EICEA

Impact of culture on global marketing

Research Project

Nintendo

Professor:

Juan Sebastian Betancourt

Made by:

Mariana Arias Otero

Ingrid Gómez

Nicolás Luque
1. EXECUTIVE SUMMARY

In 1963 Hiroshi Yamauchi founder of Nintendo took the company to the video game market,

having in 1973 one of his greatest successes with the laser shooting system which became the

main entertainment company of the Japanese, but it was Already in 1977 that the company

began to develop video games and the first domestic consoles such as the TV Game 15 and

TV Game 6 were created by Mitsubishi Electric, also creating Othello a board game.

According to the above, We made a study to expand Nintendo´s market to a certain country

and also seek for the best entry mode Australia was chosen as the target country due to its

score in the table of variables, the presence of the ranking of the 100 countries by revenue in

games, the current tlc that the country of origin has with the country of destination and also

due to the outstanding dimensions of the Hofstede that allow us to identify present

opportunities for the company to enter this market.

Of the dimensions analyzed the most important for Nintendo would be, indulgence,

individualism and power distance, where we could recognize competitive advantages, such as

the operation of the company in this country through a trained work team that allows us to

provide a service Optimal and differentiated to customers looking to meet their needs, tastes

and desires in terms of entertainment and fun through the high quality of products,

competitive prices and differentiating experience.

For our project, it is very important to take into account the different cultural aspects of

Australia to take into account the most relevant aspects that the company must contemplate

when entering.

Australia is a country known worldwide for the good quality of life, its GDP that positions it

as the economy 13, it is also important to know that Australia is in 18th place in the 190 that
make up the Doing Business ranking, which classifies the countries according to the ease they

offer to do business and it is a country that has low percentages of corruption rates, which

means that it is a suitable place to create new business niches of all kinds.

We didn't opt for franchise because already being present by virtual means what we sought

now is to give customers and consumers a different experience and doing so by that means

we would not have control of the establishment, of the operation and even less of how

everything is being done that the company wants and seeks to provide to customers which

could cause many problems, such as the lack of quality control of the service and a poor

operation and exporting the products would imply not taking the company to the country

differently and with a physic store to the country objective which is our main objective.

Taking into account that culture is very important, we seek to offer new experiences through

Nintendo Switch and the video games and we will take Mario Kart videogame for Nintendo

Switch and we will make some adaptations related to culture like put only tracks of Australia

and make a real trip to all the country, this will generate a link with the culture making the

brand and the product more pertaining to the country.

2. COMPANY SUMMARY

Today Nintendo is one of the most recognized video game companies worldwide, however,

Nintendo's story began thanks to the Japanese Fusajiro Yamauchi who manufactured cards in

1889, which were so successful and made him founded the Yamauchi Nintendo Co. Ltd. to

manage sales of these.

The company was inherited by the great-grandson of Yamauchi who took over the company

for more than 50 years, that is, from 1950 to 2002 and is one of the most remembered

presidents.

In 1963 Hiroshi Yamauchi great-grandson of the founder being the president took the

company to the video game market, having in 1973 one of his greatest successes with the

laser shooting system which became the main entertainment company of the Japanese, but it

was Already in 1977 that the company began to develop video games and the first domestic

consoles such as the TV Game 15 and TV Game 6 were created by Mitsubishi Electric, also

creating “Othello” a board game.

In 1980 Shigeru Miyamoto created the game “Donkey Kong” for arcade machines, a game

that achieved worldwide success by giving more fame to the protagonist of the Jumpman

game which changed his name and became Mario. As a result of this and the success that

"Donkey Kong" had impulse to Nintendo to create their own consoles in order to market their

video games and exploit their licenses. (Nintendo, 2019)

In 1984, Nintendo Entretainment System (NES) is also released as Famicom in Japan. The

system would reach the US in 1985 and in Europe in 1986 with the name of NES (Nintendo

Entertainment System), and which was a resounding success and in turn saw the birth of

characters like Link or Samus Aran with “The Legend of Zelda” and “Metroid” respectively,

although without doubt the most important was Mario. The game "Super Mario Bros." Which

made the old Jumpman become a worldwide phenomenon.

The above, prompted Nintendo to also conquer the market for portable consoles with "Game

Boy", thus arriving with the game "Tetris" also obtaining much success worldwide, which led

to the creation of Nintendo of Europe in 1990, which established its headquarters in

Germany. In 1993, subsidiaries were established in countries such as Holland, France, United

Kingdom, Spain, Belgium and Australia.

Once Nintendo managed to position itself in the market, it began to focus and work to

maintain success, so it continued to develop consoles and video games. For this reason, the

company decided to continue launching consoles to the market such as Super Nintendo

Entertainment System (SNES) and games such as the continuation of Metroid for Game Boy,

platforms by Yoshi and Donkey Kong, among others, managing to have so much production

number that by 1995, the one billionth cartridge was manufactured and so they continued

with their successes by launching their Nintendo 64 console and games like Super Mario 64,

Pokemon among others in 1996.

Although the time progressed and the century changed the trend of Nintendo, in the market

the Game Boy and Pokemon remained very important in history and the era of Iwata arrives

in 2002 with the launch of Pókemon mini which It included four games that pretended to take

advantage of the success of the franchise and also highlights the launch for GameCube of

"Super Mario Sunshine."

But this was not the only important thing of that year because that year was the year in which

Hiroshi Yamauchi retired after 52 years in office, naming Satoru Iwata as successor. 2003

came with the release of great games like "Metroid Prime", "The Legend of Zelda: The Wind

Waker" or "Mario Kart Double Dash !!" a GameCube. Through the hand with Iwata, the new

generation Nintendo Dual Screen - DS (Touch Screen) and WII continued to be a success for

its two screens and the jump to 3D screens came to the market in 2011 with a physically

similar console, but with an effect 3D in its recreation having a change and allowing its users

to use them without the special Nintendo 3DS glasses which received many versions.
For 2012 Nintendo launched the successor of WII, that is, WII U which bet on the double

screen despite being an on-table console.

Finally, Nintendo resurfaced with Switch which is known in code as NX, a hybrid console

that merges the portable line and the Nintendo desktop and was the one that took them out of

the precarious situation in which they were. This was a risky bet, because both lines had been

separated since Nintendo began in the world of consoles with NES and Game Boy.

Switch managed to position itself and obtain good sales with top-level titles such as "The

Legend of Zelda: Breath of the Wild" or "Super Mario Odyssey" in its first year thanks to the

fact that it had a good reception in the public and today is in the market together with 3DS

To conclude, in 2018, Tatsumi Kimishima left the presidency of Nintendo, and left in charge

of Shuntaro Furukawa who continues today.

As you can see Nintendo has had changes over time, since the time when they only made

letters to what it is today, however, that step still remains something and that although they do

not make cards they continue taking out aces from the sleeve to keep surprising the players.

