Premium Essay

Playstation 3 Marketing Plan

In: Business and Management

Submitted By tangyizhou
Words 2122
Pages 9
Marketing Plan: Sony Playstation 3
Brian Moats
A marketing plan focusing on Sony’s Playstation 3.

Introduction to Marketing Business 120

4/13/2008

Executive Summary This marketing plan is looking at Sony’s Playstation 3 (PS3). This powerful piece of hardware is the cutting edge of gaming entertainment. The PS3 has been out for a little over a year, and in that time, it has proved to be a hardcore gamers dream. Sony got into the console gaming market in late 1994. The concept for the original Playstation (it was under a different name, SNES CD) was actually brought up in a joint partnership with Sony and Nintendo in the late 80’s; however, when the time came to announce their new hardware, Nintendo re-read over their earlier contract and found the agreement to no longer be satisfactory. As a result, Sony took all the research they had done and began work on the Sony Playstation.

2

Table of Contents
Situation Analysis .......................................................................................................................................... 4 Internal Environment ................................................................................................................................ 4 Key Executives ....................................................................................................................................... 4 Board of Directors ................................................................................................................................. 4 Employees ............................................................................................................................................. 4 External Environment ............................................................................................................................... 4 Customers…...

Similar Documents

Premium Essay

Sony Playstation 3

...9-508-076 REV: APRIL 14, 2008 ELIE OFEK Sony PlayStation 3: Game Over? [W]hen you look at the history of the video game industry since the PlayStation was launched back in 1995, we were able to take the leadership position very quickly with the PlayStation. With PlayStation 2 we have more than 110 million gamers and consumers enjoying the PlayStation 2 on a worldwide basis. And I think we have a very loyal following for the PlayStation family of products. So with the PlayStation 3, I believe that we are going to be able to quickly take the leadership position once again and maintain that position for a very long time. — Kaz Hirai, President and CEO, Sony Computer Entertainment of America, November 17 20061 It was a picture that was reminiscent of the launch of the original PlayStation nearly a dozen years before. Some eager customers had arrived as early as 6am and from as far as New Jersey to a video game store in Manhattan with the hope of purchasing one of the newest and most sought after video game consoles. By 9am, the number of customers waiting for entrance to the store exceeded 100 and the line extended down the block. One customer in line had been searching stores across the region for two weeks in order to find a console for her brother’s twenty-fifth birthday. A twelve-year-old and his grandmother were visiting their third store in search of the new console. “I just hate what you have to do just to get one,” the boy said.2 In one sense, long...

Words: 10292 - Pages: 42

Premium Essay

Marketing Strategy for Sony Playstation

...Sony Marketing Assignment Stefan van der Fluit (1122828) Analyse issues in the Company Case from a Strategy perspective, and then discuss one of the issues identified. (50% marks) Stefan van der Fluit (1122828) Gaming has been around ever since the invention of computers, being a great form of inexpensive entertainment. In 1993 Sony realized the true potential gaming had to offer and decided that they wanted a piece of the cake; Sony Computer Entertainment was born. A year later, Sony’s released the PlayStation. Ever since then the PlayStation brand has been a true icon amongst the gaming and home en tertainment community. Due to the rise in competition, Sony has to keep on innovating in order to keep attracting current/new customers. Using Porter’s five forces analysis this paper will identify the issues Sony faces in the marketplace. For the sake of simplicity I will focus on Sony’s latest game consoles: the PlayStation 3 and PSP. Porter’s 5 Forces Analysis: Bargaining Power of Suppliers: As Sony is quite a large corporation this means that they also have a considerable supplier database. The advantage being that if there were to be a problem with a supplier for any reason, Sony could easily switch to one of their many other suppliers.1 In order to reduce the risk of a supplier lock -in scenario, Sony Co-Develops both the CPU’s2 and GPU’s for the PlayStation Three (CPU being the Processor and GPU being the Graphical Processing Unit), as well as......

