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Essay / Research Paper Abstract
This 4-page paper discusses whether Sony executives relied on market research to market its PlayStation game console. Bibliography lists 3 sources.
Page Count:
4 pages (~225 words per page)
File: AS43_MTbaskrese.doc
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Unformatted sample text from the term paper:
for its bells-and-whistles gaming console, PlayStation. The companys PlayStation 3 (PS3) competes directly with Microsofts Xbox 360 and Nintendos Wii (Colbert, 2011). In this very competitive industry, Sonys is trying
to carve a competitive advantage through building its network services and providing non-game content such as video, music and e-books (Colbert, 2011). Furthermore, to compete against Microsofts 360 Kinect (a
controller-free add-on), Sony introduced its PlayStation Move motion controller and 3D games in 2010 (Colbert, 2011). Sony also offers a portable version of its PlayStation, called the PlayStation Portable, or
PSP (Colbert, 2011). But how much has market research played in the marketing and sales of the PlayStation? Has it been used at
all? Market Research and PlayStation What Sony is doing with its PlayStation is attempting to leverage the many parts of its business to
provide more content to users. This includes, as mentioned above, movies and music. E-books are also a function of this, though Sony doesnt publish them.
There hasnt been much published on whether Sony uses market research to promote its gaming console. There has, however, been a great deal written about how competitor Nintendo
has done so. Its Wii console, for example, was developed specifically to attract non-gamers (typically young males). In fact, it can be said that, among video game manufacturers, Nintendo has
done the most to recruit gamers of all ages, especially older gamers (Mindlin, 2009). A 2009 report from market research firm Packaged Facts suggests that about twice as many older
gamers use Nintendo systems as use PlayStations (Mindlin, 2009). As a result, Sony (and rival Microsoft) are playing catch-up. With Nintendo reaching
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