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Essay / Research Paper Abstract
This 4-page paper focuses on marketing concepts for the Sony PlayStation. The paper discusses the product itself, segmentation of the market, the potential markets and lifecycle attributes for the system. Bibliography lists 2 sources.
Page Count:
4 pages (~225 words per page)
File: D0_MTsonove.rtf
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Unformatted sample text from the term paper:
The Sony PlayStation, in its most basic form, is a gaming machine that runs a vast number of games of all types, ranging from the more
milder G-rated entertainment for younger kids, to the blood, violence and gore typically performed by older guys. Introduced in 1995, the system gained market share; and it had a ready
market for that. Nintendos GameCube, at the time, was working toward appealing to a younger audience (through its Pokemon and Mario Brothers games), while Sega was no longer in the
running with its Genesis (Wall, 2001). The main competition remaining today to Sonys PlayStation is Microsofts Xbox, which is also geared to a more mature, male market (Wall, 2001).
Sony stood out especially in 2000, when it introduced the first 128-bit system, the PlayStation 2 (PS2) -- the earlier version was the
32-bit PlayStation (Wall, 2001). But this is not an easy market to survive in -- as of 2001, for example, the three
hardware game systems companies, along with huge marketing budgets, pulled in an annual revenue of $10.5 billion, with predictions, at the time, reaching to $18 billion and beyond by the
mid-2000s (Wall, 2001). The stakes are high in such a market therefore -- and this provides good reason for Sony to continue its work in this area. Segmentation of the
market to which the product is directed From the start, Sony has wanted to direct the marketing of PlayStation to a somewhat
"older" audience, that of 15-34-year-old males, predominantly. But Nachison-Marino (1999) points out that the machine isnt necessarily the province of just males who are looking to indulge in their fantasies
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