Words: 3306 - Pages: 14

Premium Essay

Company G 3 Year Marketing Plan

...Table of Contents Introduction 3 Mission Statement 3 The Product 3 Consumer Product Classification 3 Target Market 3 Competitive Situation Analysis 4 Analysis of Competition using Porter’s 5 Forces Model 4 SWOT Analysis 4 Strengths 5 Weaknesses 5 Opportunities 5 Threats 6 Market Objectives 6 Product Objective 6 Price Objective 6 Place Objective 6 Promotion Objective 7 Marketing Strategies 7 Product Strategies 7 Price Strategies 7 Place Strategies 7 Promotion Strategies 7 Tactics and Action Plan 8 Product Action Plan 8 Price Action Plan 8 Place Action Plan 8 Promotion Action Plan 8 Monitoring Procedures 9 Introduction Company G is well-respected for its quality, innovative products that improve consumer’s lives. We excel at taking an every-day object and updating it to fit the modern lifestyles of today. Our new product, the CoolCooker, does just that by allowing customers to go about their busy lives but come home to a healthy home-cooked meal. Mission Statement “We enable consumers to improve the quality and convenience of their lives by providing innovative electronics solutions.” The Product Our new product, the CoolCooker, is a modern version of the slow cooker. Slow cookers are simple electronics; usually consisting of a covered ceramic pot insert that’s placed into a metal base unit that contains the heating element. They typically have 3 settings; ‘off’, ‘low’ and ‘high.’ More elaborate models have a timer that will cook at the......

Words: 2657 - Pages: 11

Premium Essay

Company G 3 Year Marketing Plan

...Company G 3-Year Marketing Plan Assessment Code: 318.1.5-06-15 Student Name: Student ID: Date: February 15, 2013 Mentor Name: Table of Contents Introduction 3 Mission Statement 3 The Product 3 Consumer Product Classification 3 Target Market 3 Competitive Situation Analysis 4 Analysis of Competition using Porter’s 5 Forces Model 4 SWOT Analysis 4 Strengths 5 Weaknesses 5 Opportunities 5 Threats 6 Market Objectives 6 Product Objective 6 Price Objective 6 Place Objective 6 Promotion Objective 7 Marketing Strategies 7 Product Strategies 7 Price Strategies 7 Place Strategies 7 Promotion Strategies 7 Tactics and Action Plan 8 Product Action Plan 8 Price Action Plan 8 Place Action Plan 8 Promotion Action Plan 8 Monitoring Procedures 9 Introduction Company G is a well-established company with an exceptional reputation in the electronics market. Company G’s engineers and designers have been extremely successful in the small appliance market for a number of years. Our new product for this three year marketing plan is an In-Home Soda Machine. The In-Home Soda Machine allows users to create their own carbonated drink from a variety of flavors conveniently in their own home. Mission Statement The newest appliance by Company G is the In Home Soda Machine. It allows individuals and families the ability to make soda in their home quickly and inexpensively. Consumers will be able to choose from 60 different flavors and have fresh soda in......

Words: 2469 - Pages: 10

Premium Essay

Marketing Plan Phase 3

...Marketing Plan Phase 3 Cynthia Marshall MKT/421 February 3, 2014 Shannon Peterson In Phase 3 of our marketing plan for Budweiser’s new Apple lite flavored beer, we will be discussing the attributes of our product of which we will be launching. Next, we will then describe the steps in which our new Apple lite flavored Beer will take as it begins its journey from the introductory stage, then in its growth stage, its maturity stage followed by its declining stage, as well as the factors that will affect our products movement through these stages and how our marketing efforts will be affected by the products life cycle. Then will we identify the positioning and differentiation strategies that will help market our product. Lastly we will describe what appropriate pricing strategy that we will need to get our new product sold in stores around the world. ATTRIBUTES Bud Light Apple Ale will be a traditionally brewed light beer with apple cider mixed and fermented. Bud Light Apple Ale will also be 5% alcohol by volume. Bud Light Apple Ale will be offered in 12-ounce bottles and cans. Bud Light Apple Ale will also be 150 calories per 12- ounce serving and gluten free. The bottles for Bud Light Apple Ale will be marked “Bud Light Apple Ale” in white letters, in the traditional area Bud Light marks their bottles. The label and entire bottle will be a solid dark red, with a green stripe up the middle of the bottle. This will distinguish the difference between......

