Sony Playstation 3

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Executive Summary3
The anatomy of the product4
Step Factors6
Social Environment6
Technological Environment7
Economic Environment8
Political Environment8
Buying behaviour sony playstation 39
The decision making process10
Environmental influences11
The Abell-Model: Sony Playstation 312
Marketing segmentation14
Demographical segmentation14
Psychological segmentation15

Executive Summary

“To become a leading global provider of networked consumer electronics, entertainment and services.” That’s the mission of Sony, producer of the Sony Playstation. Sony, information and communication, Semi conductors and Electronic is a Japanese corporation that is manufacturer of electronic. It was founded in 1947 by Masaru Ibuka who was a Japanese electronics industrialist. At that time Sony was called “Tokyo Telecommunications Engineering Corporation” in 1958 they changed it. Started off as a small electronics company with 20 workers Sony grew to be one of the biggest and leading electrical giants with over 167.900 workers. Major products consists of: Audio & Video devices, Televisions Components.

In 1988 Sony and Nintendo working on The Super disc which would be a part of the Nintendo but due some differences about it they parted their ways. Sony then used the modified version of the Super disc to create their own game console. And in 1994 that’s when it all began Sony introduced the Playstation on the market. And from the start it was a huge success. Sony at that time had a goal to make the gaming-industry more popular, in which they succeeded. More then 40 million households has a Playstation at the end of 1988. Which makes Sony Playstation the best selling game-console.

After the success of the Playstation 1 its successor Playstaystion 2 came. With the continues technological advances it didn’t took very long before Playstation 3 arrived one of the hottest multi-media devices ever made till now. We will be focussing on the latter

Sony PlayStation 3 was released by Sony Computer Entertainment in 2006. Sony Computer Entertainment also develops, publishes, markets, and distributes software for PlayStation 3. PlayStation 3 is a gaming console giving consumers the ability to play not only PlayStation 3 games, but PlayStation 1 and 2 games as well. PS3 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 3 offers something for everyone no matter what you’re into.

Today, Sony is positioned among the top five global brands worldwide with $8.87 trillion a year. “Sony’s sales performance for the next year is expected to see revenues rise by 1 percent to $9 trillion” (Sony Revenue and Profits Rise as Europe Becomes Biggest Games Market)


The anatomy of the product

The Playstation 3 is of course a well known game console. But is it actually just a gaming console or does it have more to it. Many call it a gaming console with multimedia-home entertainment possibilities, or is it a multimedia-home entertainment system with gaming possibilities. You can call it whatever you want but it is certainly isn’t a device that supports games only. One of their slogans is ‘’It only does everything’’, I think that makes even clearer that the Playstation3 isn’t just a gaming console. Gaming is of course the main core of the product. So what is there to the Playstation3 other then gaming? Well there is quite a lot actually, besides being able to play games, the Playstation 3 is also able to read blu-ray discs. You can also stream online movies and series to watch at home on your television. This is made possible through your internet connection. As long as you have an internet connection you...
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