On The Road By Langston Hughes - 1679 Words

In Langston Hughes’ short story â€Å"On the Road†, Sargent, desperate for food and shelter, challenges social barriers and racial discrimination during his fight for freedom. Sargent is an unemployed black man during the great depression who faces additional obstacles because of his skin color. While this period was almost fifty years after the end of the Civil War and the subsequent emancipation of slaves in the United States, racism was still prevalent across the country. In the South, despite the decline of organizations like â€Å"the Klu Klux Klan [,] †¦ racism was as strong as ever† (UVA). Furthermore, â€Å"the increased presence of Black Americans in Northern cities†¦increased tension† in the North as well. With widespread racism, Black Americans†¦show more content†¦He describes Sargent by the color of his skin rather than as an equal or someone he could help. This racial tension continues through the second half of Mr. Dorset description where he goes on to express him as â€Å"a human piece of night with snow on his face†. Hughes again uses this contrast between a black night and white snow to illustrate how Mr. Dorset focuses entirely on race throughout this interaction. Because Sargent has a different skin color, Mr. Dorset turns him away without any compassion. Despite being a â€Å"holy man†, The Reverend tells Sargent to â€Å"[g]o right on down this street four blocks and turn to your left, walk up seven and you’ll see the Relief Shelter.† Mr. Dorset blurts out these very general instructions without waiting to see if Sargent understood or even heard them before he shut the door. These instructions are not only vague but also harsh as Sargent has to walk eleven blocks through the snow before he can even see the Relief Shelter. While it is reasonable for Mr. Dorset to not offer Sargent food or shelter in his own home, it shows the utter lack of respect when he does not bother to talk to Sargent in a reasonable manner. When giving directions it is common to include information such as street names, landmarks, or buildings that give the person a sense they are going in the right direction, yet Mr. Dorset gives a trite, vague re sponse. It would not harm Mr. Dorset to take another minute ofShow MoreRelatedAnalysis Of On The Road By Langston Hughes1570 Words   |  7 Pagesâ€Å"On the Road† Analysis â€Å"On the Road† is a short story written by Langston Hughes whose major themes are of race, religion, and subjective nature of fiction. An influential African-American writer, Hughes was born in 1902 and primarily raised by his maternal grandmother (Meyer 1032). Over the course of his illustrious career he would go on to write poems, novels, short stories, essays, plays, opera librettos, histories, documentaries, anthologies, autobiographies, biographies, children’s booksRead More Langston Hughes On the Road Essay1244 Words   |  5 PagesLangston Hughes On the Road In Langston Hughes, On the Road the Sargeant is a homeless Black man that is desperate for food and shelter. In his desperation, Sargeant goes to the church to refuge, but there is no one at the Church to help him get refuge. Although Sargent is living in a time where the depression is in existence amongst all people, Black and White, he finds no one to help him. Sargent goes to the Church because the Church helps people. However, because Sargeant is Black andRead MoreAnalysis Of On The Road By Langston Hughes868 Words   |  4 PagesWalker insists that there is representation to white people when the narrator of the story â€Å"On the Road† by Langston Hughes speaks of the church and the snow. Walker does include some nice points, points that one could easily see. Some of her points and observations though, I feel are a bit of a long shot. I have the same feelings towards Walker’s comparison of â€Å"On the Road† and the story of Samson. Walker’s first theory is that the snow is â€Å"a symbol of the white oppressive world that is makingRead MoreAnalysis of on the Road by Langston Hughes Essay1401 Words   |  6 Pagesthe Road by Langston Hughes. Langston Hughes offers a gift in this work which is to open the heart and life will provide unlimited abundance. During this literary analysis Langston Hughes uses nature to demonstrate his main characters unwillingness to participate in life. Another point that Hughes demonstrates is the use of anger and survival and how it can be used as a powerful force in breaking down racial barriers. One more impact Langston Hughes uses is Jesus Christ as a metaphor. Hughes usesRead MoreEssay, Langston Hughes, And The Road Not Taken1107 Words   |  5 Pagestake risks will accomplish nothing in life.†- Muhammad Ali. The authors Rick Reilly, Langston Hughes, and Robert frost all have something in common. They wrote about characters finding the courage to do the right th ing. These commentaries, short stories, and poems are all trying to send a message. Try to do the right thing when called upon. After reading the texts Doing the Right Thing, Thank You Ma’am, and The Road Not Taken, it is evident that all the main characters found their courage from someoneRead MoreLiterary Analysis Of Langston Hughes s The Road 1402 Words   |  6 Pagesthe Road by Langston Hughes. Langston Hughes offers a gift in this work which is to open the heart and life will provide unlimited abundance. During this literary analysis Langston Hughes uses nature to demonstrate his main character s unwillingness to participate in life. Another point that Hughes demonstrates is the use of anger and survival and how it can be used as a powerful force in breaking down racial barriers. One