Marketing Plan

3452 Words Mar 30th, 2012 14 Pages
Marketing Plan – Sony PlayStation 4

PlayStation 4 Marketing Plan
Author: Toni Hoang, Tim von Oldenburg Version: 1.0 Date: 26.01.2010

Toni Hoang, Tim von Oldenburg

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Marketing Plan – Sony PlayStation 4

Table of Contents

Page 1. About the company 2. Internal analysis 2.1. General analysis 2.2. SWOT analysis 2.3. Predecessor analysis 3. External analysis 3.1. PEST analysis 3.2. Porter 's 5 forces 3.3. Competitors 3.3.1. Nintendo 3.3.2. Microsoft 3.3.3. PC 3.4. Customer analysis 4. Marketing Mix 4.1. Product details 4.2. Price 4.3. Distribution 4.4. Promotion 4.4.1 Marketing slogans and logo 4.5. Marketing Objectives 5. Evaluation and Control Toni Hoang, Tim von Oldenburg 21 22 -23 4 4 5 6 7 7 8 10 11 12 13 14 17 17 18 19
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Marketing Plan – Sony PlayStation 4

2.3 Predecessor analysis
This part will provide main information on the predecessor referring to sales. A more detailed analysis of the market share will be given later in the 3rd chapter. The PlayStation 3 and PlayStation 3 Slim

Launch date - PlayStation 3 - PlayStation 3 Slim Units sold Break-even point Price - at launch - now Market share (7th generation consoles) $599 $299 26% November 11, 2006 September 1, 2009 32 million (as of, Januar 30 2009) not yet reached

Toni Hoang, Tim von Oldenburg

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Marketing Plan – Sony PlayStation 4

3. External analysis
In the following part you will be presented several external anayses referring to the video game console market. They play an important role in our marketing plan since the game console market is highly competitive. After a short view into the PESTL analysis and Porter 's 5 forces, there will be a deeper insight into our main competitors, namely Nintendo, Microsoft and the PC. At the end the customer analysis will end this chapter that is needed to understand how and why the goals are set.

3.1. PESTL analysis
PEST analysis stands for "Political, Economic, Social, and Technological analysis" and describes a framework of macro-environmental factors used in the environmental scanning component of strategic management. We added an L for legal issues, because in the gaming industry there are additional restrictionts

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