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Marketing Plan Essay

4802 words - 20 pages

Microsoft’s XBOX 365 Portable Gaming Device Marketing Plan

Jason Hudson

MKTG522 / Herbig

10/19/2012

1.0 Executive Summary

Are you tired of playing “Angry Birds, Words with Friends, or Song Tune on your mobile phone…bored with your iPad? Are your kids fed up with beating Mario in races and his 3D worlds? Ever wanted to take the live-action first-person shooter, “Call of Duty” or “Madden” on the road and play against friends during a road trip or a long flight? Well guess what? Us…good folks here at Microsoft have been working day and night to on some monumental news!!!
Microsoft’s ambitions have been nothing short of amazing and being a huge pioneer in the IT industry, ...view middle of the document...

Despite this incursion into the portable game player market the younger demographic groups are expected to help bolster demand in the coming years: children, who are less likely to own a mobile phone, will continue to represent a strong and viable target audience. This is perhaps one of the reasons Sony’s PSP has lost market presence to Nintendo’s DS line.
In turn, this is why the good folks at XBOX, are aiming to break open into this market with our portable device, our new XBOX 365 or X5, as we call it here… will tighten the gap between the younger gamers, and the more seasoned veteran/ online gamers. The new XBOX 365, will possess mass appeal to any video game lover as well as bringing the online component of gaming to the portable genre, still maintaining the excitement, intensity, competitiveness, of online gaming, much like, XBOX Live brought to its mother counter-part (XBOX 360).

2.0 Situation Analysis

XBOX’s ambitions have been nothing short of amazing and being a huge pioneer in the IT industry, dating back to its inception in the early 1980’s. XBOX is in the world’s top ten leading software development company in the country and has controlled an overwhelming share of the personal computer operating system market. The XBOX products, do not stop at the development of software, nor operating systems; the company supplies the world with a number and variety of different types of products, including their office software, Zune (digital music player), CRM applications, sever and storage software, and last but not least the XBOX as well as the XBOX 360 video gaming consoles.

3.1 Marketing Summary

Currently XBOX is shooting to be well-rounded and has tons of information regarding the market, in addition to knowing a great deal about the common attributes of gamers and their preferences. Of course this information will be excellent leverage to grasping a better understanding of who will be the true targeted genre, knowing their specific needs as well as what Microsoft can do to better improve our product over the competition’s already co-existing products.

3.2.1 Price

* Portables have traditionally been much cheaper than their TV-based cousins, and their games tend to be cheaper as well. As such, a portable console makes an appealing gift for a child.
* The PS Vita and 3DS are breaking this mold, however. PS Vita games will rival PS3 games in terms of graphics and complexity, which has sparked talk that they will be similarly priced -- around $60 USD. Figures have been floating around for the system's price, too: between $249 and $399 USD. (both models of the PS Vita have had their prices confirmed: $249 for the WiFi-only model, and $299 for the 3G = WiFi model). If you opt for a 3G model you may have to sign a multi-year contract with a hefty monthly fee.
Warranties and Quality Assurance
* The reliability and durability of a console is especially important when are target audience...

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