more impact Langston Hughes uses is Jesus Christ as a metaphor. Hughes usesRead More Symbols Of Truth in Langston Hughes On The Road Essay1419 Words   |  6 PagesLangston Hughes uses b eautiful symbolism and imagery in his literary work â€Å"On the Road†. Hughes offers up the idea that if one is to open ones heart; life will provide unlimited abundance. In this literary work, Langston Hughes uses nature to demonstrate and symbolize the unwillingness of his main character, Sargeant, to participate in life. Hughes also demonstrates the use of a person’s anger and instinct to survive and how they both can be used as powerful forces in breaking down racial barriersRead MoreOn the Road with Racism: Langton Hughes Life Experiences824 Words   |  4 PagesWhat is racism? In â€Å"On the Road† by Langston Hughes racism is characterized in an unemployed African American. The African American depicted in this story is known as Sargeant. Sargeant is a character that Langston Hughes had little relativity to as being homeless as well as in search for food, but he undoubtedly identified with in culture. Langston Hughes childhood, heritage, and involvement in the African American community led him to create a strong willed character. Born in Joplin, MissouriRead MoreYolande Cornelia â€Å"Nikki† Giovanni Jr Is An Well-Known African-American Poet, Writer, Commentator,978 Words   |  4 PagesYolande Cornelia â€Å"Nikki† Giovanni Jr is an well-known African-American poet, writer, commentator, activist, and educator. Today we will look at â€Å"A poem for Langston Hughes† from her collection and do a literary analysis on it. The author took the time to adopt a certain sound throughout her work. You can shape sound within a poem through accent, alliteration, assonance, consonance, internal rhyme, meter, onomatopoeia, rhyme and rhythm. She uses a combination of these sound devices used in poetryRead MoreAnalysis Of I Too By Langston Hughes881 Words   |  4 PagesENG 102-71 Poetry Mini Research Paper 10/29/17 Langston Hughes’s â€Å"I, Too† Langston Hughes was a renowned poet and writer during the Harlem Renaissance. His background shaped the overall themes of his poems. Segregation and equality were the main subjects for Hughes’s writing. Langston Hughes wrote about the racial discrimination that African Americans faced during the Harlem Renaissance, and this theme resonated throughout the poem â€Å"I, Too†. Hughes was one of the boldest African American writers

The Halfling’s Gem 2. A Thousand Thousand Little Candles Free Essays

string(41) " timid even by the measures of his kind\." The assassin, mesmerized, watched as the ruby turned slowly in the candlelight, catching the dance of the flame in a thousand thousand perfect miniatures – too many reflections; no gem could have facets so small and so flawless. And yet the procession was there to be seen, a swirl of tiny candles drawing him deeper into the redness of the stone. No jeweler had cut it; its precision went beyond a level attainable with an instrument. We will write a custom essay sample on The Halfling’s Gem 2. A Thousand Thousand Little Candles or any similar topic only for you Order Now This was an artifact of magic, a deliberate creation designed, he reminded himself cautiously, to pull a viewer into that descending swirl, into the serenity of the reddened depths of the stone. A thousand thousand little candles. No wonder he had so easily duped the captain into giving him passage to Calimport. Suggestions that came from within the marvelous secrets of this gem could not easily be dismissed. Suggestions of serenity and peace, words spoken only by friends†¦ A smile cracked the usually grim set of his face. He could wander deep into the calm. Entreri tore himself from the pull of the ruby and rubbed his eyes, amazed that even one as disciplined as he might be vulnerable to the gem’s insistent tug. He glanced into the corner of the small cabin, where Regis sat huddled and thoroughly miserable. â€Å"I can now understand your desperation in stealing this jewel,† he said to the halfling. Regis snapped out of his own meditation, surprised that Entreri had spoken to him – the first time since they had boarded the boat back in Waterdeep. â€Å"And I know now why Pasha Pook is so desperate to get it back,† Entreri continued, as much to himself as to Regis. Regis cocked his head to watch the assassin. Could the ruby pendant take even Artemis Entreri into its hold? â€Å"Truly it is a beautiful gem,† he offered hopefully, not quite knowing how to handle this uncharacteristic empathy from the cold assassin. â€Å"Much more than a gemstone,† Entreri said absently, his eyes falling irresistibly back into the mystical swirl of the deceptive facets. Regis recognized the calm visage of the assassin, for he himself had worn such a look when he had first studied Pook’s wonderful pendant. He had been a successful thief then, living a fine life in Calimport. But the promises of that magical stone outweighed the comforts of the thieves’ guild. â€Å"Perhaps the pendant stole me,† he suggested on a sudden impulse. But he had underestimated the willpower of Entreri. The assassin snapped a cold look at him, with a smirk clearly revealing that he knew where Regis was leading. But the halfling, grabbing at whatever hope he could find, pressed on anyway. â€Å"The power of that pendant overcame me, I think. There could be no crime; I had little choice – â€Å" Entreri’s sharp laugh cut him short. â€Å"You are a thief, or you are weak,† he snarled. â€Å"Either way you shall find no mercy in my heart. Either way you deserve the wrath of Pook!