(Regiero, 2019)

3. QUALITATIVE ANALYSIS (PEST ANALYSIS)

PEST Australia

Political:

Australia has a representative democracy, that is, it has a parliamentary government in which

Australian citizens participate and give their opinion. The Federal Parliament, which

promulgates national laws, has two chambers: the Senate, with 76 members, and the House of

Representatives, with twice as many members of the Senate (Santander, 2019). The term of

the House of Representatives is 3 years and that of the Senate is 6 years. The Australian
government has transparent and well established political processes, a solid legal system, a

competent government and an independent bureaucracy. One of the main promoters of the

female vote and the secret ballot (1895), whose structures and institutions are similar to those

of the United Kingdom. Anti-corruption measures are generally effective, and corruption

cases are rare. This way of managing the government allows expropriation to be very unusual

and the execution of contracts is reliable (Santander, 2019).

The country is connected to several organizations, including the OECD, the World Trade

Organization, the G20 and the Community of Nations. The political situation is quite stable,

which allows investors to be confident in their purchases. Australia has received many

criticisms on a number of issues. For example, Australian deportation laws have been

criticized by the New Zealand Minister of Justice (Newshub, 2017). Similarly, the UN has

criticized Australia for its failures in areas such as the protection of human rights, indigenous

rights and the treatment of refugees (The Conversation, 2018).

Economic:

Australia is the thirteenth largest economy in the world. The economy has a slow growth in

previous years is expected to grow around 3% in 2018, the country has healthy public debt

equivalent to 41.6 percent of GDP. Household income and inflation will also increase

gradually (OECD, 2018).

Companies also use Australia as the headquarters of foreign companies. Mainly Asian

operations. Australia remains a low cost location for commercial relocations. Due to the tax

rate of companies in Australia which is around 30%. In addition there are benefits for

companies that bill below $ 25 million, applying at a rate of 27.5%. This base rate is for the

2017–18 revenue year (Australian Tax Office, 2018).

As of June 30, 2018, according to the WTO, Australia had 322 non-tariff measures in force .;

Australia imported goods worth 221.4 billion dollars from around the world in 2017, the

money was spent on: Vehicles, machinery, mineral fuels, oil, machinery and electrical

equipment, pharmaceuticals, medical devices, precious metals, plastics and furniture. On the

other hand, iron ore, gold, coal, natural gas, beef, wheat, financial services, educational

services and copper are some of Australia's main exports (Workman, 2018).

Social:

Australia is one of the best countries to live in the world in terms of wealth, education, health

and quality of life. Compared to other important economies, Australia has a relatively small

population of 22.9 million (BBC, 2018). Life expectancy for men is 80 years, while 84 years

for women. However, the government is worried because people of retirement age exceed

people of working age.

Australia is one of the most multicultural and multiracial countries in the world. It has an

important heritage of its indigenous peoples. Despite having a massive immigration policy

adopted in World War II, the discussion about refugees and immigration is a sensitive issue

for citizens (Euromonitor, 2019).

Australia in terms of education has an attractive number of higher education institutions that

involve public and private universities that attract many international students every year. In

fact, international students now represent more than a quarter of the enrollments in some

universities in the country (Euromonitor, 2019). Most international students come from

countries like China, India, Nepal, Malaysia, Vietnam, Brazil and Colombia.
The social distinction in Australia involves three social classes: An upper class that has

resources and expensive housing, real estate, cars among other aspects. However, the middle

class can easily have these same objects; but the working class can borrow by trying to appear

more wealthy. Classes are also identified by cultural, social aspects such as: gestures,

entertainment and sports participation. Australians are characterized by being generally

lively, hardworking and outgoing. They spend a lot of their free time playing or watching

sports. Rahman, J, D. (2019) reports that in fact, Australia is one of the best in the world in

many sports, cricket, hockey and swimming. Its sports sector makes a significant contribution

to the country's GDP.

Technology:

Regarding the technological aspect Australia is internationally competitive in financial

services, insurance, and manufactured products with high added value. According to Frue, K.

(2019), it is one of the most technologically advanced countries in the world; recognized for

adopting new technologies at a high speed pace compared to other developed countries. The

country has witnessed technological advancement over the years. Local companies are

investing in technologies to meet the growing demands of their customers in order to generate

more innovation and designs (Euromonitor, 2019).

Agree Index of Economic Freedom. (2019), the new law passed by government officials

regarding encryption. It becomes a highly debated approval of law since it empowers access

to the privacy of users by the police and security agencies who have the display of encrypted

messages from anyone.

PEST México:

Political:

Mexico in relation to its political organization presents a democracy with the President as

Head of State and Head of Government. The President also has the power to lead the Mexican

Armed Forces, elected for a period of six years by popular vote. Anyone who has previously

held the position cannot serve again (Santander, 2019).

According to Kiesha Frue, “the poverty of Mexico is affected by local and national

government. Local government impacts the success of local small businesses. If it benefits the

government, they will offer special "incentives" to small businesses. Unfortunately, this

means that the local government is open to influence, and not necessarily of the pure type”.

The government is not apply enough policies for growth of opportunities to companies. As

such, Mexico depends on the World Bank and the International Monetary Fund to make

adjustments. Unfortunately, This increases the poverty gap (Frue, 2019).

Economic:

Mexico ranks second for the largest economy in Latin America; Brazil leads first. Much of

the economy comes from exports sent to international markets. Oil is the largest export;

Unfortunately, the need is decreasing. That is why Mexico also exports other products,

including chemicals, motor vehicle parts and technology (euromonitor, 2019).

From Frue, K. (2019) reports that wages are not sufficient for the working class and efforts by

the government to create employment are not satisfactory. The minimum wage increased by a

small amount. Although this seems like a reason to rejoice, it is really a problem. This
increase increased poverty. As families are struggling to make ends meet, this forces families

to look for jobs illegally.

The country was affected by a rather strong recession; similar to what happened in the decade

of the 30's. Now, Mexico depends on the United States for remittances. These remittances

generally go to medical care, food, housing and education. The other resources are used in

infrastructure and projects to improve the development of the country. (Santander, 2019).

There is currently a conflict of interest between the US. In the US, President Donald Trump

intends to build a wall that separates them and is funded by Mexico. This implies the

acquisition of new technologies and security, but the country is not in a position to pay for

this expensive project that does not provide any real benefit for the country. (Santander,

2019).

Social:

Mexico is a country where wealth, poverty, natural beauty and urban deterioration go hand in

hand. As of December 2018, it has a total population of approximately 125.3 million.

However, it is worth noting that different sources have presented different figures on the total

population of the country (Euromonitor, 2019).

Life expectancy for men is 75 years and 80 years for women in Mexico. Spanish is the main

language, while Christianity is the main religion in the country (BBC, 2018). Mexico is one

of the most affordable countries in Latin America. Compared to many other cities on the

continent, rental and food prices in Mexico City are in fact lower.
However, there are some social challenges facing Mexico today. For example, economic

wealth is a dream for most Mexicans and the gap between poverty and wealth is very wide.

