Sony Playstation.

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Date : 13th November 2008 Words:- 2030

Business Strategy.

Assignment 1: Sony - Games.



Executive Summaryp.3

Introduction p.4

Sony’s Mission Statementp.5

Sony’s Core Competenciesp.5

Internal Audit: Swot Analysisp.6

External Audit: PEST Analysis p.8

Porters 5 Forcesp.9

Competitive Rivalryp.11

Boston Matrixp.13



Executive Statement.

Sony invests heavily in their product and as a result is the leaders in the market. However to maintain their lead and competitive edge they need re-look at what their customer requires and the recent changes and trends in the market today.

Most recent games’ consoles are designed get the user to be more active. Previous game console have had users sat behind TV monitors for hours on end. However current models are more family orientated, for example the Nintendo Wii.


1. Market research –
Establish what the customer requires, this is fast changing market with needs and requirements changing constantly and Sony needs to know this.

2. More Interactive –
Sony’s main competitors’ games consoles are more interactive and family orientated and Sony must adopt this idea in future consoles.

3. More Family Orientated –
Sony should consider making their product more ‘Family Orientated’


In 1994, Sony Computer Entertainment America (SCEA) was founded as the North America division of Sony Computer Entertainment Inc. Taking approximately four years to develop, the PlayStation game console was introduced in the United States in 1995. The launch of the PlayStation brand was a sensation. In the very first weekend, more than 100,000 units were sold. In the first six months, over a million were sold. In April 1997, with nearly 4 million PlayStation game consoles in North America, Sony found a way to strengthen their bond with PlayStation owners even more. Their interactive relationship-marketing program, PlayStation Underground, gives them the opportunity to recognize and reward their loyal gamers. Members of the PlayStation Underground can feel as though they belong to a subculture of intense gamers by experiencing new game challenges and getting the scoop on upcoming games, merchandise, and special offers. The company next set its sights on development of the PlayStation2, which became available to consumers in November 2000. With its incredible power and the exciting added ability to play CDs and DVD movies, this new system was unstoppable, making it possible for smooth, lifelike animation to be shown in real time. Then in August 2002, the company introduced the option to play games online with the new Network Adaptor. The PlayStation Portable (PSP) was launched in North America, bringing an unparalleled gaming experience to a handheld platform. With graphics rendering capability comparable to that of the PlayStation 2 system, the PSP features a 4.3-inch wide screen, high-resolution TFT display. Sony released the PLAYSTATION3. PLAYSTATION3 is the most advanced computer system that serves as a platform to enjoy next generation computer entertainment contents in the home, realized through the combination of Cell and RSX processors, in addition to the compatibility of a vast catalogue of PlayStation and PlayStation2 software titles. (

Sony – Games…Mission Statement.
"To experience the joy of advancing and applying technology for the benefit of the public." This statement is simple, to the point and more importantly being achieved by the organisation that have put it together…Sony. Sony – Games…Core Competencies.

1. Maintain its current lead in the Games Market.
Sony is the current Market Leader and need to...
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