Sony's PlayStation 3

Analytical Essay # 111188

Business > Companies
Business > Marketing

Evaluates Sony's intended marketing strategy for its PlayStation 3 and suggests alternative strategies.

1,885 words () | 42 sources | APA | 2007

Paper Summary:

This paper explains that Sony is in the middle of a marketing nightmare because the launching of their PlayStation 3 was delayed due to problems with their Blu-ray technology and with backward compatibility, which was an important feature to be used in the marketing of the product. The author uses the 'Four P Framework' as criteria in evaluating the intended marketing strategy for the PlayStation 3. The paper concludes that, despite the problems, Sony most likely will recover from their long-term problems and will maintain their dominance over the games console market. The paper includes two appendices: a SWOT analysis and a PlayStation 3 specification.

From the Paper:

"'Ansoff's Matrix Model' suggests that Sony, in the product development stage, are attempting to replace their "old product with a fundamentally different one", but the change has been so extreme that it may have been better to have made the changes more gradually and less drastic, perhaps offering the blu-ray technology as a 'bolt on' in the same fashion as Microsoft's Xbox 360. That way any problems that occurred would not have been associated with the core product, or the Sony and PS3 brands, preventing consumer mistrust and perhaps even resulting in profit."

Sample of Sources Used:

An, C. (2006) Playstation 3 to Hit the Shelves. Tribune Business News: Knight Ridder. 16 November, 2006.
Anon. (2006) Sony Playstation 3 is a Geeks Dream. Information Week Journal. CMP Media Inc. 16 November 2006.
Anon. (2007) Sony Playstation 3 is Expected to Win the Console War. Wireless News Journal. 23 January, 2007.
Barrand, D. (2005) Sony Deal to Back UEFA Champions League. Marketing: London. 14 September, 2005.
Bose, P. (2003) Alexander the Great's Art of Strategy. New York: Penguin Group (USA) Inc.