{[ promptMessage ]}

Bookmark it

{[ promptMessage ]}

6B3401 PlayStation 3 - Marketing Plan (Daniel Ling and Patrick Wild)

6B3401 PlayStation 3 - Marketing Plan (Daniel Ling and Patrick Wild)

Info icon This preview shows pages 1–4. Sign up to view the full content.

View Full Document Right Arrow Icon
Kungliga Tekniska H ö gskolan Carl-Axel Engdahl Semester 2006/2007 Period 3 Marketing Management IT (6B3401) Marketing Plan – Sony PlayStation 3 Authors:  Daniel Ling Person-Nr.: 820610-0292 Sandhamnsgatan 10, 115 40 Stockholm Patrick Wild Person-Nr.: 811226-A758 Vasagatan 9 - 233, 17267 Sundbyberg
Image of page 1

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Delivery: 27.02.2007
Image of page 2
Executive Summary The video game console market is a fast growing market. Sony’s PlayStation 3 competes together  with Nintendo’s Wii and Microsoft’s Xbox 360 for the market leader position. Compared with  these competitors, Sony’s PS3 includes the newest technologies and provides the highest variety  of   functionalities.   Therefore,   Sony’s   strategy   is   to   target   customers   who   focus   on   high  technologies and multimedia-entertainment. However, this involves that the PS3 competes not  only   with   console   manufacturers,   but   also   with   other   multimedia   producers   such   as   PC  manufacturers. Due to the fact, that the Sony’s PS3 will be quite expensive, the console will be  available in a premium edition and in a cheaper basic edition. Considering the distribution of its PS3 games, Sony tries to change its traditional supply chain by  providing an Internet platform, where users can download games. This results in saving costs and  a faster distribution.  Furthermore, the most important marketing tool is the Internet for promoting the PlayStation 3.  Blogs, MySpace, YouTube and other kind of websites enable an area-wide promotion of the  game console and especially, it is done by consumers. Another important tool is the official  website, which offers among others information about the console and about available games.    Additionally, Sony promotes its PlayStation 3 together with a meaningful slogan, which differs  between Europe (This is living) and U.S. (Play Beyond).   Finally,  Sony’s financing objectives are to sell 15 million exemplars in the first-year and to  achieve total sales revenue of $8.25 billion. Its marketing goals are to sell more than 100 million  exemplars in the long-run and to become the market leader. Table of Contents  Executive Summary                                                                                                                           ................................................................................................................. 1    1 Situation Analysis                                                                                                                             ................................................................................................................... 2    2.1 Current marketing environment    
Image of page 3

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Image of page 4
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern