Marketing Plan
Marketing Plan – Sony PlayStation 4
PlayStation 4 Marketing Plan
Author: Toni Hoang, Tim von Oldenburg Version: 1.0 Date: 26.01.2010
Toni Hoang, Tim von Oldenburg
-1-
Marketing Plan – Sony PlayStation 4
Table of Contents
Page 1. About the company 2. Internal analysis 2.1. General analysis 2.2. SWOT analysis 2.3. Predecessor analysis 3. External analysis 3.1. PEST analysis 3.2. Porter 's 5 forces 3.3. Competitors 3.3.1. Nintendo 3.3.2. Microsoft 3.3.3. PC 3.4. Customer analysis 4. Marketing Mix 4.1. Product details 4.2. Price 4.3. Distribution 4.4. Promotion 4.4.1 Marketing slogans and logo 4.5. Marketing Objectives 5. Evaluation and Control Toni Hoang, Tim von Oldenburg 21 22 -23 4 4 5 6 7 7 8 10 11 12 13 14 17 17 18 19 20
Marketing Plan – Sony PlayStation 4
1. About the company
Sony Computer Entertainment, Inc. Branch: Video Entertainment Research & Development of Hardware and Software Game development studio
• •
Subsidiary of Sony Corporation • • • 2nd-largest japanese electronics company Core business: entertainment electronics Slogan: “make.believe”
Mission Statement: "to become a leading global provider of networked consumer electronics, entertainment and services."
Toni Hoang, Tim von Oldenburg
-3-
Marketing Plan – Sony PlayStation 4
2. Internal analysis
We will start with a further review on our company to build a knowledge base by providing several information and analyses in order to understand the following content better. At first, a general overview about the Sony Corporation will be given. It is followed by the SWOT analysis and a short review on the predecessor, the PlayStation 3.
2.1 General
Brand awareness • • Place 29 in world-wide brand value ranking Place 3, behind Nokia and Samsung, in the segment “Consumer Electronics” • Well-known products ◦ VAIO notebooks ◦ PlayStation and PlayStation Portable ◦ DVD players, HiFi, TV Former Sony slogans and statements • • • “Exclusive. Stylish. VAIO”
PlayStation 4 Marketing Plan
Author: Toni Hoang, Tim von Oldenburg Version: 1.0 Date: 26.01.2010
Toni Hoang, Tim von Oldenburg
-1-
Marketing Plan – Sony PlayStation 4
Table of Contents
Page 1. About the company 2. Internal analysis 2.1. General analysis 2.2. SWOT analysis 2.3. Predecessor analysis 3. External analysis 3.1. PEST analysis 3.2. Porter 's 5 forces 3.3. Competitors 3.3.1. Nintendo 3.3.2. Microsoft 3.3.3. PC 3.4. Customer analysis 4. Marketing Mix 4.1. Product details 4.2. Price 4.3. Distribution 4.4. Promotion 4.4.1 Marketing slogans and logo 4.5. Marketing Objectives 5. Evaluation and Control Toni Hoang, Tim von Oldenburg 21 22 -23 4 4 5 6 7 7 8 10 11 12 13 14 17 17 18 19 20
Marketing Plan – Sony PlayStation 4
1. About the company
Sony Computer Entertainment, Inc. Branch: Video Entertainment Research & Development of Hardware and Software Game development studio
• •
Subsidiary of Sony Corporation • • • 2nd-largest japanese electronics company Core business: entertainment electronics Slogan: “make.believe”
Mission Statement: "to become a leading global provider of networked consumer electronics, entertainment and services."
Toni Hoang, Tim von Oldenburg
-3-
Marketing Plan – Sony PlayStation 4
2. Internal analysis
We will start with a further review on our company to build a knowledge base by providing several information and analyses in order to understand the following content better. At first, a general overview about the Sony Corporation will be given. It is followed by the SWOT analysis and a short review on the predecessor, the PlayStation 3.
2.1 General
Brand awareness • • Place 29 in world-wide brand value ranking Place 3, behind Nokia and Samsung, in the segment “Consumer Electronics” • Well-known products ◦ VAIO notebooks ◦ PlayStation and PlayStation Portable ◦ DVD players, HiFi, TV Former Sony slogans and statements • • • “Exclusive. Stylish. VAIO”