Playstation%20Marketing%20Plan[1] - SO NY P LA YS T A T I O...

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SONY PLAYSTATION 2 MARKETING PLAN November, 18, 2004 GROUP #8 CINDY BROWN KUNAL SHAH ROBERT BURNS EDDIE CARTER
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P L A YS T A T I ON 2 : M AR K E T I NG P L AN INTRODUCTION The Sony PlayStation 2 was released by Sony Computer Entertainment in 2000. Sony Computer Entertainment also develops, publishes, markets, and distributes software for PlayStation 2. PlayStation 2 is a gaming console giving consumers the ability to play not only PlayStation 2 games, but PlayStation One games as well. PS2 also has the ability to read and play DVD’s and CD’s and comes with a parental lock feature. It also features an Ethernet port which enables users to play against others on a world wide spectrum. PlayStation 2 offers something for everyone no matter what you’re into. Within our marketing plan, we will discuss many attributes of Sony and its product, PlayStation 2. First, we will analyze the past, present, and future of Sony PlayStation 2 through the SWOT analysis. Second, we go into the market product focus and goals set for PlayStation 2 as a superior entertainment product. Our plan goes on to discuss, the marketing mix through product, price, promotion, and place of distribution. Competition is analyzed, followed by the global market outlook and future trends. Kunal Shah, Robert Burns, Eddie Carter, Cindy Brown
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SWOT ANALYSIS Figure 1 shows the internal and external factors affecting the market opportunities for Sony PlayStation 2. Strengths and weaknesses, opportunities and threats are highlighted within this analysis. Figure 1. SWOT Analysis for Sony PlayStation 2 Internal Factors Strengths Weaknesses Management Legendary leaders in the field. Succession problem. Outdated mission statement. Offerings Revolutionary console aimed at defining a new form of entertainment. Unique, versatile, low priced. A few higher-quality, lower priced competitors. Lowering margin for technology advancement. Marketing Easily creates new markets Lacks long-term direction Personnel Self promoting, job rotating system creates satisfaction Poor communication with management Finance Monetarily well-established Decreasing return on investment. High capital investment figures. Manufacturing Well-established Lacks long-term direction Research and Development Four research facilities to make continuous efforts in innovation Lack of communication to management. Lack of general direction.
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