Evaluates Sony's intended marketing strategy for its PlayStation 3 and suggests alternative strategies.
Written in 2007; 1,885 words; 42 sources; APA; $ 60.95
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."
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