According to several sources, 53% of the country's population is considered poor. Corruption

is widespread and thousands of people have died in violence in the last decade. Due to

poverty and other social problems, many Mexicans risk their lives to cross the border with the

United States in search of a better life (Euromonitor, 2019).

Social challenges aside, considering Rahman, David, J. (2019). Many sociocultural aspects of

Mexico have attracted worldwide attention and respect. For example, the family is seen as the

most important element of Mexican society. Mexican cuisine has created fans all over the

world, especially in big cities like Barcelona, London, Melbourne, Chicago, Los Angeles and

New York. Similarly, the Mexican soccer team has fans all over the world, as it is one of the

best in the world.

Technological:

It is the second largest country in Latin America, Mexico has been a key target market for

major technology companies such as Amazon, Facebook, Uber, Google and many others. In

fact, Brazil means almost 10.7% in IT and communications (Frue. K, 2019).

Guadalajara, the second largest city in the country, has recently become a global center for

research and development, programming and design (Lunchway Media, 2019). A bill passed

by the Mexican Congress in March 2018 shows that the country is eager to eliminate barriers

and uncertainties about cryptocurrencies and crowdfunding technologies. It also shows that

Mexico is ready to revolutionize its economy with technology.

PEST Switzerland

Political:

The Swiss State is organized on three political levels. The Confederation, the 26 cantons and

the more than 2,250 municipalities share power. According to the Swiss political system data

and figures. (2018), the Swiss Parliament (Federal Assembly) consists of 246 deputies elected

by the people. It is made up of two cameras (Santander, 2018). Switzerland has a long

tradition of opening up to the world, but retains its independence and neutrality in the face of

the positions or trends that countries take. It belongs to the following organizations

worldwide: CoE, EFTA, IMF, OECD, UN, OSCE (OECD, 2019).

The government maintains strict controls on immigration. Referendums are often put to the

vote, for example a 2017 measure that makes it easier for third-generation immigrants to

become citizens and another that supports the gradual elimination of nuclear energy (The

Guardian, 2019).

The government is free from widespread corruption, largely thanks to strong institutions.

Switzerland ranks third in the 2017 Transparency Corruption Perception Index. Well-secured

property rights, including intellectual property rights, foster entrepreneurship and

productivity. Flexible labor regulations and the absence of corruption also improve the

business climate. The legal system, independent of political influence, guarantees a strong

application of contracts and judicial effectiveness (Index of Economic Freedom, 2019).

Economic:

Switzerland has one of the highest GDP per capita in the world and a highly skilled

workforce. This figure assumes that its inhabitants have a good standard of living, since it
ranks number 4 in the ranking of 196 countries in the GDP per person ranking. capita In

addition, the average salary of its inhabitants is the highest in the world (Expansiòn, 2018).

The last annual CPI variation rate published in Switzerland is June 2018 and was 1.2%

(Santander, 2018). It has a very low unemployment rate of 4.8% and inflation of 0.5%. The

economy of Switzerland depends on financial services, precision manufacturing, metals,

pharmaceuticals, chemicals and electronic products. Reinforced by a transparent legal system,

a solid regulatory regime, a highly skilled workforce, physical and exceptionally well

developed communications infrastructure, efficient capital markets and low corporate taxes.

According to the Doing Business index. (2019). Switzerland has fallen 5 positions in recent

years in the ranking of doing business The general tax burden is equal to 27.8 percent of total

internal income. Public debt has a healthy margin which is equivalent to 42.8 percent of GDP.

Social:

Switzerland has a small population 8.4 million inhabitants; life expectancy in Switzerland

remained at 83.7 years. That year the life expectancy of women was 85.6 years, greater than

that of men, which was 81.6 years (Index of Economic Freedom, 2019). According to

Corinne Ari, S. (2019). It is one of the cleanest countries in the world. They appreciate good

manners, punctuality and good education. The Swiss are characterized by being educated,

formal, responsible, simple, thorough, proud and very jealous of their privacy.

According to the INDEX OF ECONOMIC FREEDOM. (2019) It should be noted that

Switzerland is segmented into three: German (70% of the population, and that it has cities

such as Zurich, Bern, and Basel); French (25% of the population, and with cities such as

Geneva and Lausanne); and Italian (5% of the population, with cities like Lungano). This is
why the official languages are German, French and Italian. Among the Swiss there are

notable economic and cultural differences.

Technology:

Since 2011 Switzerland occupies the first place as the most innovative country in the world in

the UN World Innovation Index (GII). And in the last edition of the index it was done again

with the first position. The Swiss Confederation surpasses the rest of the countries in terms of

first-class patents and intellectual property regulations, and occupies one of the first positions

in research cooperation between industry and universities, the key factors of innovation and

the constant success of Switzerland is its first category patents and its intellectual property

regulations, as well as its high-tech manufacturing, its excellent universities and its high

investment in R&D.

The Alpine country is at the top because it knows how to translate investments into

innovation into results, a key factor in becoming the list leader. Despite being a very small

country, Switzerland stands out in per capita inventions and innovation of high quality and

constant, and is even above Japan in this subscript. In addition, Switzerland is among the

leaders in R&D spending and quality of local universities.

4. QUANTITATIVE ANALYSIS

As Nintendo is a company dedicated to I&D, production and distribution of software and

hardware of video games, we decided to focus on the distribution and logistics part of the

company. So, in order to analyze the possible places to internationalize the company, we
choose the countries which has TLC´s with Japan, to make an easily distribution of the

products and also considering the revenues of the latest years in terms of games sells.

Also, as our product will be focuses on the distribution of the Nintendo Switch and the

logistics of launching a physical store of the company, which will be explained later in

detailed, we decided to choose the countries where Nintendo doesn't have a physical store, to

improve the experience of the consumer interacting with the Nintendo Switch. In this

research, the chosen countries were: Australia, Chile, Mexico, Peru, Switzerland and

Thailand.

The variables that were analyzed: for the general variables:Logistic Performance Index, GDP

per Capita, Unemployment Performance, Consumer Price Index and Urban Population. For

the specific variables:Internet Population use, Retail sale, Games Revenue and Digital

Adoption Index.

1. Logistic Performance Index: The LP Index helps the companies to analyze the

performance of the countries based on their logistics profile. It measures performance along
 the logistics supply chain within a country and offers two different perspectives:

international and domestic. It scores countries on how efficiently they move goods across

and within borders.(World Bank Group, 2019).

This index let us know how can easy or difficult could be moving cross the countries selected,

and how can we perform a strategy depending on the score of each one. It could be a plus that

the country we choose has a high rate in this variable, as the LP Index consider facts such as

transport and infrastructure, it will gives us a good perspective on the countrie´s logistics

performance.The country with the best rate is Switzerland (3,9) followed by Australia (3,75)

and Thailand (3,41)

2. GDP Per Capita: We decided to focus not on the whole GDP of each country, but on

the specific incomes of each person depending on the GDP. This is a helpful variable of

economic performance and to make cross-country comparisons of average living standard and

wellbeing (Focus Economics, 2019).

