Develop a strategy for the Wii's next product life cycle phase Research Paper

Develop a strategy for the Wiis next product career cycle phase - Research Paper ExampleThe Wii was launched into a gaming market dominated by two major players, Sonys PlayStation 3 and Microsofts Xbox 360. With two bid incumbents, Wii would have found it baffling to penetrate their market directly, thus it adopted a smart strategy called competing against non-consumption (Scott Para 1). By doing this the Wii efficaciously planted its product where the competitive forces were weakest (Porter 2). Scott (para 2) elaborates that whereas Sony and Microsoft were concentrated on differentiating their products in terms of providing cutting-edge game play to demanding customers, Wii centre on reaching new customers segments. Wiis success and entry into the maturity phase can be supported by its global sales. A look at video games sales charts such as VGChartz.com shows the Wii taking the top 5 slots in weekly sales worldwide on the week shutting June 25, 2011 (Worldwide Weekly Chart, Week Ending 25th Jun 2011). So is the Wii now a BCG model gold cow? According to the BCG model, a cash cow is a product that is in a position of high market share in a mature market. However, from our analysis the Wiis market developing strategy of competing against non-consumption manifested that the gaming market is yet to reach its maturity given that there are new consumer segments that can be developed.