Within this report, the notion of COVID-19's emergence and its impact on the international marketing operations of MNE's shall be investigated. The company chosen to analyse the impact on MONE internationalisation operations is that of the international entertainment company, Konami. Due to Konami operating within a myriad of industries to varying ranges of success, the author has chosen to focus on the company's international marketing strategies of their trading card game brand, 'YuGiOh!'.As to investigate this the report shall initially develop upon the Konami company portfolio in terms of their 'YuGiOh!' brand and their international marketing operations. To continue, the report shall investigate the impact of COVID-19 on the trading card game industry as a whole and how companies such as Konami were affected by the implications of COVID-19 within their industry. Furthering from this, the various influences and implications caused by COVID-19 on Konami and their 'YuGiOh!" brand shall be explored in detail and how they caused Konami to transform their international marketing activities from COVID-19's emergence until now and into the future.

Essex Student Journal Volume 13 Issue 1 2021