Stratégie D'entreprise

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Stratégie D'entreprise Stratégie d'entreprise Siegfried DELANNOY Dans le cadre du Master SIAD Parcours BIMST De Septembre 2016 à Septembre 2017 Encadrant: Thomas ZEROUAL Remerciements ● À ma bienveillante mère, qui m’a toujours fait me surpasser; ● À mon aimable compagne, qui arrive à supporter mon humour après toutes ces années; ● À ma grand-mère, qui pourrait régler la faim dans le monde à chaque fois qu’elle nous sert une assiette; ● À mes formidables amis, qui me soutiennent et ont pris le temps de relire ce dossier; ● À mon école, qui m’a transmis énormément de nouvelles compétences; ● À mon regretté grand-père, dont l’écriture de ces pages m’a rappelé une époque nostalgique à bien des égards. 1 Sommaire Remerciements 1 Sommaire 2 Introduction 4 Un peu d’histoire 4 Le 1er âge d’or du jeu vidéo 4 La faille 5 Le Krach 6 Le soleil levant après la tempête 6 Nintendo et ses évolutions 7 Les débuts de nintendo 7 Jouer la carte de la diversité 7 Un as dans la manche 8 La naissance d’une icône 10 “Popeye et l’attaque des tonneaux de bière” 10 De Popeye à Jumpman 10 It’s him, Mario ! 11 Contexte administratif 12 Administration 12 Le secteur du jeu vidéo 13 État de la concurrence à travers les générations 13 Sega, le bleu qui monte (3eme génération → 4eme génération) 13 En rouge et noir (5eme génération) 15 L’appel des billets verts (6eme → 8eme génération) 16 Le marché des consoles portable 17 Un marché porteur pour Nintendo 17 Marché PC 18 Marché du smartphone 18 Chaîne de valeur du marché des jeux vidéo 19 La stratégie de Nintendo 20 Stratégie passée 20 Une communication et des a priori désastreux 21 Un moustachu totalitaire 21 Quand la peur du pirate vient, le bateau sombre 21 Au bon endroit, au mauvais moment 22 Nouveau paradigme stratégique 22 Une stratégie de différenciation 22 Casual gamer, formal outcome 23 2 La stratégie Nintendo de nos jours 24 Un bond vers la mobilité ! 24 Sorry your strategy is in another castle 25 L’étoile montante des figurines intelligentes 26 Un lien vers le passé 27 Extension de gamme pour la fine fleur des consoles portables 27 Relation salariale 28 Une entreprise bienveillante 28 Tout n’est pas rose chez Mario et Peach 30 Évaluation 31 Évaluation Sociale - Le marché 31 La violence 31 Meuporg et addiction 31 E-sport 32 Une façon de consommer le jeu vidéo qui continue d’évoluer 32 Effet thérapeuthique 33 Évaluation Sociale - Nintendo 33 Satisfaction client 33 Engouement pour la marque 34 Évaluation Économique - Le marché 35 Un marché vorace 35 Kickstarter 35 Les jeux indépendants 36 Le cloud 36 Un secteur dépendant des médias et leaders d’influence 36 Fluctuation des devises 37 Évaluation Économique - Nintendo 37 Chiffre d’affaire et rentabilité 37 Comparaison 38 Forces de l’entreprise 39 Conclusion 39 SWOT 41 Sources 42 Bibliographie 42 Webographie 42 Presse 42 Presse spécialisée 44 Autre 44 Youtube : publicité 46 Youtube 47 3 Introduction Un peu d’histoire Le 1er âge d’or du jeu vidéo Le 29 novembre 1972, les joueurs découvrent avec excitation le 1er jeu public sur borne d’arcade, Pong. Cependant la naissance du jeu vidéo remonte à 1958, dans un contexte de guerre froide. Le laboratoire national de Brookhaven, basé à Upton dans l’État de New York, spécialisé dans la recherche nucléaire organise des portes ouvertes. William Higinbotham, craignant que l’ennui accable les visiteurs, décida de créer Tennis for two, résultat saisissant qui ramena beaucoup de curieux. [Image de Tennis for Two] Il faut cependant noter que Tennis for two peut ne pas être considéré comme le premier jeu vidéo de l’histoire, il existerait deux autres pistes possibles pour ce titre. En effet un premier brevet a été déposé le 14 décembre 1948 pour “Appareil de divertissement à tube cathodique”. La seconde éventualité serait le programme d’Alexander S. Douglas qui est un OXO (Morpion) sans mouvement à l’écran écrit en 1952 pour sa thèse sur les interactions hommes-machines. Néanmoins ces deux derniers restent inaccessibles pour l’époque. Le premier n’a donc pas mené à sa création et le second nécessitait un ordinateur très spécifique. 3 ans après son succès en arcade, Atari ressort le jeu Pong sur l’Atari 2600 leur nouvelle console créée quelques années après la toute 1ère console de salon l’Odyssey de Magnavox (1972). Les années de 1978 à 1982 marquent la domination d’Atari sur le secteur ainsi que le début de la [L’atari 2600] mondialisation du marché, dont les États unis auront été un marché pionnier. 