The Influence of National Culture on Marketing Strategies of Japanese Company “Nintendo” Entering American Market in the XXI Century

Student: Granik Anna

Supervisor:

Faculty: Faculty of World Economy and International Affairs

Educational Programme: KHU-HSE Double Degree Program Economics and Politics in Asia (Bachelor)

Year of Graduation: 2024

This thesis paper examines how national culture influences Nintendo's marketing strategies in the highly competitive American market. It investigates how differences in culture between Japan and the US affect Nintendo's marketing mix strategy, that includes product, price, place, and promotion, using Hofstede's cultural dimensions as a theoretical framework. We are using qualitative methodology to examine how Nintendo's success has been attributed to cultural adaptation by examining the company's annual reports, marketing materials, media advertisements, and consumer’s reactions. We analyse the localisation efforts that Nintendo employs to resonate with American cultural values such as individualism and motivation achievement. Key words: Nintendo, Hofstede's cultural dimensions, marketing mix, Japan, USA

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