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Essay / Research Paper Abstract
An 8 page paper building on both KSmgmtSonyPS2Rel.rtf and KSmgSonPS2RelOut.rtf. This final paper contains slightly more information than the narrative outline, and it is fully cited whereas the outline is not. It concludes that all of Sony’s product categories are suffering in their markets. Sony still needs to address the remaining quality problems with the PS2 in an effort to retain that product’s profitability as it realigns other divisions of the company. Bibliography lists 27 sources.
Page Count:
8 pages (~225 words per page)
File: CC6_KSmgSonPS2RelFinal.rtf
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Unformatted sample text from the term paper:
A favorite clich? of sales trainers is, "People dont plan to fail, they fail to plan." The same appears to have happened to Sony in its
release of the long-awaited PlayStation 2 (PS2). Certainly Sonys management did not plan to release an unfinished product to the market, but that was the result, regardless of the
intention behind it (Can Sony Be Saved?, 2003). It was Sonys haste to achieve first-mover advantage that caused it to unwisely release a
product to the market that was not ready for release (Rivero, 2000). Microsoft was due to release its X-box for the holiday sales season of 2000 (Elkin, 2000), and
it was Sonys goal to introduce its next-generation video game station well in advance of the debut of the X-box (Ross, 2001). Quality problems plagued the product (Rivero, 2000a),
however, all of which can be traced to Sonys management (Sony Intends PlayStation 3 To Be Home Digital Media Center, 2003; Whats Wrong with Sony?, 2004).
The Problem Sony introduced the PS2 in the United States in October 2000, seven months after its release in Japan.
It promised US retailers an initial collective quantity one million units for the launch, set for the beginning of the Christmas sales season in the US. Quality problems
in Japan resulted from a too-soon release and from rushing to market a product not ready to launch. First-mover advantage aside, the primary reason for the rush was to
reach the market with the PS2 before Microsofts scheduled release of its X-box (New Game, 2000). Sony did not provide enough units to the US to fill presales (PS2
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