† He snapped the pendant up into his hand from the end of its golden chain and dropped it into his pouch. Then he took out the other object, an onyx statuette intricately carved into the likeness of a panther. â€Å"Tell me of this,† he instructed Regis. Regis had wondered when Entreri would show some curiosity for the figurine. He had seen the assassin toying with it back at Garumn’s Gorge in Mithril Hall, teasing Drizzt from across the chasm. But until this moment, that was the last Regis had seen of Guenhwyvar, the magical panther. Regis shrugged helplessly. â€Å"I’ll not ask again,† Entreri threatened, and that icy certainty of doom, the inescapable aura of dread that all of Artemis Entreri’s victims came to know well, fell over Regis once more. â€Å"It is the Drow’s,† Regis stammered. â€Å"Its name is Guen – † Regis caught the word in his mouth as Entreri’s free hand suddenly snapped out a jeweled dagger, readied for a throw. â€Å"Calling an ally?† Entreri asked wickedly. He dropped the statuette back into his pocket. â€Å"I know the beast’s name, halfling. And I assure you, by the time the cat arrived, you would be dead.† â€Å"You fear the cat?† Regis dared to ask. â€Å"I take no chances,† Entreri replied. â€Å"But will you call the panther yourself?† Regis pressed, looking for some way to change the balance of power. â€Å"A companion for your lonely roads?† Entreri’s laugh mocked the very thought. â€Å"Companion? Why would I desire a companion, little fool? What gain could I hope to make?† â€Å"With numbers comes strength,† Regis argued. â€Å"Fool,† repeated Entreri. â€Å"That is where you err. In the streets, companions bring dependence and doom! Look at yourself, friend of the drow. What strength do you bring to Drizzt Do’Urden now? He rushes blindly to your aid, to fulfill his responsibility as your companion.† He spat the word out with obvious distaste. â€Å"To his ultimate demise!† Regis hung his head and could not answer. Entreri’s words rang true enough. His friends were coming into dangers they could not imagine, and all for his sake, all because of errors he had made before he had ever met them. Entreri replaced the dagger in its sheath and leaped up in a rush. â€Å"Enjoy the night, little thief. Bask in the cold ocean wind; relish all the sensations of this trip as a man staring death in the face, for Calimport surely spells your doom and the doom of your friends!† He swept out of the room, banging the door behind him. He hadn’t locked it, Regis noted. He never locked the door! But he didn’t have to, Regis admitted in anger. Terror was the assassin’s chain, as tangible as iron shackles. Nowhere to run; nowhere to hide. Regis dropped his head into his hands. He became aware of the sway of the ship, of the rhythmic, monotonous creaking of old boards, his body irresistibly keeping time. He felt his insides churning. Halflings weren’t normally fond of the sea, and Regis was timid even by the measures of his kind. You read "The Halfling’s Gem 2. A Thousand Thousand Little Candles" in category "Essay examples" Entreri could not have found a greater torment to Regis than passage south on a ship, on the Sea of Swords. â€Å"Not again,† Regis groaned, dragging himself to the small portal in the cabin. He pulled the window open and stuck his head out into the refreshing chill of the night air. * * * Entreri walked across the empty deck, his cloak tight about him. Above him, the sails swelled, as they filled with wind; the early winter gales pushed the ship along its southern route. A billion stars dotted the sky, twinkling in the empty darkness to horizons bordered only by the flat line of the sea. Entreri took out the ruby pendant again and let its magic catch the starlight. He watched it spin and studied its swirl, meaning to know it well before his journey’s end. Pasha Pook would be thrilled to get the pendant back. It had given him such power! More power, Entreri now realized, than others had assumed. With the pendant, Pook had made friends of enemies and slaves of friends. â€Å"Even me?† Entreri mused, enthralled by the little stars in the red wash of the gem. â€Å"Have I been a victim? Or shall I be?† He wouldn’t have believed that he, Artemis Entreri, could ever be caught by a magic charm, but the insistence of the ruby pendant was undeniable. Entreri laughed aloud. The helmsman, the only other person on the deck, cast him a curious glance but thought no more about it. â€Å"No,† Entreri whispered to the ruby. â€Å"You shan’t have me again. I know your tricks, and I’ll learn them better still! I will run the path of your tempting descent and find my way back out again!† Laughing, he fastened the pendant’s golden chain around his neck and tucked the ruby under his leather jerkin. Then he felt in his pouch, grasped the figurine of the panther, and turned his gaze back to the north. â€Å"Are you watching, Drizzt Do’Urden?† he asked into the night. He knew the answer. Somewhere far behind, in Waterdeep or Longsaddle or somewhere in between, the drow’s lavender eyes were turned southward. They were destined to meet again; they both knew. They had battled once, in Mithril Hall, but neither could claim victory. There had to be a winner. Never before had Entreri encountered anyone with reflexes to match his own or as deadly with a blade as he, and memories of his clash with Drizzt Do’Urden haunted his every thought. They were so akin, their movements cut from the same dance. And yet, the drow, compassionate and caring, possessed a basic humanity that Entreri had long ago discarded. Such emotions, such weaknesses, had no place in the cold void of a pure fighter’s heart, he believed. Entreri’s hands twitched with eagerness as he thought of the drow. His breath puffed out angrily in the chill air. â€Å"Come, Drizzt Do’Urden,† he said through his clenched teeth. â€Å"Let us learn who is the stronger!