Xbox One Marketing Plan final Essays

Good Essays

The Microsoft Xbox One
Marketing Plan

Gregory Steinbrenner

Table of Contents

Executive Summary 3
Situational Analysis 3
Introduction 3
Market Analysis 3
Customer Analysis 4
Competitor Analysis 5
Microsoft Xbox One Analysis 6
Marketing Objectives 7
Marketing Strategies 7
Action Plans 9
Innovation 9
Promotion 9
Distribution 9
Products 10
Market Research 10
Financial Analysis 11
Contingency Plans 11
References 12
Appendix 12

Executive Summary Microsoft is trying to establish the Xbox One as the video game console leader in the Video Game Industry. The Xbox One is a third generation video game console for Microsoft. The video game industry continues to have steady growth. However, …show more content…

However, analysts expect growing consumer incomes, the late-2012 release of the Wii U and the 2013 release of Xbox One and PlayStation 4 to lead to a 4.3% revenue growth in 2014. Consumers spent $1.1 billion on new physical games and consoles at U.S. retailers during the five-week period from Aug. 31 to Oct. 4, 2014, according to industry-tracking firm The NPD Group. That is up 2 percent from $1.08 billion over a similar period in 2013. The year-long growth of new-console sales is making up for lackluster video game sales. Future growth expectations for the Video Games industry have been significantly moderated, as the picture of the market for gaming on mobile platforms becomes clearer. Since mobile games are sold at much lower prices compared to traditional console and PC games, their rise may foretell a slowdown of the video game market in the United States. While the recent launch of the next generation video game consoles is expected to rekindle interest in the more expensive console gaming market, the rise of low-cost, low-margin mobile gaming market may weigh on the overall gaming market. Consequently, this is expected to pull revenue downward as consumers pay less per hour for gaming entertainment. Revenue is expected to reach $47.4 billion in 2019 as a result of the expanding population and an increased percentage of Americans

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