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

Develop a strategy for the Wii's next product life cycle phase - Research Paper Example The Wii was launched into a gaming market dominated by two major players, Sony’s PlayStation 3 and Microsoft’s Xbox 360. With two bid incumbents, Wii would have found it difficult to penetrate their market directly, thus it adopted a new strategy called â€Å"competing against non-consumption† (Scott Para 1). By doing this the Wii effectively positioned 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 focused on reaching new customers segments. Wii’s 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 ending June 25, 2011 (â€Å"Worldwide Weekly Chart, Week Ending 25th Jun 2011†). So is th e Wii now a BCG model cash 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 Wii’s market growth 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.