4 Contrairement à ce que l'on pourrait penser, le marché du jeu vidéo dans les années 70 était beaucoup plus important qu’actuellement, ne serait-ce que pour la seule année 1977, 744 consoles sont sorties, avec certes beaucoup de consoles 4 en 1. À titre de comparaison, le marché pour cette même année représentait 272 milliards d’Euros, alors qu’en 2010 il a représenté 55 milliards. Un tel succès ne manqua pas de générer une réelle frénésie, et tous les acteurs voulurent leur part du gâteau. C’est ainsi que débarqua sur le secteur, entre 1976 et 1980, des acteurs tel que Philips et Thomson, mais également des entreprises de la finance, du bâtiment, de l'agroalimentaire, … La multiplication des références de 1976 à 1980 est signe d’une bonne confiance sur le marché, certains comme le japonais AER sortiront 28 références durant cette période. La plupart des systèmes étaient fermés et ne possédaient pas de cartouche, c’est une des causes de cette prolifération massive. À cela vient s’ajouter l’évolution technique très rapide à cette époque. La faille En 1979 David Crane, Larry Kaplan, Alan Miller et Bob Whitehead découvrent qu’ils sont responsables de 60% des profits d’Atari, sans reconnaissance ou augmentation. Ces derniers décident alors de fonder Activision le 1er octobre 1979 et font des jeux pour Atari. [Les 4 fondateurs d’Activision] Atari voit alors d’un très mauvais oeil le fait qu’un autre éditeur développe des jeux pour sa machine, tous les jeux devant être développés en interne. Il décide donc d’attaquer Activision mais perd le procès, ces derniers obtenant alors le droit de développer sur la console. Procès ouvrant la brèche aux éditeurs dans laquelle ils ont commencé à s'engouffrer. Le Krach En 1982, une croissance du jeu vidéo phénoménale pousse les éditeurs à sortir des jeux au rabais, tel que Pac-Man et E.T. sur Atari 2600, menant au terrible Krach de 1983. ● Pac-Man : Jeu à la forte estime sortie en arcade le 22 mai 1980, créé par Tōru Iwatani de Namco. Pac-Man est le premier personnage de l’histoire du jeu vidéo et surtout fût le premier à avoir du succès auprès de la gent 5 féminine. Néanmoins la version Atari fut totalement bâclée, graphismes obsolètes, musique et cinématique inexistantes, pas d’animation, changement graphique et algorithmique … Il fut toutefois vendu à 7 Millions d'exemplaires sur un parc de 10 Millions de machines. ● E.T : Jeu ayant la réputation de “plus mauvais au monde”. Il a été développé en quelques semaines pour pouvoir être vendu à noël. La licence fût achetée à George Lucas pour 25 millions de Dollars, 7 millions de cartouches devaient être vendues pour que le jeu soit rentable, hors le parc de console atteignait à peine ce nombre. Cette multitude de jeux bâclés furent les instigateurs de l'ère sombre qui s'empara du jeu vidéo en Amérique et en Europe. Le soleil levant après la tempête Et c’est ainsi que Nintendo s’implante en Amérique, après 2 années d'obscurantisme vidéoludique. Nintendo crée un second souffle en 1983 avec la family computer (Famicom), accompagné de 3 jeux à sa sortie, Donkey Kong, Donkey Kong JR et Popeye. Et devient la machine la plus puissante et la moins chère de l’époque (14 800 ¥). Record d’estime puisque cette dernière [La Famicom] équipera un foyer japonais sur 3. Nintendo, de par le Krach, prit les devants afin de se prémunir de ce dernier. Ainsi en 1988 apparu aux USA le “Seal of quality”, ce dernier limitait les éditeurs à 5 jeux par an (sauf certains éditeurs) privilégiant la qualité à la quantité et ne récupérant ​ que 20% des revenus relatifs aux jeux vendus sous ce sceau, leur permettant par la même occasion une plus grande souplesse pour ses propres jeux. La conception des cartouches était faite en interne, et nécessitait une puce afin d'empêcher des ventes non approuvées par Big N. [Le Seal of Quality européen] 6 Nintendo et ses évolutions Les débuts de nintendo Fondé en 1889 par Fusajiro Yamauchi, Nintendo s’appelait initialement “Nintendo playing card company” spécialisé dans un jeu de cartes typiques japonais, le Hanafuda, traduit littéralement par “Jeu des Fleurs”. [Cartes Hanafuda] En 1902, l’entreprise s’intéresse aux jeux de cartes occidentales, succès pour Nintendo jusqu’en 1960 où ces dernières connaissent une baisse des ventes massive. Jouer la carte de la diversité De 1963 à 1970 Nintendo va tout essayer : taxi, riz instantané, aspirateur, jeux de société, jouets et même love hotel ! ​ ​ En 1973, la société commence à concevoir des bornes d’arcade, et se rend rapidement compte de la marge réalisable en devenant fabricant. Il met un 1er pied dans le domaine qui va le faire connaître. Mais la révélation viendra lorsque la société récupère les droits de distribution commerciale au Japon de la console de Magnavox en 1975.
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