Open Access

Julian Amir Chreim

• The aim of the thesis is to apply the theoretical ideas of the internal analysis and the blue ocean strategy to the case of Nintendo and their then newly released Wii console. In doing so the author will address the question about the success of a console that became a worldwide success despite its technical inferiority compared to its competitors based on the swift in the corporate strategy including the internal strengths of the company. It will explain in detail how the internal analysis can be used to identify the strengths and weaknesses of a company which when combined with a specific business strategy, can lead to sustainable competitive advantage and the creation of a blue ocean. For this purpose, the author uses the internal analysis tools of the value chain such as the VRIO framework as well as the blue ocean strategy derived by Kim and Mauborgne. In the context of the Thesis I helped myself above all with the books of the creators of the models. In addition, from Internet sources and newspaper reports since one finds in the context of the investigation for consoles few technical literature. During my application of the models I finally came to the conclusion that Nintendo has implemented the theoretical models in the best possible way and on the basis of these it is possible to follow the process of company restructuring. Moreover, through the theoretical models it was possible to validate the strengths and weaknesses of the company and to put them in context.