Ps3 Marketing Plan

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I n t r o d u c t i o n t o
M a r k e t i n g
B u s i n e s s 1 2 0
A marketing plan focusing on Sony’s Playstation 3.
Marketing Plan:
Sony Playstation 3
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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.

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Table of Contents
Situation Analysis ......................................................................................................................................... 4 Internal Environment ............................................................................................................................... 4 Key Executives ...................................................................................................................................... 4 Board of Directors ................................................................................................................................ 4 Employees ............................................................................................................................................ 4 External Environment ............................................................................................................................... 4 Customers ............................................................................................................................................ 4 Competitors .......................................................................................................................................... 5 Media ................................................................................................................................................... 5 Suppliers ............................................................................................................................................... 5 Distributors ........................................................................................................................................... 5 SWOT ....................................................................................................................................................... 6 Strengths .............................................................................................................................................. 6 Weakness ............................................................................................................................................. 6 Opportunity .......................................................................................................................................... 6 Threats ................................................................................................................................................. 6 Marketing Objectives ................................................................................................................................... 7 Marketing Strategies .................................................................................................................................... 8 Select Target Markets and Positioning ..................................................................................................... 8 Product Strategies...
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