Words: 1519 - Pages: 7

Premium Essay

3 Year Marketing Plan

...------------------------------------------------- Company G ------------------------------------------------- 3-Year Marketing Plan As you may already know Company G is looked up at in the world of electronics. Company G is at it again with its latest convenience in the kitchen. Company G is proud to announce its new Voice Activated Spice Rack (VASR). Mission Statement: “We enable consumers to improve the quality and convenience of their lives by providing innovative electronics solutions.” Product Description and Classification: The VASR comes in two different styles, black and the limited wood trimmed edition. Each can hold 32 different kinds of spices. Inside the spice rack is 32 separate holding cells for your selected spices. The spice is 6 inches tall, 8 inches wide and 12 inches long which take less space in your cupboards then compare to storing 32 different bottles of spices. With this revolutionary voice activated technology all you have to do is say how much of whatever spice you need, for ex: I need 1 tablespoon of red pepper flakes the spice rack then will fill order into a small bowl, it is as simple as that. With the revolutionary features of the VASR it provides the convenience of not having to sort through your cluttered cupboards looking for spices. The quality of your life is vastly improved because of no more burning food while looking for spices, and also more storage space in your cupboards because of the sleek and compact design of the VASR...

Words: 2007 - Pages: 9

Premium Essay

Playstation 3

...Temitayo Afolabi Marketing 101, Section 20 Chapter One Assignment May 22, 2013 PlayStation 3 Product: The PlayStation 3 is a seventh generation game console from Sony Computer Entertainment. The PlayStation 3, Is Sony’s latest console, released in 2006 that sold over 77 million consoles worldwide as of January 2013. The PlayStation 3 came out with other model after its first release in 2006, which were the slim model and super slim. The PlayStation 3 is the first console in the series to introduce the use of motion-sensing technology through its Sixaxis wireless controller. Therefore instead of the use of batteries, cords for the controller the Sixaxis was used to enable the controller function from a motion sense in all axes of the six degrees of freedom. The console also incorporates a Blu-ray Disc player and features high-definition resolution, with a capacity of 500 GB hard drive. Price: The PlayStation 3 systems usually comes in a bundle with a particular set of video game in it, which decides what the price would be. For Instance, if a new game was released, Sony will decide in placing that game with a console also into the PlayStation 3 package to be sold. But it is not necessary to purchase the system with the video game, which was originally placed in it. Therefore, the customer could switch that video game with something he or she likes better into the bundle package for his or her own satisfaction. The PlayStation 3 cost ranges anything from $269.99 to......

Words: 359 - Pages: 2

Premium Essay

Company G 3 Year Marketing Plan

...Company G 3-Year Marketing Plan Assessment Code: 318.1.5-06-15 Student Name: Nicholas Antes Student ID: 000285754 Date: 7-21-14 Mentor Name: Ann Weaver Table of Contents Introduction 3 Mission Statement 3 The Product 3 Consumer Product Classification 3 Target Market 3 Competitive Situation Analysis 4 Analysis of Competition using Porter’s 5 Forces Model 4 SWOT Analysis 4 Strengths 5 Weaknesses 5 Opportunities 5 Threats 6 Market Objectives 6 Product Objective 6 Price Objective 6 Place Objective 6 Promotion Objective 7 Marketing Strategies 7 Product Strategies 7 Price Strategies 7 Place Strategies 7 Promotion Strategies 7 Tactics and Action Plan 8 Product Action Plan 8 Price Action Plan 8 Place Action Plan 9 Promotion Action Plan 9 Monitoring Procedures 10 Citations ……………………………………………………………………………………………………………………………………………… 11 Introduction While this section is not expressly requested in the task instructions, it is usually helpful to write a paragraph that introduces Company G and the product or product line that you are writing this marketing plan about. Mission Statement “We enable consumers to improve the quality and convenience of their lives by providing innovative electronics solutions.” The Product The newly minted product “NB17” developed by Company G is the limited lifespan nanobot, activated by saliva with a three second lifespan. These microscopic robots are capable of maintaining the cleanliness of teeth while be......

Words: 3532 - Pages: 15

Premium Essay

3 Year Marketing Plan

...Company G Assessment Code: MKT1 Task 318.1.5-06-15 Student Name: Student ID: 00032713 Date: 10/03/14 Mentor Name: Table of Contents Introduction 3 Mission Statement 3 The Product 3 Consumer Product Classification 3 Target Market 3 Competitive Situation Analysis 4 Analysis of Competition using Porter’s 5 Forces Model 4 SWOT Analysis 4 Strengths 5 Weaknesses 5 Opportunities 6 Threats 6 Market Objectives 6 Product Objective 6 Price Objective 6 Place Objective 6 Promotion Objective 7 Marketing Strategies 7 Product Strategies 7 Price Strategies 7 Place Strategies 8 Promotion Strategies 8 Tactics and Action Plan 8 Product Action Plan 8 Price Action Plan 8 Place Action Plan 9 Promotion Action Plan 9 Monitoring Procedures 9 Introduction Company G is a highly knowledgeable company in the electronics field. We are now venturing into the small appliance arena. With our knowledge of technology and the resources we have available to us, we are confident that the line of appliances we are offering will open up many new doors and possibilities to our company. Mission Statement “We enable consumers to improve the quality and convenience of their lives by providing high-quality, innovative electronic solutions.” The Product Company G has been working to create a beverage maker that not only services hot beverages but can also be transformed into a cold beverage maker. This appliance will blend both worlds together......