This will help us determine an average of the income of the people and their purchasing

capacity and how willing they are to buy goods and services as we are entering with a new

service of Nintendo (Physical store). The Country with the best GDP per capita is Australia

(USD 1.432,22), follow by Mexico (USD 1.223,81) and Switzerland (USD 705,5).

3. Unemployment Rate: The levels of unemployment allows to acquire exact

information on the number of workers who do not have a job at a country level. It is an

important variable when it comes to studying the entry of new companies to different

countries. That is why, for our project because it is expected to supply different jobs, it is vital
to know the different percentages of unemployment in each of the cities. (Tradingeconomics,

2018)

This indicator is most of the time related to an specific change of legality on the governments,

political issues, among others. Taking into account the different results of percentages

between Australia, Chile, Mexico, Peru, Switzerland and Thailand, it can be said that the

biggest unemployment rate is in Chile with a 7% followed by Peru with a 5,8% and the

country with the lowest rate is Thailand that has 1%.

4. Consumer price index: CPI is an indicator that examines price changes for food and

services in the predetermined basket of goods in the country. The results are analyzed by

group, subgroup, and type of expenditure, basic expenditures and levels of income (Dane,

2008)

For our analysis this indicator is the most important, in macro terms talking, because it will

gives us a perception of the incomes that the people have in each country, this will help us to

estimate an approximate cost of the Nintendo Switch, to be suitable with the economy of the

country selected. The three best countries in this index were: Peru (132,13), Australia (115,4)

and Mexico (103,94).

5. Urban Population: This indicator helps to describe the percentage of the total

population that lives in urban areas taking into perspective the different countries. More of the

half of the world's population now live in urban areas mostly in highly dense cities. (Ritchie,

2018)
We took into account this index since it is important to know the percentage of people who

are preferring urbanization point in the cities rather than living in other areas, since we are

expecting to focus our project in big cities. Therefore, with the analysis of this index in

countries such as Australia, Chile, Mexico, Peru, Switzerland and Thailand, we founded out

that the biggest percentage of urban population preferences is in Chile with a 0,88% followed

by Australia with a 0,86% and Mexico with a 0,8%, which means that this 3 countries are

more likely to be accurate for our proposition. (Data WorldBank, 2017)

1. Retail Sales: This indicator helps to measure the purchases of durable and nondurable

goods over a certain period of time (mostly by months) and it also helps to track consumer

spending habits and demand for finished goods. It is always based on data by country. On the

other hand, this index was chosen since it is also a good indicator of the actual status of the

economic pulse in each of the countries, healthy retail results are positive to conclude that the

market is doing well to acquire new projects. (TradingEconomics, 2018)

With this study, we have that the country with the highest percentage is Peru with a 4,50%

followed by Mexico with a 2,60% and Australia and Chile with a 2,30% both. Therefore, it

can be said that this four countries are suitable to start new businesses and projects since the

economy may be in a good position, discarting Thailand which has a negative score on this

index.

2. Digital Adoption Index: The DAI is a worldwide index that measures countries’

digital adoption across three dimensions of the economy: people, government, and business.

Each sub-index comprises technologies necessary for the respective agent to promote

development in the digital era: increasing productivity and accelerating broad-based growth

for business, expanding opportunities and improving welfare for people, and increasing the

efficiency and accountability of service delivery for government (World Bank, 2019).

DAI holds two advantages over existing indices. First, it reflects the extent to which digital

technologies are available and adopted by all the key agents in an economy: people,

businesses (firms), and governments. Therefore it provides a more comprehensive picture of

technology diffusion than the existing set of indices. Second, DAI is constructed using data

on coverage and usage, often from the World Bank’s internal databases, and therefore is

likely to be more robust than those based on perception surveys. (WDR Team, 2016)

This index measures one of the competences, that nowadays, the companies must take into

account, due to the evident tendency of the processes around the digitalization and the use of

the technology. The more the country or a company is adopting this kind of strategy in their

processes and activities, there will be a better development for the country's or company's
environment. The countries with the best index are: Switzerland (0,85), Chile (0,72),

Australia (0,71).

3. Games Revenue (US Million): These estimates are based on a combination of

primary consumer research, transactional data, quarterly company reports, and census data.

The revenues are based on consumer spending in each country and exclude hardware sales,

tax, business-to-business services, and online gambling and betting revenues.

( Newzoo,2019).

This index is the most important for us to analyse the micro variables of our work, we need to

focus on the countries that present a really good revenue in terms of video games selling,

because this will tell us that the country is consuming and also we have a clear opportunity to

enter to the market.

The country that leader this ranking in our list is Mexico with a revenue of (1’577.000 USD),

followed by Australia (1´293.000 USD) and Thailand with (667´000.000 USD)

4. Internet population: Across the world, the internet continues to transform how we

connect with others, organize the flow of things, and share information. With its growing

influence on individual consumers and large economies alike, it has become a crucial part of

our day-to-day lives. (Clement, J, 2019).

Nintendo has a lot of games that needs internet connection, some of them are just to play

multigamer such as Minecraft, in the case of the Nintendo Switch you need an internet

connection to download games in Nintendo e-shop and also to play multiplayer. Is for this
reason that is important to analyse the connection that has each country. Our best selection

could be Mexico (86´000.000), Thailand (38´000.000) and Australia (23´000.000).

We can conclude that the 3 countries with the best score in the market attractiveness are:

AUSTRALIA, MEXICO AND SWITZERLAND. We have seen these three countries as the

most potential for the development of the project, since they present the best index in the

most important general variable: Consumer Price Index and in the specific, the two most

important : Game Revenue and Internet Population.

Finally during the development of the project, Australia will be taken into account as the

target country given its good performance in each variable.

5. COUNTRY SELECTION AND REASONS TO PROCEED ( HOFSTEDE

ANALYSIS)

Hofstede Analysis
 (Country comparison Hofstede, 2019)

Taking into account the different dimensions that were studied for countries (Australia,

Mexico and Switzerland), it could be seen that in the first dimension distance of power takes

care that all individuals in societies are not equal and expresses the attitude of the culture

towards inequalities; Mexico is a country that has a score of 81 and is considered a

hierarchical society. This means that people accept a hierarchical order in which everyone has

a place and needs no more justification, this reflects inherent inequalities and subordinates

expect to be told what to do, the second country in this dimension is Australia with a low

score of (36), being a society that establishes the hierarchy in their organizations for

convenience, the superiors are accessible and the managers trust their employees where both

parties expect to be informed and consulted. Communication is informal, direct and

participative. The third score in this dimension is Switzerland with a low score of (34), being

a society that believes that inequalities between people should be minimized. However, it has

differences in the German and Swiss part, since in the German part the power is decentralized

and the managers have the experience of their team members. Employees expect to be

consulted. They don’t like control and the attitude towards managers is informal and name

based. The communication is direct and participative while in the Swiss part this dimension
has a higher score which means that people accept a hierarchical order in which everyone has

a place and does not need more justification and the subordinates expect to be told what to do

and the ideal boss is a benevolent autocrat.

