In The Long Term The Pokemon Segment example essay topic

Pokemon is the general name given to the many creatures found in the Pokemon universe. There are over 250 different types of Pokemon, and each type has a unique name (Pikachu, Char izard, etc. ). These Pokemon are the stars of video games for Game Boy and Nintendo 64, trading card games and cartoons. In the SWOT analysis, there are including the internal and external analyses. Strengths and Weaknesses are the internal factors; Opportunities and Threats are the external factors.

Strengths? An international chain / globalization The Pokemon creators, along with Nintendo, first launched Pokemon for the world's best-selling Game Boy video game system in Japan in 1996 and watched the original 150 creatures evolve a global cultural phenomenon. The franchise arrived in North America in September 1998 and has grown into a multi-billion dollar industry worldwide.? Product In the target market, it able to capture the interest of their target group of children who desire the games / toys to be special and new design.

Pokemon is a fantasy universe of characters who posses a diverse array of strengths, weaknesses and powers-some who evolve to become others. Pokemon represents an integrated approach to developing and maintaining interest by offering a range of products strongly associated with the Brand. Moreover, the toys can fit the children's multi-task playtime.? Price Most of Pokemon's merchandises are reasonably priced. It also appeals to the mass market.?

Extensive Distribution Network The channels are well developed that the products become available for the customers. The customers can buy its products anywhere, even in Burger King, KFC or Supermarket.? Variety of products The Pokemon range of products includes: trading cards, toys, home videos (on DVD and VHS), music CD's, video games, comics and story books and clothing.? Unexpected Market Demand The successful of the Pokemon's movies and TV show, it boosts demand for Pokemon merchandise. Weakness l Bad image Unhealthy image brings a lot of criticism.

One negative issue that more than 600 Japanese viewers of the TV series suffered seizures and nausea when they viewed one of the cartoon episodes. And the Pokemon is criticized as being unethical. l Pokemon is more attractive by Boys, although it's suitable for both sexes of children. At the current stage, children remain its key target customers. l If the child want to be the world's greatest Pokemon trainer, he has to collect every type of Pokemon trading cards and games. But first of all, he has to remember the characteristics of each creature. It's costly and timely for him. l The CD Rom-based games had even been popular with American children. Opportunities?

Opening up new segments within existing markets. Increasing market segments are fragmenting therefore development has to keep in touch with a wider diversity of customer needs.? Opening up new distribution channels, such as marketing on the Internet. More customers have own PC and surf on Net. It " ll enhance the degree of aggressive retailer cooperation.? Develop a new market, such as Russia and Middle East.

Threats? Standardization restricts product quality and value added Safety regulations on the use and application of products, especially for kids will become more stringent. It might effect the products? strategies and the mix.? Socialization There has been much media and parental criticism, such as Pokemon is being unethical. Lawsuits from parents, negative press about the health effects of the cartoon, as well as the criminal and delinquent behavior exhibited by some Pokemon fans over the rare trading cards, provide plenty of scope for detractors.? Technological and Style Obsolescence The increasing rate of advances in technology is causing shorter and shorter product life cycles.

The products will become obsolete due to technological change. Besides, the style of products should be modified continually due to the degree of attraction and modernness.? Increasing competition If faces competition from other toy companies, motion picture studios and other licensing companies and the uncertainty of public response to the company's properties, actual results or outcomes may differ materially for such forward looking statements. In this case, one of competitor Fox Kids which is tackling Warner Bros. head-on with Digimon (Digital Monster) that is rapidly growing in popularity among Pokemon's largest target group.?

Different Culture There's a large different of lifestyle or play habits between American Children and Asian Children, although they " re still changing. The management may use different strategies for different customers. After analysis, it provide the management with a likely short term and long term scenarios for Pokemon's range of products. In the short term The simple matrix, shown in Figure 1, that every product and / or activity is capable of being slotted into one of the four boxes. The Pokemon segment is likely in the mature stage of product life cycle in the short term. The market will mean limited future growth potential for the product.

Marketing activity will be refocused upon defending the products position in the market place and increasing promotional activity focused upon encouraging pervious customers to repurchase newer products. The range of products available is likely to be increased to encourage upgrades and constantly refresh the brand. Special price promotions might be offered to stimulate purchase activity and defend against competitor activity. And the Pokemon's products will in the cash cow, except games which are entering a period of low growth, still generating large amounts of cash but needing relatively little cash investment.

Because of high market share over a period of years, cash cows enjoy economies of scale and high profit margins. RELATIVE COMPETITIVE POSITION Low High High MARKET GROWTH Low Figure 1. The Boston matrix with the product life-cycle superimposed In the long term The Pokemon segment is likely in the decline stage of product life cycle in the long term. Careful analysis of the nature and extent of the decline phase should be made and actions taken to with reposition the product, or enter a phase of planned divestment with a reduction in sales and promotional activity. If the decline phase is critical, a decision should be made to immediately withdraw the product. And the Pokemon's products will in the dogs which have low market shares in a low-growth market and tend to generate either a loss or a relatively low profit.