Group 07

Akash Rajendra Singh PGP13-004

Luv Rustagi PGP13-031
Rashi Jindal PGP13-051
Rohit Singh PGP13-056
Roopanjali Jasrotia PGP13-057
Yogesh Mantri PGP13-080


Understanding the determinants of Technology Strategy using the Burgelman
and Rosenbloom model:


Thus, as shown in the model, the major cause of Nintendos woes was its failure in understanding the
industry context and adapting itself accordingly. We can look at the impact of this oversight on its sales.
Quantitative Analysis:


12195
17245
22105
20107
11620
0
5000
10000
15000
20000
25000
2007 2008 2009 2010 2011
Nintendo's Sales
Revenue ($ mn)


Thus, sales took a major blow in the year 2011 and the case states that the company was expected to
incur a loss in 2012 (for the first time since inception)
If Nintendo was losing, somebody was gaining market share. The following chart summarizes the effect
of the observations made above.

Thus Apple and Google (who havent really been the core competitors for Nintendo) are gaining ground
in the gaming industry through their iOS and Android platforms respectively. This was largely because of
the fact that powerful smart phones were developed at affordable prices and a large number of users
(especially the casual ones) preferred to use their mobile phones for playing games instead of going for
a dedicated gaming device.
Way ahead for Nintendo:
As Nintendo has always been able to adapt to a changing environment, we suggest the following
approach:
a. Innovate disruptively by introducing a gaming device which would have all the capabilities of a
modern phone. One could connect this device to the internet and it would also have capabilities
to store and read data from the cloud.
b. The device would run on a proprietary platform based on Android.
c. As the platform would be Android based the users would be able to run not only Nintendo
games but also the ones created for Android.
d. Promote a developers market exclusively for Gaming giving them incentives for every time
their gaming app is downloaded.
e. Furthermore, these games would also run on other Android platforms so that they could be
sold as software only apps from Nintendo.
f. Thus, this would form a two pronged strategy helping Nintendo leverage its hardware and
software competencies to bounce back in the gaming arena.
89.36
57.6
10
55.5
8.8
149
6.68
70
200
190
Units Sold (mn)
Wii
Xbox 360
Kinect
PS3
PS Move
DS
3DS
PSP
iOS devices