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Marketing Exec Summary Essay

961 words - 4 pages

Executive Summary

Console gaming is currently experiencing a major shift in the industry. The market demographic of the industry is expanding, as video games become an accepted leisure activity. After extensive analysis of the industry, we have identified three major competitors: Nintendo, Sony, Microsoft. Current systems are at the end of their console life cycle, and consumers are ready for a new console launch. This console launch will determine a significant portion of manufacturers’ ability to compete over the next five years. Thus, we have created specific marketing recommendations for Sony PlayStation to adjust its positioning strategy to attain a greater market share.

We ...view middle of the document...

By launching a new system entitled PlayStation Experience (PSE), Sony will differentiate their product from their competitors. To best combat the launch of competitor’s consoles, PlayStation should leak features and advertise the release of their new model to create excitement and word-of-mouth advertising until the release date. Until the release of the upcoming PSE, Sony must focus on keeping the PlayStation brand in consumer’s minds. With the recent reposition of the PlayStation 3 slim and PlayStation Move, Sony can compete over the upcoming Holiday Season. This offering will keep console sales at expected rates until another growth period can be entered. This campaign will feature the “Press Play” slogan, and begin the shift of PlayStation to a social entertainment system.

The recommendations provided to reposition Sony PlayStation as a premium; customizable, social-based console will lead to an increase market share and higher customer satisfaction. Moreover, this strategy will allow Sony to keep a competitive advantage in this industry.

Executive Summary

Console gaming is currently experiencing a major shift in the industry. The market demographic of the industry is expanding, as video games become an accepted leisure activity. After extensive analysis of the industry, we have identified three major competitors: Nintendo, Sony, Microsoft. Current systems are at the end of their console life cycle, and consumers are ready for a new console launch. This console launch will determine a significant portion of manufacturers’ ability to compete over the next five years. Thus, we have created specific marketing recommendations for Sony PlayStation to adjust its positioning strategy to attain a greater market share.

We recommend that Sony PlayStation:

1. Rename the next model to PlayStation Experience to expand to a new segment.
2. Reposition the PS3 as highlighting all features to expanding to the casual gamers segment.
3. Implement an advertisement campaign underlining the features and lifestyle associated with the console as opposed...

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