For our project, having a low score in this dimension is a good thing since it allows managers

to have a pleasant relationship with employees allowing them to be informed and consult

things with each other freely, these will help when entering the Australian market.

In the other hand, it is also essential for our project to have a solid staff structure as well as

the people who will work in it, that is why the dimension of individualism is so important

when studying the different cultures in each society. Individualism is a dimension that

addresses the degree of interdependence that a society maintains among its members. It has to

do with whether the self-image of people which is defined in terms of "I" or "we", where

people should take care of themselves and their direct family only, while in collectivist

societies, people belong to "groups" that care for them in exchange for loyalty.

The highest score in this dimension is that of Australia which is of (90), that is, it is a highly

individualistic culture. This translates into a united society in which the expectation is that

people take care of themselves and their immediate families. In business, employees must be

self-sufficient and have initiative, in addition, work is based on exchange, while hiring and

promotion decisions are based on merit or evidence of what one has done or can do. The

second country is Switzerland, it has a score of 68, and therefore it is considered an

individualistic society. In other words, there is a high preference for a social framework in

which people are expected to take care of themselves and their immediate families only. The

relationship between the employer and the employee is based on a contract of mutual

advantage, and the hiring and promotion decisions are usually based solely on merit. Finally,
Mexico has a score of 30, and is considered a collectivist society. This manifest a close, long-

term commitment to the "group" of members, be it a family, an extended family or extended

relationships. Loyalty is paramount and overrides most other social norms and regulations.

Relations between employers and employees are perceived as a family bond, hiring and

promotion decisions taking into account the employee's group work.

Speaking of the third dimension of Hofstede, we will talk about masculinity if it has a high

score, which indicates that society will be driven by competition, achievement and success,

and success is defined by the "winner" or " the best in the field. " This value system begins at

school and continues throughout life. life, both at work and at leisure, or on the other hand, a

low score that indicates femininity which means that the dominant values in society are the

care of others and the quality of life. The quality of life is the sign of success and standing out

from the crowd is not admirable. In this dimension, Switzerland has a score of 70, a

classification that applies to both the German part (being a little higher) and the Swiss part.

This is a society highly oriented to success. In male countries, people "live to work,"

managers are expected to be decisive, and the emphasis is on equity, competence and

performance. Conflicts are resolved by fighting against them. Then we find Mexico with a

score of 69 which also classifies male society as Switzerland. Finally, Australia with a score

of 61, also considered a "masculine" society. Behavior in school, work and play are based on

shared values where people must "strive to be the best they can be" and that "the winner takes

it all". Australians are proud of their successes and achievements in life and offer a basis for

hiring and promotion decisions in the workplace. Conflicts are resolved at the individual level

and the goal is to win.

In the dimension of avoiding uncertainty we can see that the highest score is from Mexico

with a score of 82 so it can be said that this culture has a very high preference for avoiding
uncertainty. In these cultures there is an emotional need for rules, time is money, people have

an internal impulse to be busy and work hard, precision and punctuality are the norm and

innovation can be resisted. Switzerland's second with a score of 58, where the French side has

a great preference for avoiding uncertainty, while the German has lower scores. Just as

Mexico is culture, it has a very high preference for avoiding uncertainty and the decisions are

made after a careful analysis of all available information. Finally, Australia with an

intermediate score of 51 which does not classify it as a high uncertainty avoidance or low

uncertainty avoidance culture.

Given the long-term orientation dimension we can see that Switzerland has a score of 74,

which indicates that it is pragmatic, and people believe that the truth depends a lot on the

situation, context and time. On the other hand, it can adapt traditions easily to changing

conditions, a strong propensity to save and invest to achieve results. Next, we find Mexico

with a score of 24 and Australia with a score of 21 which shows that both Mexico and

Australia have a normative culture, and this makes people in such societies worry about

establishing the absolute Truth; They are normative in their thinking. They exhibit a great

respect for traditions, a relatively small propensity to save for the future and a focus on

achieving fast results.

Finally, we will talk about the dimension of indulgence which is very important for us and in

the one we can see that Mexico has a score of 97 being this the highest, however Australia is

positioned with a score of 71 and Switzerland with a score of 61 where we can see that all

cultures They have a clear tendency towards indulgence. People try to control their desires

and impulses, depending on the way they were raised. In addition, they give a greater degree

of importance to free time, act as they please and spend the money they want. (Hofstede

Insights, 2019)
According to the above, Australia was chosen as the target country due to its score in the

table of variables, the presence of the ranking of the 100 countries by revenue in games, the

current tlc that the country of origin has with the country of destination and also due to the

outstanding dimensions of the Hofstede that allow us to identify present opportunities for the

company to enter this market. Of the dimensions analyzed the most important for Nintendo

would be, indulgence, individualism and power distance, where we could recognize

competitive advantages, such as the operation of the company in this country through a

trained work team that allows us to provide a service Optimal and differentiated to customers

looking to meet their needs, tastes and desires in terms of entertainment and fun through the

high quality of products, competitive prices and differentiating experience.

After having in perspective the direct relationship between cultural specifications with the

selection of the country, since the chosen one is Australia; There is information to keep in

mind that it can be useful when entering Nintendo with a physical store in this country. For

our project, it is very important to take into account the different cultural aspects of Australia

to take into account the most relevant aspects that the company must contemplate when

entering. Australia is a country known worldwide for the good quality of life, its GDP that

positions it as the economy 13, it is also important to know that Australia is in 18th place in

the 190 that make up the Doing Business ranking, which classifies the countries according to

the ease they offer to do business and it is a country that has low percentages of corruption

rates, which means that it is a suitable place to create new business niches of all kinds.

On the other hand, talking about the geographical characteristics it can be said that the

territory of Australia extends from North to South in more or less 3,700 km. And from East to

West in about 4,000 km. (Australia,2019)

This country is one of the most interesting territories to form a company, its constantly

growing economy is attractive to many entrepreneurs, however it is important to know the

different requirements required to create a company in that country, and after a research we

saw that the legality process isn't difficult, which allows Nintendo to have a relatively easy

boot experience. (Bogota, 2018)

Moreover, it is important to keep in mind the logistics and distribution processes of the

company, so according to the icex website we could see that this country since 2017 budgeted

an important investment for mainly rail, road and airport infrastructure which is essential for

the project since its products will be imported. (ICEX, 2017)

Further, one of the most accurate statistics that will help Nintendo to enter the Australian

market is the use of the Internet of the population and the income of games since according to

the World Bank for 2017 87% of the Australian population uses internet (Bancomundial,

2019) and also has a game revenue of 1,293 US million for 2018. (Rlist.io, 2019)

Finally, it is fair to say that Australia is a great entry opportunity for Nintendo since it is a

country that has the specifications that the company needs to expand into new markets;

Legality, the percentage of Internet users and gaming revenue are also key points to consider.