† His voice reflected deadly determination, with a subtle, almost imperceptive, hint of anxiety. This would be the truest challenge of both their lives, the test of the differing tenets that had guided their every actions. For Entreri, there could be no draw. He had sold his soul for his skill, and if Drizzt Do’Urden defeated him, or even proved his equal, the assassin’s existence would be no more than a wasted lie. But he didn’t think like that. Entreri lived to win. * * * Regis, too, was watching the night sky. The crisp air had settled his stomach, and the stars had sent his thoughts across the long miles to his friends. How often they had sat together on such nights in Icewind Dale, to share tales of adventure or just sit quietly in each others’ company. Icewind Dale was a barren strip of frozen tundra, a land of brutal weather and brutal people, but the friends Regis had made there, Bruenor and Catti-brie, Drizzt and Wulfgar, had warmed the coldest of the winter nights and taken the sting out of the biting north wind. In context, Icewind Dale had been but a short stopover for Regis on his extensive travels, where he had spent less than ten of his fifty years. But now, heading back to the southern kingdom where he had lived for the bulk of his life, Regis realized that Icewind Dale had truly been his home. And those friends he so often took for granted were the only family he would ever know. He shook away his lament and forced himself to consider the path before him. Drizzt would come for him; probably Wulfgar and Catti-brie, too. But not Bruenor. Any relief that Regis had felt when Drizzt returned unharmed from the bowels of Mithril Hall had flown over Garumn’s Gorge with the valiant dwarf. A dragon had them trapped while a host of evil gray dwarves had closed in from behind. But Bruenor, at the cost of his own life, had cleared the way, crashing down onto the dragon’s back with a keg of burning oil, taking the beast – and himself – down into the deep gorge. Regis couldn’t bear to recall that terrible scene. For all of his gruffness and teasing, Bruenor Battlehammer had been the halfling’s dearest companion. A shooting star burned a trail across the night sky. The sway of the ship remained and the salty smell of the ocean sat thick in his nose, but here at the portal, in the sharpness of the clear night, Regis felt no sickness – only a sad serenity as he remembered all of those crazy times with the wild dwarf. Truly Bruenor Battlehammer’s flame had burned like a torch in the wind, leaping and dancing and fighting to the very end. Regis’s other friends had escaped, though. The halfling was certain of it – as certain as Entreri. And they would come for him. Drizzt would come for him and set things right. Regis had to believe that. And for his own part, the mission seemed obvious. Once in Calimport, Entreri would find allies among Pook’s people. The assassin would then be on his own ground, where he knew every dark hole and held every advantage. Regis had to slow him down. Finding strength in the narrow vision of a goal, Regis glanced about the cabin, looking for some clue. Again and again, he found his eyes drawn to the candle. â€Å"The flame,† he muttered to himself, a smile beginning to spread across his face. He moved to the table and plucked the candle from its holder. A small pool of liquid wax glittered at the base of the wick, promising pain. But Regis didn’t hesitate. He hitched up one sleeve and dripped a series of wax droplets along the length of his arm, grimacing away the hot sting. He had to slow Entreri down. * * * Regis made one of his rare appearances on the deck the next morning. Dawn had come bright and clear, and the halfling wanted to finish his business before the sun got too high in the sky and created that unpleasant mixture of hot rays in the cool spray. He stood at the rail, rehearsing his lines and mustering the courage to defy the unspoken threats of Entreri. And then Entreri was beside him! Regis clutched the rail tightly, fearing that the assassin had somehow guessed his plan. â€Å"The shoreline,† Entreri said to him. Regis followed Entreri’s gaze to the horizon and a distant line of land. â€Å"Back in sight,† Entreri continued, â€Å"and not too far.† He glanced down at Regis and displayed his wicked smile once again for his prisoner’s benefit. Regis shrugged. â€Å"Too far.† â€Å"Perhaps,† answered the assassin, â€Å"but you might make it, though your half-sized breed is not spoken of as the swimming sort. Have you weighed the odds?† â€Å"I do not swim,† Regis said flatly. â€Å"A pity,† laughed Entreri. â€Å"But if you do decide to try for the land, tell me first.† Regis stepped back, confused. â€Å"I would allow you to make the attempt,† Entreri assured him. â€Å"I would enjoy the show!† The halfling’s expression turned to anger. He knew that he was being mocked, but he couldn’t figure the assassin’s purpose. â€Å"They have a strange fish in these waters,† said Entreri, looking back to the water. â€Å"Smart fish. It follows the boats, waiting for someone to go over.† He looked back to Regis to weigh the effect of his chiding. â€Å"A pointed fin marks it,† he continued, seeing that he had the halfling’s full attention. â€Å"Cutting through the water like the prow of a ship. If you watch from the rail long enough, you will surely spy one.† â€Å"Why would I want to?