Marketing Plan - Playstation 4

3832 words 16 pages
UoB No 12001015 2

Table of Contents
1 2 Executive Summary............................................................................................................3 Situation Analysis...............................................................................................................4 2.1 Internal Environment...................................................................................................4 General.................................................................................................................4 SWOT Analysis ...................................................................................................6 Predecessor Analysis
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Ferrell, 2011) hence we have decided include the SWOT analysis into internal analysis.

Strengths
High Quality Products - Test result for PS3 (predecessor) stated best performance Support of new tech like 'Blueray' Free online gaming Online store for downloading (PlayStation Network) games, videos, music etc.

Weeknesses
High quality product = high price High price PS4 software due to high price storage media i.e. Blueray

Oppertunitities
Exclusive games for PS4 Attract movie buffs by introducing movies in Bluray format Target developing countries Target Casual gamers with motion games

Threats
Cloud Computing could be threat to console gaming Customers turning to other similar products like XBOX 360 to meet there budget Global economy hurting sales

UoB No 12001015 7 2.1.3 Predecessor Analysis This section of report will provide you with a brief financial overview of PS4 predecessor i.e. PS3 which will later help us understand which areas to improve

Source: www.technobuffalo.com 2013

Launch Date    PlayStation 3 – November 11, 2006 PlayStation Slim – September 1, 2009 PlayStation Super Slim – October 4, 2012

Units Sold  70 million as of November 2012

Pricing   Launched at $599 Current Price at $299

Sony PS3 market share as of December 2012 is 43.2 %

UoB No 12001015 8

2.2 External Analysis
In this section of report we will researching on the global console gaming industry. This analysis plays an

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