6. ENTRY MODE FOR THE COMPANY

At the time of choosing the way in which the company should enter the Australian market, it

took time, since we were looking for the best way to do it because Nintendo has virtual stores
in different countries around the world, but it has only two physic stores (New York and

Japan). After analyzing, we chose WOS (Subsidiary of absolute ownership) as the entry

mode. Our idea is to open an exclusive Nintendo store where Australian customers and

consumers can be offered a unique and differentiating experience from the first moment,

where they will be in a comfortable environment, with customer service and personalized

advice, recreation spaces where they can interact with the consoles and different video games

to live the experience of enjoying the consoles in their free time, and in this way live the

Nintendo experience, all this in order to encourage people to buy us products, as well as

attract new Customers who may be interested in our products.

Some other forms of entry mode such as Franchising and Exportation will not be taken into

account at the moment, since they do not meet our needs and may not be the most accurate

for Nintendo.

This decision to establish WOS as an entry method will allow to have more control over the

business, have a direct approach with customers to meet their needs, satisfy them and create a

direct link seeking to retain them through high quality products, good prices, unique

experience and differentiating service.

For the above, we decided to enter Australia through a WOS due to the many advantages we

would have, being the most important control; It is clear that entering a country with a

business is not easy because it is a process that has many risks and takes time. We didn't opt

for franchise because already being present by virtual means what we sought now is to give

customers and consumers a different experience and doing so by that means we would not

have control of the establishment, of the operation and even less of how everything is being
done that the company wants and seeks to provide to customers which could cause many

problems, such as the lack of quality control of the service and a poor operation and exporting

the products would imply not taking the company to the country differently and with a physic

store to the country objective which is our main objective.

When entering Australia through the WOS mode, we can be sure that the whole process from

the beginning with us in charge of the creation of the physical storage until the stage in which

it begins to operate in the country, will be under control, will be regulated and executed as

Nintendo wants and seeks

One of the main advantages lies in the profits since we are not franchising, that is to say that

all the profits that arrive at the company are for Nintendo and do not have to be divided with a

third part, it means person, intermediary or company. In addition, when doing WOS, we get

directly involved with all the processes and operations of the company, so we will eventually

know more and more about the country, its culture, tastes and others and thus be able to

perform daily activities more efficiently, so that we have a better experience and learning

curve.

One of the main strategies that will be used to enter Australia and achieve market positioning

will be advertising through the different social networks, newspapers, advertising, promotions

and news of the country, this will allow us to reach more consumers and potential customers.

This means that reaching more people we will have the opportunity to offer them and provide

them a different experience through our warehouse and trained work team and therefore be
able to achieve sales and positioning little by little. In this way, we want to show our

commitment not only with us, with our clients but also with the contribution to the Country.

The city chosen for internationalization is Sydney, because it is the larger, populated and

important city of Australia, which is estimated that for this year (2019) its population is

5'530.050 million of habitants. (Poblacion, 2019) The approximate use of the internet is

81.4%(Profileid, 2017), also this city it is in the top 10 of the cities with the best quality of

life in the world, this modern and cosmopolitan city is known as the financial district of

Australia, and has become the main business center of Australia and contributes

approximately 25% of the country's total GDP. (Australianoption, 2019)

In addition to being a city where the quality of life is one of the highest in the world, it is also

the most populated and visited touristly, and it’s also important to know that it has one of the

streets with more commercial movement in the country so it perfectly matches our

expectations and preferences for a target market. (AbsolutViajes, 2018)

To bring the company to Australia, as mentioned above, we will create a physical store

(WOS) in Sydney, which will allow us to have complete control of the entire Nintendo

operation and also, while we are fully and directly involved in the creation and operation of

the company, we can also analyze in depth and in a more appropriate way the environment

and the market we approach, in order to make better decisions and create strategies for the

future.
To create a physical store in Sydney, it is important to review the process and the costs

related to this. When establishing a subsidiary company in Australia, there are some

requirements that Nintendo must take into account as required by Australia to create a

company.

The incorporation of a business to Australia is simple and requires the following:

- Make a registration as an independent trader, association, company or trust, according to

the size, scope and nature of its operations.

- You must apply for a Visa, either for innovation and business investment or a business

talent visa if you already have a business abroad and an annual billing of at least 3 million

Australian dollars.

- Open a commercial bank account and for this the company must be registered in Australia

and have an ABN / ACN registration number and must visit a bank branch with proof of

identification (such as passport, photo identification card, driver's license, etc.), a certificate

of incorporation or business registration and a registered office address of ABN / ACN.

The company must be registered in the country.(Bogota, 2018)

- You must register the name of the company in ASIC, it is a simple and economical option to

build your company is: Easy company (easycompanies.com.au) costs around $ 550 only and

will give you all the power to start operating as a structured company (with the Board of

Directors, a Constitution among others.)

- You must have a Start Lawyer who will help navigate and understand all the laws and legal

obligations of your business / industry in Australia since it is important to obtain the correct

legal structure from the beginning.

- You have to choose your commercial structure:

Single operator: as a natural person, you can have a business where you are legally

responsible for all your areas.

Association: an association of people or entities that operate a business together but not as a

company.

Company: a legal entity that separates shareholders from the company in respect to legal

responsibilities.

Trust: an entity that owns assets or income for the benefit of others.(Experience, 2018)

7. MARKETING MIX - 4 P’S

PRODUCT

By opening the first Nintendo physical store in Australia, which will focus on people who

like video games and therefore enjoy their free time, we want to create a unique and

differentiating experience with a B2C service. For this reason, we decided to focus on the

Nintendo Switch since it is the product that is currently booming and is enjoyed by all people

worldwide, searching to offer through the physical store a unique customer experience in this

product without letting beside the others. That is why we want our customers to enjoy a first

contact with the Nintendo Switch in our store which will allow them to perceive the quality of

this, understand the features, functions and facilities that it offers since it is a product that

allows them to play wherever they want as well as interact with families and friends through

the online option, among many others looking to hook them with the product through

experience.
The store will offer among the Console, clothes related to the famous games of nintendo,

customs, home and personal accessories, teddy´s for kids, and all the games that are available

of nintendo.

Taking into account that culture is very important, we

seek to offer new experiences through Nintendo

Switch and the video games and we will take Mario

Kart videogame for Nintendo Switch and we will

make some adaptations related to culture like put only

tracks of Australia and make a real trip to all the

country, this will generate a link with the culture

making the brand and the product more pertaining to

the country.
PLACE

As we have been analyzing before, it was thought that the target city for Nintendo to enter

and succeed, should be characterized by having what the business is looking for, as customers

who are willing to expend, who enjoy their free time and undoubtedly that enjoy the video

games and also a city in which their investment index is as expected.

