...Q1: Is EyeToy an important product for Sony? What role does EyeToy play within Sony Computer Entertainment Europe’s (SCEE) strategic objectives? Yes, it is an important product for Sony as Games generated 97% of operating income (Exhibit 2. Game US$939mn / Net income US$963mn among the entire business segment.) In 2003, SCEE accounted for 13% of the nearly 650 PlayStation2 titles and 26% of the more than 120 million Play Station 2 software units produced. Revitalize Play Station’s growth momentum which was declining in production and shipment since 1997-1999 peak sales volume EyeToy Play is reflecting SCEI’s core mission of creating “a new form of entertainment beyond games” via the integration of innovative computer technology with digital audiovisual technology. It drove the software and hardware along with interacting with players and game objects on display. Electronic is the Cash Cow of SONY which enjoyed >50% profit pool worldwide in high-end game segment. EyeToy Play achieved and promoted the strategic objectives of SCEE: Be the FIRST and the BEST: Technology leadership Pricing leadership Marketing leadership Q2: Although sales figures for EyeToy Play have been impressive, those for EyeToy Groove have been disappointing. What are reasons for Play’s phenomenal success—and Groove’s failure to emulate Play’s performance? Why? Discussing from point view of “4P” and “ Customer” of marketing strategy: Product:...
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...Resumen de Libérese del ciclo de vida del producto, Youngme Moon El texto habla de el concepto de ciclo de vida de producto les ha estrechado la visión a los expertos en marketing. Tienden a una visión de túnel, a ver solo una trayectoria posible para los productos exitosos. Una consecuencia de esta visión de túnel es el reflejo competitivo de expandir productos a medida de que maduran, agregando beneficios nuevos por sobre los anteriores en una lucha interminable por diferenciar y rejuvenecer su ofertas. Con el tiempo el producto ampliado se vuelve el producto esperado, por lo que debe enriquecerse aún más para seguir siendo competitivo. Las empresas y productos exitosos que han desafiado las “reglas” del ciclo de vida, se caracterizaron por posicionar y reposicionar sus productos de manera inesperada y lograron cambiar el modo en que los clientes los categorizan mentalmente. Así pueden rescatar los productos que se hunden en la fase de madurez y regresarlos a su fase de crecimiento, o catapultar productos nuevos hacia su fase de crecimiento superando los obstáculos de aceptación de los consumidores. Se describen 3 estrategias de posicionamiento que los expertos en marketing utilizan para reforzar un giro mental en los consumidores. 1. POSICIONAMIENTO INVERSO: les quita atributos sagrados a los productos y le añaden uno o mas atributos cuidadosamente seleccionados, los que generalmente solo se encuentran en un producto altamente agregado. Casos: i) IKEA Cuando...