† â€Å"Sharks, these fish are called,† Entreri went on, ignoring the question. He drew his dagger, putting its point against one of his fingers hard enough to draw a speck of blood. â€Å"Marvelous fish. Rows of teeth as long as daggers, sharp and ridged, and a mouth that could bite a man in half.† He looked Regis in the eye. â€Å"Or take a halfling whole.† â€Å"I do not swim!† Regis growled, not appreciating Entreri’s macabre, but undeniably effective, methods. â€Å"A pity,† chuckled the assassin. â€Å"But do tell me if you change your mind.† He swept away, his black cloak flowing behind him. â€Å"Bastard,† Regis mumbled under his breath. He started back toward the rail, but changed his mind as soon as he saw the deep water looming before him; he turned on his heel and sought the security of the middle of the deck. Again the color left his face as the vast ocean seemed to close in over him and the interminable, nauseating sway of the ship†¦ â€Å"Ye seem ripe fer de rail, little one,† came a cheery voice. Regis turned to see a short, bowlegged sailor with few teeth and eyes scrunched in a permanent squint. â€Å"Ain’t to findin’ yer sea legs yet?† Regis shuddered through his dizziness and remembered his mission. â€Å"It is the other thing,† he replied. The sailor missed the subtlety of his statement. Still grinning through the dark tan and darker stubble of his dirty face, he started away. â€Å"But thank you for your concern,† Regis said emphatically. â€Å"And for all of your courage in taking us to Calimport.† The sailor stopped, perplexed. â€Å"Many a time, we’s to taking ones to the south,† he said, not understanding the reference to â€Å"courage.† â€Å"Yes, but considering the danger – though I am sure it is not great!† Regis added quickly, giving the impression that he was trying not to emphasize this unknown peril. â€Å"It is not important. Calimport will bring our cure.† Then under his breath but still loud enough for the sailor to hear, he said, â€Å"If we get there alive.† â€Å"‘Ere now, what do ye mean?† the sailor demanded, moving back over to Regis. The smile was gone. Regis squeaked and grabbed his forearm suddenly as if in pain. He grimaced and pretended to battle against the agony, while deftly scratching the dried patch of wax, and the scab beneath it, away. A small trickle of blood rolled out from under his sleeve. The sailor grabbed him on cue, pulling the sleeve up over Regis’s elbow. He looked at the wound curiously. â€Å"Burn?† â€Å"Do not touch it!† Regis cried in a harsh whisper. â€Å"That is how it spreads – I think.† The sailor pulled his hand away in terror, noticing several other scars. â€Å"I seen no fire! How’d ye git a burn?† Regis shrugged helplessly. â€Å"They just happen. From the inside.† Now it was the sailor’s turn to pale. â€Å"But I will make it to Calimport,† he stated unconvincingly. â€Å"It takes a few months to eat you away. And most of my wounds are recent.† Regis looked down, then presented his scarred arm. â€Å"See?† But when he looked back, the sailor was gone, rushing off toward the captain’s quarters. â€Å"Take that, Artemis Entreri,† Regis whispered. How to cite The Halfling’s Gem 2. A Thousand Thousand Little Candles, Essay examples

Marketing Analysis for Nintendo Wii free essay sample

Today the global company is led by Satoru Iwata, the fourth and current president, while the Nintendo of America president is Reggie Fils-Aime. Nintendo is one of the largest companies in Japan and was instrumental in re-creating the video game market. The name Nintendo can be roughly translated from Japanese to English as leave luck to heaven. As of October 18, 2010, Nintendo has sold over 565 million hardware units and 3. 4 billion software units. Nintendos near monopoly on the home video game market left it with a degree of influence over the industry exceeding even that of Atari during Ataris heyday in the early 1980s and today it seems that Nintendo sells less but makes more money. It has been profitable practically every year since it moved into the video game industry over two decades ago and has long held a dominant position in hand-held gaming, developed through a strategy of focusing on playability. The company has recently gone on record to admit that demand is simply much higher than supply for their current Wii and Wii Fit while the DS is up 142% over last year. The companys own employees have even been put on a strict Wii system purchase limit. The company says it wants to be the games company that puts smiles on the faces of people of all ages and genders, and following the sales of Wii and Wii Fit, there are likely to be grins all around at the HQ. Nintendos official website saw the largest increase in traffic recently, while the Sony PlayStation website saw a moderate decrease. The companys products are actually cheaper than that of the competition and are one of the oldest and most successful console game developers. If you want a console to play games or to use for exercise you wont go wrong with Nintendo. Nintendo is taking a radical approach by attempting to change the very way that people play games. Instead of cramming as much graphic capability as possible into its system, Nintendo has focused its effort on creating an innovative controller that makes game play simple. A user can control a game by waving the wireless controller instead of moving a joystick or furiously mashing buttons. The Wii is a home video game console released by Nintendo on November 19, 2006. As a seventh-generation console, the Wii primarily competes with Microsofts Xbox 360 and Sonys PlayStation 3. Nintendo states that its console targets a broader demographic than that of the two others. As of July 2011, the Wii leads the generation over the PlayStation 3 