Marketing Audit Essay

4283 Words18 Pages
Introduction The focus of this report would be to assess the marketing activities of SONY Corporation, focusing on one of its particular product which is the Playstation Portable, which is also known as PSP for short. Although SONY had released various versions of the PSP, however, our main focus would be on the original version of the PSP and also some emphasis would be given to PSP Go, to elaborate on the current product that SONY is promoting. Through this analysis, we hope to discover whether SONY has adopted the appropriate strategies and analytical thinking in their marketing techniques to promote their product to their target markets. Background Portable media industry Portable gaming consoles have been in kids' hands…show more content…
Competitors 1. Nintendo Nintendo is the worldwide pioneer in the creation of interactive entertainment. They manufacture and markets hardware and software for its Wii™ and Nintendo DS™ systems (Nintendo, 2009). From Nintendo, they offer several kinds of interactive entertainment for their customers, however, for the purpose of this essay, only the Nintendo DS would be the main focus. Based on this product, it could be considered as close competitors to SONY Playstation. Even though the mode of gaming is different, they are still considered under the same industry. They both provide entertainment to their consumers, in terms of electronic games in the form of different gaming consoles. However, Satoru Iwata (2006), Nintendo’s president insisted that their line of games and consoles, was not a ploy to compete and overthrow SONY, but were just games targeted at different groups of people. He was quoted saying, "We're not thinking about fighting SONY, but about how many people we can get to play. The thing we're thinking about most is not portable systems, consoles, and so forth, but that we want to get new people playing games.” For further elaboration on the products that has been implemented by Nintendo, please refer to Appendix A. 2. Apple iPhone
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