Case Study 3
Xbox One vs. PS4
If you have children, are a gamer or enjoy entertainment at home, there isn’t a conversation taking place that doesn’t include Microsoft Xbox One or Sony Playstation 4. But there is so much more to the story of console gaming that meets the eye.
Your job:
• Read this case study: http://blogs.hbr.org/2013/11/three-strategy-lessons-from-the-latest-round-of-xbox-vs-playstation/
• Once you review, write and executive memo that neatly answers the questions (and summarizes) the following:

1.) Is the target audience for both consoles the same? Or are they different? Efficiently explain the target audience for each (or arugue if they are the same)
2.) What are possible substitutes for the consoles? Please list three substitutes and offer at least one reason (for each substitute)why consoles should be concerned that a buyer might turn to this alternative product to meet their entertainment needs?
3.) Considering the demographics/psychographics of the buyer of PS4 and Xbox One, what would be two specific marketing disciplines you would recommend using to introduce the brand-new product? How would you know if the marketing of the message worked? (in short, how would you evaluate success?)
4.) Let’s assume a buyer bought a product/game to play on the console. And let’s assume a hacker manipulated the product (such as this example): http://www.slate.com/blogs/future_tense/2013/12/04/nba_2k14_for_xbox_one_punishes_gamers_for_swearing_wtf_video.html?wpisrc=burger_bar
5.) What is the role of the role of the console maker to a)explain the hack and b) how to communicate with the buyer? (NOTE: This is a true story. Consider all we know about the marketing discipline and how best to reach an audience when an issue arises).

The executive memo should be:
1. No longer than