and Xbox 360 in worldwide sales and in December 2009 broke the record for best-selling console in a single month in the United States. A distinguishing feature of the console is its wireless controller, the Wii Remote, which can be used as a hand-held pointing device and detects movement in three dimensions. Another distinctive feature of the console is WiiConnect24, which enables it to receive messages and updates over the Internet while in standby mode. Nintendo’s core competencies lie among the company’s important resources including its research and development team, marketing team, manufacturing processes, and the company’s management, headed by Satoru Iwata. These resources create valuable capabilities, such as Iwata’s ability to predict the future of video gaming. The company’s Research and Development gives it a capability in innovative technology and game concepts, while marketing has allowed the company to create an effective brand. Efficient manufacturing processes allow Nintendo to reach economies of scale and produce the Wii console at a cost lower than the production of competitor game systems. A product life cycle illustrates the phases that a product goes through during its existence. The Wii since its introduction in 2006 shows a continual upwards sloping showing no sign of decline. This shows that Nintendo has redefined what was traditionally thought to be the video game console life cycle. The Nintendo Wii, based on increasing but less significant sales, is in the Growth phase and possible early Maturity phase of the product cycle. The Market The target market for video gaming at the time Nintendo Wii was introduced was primarily males eighteen to thirty five. The Marketing Theory explains that you have to identify uncovered needs in a market, segment or divide this market according to a criterion, decide which segments you want to go for and define a marketing plan and proposition coherent with it. It seems to be really easy, but real life shows that it is not! All industries are full of â€Å"me too† products instead of innovative approaches. Nintendo has been extremely smart in their approach as it has discovered and attacked a new and unexplored segment in the video-console market. They have found users that want to have fun and do not look for best of the best graphic resolution (Playstation and X-Box target group), but for ease of use and simplicity. By doing this, they have been able to expand the video-game market, attracting new users that would not have purchase a console. They have attracted a very profitable segment, one with a higher purchasing power than teenagers and what is more important, less likely to get pirate games. They are the only player in that â€Å"ease of use† segment. So Nintendo has no need to have aggressive discounts and to share the market with your competitors. The whole target market goal of the Nintendo Wii is mass market appeal. It appeals to people of all ages including non-gamers. While they offer games for a wide selection of people, they still develop games for specific markets. Nintendo Wii established their market by following a disruptive strategy. The strategy is when companies can carve out attractive positions by growing a market (rather than just trying to grab a piece of the existing market) by making it simpler, easier, or more affordable for more people to consume. The disruptive literature calls this â€Å"competing against non-consumption. This approach is powerful because it allows an entrant to stake out a position in a market while minimizing the chances of a devastating competitive response. After all, if the entrant reaches customers the market leader was not serving, the market leader feels no pain. The is using an undifferentiated market strategy, focusing on family friendly entertainment, redefined the definition of gaming, and emphasize the simplicity of use and having the goal of new gamers joining and old gamers using their system. Wii is even becoming a huge hit in nursing homes with the aging population and soccer moms. The decision making process information search is aided by the Nintendo Company. Aiding the consumer in making informed decisions about what they purchase is always important. Nintendos Buyers Guide is designed to assist the consumer with making these decisions by providing information on such things as game ratings, researching game content, and determining which accessories the consumer might need for your systems and games. The consumer must then evaluate the alternative which is best accomplished by internet search. There is a plethora of information on line comparing and contrasting the Nintendo Wii with its competitors. The next step in the consumer buying decision is the purchase. Nintendo has on their website alternatives for purchasing their equipment. Consumers wanting to purchase new systems, games and accessories may choose from a number of places where they can purchase Wii systems. Many retail stores that sell home electronics also sell video game systems, games, and accessories. These can include large national chains and smaller local retailers. There are online retailers that carry Nintendo’s newest products. Many of these companies also offer phone and mail orders if the consumer does not wish to purchase the products online. There is also the Nintendos Online Store for accessories and replacement parts. Lastly, Nintendos quality service does not stop once the purchase has been made. Whether the consumer needs assistance with system setup or repair, want to know how to get help beating a game, or just need information about their purchase in