For this is reason, the city we have chosen to bring Nintendo to success is Sydney, which is

described as the largest, most populous and important city in Australia, with one of the best

qualities of life in the world, very visited by the tourism and has a successful, dynamic and

diverse business environment.

Taking into account that the place is fundamental, we decided to place ourselves in one of the

streets with the most commercial movement in the country, so our expectations perfectly
coincide, for this, we chose the best sector in each city to open the store that will be Pitt Street

Mall.

In the Store customers

will find an interaction

with the main characters

of their favorite games

and also improve the

experience playing the

lastastest videogames

and also the classic ones.

The Store will have

different zones to visit, the

first one will be all the

space for shop of customs,

accessories, teddys and so

one, and also a fitting

room, to choose the best

size of your clothes,

second you will see the

playroom that will have all

the consoles like wii, wii U, Nintendo Ds, 3DS and our star product the Nintendo Switch, and

finally a stand full of games to choose and buy!.

PRICE

Considering that Nintendo sells their products through the online shop, we need to stipulate a

same price to make the consumer have the same option buying online and buying in the store,

and also we have to analyse the prices that the distributors offer to the consumer and make

discounts on special dates celebrated on Sidney like the festival of Sidney and Good friday.

The following table shows the different prices that the Nintendo Switch and Nintendo Switch

Lite Consoles are offered in the market and the price that the consumer will find it on the

store.

data retrieved from: https://www.nintendo.com.au/nintendo-switch-can-now-be-pre-ordered-

through-our-retailer-partners-in-australia-and-new-zealand

In terms of our new launched game it would be free if you buy a console, this is to make

sense on the Australian Culture and also to get recognition on Sidney.

PROMOTION

Nowadays it is essential that a company use marketing as a strategy for increasing sales, since

it provides specific information to customers to know the specifications on what the company

or brand offers, why the products are better than others and how It would improve their lives.

since it is a tool that helps companies to differentiate themselves from the competition. For a

company like Nintendo which has great international coverage where sales and the premise of

these are a key point to consider before making any marketing strategy since the strategies
must be structured according to the established objectives. On the other hand, something that

is fundamental for companies is to achieve, through marketing, the participation of customers

and the loyalty they generate by identifying the trust and identity of the brand.

In addition, the use of the Internet provides the opportunity for all companies to obtain

worldwide recognition and strengthen their names in each market. Therefore, through the use

of web services such as social networks, magazines and newspapers such as "The Australian"

and "The dayli telegraph" (Kioskonet, 2019), TV advertising on channels such as 7 news, A-

pac and radio such as Smooth FM 95.3, Nova 96.9 FM, 1170 AM CH (Esstreema, 2019) and

among others, will allow the company to achive new customers as well as as helping the

company to get known and position it in a sucessful way.

The main plan is to create a strategic marketing plan that focuses on the creation and

distribution of valuable, relevant and consistent content to attract and retain a clearly defined

audience that in this case will be video gamers and people who enjoy their free time and

especially those willing to spend on entertainment, it means, on our products.

In terms of promoting Nintendo's new entry to Australia, we will focus primarily on

marketing through communications. As we are going to focus on B2C marketing, the project

will be promoted through three specific channels, which are:

Marketing in social networks: today, the use of social networks is almost essential for all

companies that try to attract as many consumers as possible. Publishing content on different
social media platforms will allow Nintendo to have more recognition over time in its specific

market niche, this will be achieved through the use of direct messages on platforms such as

instagram with photos and publications of the new point of sale, its services specifically in

Sydney, Australia and also taking advantage of influential people in Australia that help

increase Nintendo's visibility on social media; Facebook paying advertising with a specific

location so that the objective is fully achieved taking into account aspects such as interests,

age, geographic location, among others; and videos / short YouTube ads that present

Nintendo's entry to Sydney, Australia in person to provide customers with a new service, this

tool will be used mainly because nowadays YouTube is the second largest search engine in

the world behind from Google, that's why a person always wants to learn or enjoy visual

content is directed to this channel.

Word of mouth marketing: for Nintendo it is important the recognition it will have thanks to

the opinions and the level of satisfaction that its customers have. That is why word of mouth

is very important for the company to promote its products and services through the

experience of customers, where Nintendo can reach more people through this means of voice

to voice marketing knowing that it could be risky because it can be something very good but

also can be something bad and it can affect the company and it is in that sense that this can

be expensive.

Advertising by different means: For Nintendo it will be very important the advertising

through TV channels (7 News) in the hours in which there is greater viewer as well as in the

radios (fresh fm, the breeze), newspapers (The Australian) and magazines (Man of Many)

since these are a very good means to reach different consumers throughout the city and

country. This medium will help Nintendo to know its new physical store and services which
will allow it to attract more customers and also provide them a unique and differentiating

experience that achieves their loyalty and in turn increases their sales.

Special days of discounts: This means of promotion for Nintendo is very important since

giving special discounts on special dates will allow you to increase your sales, these days can

be black fridays, birthday, special days of activities in the store and store opening.

These will allow the company to bring new customers or their loyal customers to offer them

unique and differentiating experiences always looking to satisfy and make happy their

customers which will help to retain them and therefore increase their sales.

Posters on the roads and on public transport means: It will allow to make known Nintendo

and its arrival even before the inauguration of the store calling the attention of people and

potential customers since they can visualize them on their daily journeys and this helps that

video gamer and possible consumers have knowledge of the arrival of Nintendo to their

country and city what will allow the warehouse to be more crowded since its inauguration.

To make the consumer expected our store, we

will put in the selected place an announce to

let people know that a nintendo store will be

open and they could get excited.

Finally, applying all the marketing strategies mentioned above will allow the company to take

into account different cultural specifications, how to inform and attract its customers among

others, as well as being inclusive with the australian population of all forms and Nintendo as a

new company entering in a new market will look the way to meet their customers needs, as

well to provide new experiences and make them happy.

8. MARKETING STRATEGIES

COO effect

As we develop the Nintendo headquarters in Sydney, we must first take into account the

specific characteristics that make our product (Nintendo Switch Console) have great potential

to continue developing, in addition to improving the growth curve in this country, the which

enjoys several titles of Nintendo video games for a long time. It is an attractive market and is

expected to make the leap in quality to position the favorite titles of Australians at the top of

the most played video games in the country, all this through a console that provides a unique

experience.

Most of us tend to associate quality with the Japanese. The Japanese incorporate a novel

concept for the time that became a national goal: quality. Thanks to it, they have excelled in

foreign markets and overcome crises and macroeconomic changes (Guerrero. M, 2018). And

in this way it is intended to highlight the qualities in all aspects of our product. For example

the Nintendo Switch is already known throughout the world, and in this way use the global

image that Japanese products have to highlight the quality of the console and also the idea is

to follow that style to complete our first strategy, which We have already mentioned starting

by highlighting the qualities of the important Japanese products that Guerrero, M. (2018)

determines as the country's flag, leaving a mark on the great company that is entering the
country, because not all countries are able to position a Nintendo store. On the other hand, the

second strategy is to continue and highlight everything that this famous console includes; for

example, to enhance the image of its lightweight design, gameplay and how to enhance our

imagination to turn the console into anything we dream of, new forms of interaction between

players and a new way to enjoy the experience in video games with a very innovative

console.

