Marketing Plan- Sony Playstation 3

Topics: PlayStation 3, Video game console, PlayStation Pages: 8 (1992 words) Published: March 16, 2014

Marketing Plan Project:
Sony Playstation 3

Planned Designed for (Present- End of 2013)
Fall Semester 2012
Submitted to: Richard Brand

Executive Summary
This marketing plan is over the Sony Playstation 3 (PS3). The Playstation 3 is a six year old video game system, and one of the top 3 gaming consoles along with Nintendo’s Wii and Microsoft’s Xbox. Sony

Table of Contents

Situational Analysis
Internal Environment
Key Executives
Board of Directors
External Environment
Marketing Objectives
Marketing Strategies
Target Markets
Marketing Mix
Implement and Control the Marketing Plan
Action Plans
Measurement and Control
Works Cited

Introduction to Marketing Plan

This marketing plan is looking at Sony’s Playstation 3 (PS3). This powerful system is the cutting edge of gaming entertainment. The PS3 has been out for a little under a decade, and in that time, it has proved to be a hardcore gamers’ dream to have one. Sony got into the console gaming market in late 1994. The concept for the original Playstation was actually brought up in a joint partnership with Sony and Nintendo in the late 1980s; 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 agreeable. As a result, Sony took all the research they had done and began work on the Sony Playstation. The Playstation 3 or most known as PS3 is the third video game console produced by Sony Computer entertainment and the descendant to the Playstation 2 as part of the Playstation series. The Playstation 3 competes with Microsoft XBOX 360 and Nintendo Wii as part of the seventh generation of video game consoles. A major feature that distinguishes the Playstation 3 from its forerunners is its unified online gaming service, the Playstation Network, which allows gamers to stream video, movies, music, and other online content to the PS3. Other major features of the system include its vigorous multimedia capabilities, connectivity with the Playstation Portable, or PSP, and its use of a high definition disc format called Blu-ray Disc as its primary storage medium which was also the first Blu-ray player on the market. Sony officially unveiled the Playstation 3 to the public along with its original boomerang style controller on May, 16, 2005, during the E3 2005 conference. Although a functional version of the PS3 was not there, they used comparable PC hardware and video footage based on the expected Playstation 3 requirements. The Playstation 3 was first released on November 11, 2006 in Japan, November 17, 2006 in North America, March 16, 2007 in the United Kingdom and Ireland, and March 23, 2007 in Europe and Oceania. As you go further in this marketing plan, you will find out the different strategies and analysis of the marketing aspect of the Playstation 3 and how they implemented their ideas based on situational analysis, marketing mix, and planning of this system.

Situational Analysis
Internal Environment
Key Executives
Kazuo Hirai: President and Chief Executive Officer
Ryoji Chubachi: Vice Chairman
Hiroshi Yoshioka: Executive Deputy President
Keiji Kimura: Executive Vice President- Officer in charge of Intellectual Property Nicole Seligman: Executive Vice President- General Counsel
Masaru Kato: Executive Vice President- Chief Financial Officer Tadashi Saito: Executive Vice President- Chief Strategy Officer Shoji Nemoto: Executive Vice President- Officer in charge of Professional Solutions Business Tomoyuki Suzuki: Executive Vice President- Officer in charge of Semiconductor Business Kunimasa Suzuki: Executive Vice President- Officer in charge of PC business Board of Directors

Kaxuo Hirai
Ryoji Chubachi
Masaru Kato

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