general, Nintendo’s consumer service pages can provide many answers. Nintendo does perform market research. Upon obtaining authorization from the consumer, Nintendo may use personal information for internal demographic studies, so that they can improve their websites and products to better meet their visitors needs. Nintendo may also share the information with other entities of the Nintendo group, in particular its branches in Italy, Germany and the United Kingdom and its European affiliates Nintendo France SARL, Nintendo Espana, S. A. and Nintendo Benelux B. V. to inform the consumer about their Nintendo or third party products and for internal marketing studies. Nintendo may also share the information with third-party outsourced data processors acting in the interests of Nintendo and strictly in compliance with the Nintendo Privacy Policy. Social Responsibility Nintendo of Americas new headquarters building in Redmond, Wash. , was awarded LEED Gold Status by the U. S. Green Building Council, placing it among the nations top-rated buildings for sustainability and environmental friendliness. LEED certification indicates that a company has taken measurable steps to implement green building design, construction, operations and maintenance solutions. Their product packaging including the instruction manual and inserts use vegetable based inks. Recyclable cardboard packaging has replaced PVC/PET clam shells for all accessories. Nintendo has reduced the amount of plastic used to manufacture Wii game cases by more than 25%. Economic Forces The economy seems to be improving overall, a recent USA Today article states that sales of game consoles such as the Wii â€Å"have declined from $21. 4 billion in 2008 to $18. 7 billion in 2010,† despite an increase in the number of people who play video games. Further information from BBC News shows that Nintendo’s net profits decreased by 74% in 2010. Sociocultural Forces Nintendo Wii is geared toward a family-friendly ideology, which could limit the types of games Nintendo produces, and may threaten the company’s competitive advantage. Furthermore, the company’s focus on non-gamers could threaten future game console designs because the focus demographic demands simple, easy-to-use equipment. Technological Forces Nintendo’s biggest opportunities lie in the global and technology segments of the general environment. Nintendo’s global presence gives the company the opportunity to continue developing products for many different markets. Furthermore, technology is particularly vital to Nintendo’s success and presents the most opportunities for the firm. Because the company offers a technological product, and technology is always improving, Nintendo continually has opportunities to integrate new technology into its products. Environmental Factors Internal Environment Satoru Iwata Fourth and current global president. Reggie Fils-Aime Third and current president of Nintendo Board of Directors Nintendo Software Technology Video Game Designers Hardware Manufacturers Music Composers Translators Voice Actors External Factors Customers Competitors Media Suppliers Distributors SWOT Strengths Emphasis on corporate culture Strength in finance and partnerships Innovative technologies Unique and innovative products Brand reputation and recognition Appeals to all ages Nintendo brand loyalty Less expensive that other console Ease of use Weaknesses Expand demographics Increase video game technology Improve third party games Short Supply for an in-demand product No HD Opportunities Greater presence in online community More quality in third party support Social networking and mobile devices Expand games beyond family-friendly Threats Threats of substitutes (PC and online) Changing industry environment Loss of appeal X-Box Kinect Social networking and mobile devices Nintendos financial forecasts until March 2010 had investors and analysts questioning if the company cannot keep its streak from ending. The Japanese market, which tends to serve as a leading indicator for global markets, saw Wii sales drop by 47% when comparing Nintendos fiscal year of 2008-2009, to the previous year. While analysts predicted that game console sales in general will fall in 2009, Hall argued Nintendos big advantages are isappearing amid price reductions of the Xbox 360 and rumors of Sony unveiling a motion-sensing wireless controller. Distribution Nintendo has distribution centers around the world. The regional distributors deal in only the units appropriate to their area. The American distribution centers are located in Redmond, Washington and Atlanta, Georgia. Retailers get their inventory directly from Nintendo. Nintendo may sell some of their products online however their products are also sold at Wal-Mart and other mass merchandisers. Businesses are gaining approximately $10 per unit sold. The retailers make their money from the games and accessories. Pricing The pricing strategy, when the Wii was first introduced in 2006, was no price flexibility because the Wii was already offered at a rock bottom price and was priced much lower than competitors. It was thought that the price of the Nintendo Wii will not fluctuate much since it was released to the public at such a low price. On September 23, 2009, Nintendo announced its first price drops for the console. In the United States, the price was reduced by $50 resulting in a new MSRP of $199. 