What we know
| What we don’t know
| What we need to find out
| SEGA is a multinational company currently focusing on developing video game software SEGA released some fantastic games like Sonic
An average gamer will change their console every two years
Sega’s management has decided to launch a new console.
Consumers purchase decisions are usually based on price, design and functionality The market is currently experiencing peak sales and profits
Consumers will research on the various types of game consoles and their uniqueness The video game console market is currently dominated by Nintendo Wii, Sony PlayStation 3 and Microsoft Xbox 360 The new console is rumoured to enter the market in 2013
We are to recommend based on the product life cycle of the gaming industry
| What type of console is sega coming out with? What kind of strategy is suitable for their new console?
How long will be the product life cycle of the console?
Other details of Nintendo Wii, Sony PlayStation 3 and Microsoft Xbox 360 The price of the new game console?
What other games have SEGA come up with?
What is the budget of SEGA to come up with this game console? Which target market they are looking at? Portable gaming console or non-portable type?
| Advise Sega on an appropriate product strategy for the new console What kind of strategy is needed?
How to come up with a product strategy for the company?
Find out the price, design and functionality of the console
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