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...2004年2月27日，週五，是一個歡樂的日子，索尼電腦在歐洲是娛樂公司（SCEE）倫敦工作室。前一天晚上，它的遊戲之一 - EyeToy的遊戲 - “技術成果”採取了家裡兩部電影和電視藝術久負盛名的英國學院（BAFTA）頒獎，其中包括備受追捧的雕像菲爾·哈里森，執行副總裁，發展對於SCEE，倡導的理念，導致了三年多的開發和營銷工作，有更多的理由感到自豪。 EyeToy的遊戲已經取得了巨大的商業成功，自2003年7月推出了這一成功促使銷售超過250萬份，在歐洲，索尼2003年11月在北美已經推出的遊戲，銷售50萬冊到今天為止，並在2004年2月日本早期。 雖然這些銷售數字令人印象深刻的任何一場比賽，他們是特別顯著的是獨一無二的產品，這基本上是硬件和軟件的捆綁。硬件是一個攝像機，簡稱為“EyeToy的”，即用戶已插入一個索尼的PlayStation2控制台和放置在他們的電視機的頂部。該軟件，恰當地名為“播放”，包括了一個磁盤上12種的遊戲，用戶插入的PlayStation2的遊戲概念很簡單，但突破性的彙編的;由站在鏡頭前，用戶可以把自己變成遊戲（實際看到顯示在電視機上自己的形象），並與出現在屏幕上移動他們身體的遊戲對象交互 - 無需使用傳統的手持控制器（見圖表1有些印象）。這一概念做了間遊戲開發者和高管飛濺時，首先介紹在一個行業會議，並去了上產生消費者的總線。 然而，哈里森意識到有未來顯著的挑戰。對於一款叫做的Groove，這一直是後續一款叫做玩跳舞遊戲，銷量一直比較令人失望的 - 只有10萬台，已經賣出為止。在EyeToy的團隊現在已經證明，有一個持續的市場EyeToy的軟件和理念是“不只是一種時尚，”哈里森所說的那樣。這個承諾是一場艱苦的戰鬥，部分原因是開發和營銷預算的新遊戲是相當有限的。倫敦工作室曾在正在準備發布於2004年，並在2005年初是工作室在朝著正確的方向後，該管道幾個新的軟件概念？抑或是時候重新考慮其發展和營銷策略？ 公司背景 隨著綜合年銷售額超過620億，尼是其中一個最大的娛樂公司在全球和多種音頻，視頻，通信和資訊科技產品的領先製造商。索尼被分裂成幾個部門，包括電子，計算機娛樂，音樂娛樂，影視娛樂和金融服務。索尼電腦娛樂公司（SCEI）是總部設在日本，曾在美國，歐洲，韓國，中國和日本子公司告（見財務信息圖表2）。 SCEI負責公司的PlayStation專營權。 索尼的PlayStation 在PlayStation首次有人在日本1994年12月，隨後在美國和歐洲1995年9月它已經迅速成功啟動。四年後，SCEI也叫Ken Kutaragi，曾率領播放站的發展，是其新任總裁兼首席執行官 - 從而突出了視頻遊戲的專營權劃分的重要性。 2000年，SCEI已經推出了其下一代遊戲機的PlayStation2（PS2），首先在日本2000年3月，然後在美國於當年10月，終於在歐洲2000年11月它反映了創造SCEI的使命通過創新的電腦技術，數字視聽技術的融合“娛樂遊戲之外的一種新形式”。同年，SCEI已經推出了PS一，原的PlayStation的全新設計，更小的版本。兩年後，SCEI推出了為PlayStation2，寬帶遊戲服務通過購買一個網絡適配器，用戶可以在線與其他用戶的網絡遊戲。到2004年，的PlayStation2的累計出貨量已經達到了全球7000萬台和2450萬台跨越SCEE的領土。網絡適配器出貨量的數量已經超過35萬台，在同一個地區。 索尼最近宣布兩大未來的版本：（1）便攜式娛樂平台，便攜式的PlayStation（PSP），預定於發行在2004年第四季度;...
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...Philips vs. Matsushita Case Greg Tensa 1. How did Philips become the leading consumer electronics company in the world post war era? What distinctive competencies did they build? What incompetancies did they build? Prior to World War II, Philips had created a culture of embracing technical innovation. On the production side, Philips was a leader in industrial research, and scrapped old plants in favor of new machines or factories whenever advances were made. On the product side, strong research enabled the company to broaden its product line, starting with light bulbs but growing into vacuum tubes, radios and X-ray tubes by the 1930s. Because Holland was such a small country, Philips was forced to start exporting in the early 1900s in order to have enough sales volume for its mass-production facilities. Philips evolved into a highly centralized company with decentralized sales and autonomous marketing in 17 countries. Political events in the world during the 1930s forced Philips to change into a truly multi-national company. First, the depression caused countries to erect trade barriers and enact high tariffs, forcing Philips to build local production facilities in the foreign markets they served. Second, in anticipation of World War II, Philips transferred its overseas assets into trusts in Great Britain and the U.S. They moved the bulk of their research staffs to England, and their top managers to the United States. With these assets, the national organizations (NOs) became...
