Marketing Plan - Playstation 4

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UoB No 12001015 2

Table of Contents
1 2 Executive Summary............................................................................................................3 Situation Analysis...............................................................................................................4 2.1 Internal Environment...................................................................................................4 General.................................................................................................................4 SWOT Analysis ...................................................................................................6 Predecessor Analysis ...........................................................................................7

2.1.1 2.1.2 2.1.3 2.2

External Analysis ........................................................................................................8 PESTL Analysis...................................................................................................8 Porter’s Five Forces ...........................................................................................10

2.2.1 2.2.2 2.3 3

Target Consumer .......................................................................................................16

Marketing Mix .................................................................................................................18 3.1 3.2 3.3 3.4 Product Specifications...............................................................................................18 Pricing .......................................................................................................................20 Distribution................................................................................................................21 Promotion ..................................................................................................................22 Logo & Tagline..................................................................................................23

3.4.1 3.5 4 5 6

Marketing Objective..................................................................................................24

Measurement & Control ..................................................................................................26 Reflexive account.............................................................................................................27 Bibliography ....................................................................................................................28

UoB No 12001015 3

1 Executive Summary
This Assignment is presented in form of a report which describes the marketing plan for the latest Sony Computer Entertainment, Inc. product called PlayStation 4 (PS4). This powerful and amazing piece of hardware is said to be cutting edge in gaming entertainment. PS4 is yet to be released and hard-core gamers have already been dreaming about it. Sony entered the gaming industry in year 1994 but previous to this it worked with Nintendo (another gaming giant) and had a working product by the name of SNES CD. Later Nintendo broke the contract and Sony began its research on its first hardware called SONY PLAYSTATION

UoB No 12001015 4

2 Situation Analysis
2.1 Internal Environment
In order to understand the report we will have to build a knowledge base about the company. In this section a general view of Sony Computer Entertainment Inc. will be given followed by a SWOT analysis and ending with review on its predecessor PS3. 2.1.1 General Sony Computer Entertainment, Inc. is a video game company dedicated in variety of areas in the video game industry, and is a solely owned subsidiary and part of the Consumer Products & Services Group of Sony. The company was established on November 16, 1993 in Tokyo, Japan. The first product launched by the company was PlasyStation TM. Sony Computer Entertainment handles the research &...
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