Sony Playstation 3
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Executive Summary 3
The anatomy of the product 4
Step Factors 6 Social Environment 6 Technological Environment 7 Economic Environment 8 Political Environment 8
Buying behaviour sony playstation 3 9 AIDA 9 Attention 10 The decision making process 10 Environmental influences 11
The Abell-Model: Sony Playstation 3 12
Marketing segmentation 14 Demographical segmentation 14 Psychological segmentation 15
Recommendation 16
Appendix 17
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
[pic]
Executive Summary 3
The anatomy of the product 4
Step Factors 6 Social Environment 6 Technological Environment 7 Economic Environment 8 Political Environment 8
Buying behaviour sony playstation 3 9 AIDA 9 Attention 10 The decision making process 10 Environmental influences 11
The Abell-Model: Sony Playstation 3 12
Marketing segmentation 14 Demographical segmentation 14 Psychological segmentation 15
Recommendation 16
Appendix 17
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