuta ta&" &"e: e: $ann $annot ot &e ae$ ae$te ted* d* $han $hange ged d &y othe otherr riva riva"s "s<< $a%a&i"ities
5-arney* 1==19+
8$$orrding 8$$o ding to 6rah 6raha" a"ad ad and and Hame Hame"* "* core competenci competencies es $an &e identi identied ed through at "east three fo""o/ing tests: %rovides %otentia" a$$ess to a "ot of segments* shou"d $ontri&ute great"y to $ustomers< a/areness of the &enets they they gain gain from from %rod %rodu$ u$tt and and sh shou ou"d "d &e har hard to $o%y $o%y from from $om% $om%et etit itor ors s 56rah 56raha"ad a"ad** '+ > Hame"* Hame"* +* 1==09+ 1==09+ It means means that that $ore $ore $om%et $om%eten$ en$ie ies s are are s%e$ia"* uni?ue and strong too"s of the $om%any* so they $an use these strengths to $om%ete and sur%ass their $om%etitors+ 1
Student ID: 14037302
'anon /as founded in 1=33 /ith the rst su$$essfu" %rodu$t is 3@mm $amera* and then no/n as a /or"d/ide $amera and $o%iers $om%any /hen they moved into 'o%iers /ith ANe/ 6ro$essB 5N69 system+ In the $ase of 'anon* I mention to t/o $ore $om%eten$ies: Te$hno"ogy and anagement system+
Resources are the assets /hi$h are o/ned &y the &usiness+ In 'anon* they are tangible resources: nan$ia"* modern e?ui%ment* "and* manufa$turingC Intangible resources: "ots of %atents and $o%yrights* te$hni$a"C Human resources: famous re%utation* tas $u"ture* great human si""s no/;ho/ /ith e$e""ent e%ert in te$hno"ogy* mareting* management* et$+ Capabilities is /hat the &usiness $an do+ Eor this $ase* 'anonD se$tion /hi$h is invested heavi"y* s%eed of ne/ %rodu$ts ( a"/ays have ne/ %rodu$t to serve $ustomers< need* %rodu$t design* management deve"o%ment* sa"es and distri&ution* $ustomer servi$es* et$+
The rst one is Technology ; one of the most strengths of 'anon+ It is valuable &e$ause 'anon invested their nan$e and human resour$es in te$hno"ogy+ Eor eam%"e* the organi#ation a%%"ied de$entra"i#ed ,>D strategy 5'10449+ It means that the ,>D de%artment /as divided into sma"" ,>D $enters and resear$h their o/n %rodu$t division in short to medium term* and $oordinated &y an ,>D head?uarter grou%+ -esides* 'anon a"so trade or &ought s%e$i$ te$hno"ogies from other eterna" %artners* Foint ventures and te$hno"ogy transfers /ith other internationa" organi#ations in various areas* su$h as: in o$e e?ui%ment area 5!astman Goda ; US* otte ;Gorea9* in $om%uter area 58%%"e ; US* Net ; US9* et$+ 5'104@9+ !s%e$ia""y* they /ere the /or"d
Te$hno"ogy is rare &e$ause not many $om%anies have the s%eed to "aun$h ne/ %rodu$ts as fast as 'anon+ They re$ogni#e that the more e%"oiter ne/ 2
Student ID: 14037302 %rodu$t to the maret* the more su$$ess of the $om%any+ Therefore* they have a $ross;fun$tiona" %rogram $a""ed TS K to redu$e the @0 %er$ent time of deve"o%ment &ase on fostering three fa$tors: Fo& %erforman$e of engineering* te$hno"ogi$a" system and revie/ a"" stages of %rodu$ts $arefu""y 5'104@9+
Eurthermore* 'anon
The "ast ste%* 'anon a$hieves Non-substitutable &e$ause 'anon fo$us on state;of;the;art te$hno"ogies /ith reasona&"e %ri$e* se"" %rodu$ts to a"" segments* they has three $or%orate resear$h $enters to su%%ort state;of;the; art resear$h to %rodu$t deve"o%ment 5'10449+ They has deve"o% ,>D $oo%eration /ith the strengths of %re$ision me$hani$s* mi$roe"e$troni$s* ne o%ti$s use ne/est te$hno"ogies and method to resear$h and deve"o% their %rodu$ts to meet the needs of $ustomers+ oreover* the %rodu$ts are designed to &e sma""er for easy trans%ortation* sim%"e &ut not o"d fashion* "ess e%ensive than their $om%etitors+ The $om%any a"so "everaged te$hno"ogy through many ne/ and su$$essfu" %rodu$ts* in$"uding the "aser and &u&&"e;Fet $o%ies 5'104=9+
The se$ond a"so the "ast one is Management system+ eadershi% sty"e of r+ Gau ( '!L of 'anon ( is Demo$rati$+ He found three inde%endent &usiness units in 1=7J: for $amera* for o$e e?ui%ment and for L%ti$a" Instruments and these three &usiness units have &een o%erated se%arate"y* and the resu"t is ea$h manufa$turing of 'anon on"y %rodu$ed one ty%e of %rodu$t+ Hen$e* the organi#ation a%%"ied em%o/ered strategy 5'10@09+ It means the /orers are res%e$ted and have more %o/er in the $om%any+ It is a"so he"% the de$ision maing %ro$ess as fast as %ossi&"e+ Hen$e* the young 3
