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Evaluation of Efficiency and Improvement of Nintendo's Marketing Product Strategy in the Video Game Market in Russia

Student: Kirill Bokanov

Supervisor: Denis Klimanov

Faculty: Graduate School of Business

Educational Programme: Management (Bachelor)

Year of Graduation: 2019

At the moment, video games industry in Russia is at the stage of growth. Sony and Nintendo were one of those companies that changed the people’s attitude towards video games. Video games have become the new source of entertainment for millions of people. Key players of this market compete not only among themselves, but also with other forms of entertainment (movies, TV shows, etc.). Nintendo RU is one of these companies. The purpose of this graduation thesis is to improve the marketing strategy of Nintendo products on the Russian video games market. In order to achieve this purpose, theoretical and empirical research methods were used. Theoretical research method allowed to form the approach towards efficiency evaluation of research object’s marketing strategy and its’ further enhancement. Empirical research method allowed to identify Nintendo gamers’ preferences towards video games and consoles. As a result, recommendations for Nintendo RU marketing strategy were made, taking into account unique features of the Russian video games market. These recommendations may allow Nintendo to increase sales of both Nintendo Switch console and videogames, published by Nintendo.

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