Japan has been at the forefront of technology for several years. When the world began to

engage in ultra high definition, or 4K technology, in Japanese land they were already working

on a much higher one, the 8K (Acosta. N, 2018). Based on the development of technologies

carried out by most companies in Japan, the idea is to use this factor to validate the market

price of the Nintendo console and in this way people in Australia and mainly in Sydney the

city of entry, recognize that the perceived value is adequate to pay for the product.

The attitude of Australians is as we usually imagine it, they are relaxed and informal people.

This does not mean that they are lazy people, quite the opposite. It is one of the societies that

works the most hours, and also for pleasure, since they firmly believe that they work to live,

and they do it with pleasure (Euromonitor, 2018). They also love to take advantage of their

free time with their family, friends, and in contact with nature and sports, the importance of

their lifestyle and their pleasure in going for a walk and having a coffee in the afternoon

riding a bicycle is what normal in a day in the life of Australians (Euromonitor, 2018). The

next strategy based on the Australian lifestyle, with a high score of 71, is an indulgent

country. People in societies classified by a high Indulgence score generally make decisions

for their impulses and desires regarding enjoying life and having fun. They have a positive

attitude and have a tendency to optimism. In addition, they give a greater degree of
importance to free time, act as they please and spend the money they want. For this reason,

the Nintendo store will be implemented in this city with the aim of attracting the attention of

those people who pass by on their regular walks, also want to enjoy with the friends and

habits of Australians as their coffee moment to that find the store in those moments of leisure

and incorporate it into their routine (Hofstede, 2019).

Australia is a multicultural country because of its quality of life that is very attractive. Year

after year, more and more people and companies see Australia as a country open to new

ideas, so they decide to move to the country, and we can see this reflected in one of

Hofstede's dimensions: Avoid uncertainty. With a score of 51, Australian culture accepts

more uncertainty. ¨ This is indicative of the easy acceptance of new ideas, innovative

products and the willingness to try something new or different, whether it is technology,

business practices or consumer products. Australians also tolerate the ideas or opinions of any

person and allow freedom of expression. At the same time, Canadian culture is not rules-

oriented and Canadians tend to be less emotionally expressive than cultures with a higher

score in this dimension ”(Hofstede, 2019).

Brand awareness

With the aim of creating a strong relationship between our future customers and the Nintendo

Switch console, various events will be established that involve tastes between the two

cultures; the company's culture with its brand icons characters and the culture of Australians.

The events will have to be linked to the sports games that are very marked in this country

with the aim of encouraging citizens to participate in the events, drawing the attention of this

audience through their main tastes will allow us to position the console as The favorite virtual

game method for your main tastes.

The games of other consoles that can be adapted to the new Nintendo console will be

evaluated to intensify the need and preference of people in the cost of our console; which can

supply most of the consumption needs of the most popular games in this country; These are

the names of the most used video games in Australia (Nintenderos, 2018):

Call of Duty: WWII - Activision

Crash Bandicoot: N. Sane Trilogy - Activision

FIFA 18 - Electronic Arts

Tom Clancy’s Ghost Recon: Wildlands - Ubisoft

Grand Theft Auto V - Rockstar Games

Destiny 2 - Activision Blizzard

Star Wars: Battlefront II - Electronic Arts

Assassin's Creed: Origins - Ubisoft

NBA 2K18 - 2K

Horizon Zero Dawn - Sony

The Legend of Zelda: Breath of the Wild - Nintendo

Mario Kart 8 Deluxe - Nintendo

Call of Duty: Infinite Warfare - Activision Blizzard

Super Mario Odyssey - Nintendo

As you can see, there are nintendo video games in this ranking, the idea is to improve their

position and taste for them, this allows us to show that there is already a relationship with

these customers and that it can be improved. With the thematic events and the different

promotions that the console will have in its different video games, it will strengthen that
relationship with the city and with the country, managing to capture the image of the

Australians in the events and their desire to live enriching experiences.

Finally, competitions will be created for customers where they can gather, compete and share,

it is important to open a space for them not only to make a profit but to return customer

loyalty in a place of leisure where they can enjoy the Nintendo experience regularly.

12. CONCLUSIONS

- In conclusion, Australia is a giant of the console and video game trade that, due to

its great trajectory in the market, is a company that is really capable of entering any

market due to the wide variety of products that they have and in turn for the

services that They offer what they can reach any culture and meet the needs of

their customers always providing the best.

- By conducting the cultural analysis with Hofstede, we were able to identify that the

dimensions that best suited our entry to Australia are individualism and indulgence

since individual people so thinking about them all the time especially and this helps us

as a company because they are focus in themselves and the indulgence because is

characterized by having a positive and optimistic society, that gives importance to

leisure time and spend their money as they deem appropriate it means the freedom

they have in spending and satisfying their needs, that is, they take pleasure in what

they want, so they will have no problem in investing money if that will make them

happy.

- Today it is clear that the use of technologies is essential for all companies worldwide

because this medium helps to make different marketing plans to promote a company,
 brand, product or service and should be implemented if you want to reach a Large

number of spectators.

- For this reason, this time we decided not only to stay with social networks such as

Instagram, Facebook and Twitter but also to use other revolutionary systems such as

voice-to-voice marketing, propaganda through TV channels, radio, newspapers and

magazines of the Country, posters among others. As Nintendo is a company that sells

entertainment products such as consoles and video games specially, marketing is very

important to reach its potential consumers to successfully position themselves in the

market, since this medium will allow them to have an approach to culture and their

time both to their loyal customers and also with the potential ones.

- After thinking what would be the best way to enter the country, advantages and many

more factors we made the decision that the best method of entry in this case for

Nintendo is WOS (Subsidiary of absolute ownership), because we seek to provide

customers a different experience with the brand and we want to do it through a

physical point of sale but the most important of our decision is that when entering as

WOS with our own warehouse we would have greater control over the business,

culture, proximity with the customers, the experience that the company seek to give

and the distinctive service that is sought to be given and the satisfaction with the

clients, which will allow us to exercise the processes and achieve the objectives

efficiently, always showing a commitment to the entrepreneurs spirit of Australia.

- One of the key moments to carry out a successful entry is the management of the

perception of the image that countries have about Nintendo. It is very important to

analyze how the world sees the company and what it perceives from it. After checking

the acceptability by the company, it must be analyzed whether the target market has

the affinity and potential to complete this operation. Indeed the Australian culture is
 prepared for this type of products. Finally, the way we look for the company's brand to

collect the essence of the country and obtain a privileged place in the market. Multiple

companies can enter this market, but the key is how to make the company part of the

daily lifestyle, in this case of the Australian lifestyle.

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