Student ID: 14037302 managers have $hange to sho/ o their a&i"ity* im%rove the Fo& %erforman$e in the $om%any+ It is the valuable+
The reason that it is rare is the $om%any sa"e its< %rodu$ts through &usiness units and Lrigina" e?ui%ment manufa$turing 5L!9 ( se"" %rodu$t under other &rand name+ In the very rst time they had Fust moved into 'o%iers* to se"" the $o%ier in )a%an* they found inde%enden$e organi#e ( Internationa" Image Industry ( and so"d $o%iers as an L! to S$ott 6a%er under its o/n &rand name in US 5'10429+
The third ste% is non-Imitable+ In 1=J7* 'anon started to fo$us on deve"o% IN8 system 5"o&a" Information System for Harmonious ro/th 8dministration9+ IN8 is a $ommuni$ation net/or /hi$h is inter$onne$t a"" %art of 'anon into a g"o&a" data&ase and a""o/ the managers to e$hange information in various areas 5'10@29+ Ho/ever* it is ?uite $ost"y in &oth of nan$e and time+ The tota" $ost to 'anon deve"o% this system is 20 &i""ion yen and $om%"eted in 1==2 ( means that they need @ years to $om%"ete 5'10@29+ Eor sma"" and medium organi#ation* it is hard to do IN8 "ie 'anon+ It is not on"y need money* time* &ut a"so need an e$e""ent e%ert team+ oreover* managing &rand re%utation is a %art of management system+ The $om%any needs to have famous re%utation to se"" their %rodu$ts+ 'anon had to &ui"d u% their &rand &y ste%;&y;ste% strategy+ The ne/ %rodu$t have to se"" in home maret rst"y* for eam%"e the N6 %ro$ess /as se"" in )a%an maret in 1=MJ* and then in 1=74* after %rodu$tion and distri&ution are o%erating smooth"y* the N6 %rodu$t "ine are so"d in US maret 5'104M9+ To im%rove &rand name* 'anon &ui"t u% a strong dea"er net/or in &oth domesti$ and internationa" maret &e$ause the more $"ose re"ationshi% /ith its dea"ers* the more $om%any understand and meet $ustomers< demands+ 'anon a"so fo$uses on advertising to e%and their &rand: s%onsored "ots of s%ort eventsC s%ending 10 %er$ent of se""ing %ri$e for advertising for N6;200 introdu$tion in 1=J0C s%ending 20 %er$ent of the se""ing %ri$e for advertising for the "aun$h of the %ersona" $o%ier 5'10479+ 'anon
4
Student ID: 14037302 ith the sur%assing deve"o% ero* the in$redi&"e su$$essfu" of The N6 %ro$ess* r+ Gau sti"" remained his $o""eagues that no &usiness $an ee% the Aeterna" truthB+ If the /or"d $hange* the organi#ation has to $hange ( it is ne$essary ( &y re$om&ine the sa"e su&sidiaries and restru$ture their fun$tions to meet the $ustomers< demands 5'10@39+ It means that 'anon is not sun in their vi$tory* not &e arrogant that "a$ of vigi"an$e /ith other riva"s+ It is the reason /hy it a$hieves Non-substitutable +
enera""y* after ana"y#ing 2 $ore $om%eten$ies* &oth of te$hno"ogy and management system meet four ste%s of .+,+I+N* so the organi#ation have a sustainable competitive advantage+ These $ore $om%eten$ies $an &e $onsidered as ey strategy too"s /hi$h he"% the organi#ation o%erate for "ong;term and $om%ete /ith other $om%etitors &e$ause it is not easi"y $o%ied+ Hen$e* te$hno"ogy not on"y the strength &ut a"so re%resent to 'anon+ entioned to high;te$h* $ustomers /i"" thin a&out 'anon+
In $on$"usion* 'anon has their o/n strong resour$es and $a%a&i"ities /hi$h he"% the organi#ation deve"o% and $om%ete in the /or"d;/ide maret+ Through the ,esour$e -ased .ie/ theory and .+,+I+N frame/or* 'anon has esta&"ished a sustaina&"e $om%etitive advantage+
ord $ount: 1*@2M
References
-arney* )+ 51==19 Eirm ,esour$es and Sustained 'om%etitive 8dvantage+ )ourna" of anagement on"ineO+ 17 519* %%+==+
He"fat* '+!+ and 6eteraf* +8+ 520039 The dynami$ resour$e;&ased vie/: $a%a&i"ity "ife$y$"es+ Strategi$ anagement )ourna" on"ineO+ 24 5109* %%+==7; 1010+
@
Student ID: 14037302 6raha"ad* '+G+ and Hame"* + 51==09 The 'ore 'om%eten$e of the 'or%oration+ Harvard -usiness ,evie/ on"ineO+ MJ 539* %%+7=;=1+
