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Library's collection Library's IT development CancelVideo game industry in Netherlands has grown following the global trend
entering the seventh generation console for the upcoming years. The three major
players in the video game hardware manufacturers, Sony, Nintendo and Microsoft,
show the interest in Dutch market in which they currently release their new Video
Game Consoles (VGC) as well as the new Video game handheld (VGH) products.
The pioneer step of Nintendo?s handheld products such as Game Boy and the
New Nintendo Dual screen face the new competition threat from Sony PSP in this
current year. The intensive advertisements and distribution of PSP in the Netherlands
show the eagerness of Sony PSP in winning the market from Nintendo.
Nintendo who inhabits the one hundred years famous brand and full of
experience human resources need to evaluate their current marketing strategies in
Dutch market in order to defend their market share from Sony PSP threat.
The result of the survey shows Dutch people awareness in the video game
field but not really much in VGH market, which is shown in the lower ownership of
VGH and ability to describe exactly regarding each VGH characteristics.
The recommended five years marketing strategies developed will have to
focus on increasing the brand awareness and sales of Nintendo?s VGH products
through Integrated Marketing Strategies especially targeting kid market segment
through upcoming trend utilization in educational games and online gaming trend