Words: 2450 - Pages: 10

Free Essay

Marketing Plan of the Ipad 3

...Marketing Plan of the Ipad 3 Apple Inc. Table of Contents 1. Executive Summary Apple Inc., founded in 1977 as Apple Computer Inc. with the introduction of the Apple II microcomputer, 14 is the undisputed leader of personal technology devices and supporting applications. They have continually been the frontrunner of groundbreaking technology. 5 Apple Inc. consistently markets and produces new products. They have been the engineers of many state-of-the-art devices and applications because they stand by their motto, “Think Differently”.6 Apple Inc. understands that spending R & D dollars, currently is an investment that is well worth the cost. When launching the IPad 3 in 2012, Apple Inc. instituted a tiered pricing system based on installed components. Although the company set prestige pricing for IPad 3, as it does for all of its products, because of mass customization, this marketing strategy has been very effective. Another product differentiation of the iPad 3 and Apple Inc. in general, is that the company offers an innumerable amount of complimentary downloads from the iTunes store as well as free training and support for all levels of users.8 Apple Inc. produces a host of electronic devices including the increasingly popular iPad tablet computer. Additional products include personal computers, monitors, all-in-one computers, laptops, software, cell phones, portable digital music players as well as peripheral devices and accessories along with their......

Words: 2001 - Pages: 9

Premium Essay

3 Year Marketing Plan

...Company G 3-Year Marketing Plan Assessment Code: Student Name: Vicki R. Crain Student ID: 000281935 Date: 09/25/14 Mentor Name: Laura Nicolet Table of Contents Introduction 3 Mission Statement 3 The Product 3 Consumer Product Classification 3 Target Market 4 Competitive Situation Analysis 4 Analysis of Competition using Porter’s 5 Forces Model 4 SWOT Analysis 5 Strengths 6 Weaknesses 6 Opportunities 6 Threats 7 Market Objectives 7 Product Objective 7 Price Objective 7 Place Objective 7 Promotion Objective 7 Marketing Strategies 7 Product Strategies 8 Price Strategies 8 Place Strategies 8 Promotion Strategies 9 Tactics and Action Plan 9 Product Action Plan 9 Price Action Plan 9 Place Action Plan 10 Promotion Action Plan 10 Monitoring Procedures 10 Introduction In the years that Company G has been on the electronics market, we have earned a reputation that is associated with quality, dependability and innovation. Our XG brand is well known by consumers nationwide. Our latest venture, into automated pet grooming supplies, will continue to impress our loyal customer base. The XG Automatic Dog Washer is a state of the art product that brings convenience, safety and time savings to pet owners. Mission Statement “We enable consumers to improve the quality and convenience of their lives by providing high-quality, innovative electronic solutions.” The Product Company G’s mission statement promises consumers improvement in the quality......

Words: 3157 - Pages: 13

Premium Essay

3 Year Marketing Plan

...Table of Contents Introduction and Company Description Pg 2 Mission Statement Pg 2 Product Description and Classification Pg 2-3 Consumer Product Classification Pg 3 Target Market Pg 3 Analysis of the Competitive Environment Pg 3-4 SWOT Analysis Pg 4-5 SWOT Strengths and Support Pg 5 SWOT Core Competencies Pg 5 SWOT Weakness and Support Pg 5 SWOT Opportunites and Support Pg 5-6 SWOT Threats and Support Pg 6 Marketing Objectives Pg 6-7 Marketing Strategies and Explanation Pg 7-9 Tactics and Action Plan Pg 9-10 Monitoring Procedures Pg 10 Sources Pg 11 Introduction Company G is offering a Single Serve Coffee maker that is able to provide the consumer improve their lives by introducing convenience and reliability to its users. The Company has a reputation of bringing innovation into its electronics and small appliances. Company G strives to uphold its goal to provide a quality product while keeping affordability in mind. We strongly feel that this outstanding product will bring convenience into the homes of many. Mission Statement “ We enable consumers to improve the quality and convenience of their lives by providing high-quality, innovative electronic solutions.” Product Description This appliance is a representation of company G’s mission statement, “ We enable consumers to improve the quality and convenience of their lives by providing high-quality, innovative electronic solutions.” The appliance that Company G is offering......