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...Have you ever heard of the Xbox and PS3 controversy? I have been an Xbox player for about five years now. I have found out that people have mixed feelings about Xbox and PS3. I like Xbox better because of the game variety and cool features. People argue anywhere from which company is better to the controllers. This controversy has been going on ever since the PS3 was released. The biggest arguement is about the online play. Even though Playstation is free, it has some disadvantages compared to Xbox. According to IGN, Playstation has a smaller game variety compared to Xbox. PS3 also gets downloadable content later than Xbox. For a year of Xbox live it is sixty dollars. I think it is worth paying for online because Xbox has more features. One key thing that Xbox has is party chat. Party Chat allows you to talk to all your friends while they are playing different games. On PS3 there is still messaging friends but in order to talk to them both of you have to be playing the same game. As I mentioned earlier the PS3 has a less game variety than Xbox. A couple of key games that Xbox has that PS3 does not is Halo, Gears of War, and Fable. Halo is one of the best selling games of all time. Gears of War and Fable have also been really popular. Although Xbox has more games, According to IGN, most people would pick the Playstations graphics over Xbox.PS3 also has a few games that Xbox does not have including MLB The Show which makes sports gamers mad. There are also a number of accessories...
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...military applications, Ibuka and Morita looked to apply it to communications. Although the American companies Regency Electronics and Texas Instruments built the first transistor radio as joint venture, it was Ibuka's company that made them commercially successful for the first time. In August 1955, Tokyo Tsushin Kogyo released the Sony MK-55, Japan's first commercially produced transistor radio.[3] They followed up in December of the same year by releasing the Sony TR-72, a product that won favor both within Japan and in export markets, including Canada, Australia, the Netherlands and Germany. Featuring six transistors, push-pull output and greatly improved sound quality, the TR-72 continued to be a popular seller into the early sixties. In May 1956, the company released the TR-6, which featured an innovative slim design and sound quality capable of rivaling portable tube radios. The following year, 1957, Tokyo Tsushin Kogyo came out with the TR-63 model, then the smallest (112 × 71 × 32 mm) transistor radio in commercial production. It was a worldwide commercial success.[1] University of Arizona professor Michael Brian Schiffer, PhD, says, "Sony was not first, but its transistor radio was...
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... Welcome to the World of Sony Background: From my perspective and what I read in the textbook, Sony is falling. The textbook explains that Sony was doing very well on the electronic side if the business. Majority of Sony's revenue was from the United States and Europe, and other countries. Together the United States Europe, and other countries held 60 percent in Sony's sales. In 2009, Sony exports decrease from 70 percent of 2008 to 49 percent (2009). This drop affected production as we'll as employees. Sony also limited orders to their suppliers, which also resulted in the reducing of employees. The Strong Yen also hurt Sony’s financial statements. As Sony translates dollars and euros to yen, the dollar and euros was worth less than the yen. These are the main reason Sony has fallen. Issue: Is it possible for Sony to overcome their crisis? In my opinion, I do not think they can overcome their crises as long as the Strong yen is around. The reason is because a strong yen is seen as a disadvantage to Japan’s largely export driven economy. When the yen remains strong for an extended period of time, the Bank of Japan tries to weaken the currency through direct and indirect intervention. ANALYSIS: If it’s possible for Sony to get back on top, what does Sony have to do? Yes: In my opinion I believe if Sony has a chance to get back on top of...
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...A peripheral is a piece of computer hardware that is added to a host computer, i.e any hardware except the computer, in order to expand its abilities. More specifically, the term is used to describe those devices that are optional in nature, as opposed to hardware that is either demanded or always required in principle. The term also tends to be applied to devices that are hooked up externally, typically through some form of computer bus like USB. Typical examples include joysticks, printers and scanners. Devices such as monitors and disk drives are not considered peripherals when they are not truly optional. Some people do not consider internal devices such as video capture cards to be peripherals because they are added inside the computer case; for them, the term peripherals is reserved exclusively for devices that are hooked up externally to the computer. It is debatable however whether PCMCIA cards qualify as peripherals under this restrictive definition, because some of them go fully inside the laptop, while some, like WiFi cards, have external appendages. Due to these considerations, the term has somewhat fallen out of modern usage; it was mainly used in the early days of the home computer boom to refer to things like floppy disk drives and modems. Today most devices are integrated inside the computer's case, and external devices typically function on their own such as mp3 players and cell phones. The term is different from computer accessories: Computer peripheral has...