99, effective September 27, 2009. Nintendo sold more than three million Wii consoles in the U. S. n December 2009, setting a regional record for the month and ending 9 months of declining sales, as a result of the price cut and software releases such as New Super Mario Bros. Wii. As of the end of that month, the Wii is the bestselling home video game console produced by Nintendo with sales of over 67 million units, surpassing that of the original Nintendo Entertainment System. As of March 31, 201 1 according to Nintendo, the Wii has sold 70. 93 million units worldwide selling 20. 53 million units within 2009-2010 fiscal year. In April, 2011, Nintendo announced they had sold 86. 01 million Wii consoles, up to that date. Promotion The promotional mix used by Nintendo Wii is demonstrated through mass selling and universal entertainment. Nintendo uses middlemen to get product out in the market by distributing the console to mass merchandisers, specialty electronic stores and gaming stores such as GameStop, Best Buy, and Wal-Mart. A combination of push and pull techniques are used in selling, however, the pull technique is the more effective of the two. Pushing is used in advertising through commercials, ads, circulars, magazines, and internet ads. Pulling is when the costumer gets the product at one of the retailers that offer the Nintendo platform. Nintendo keeps the shipment number low to the retail stores and with such high demand this keeps the customer returning to check on its availability. In the beginning Nintendo had an innovative plan to reach the public. The Nintendo Wii ran a promotion with GameStop in local malls. They called it the â€Å"Wii Mall Experience. † It was an effort to get men and women of all ages out to not only show off their skills on the system, but to show they supported the Nintendo system. Nintendos goal is to get more new people interested in playing games. This is reflected in Nintendos series of television advertisements in North America, directed by Academy Award winner Stephen Gaghan, as well as Internet ads. The ad slogans are Wii would like to play and Experience a new way to play. These ads ran starting November 15, 2006 and had a total budget of over US$200 million throughout the year. The productions are Nintendos first broad-based advertising strategy and include a two-minute video clip showing a varied assortment of people enjoying the Wii system, such as urban apartment-dwellers, country ranchers, grandparents, and parents with their children. The music in the ads is from the song Kodo (Inside the Sun Remix) by the Yoshida Brothers. The marketing campaign has proved to be successful. Pensioners, as old as 103, have been reported to be playing the Wii in the United Kingdom. A report by the British newspaper The People also stated that Queen Elizabeth II of the United Kingdom has played using the console. Branding is involved in Nintendo. Nintendo created the Wii brand and brand equity. The name Wii was simplified so that it could be understood and remembered by people of all languages. The brand image promoted physical participation and family oriented gaming style. The strategy was distinct and delivered an emotional message that conveyed the product value. The product identity is portrayed in all advertising, symbols, slogans and events. Nintendo also devised customer based brand equity that differentiated itself from its competitors. Nintendo devised marketing that included mom’s being Wii Ambassadors, encouraged Wii parties with 30 or more friends and promoted product through word of mouth to non-traditional gamers. General Observations A marketing concept that needs improvement is the response to demand. In the beginning, Nintendo Wii was a victim of their own success. Nintendo was not ready for such a rapid growth that took their system to the top of the list. However, it should not have mattered if they could have met the high demand for their product. This marketing mistake is sending their video game buyers to their competitors. On April 26, 2011 at an investors meeting, Nintendo head Satoru Iwata stated â€Å"I now regret that we didn’t tie up with someone outside the company to market the Wii. If we had done that, the fate of the Wii might have been different,† Iwata said. Now I am aware that we should not rely too much on ourselves. You will see what I mean by this when we market the 3DS and the Wii in the future. † The marketing concept that is very successful is the targeting and promotion. Thinking outside of the box and listening to their customers, Nintendo created an innovative, cost effective and relevant product that exceeded customer expectations. Nintendo used a well-planned holistic marketing campaign which included integration, personalization, and internalization to prove that you do not have to produce a better version of an existing product to be successful in today’s market. Whats the future for the Wii? Nintendo announced the successor to the Wii, called Wii U, at the Electronic Entertainment Expo 2011. The Wii U will feature a controller with an embedded touch screen, output 1080p high-definition graphics, and be fully backwards compatible with Wii games and peripherals for the Wii. The Wii Remote and Nunchuk controller, and the Wii Balance Board, will be compatible with Wii U games that include support for them. The wireless, hand-held controller for the new system includes a six-inch-wide touch-sensitive screen right there between your hands. No longer will playing a home console game mean looking at a television all the time. Instead, the controller screen can complement or replace what’s on TV. If, for instance, one person in the household is playing a game on the living room television, and someone else wants to watch television, the gamer can switch play entirely to the controller, while the TV is flipped to the other show.