Words: 3229 - Pages: 13

Premium Essay

Marketing Plan Phase 3

...Marketing Plan: Phase III Team D: July 18, 2011 MKT 421 University of Phoenix Glenna Twing Marketing Plan: Phase III Verizon, a global leader in telecommunications, information technology, and entertainment hopes to leap-frog over the competition with its development of an integrated whole-house digital video recorder (DVR). Verizon’s fiber optic (FiOS) service is the only television, Internet, and digital voice service currently available using 100% fiber optics (Verizon, 2009). As part of a team assignment, Team D has provided plans for the innovative whole-house DVR and identified the segmentation criteria that affects the target market. These factors may influence purchasing decisions of Verizon’s customers but more importantly these factors affect the marketing strategy. Developing a new product or service begins by conducting extensive research into the quality of the product, the wants and needs of the target market, introduction of the product to the public, meeting the appropriate price, and competition. In this phase, Team D will discuss differentiation and positioning, product life-cycle, and the appropriate marketing mix for Verizon’s successful launch of their new product and service. Whole-House Integrated DVR Verizon’s new product - a whole-house integrated wireless (WiFi) enabled cable box offers more features than any other cable box on the market. With the purchase of this new system, customers have less equipment to worry about, leaving......

Words: 1785 - Pages: 8

Premium Essay

Module 3 Assignment Social Media Marketing Plan

...Module 3 Assignment Social Media Marketing Plan Click Link Below To Buy: http://hwcampus.com/shop/module-3-assignment-social-media/ 1. Review the AERN websites and conduct a SWOT analysis. 1. An example is attached below. 2. State the objectives of the social media plan 1. This should be no longer than a paragraph. 2. The objectives should include SMART goals that are measurable The Alabama Entrepreneurial Research Network: http://aern.cba.ua.edu/about/index.html http://aern.cba.ua.edu/about/brochure.pdf Social Media Marketing Plan Assignment One Open a new Word document, set the font to Times New Roman11pt, the line spacing to double, and the margins 1 inch, and save the document as Your Name_m3 (e.g. BearBryant_m3). In this document please complete the following: • Review the AERN websites and conduct a SWOT analysis. o An example is listed below. • State the objectives of the social media plan o This should be no longer than a paragraph. o The objectives should include SMART goals that are measurable. Example: Benjamin Moore’s SWOT Analysis (p. 38) Strengths: • Loyal customers • High brand equity • Unsolicited testimonials from design community • Quality products • High levels of earned media in traditional media outlets Weaknesses: • Price premium • Limited media budget Opportunities: • Social media as a cost-efficient channel • Do-it-yourself mentality combined with fear of choosing the wrong color in end......

Words: 260 - Pages: 2

Premium Essay

3 Yr Marketing Plan

...Table of Contents Table of Contents 2 Introduction 3 Mission Statement 3 A. Product Support of Mission Statement 3 B. Marketing 3 Target Market 3 Market Objectives 3 Competitive Situation Analysis 4 Consumer Product Classification 4 Analysis of Competition using Porter’s 5 Forces Model 4 C. SWOT Analysis 6 Strengths 6 Weaknesses 6 Opportunities 6 Threats 6 Marketing Strategies 6 Product Strategies 6 Price Strategies 6 Place Strategies 6 Promotion Strategies 7 Tactics and Action Plan 7 Product Action Plan 7 Price Action Plan 7 Place Action Plan 7 Promotion Action Plan 7 Monitoring Procedures 7 Introduction The appliance chosen can best be called a food processor plus. It works with the same concept as a food processor, but allows you to manipulate consistency of resulting food. Most food processors either are not powerful enough to chop items like celery and onions into diced size, or if they are, the food ends up like mush, sometimes too thick to spin the blades. Not so, our new product. You can definitively specify the size of the pieces that result, so you can end up with 1 cm x 1 cm cubes of celery for use in tuna or macaroni salad, or you could puree items to use in soup, or mash foods, such as bananas, to feed to an infant. Our unique appliance has an electronic laser sensor to determine consistency of food to yield your precise desired outcome. This laser sensor will direct the blades to work from three different locations (one on......

Words: 2868 - Pages: 12