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...The Sony Corporation: A Case Study in Transnational Media Management by Richard A. Gershon, Western Michigan University, U.S.A. and Tsutomu Kanayama, Sophia University, Japan The transnational corporation is a nationally based company with overseas operations in two or more countries. What distinguishes the transnational media corporation (TNMC) from other types of TNCs, is that the principle product being sold is information and entertainment. The following paper is a case study analysis of the Sony Corporation; a leading TNMC in the production and sale of consumer electronics, music and film entertainment and videogame technology. There are two main parts to this study. Part I. examines the history and development of the Sony Corporation. It builds on the theoretical work of Schein, (1984, 1983), Morley, Shockley-Zalabak (1991) and Gershon (2002, 1997) who argue that the business strategies and corporate culture of a company are often a direct reflection of the person (or persons) who were responsible for developing the organization and its business mission. Second Part examines the Sony Corporation from the standpoint of business strategy. Special attention is given to the subject of organizational culture and strategic decision-making. A second argu- ment of this paper is that while Sony is a TNMC, the organization is decidedly Japanese in its business values. This is beginning to change in the face of global competition and the need to improve business performance. This...
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...Final Draft COM/156 September 01, 2012 Final Draft Dose one know why they Xbox 360 is the current top selling console in worldwide but lose to the Ps3 in have the better gaming console dose one truly know why? If one has ever own an Xbox 360 or Ps3 one would have notice that they are both good video game systems. They are different and only one can be the top selling but does that mean it need to be the more superior gaming console. Even though the Ps3 is the better gaming console on the market, the Xbox 360 is the current top selling console in the American market only because it is cheaper They are many reasons the Ps3 is the better gaming console over the Xbox 360 on the worldwide market right now. The main reason for it been superior over the Xbox 360 is because the date it was release to the worldwide market. It was the lasts gaming console to come out of the current gen gaming console. The Ps3 was release a year after the Xbox 360 which gave it more time to add new upgrade to their system to make sure it was the better gaming console. The ps3 was release on November 17, 2006 in the American market with this it gives them more time with the development of the games console to make change to it. The Ps3 also became one of the top gaming consoles on the worldwide market when it was release with a Blu-ray player built in it so it gave its customer the ability to watch full HD contention on their TVs. Were the Xbox 360 came with a dvd player built in. With the Blu-ray...
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...Sony Smart TV SWOT Strengths Substantial Brand Identity Sony is a corporate brand whose identity is deeply rooted and very well established in the minds of potential customers. Interbrand valued Sony brand at $11 million. Unique Design Sony’s unique design always make it stand out from the crowd. For example, Sony 55HX853 rather than mount the TV on a pedestal, as other manufacturers do, the TV slots into a long and quite wide frame. High Quality It expertly melds together supreme picture quality for both 2D and 3D material, excellent sound quality and a strong line-up of Internet services. Customer Loyalty There was a time when the best TV buying advice you could give someone was to get a Sony. Sony’s customer loyalty is still very high even today. Help & Support Get a 10/10 rating in Help& Support in 2013 Best Internet TV comparisons and reviews. Its help & support includes telephone, one-year-warranty, FAQs, Chat support, Email, Community Forums, Service Center Locator. Global Diversification Sony products and services are available throughout the world in approximately 200 countries and territories. This diversification helps to minimize the impact of adverse conditions that may arise in any one geographic region. Weaknesses Poor Proximity of Production to Customers Sony's production facilities are located far from its customer base. Approximately 60% of the annual production in Japan must be distributed to for other regions. Not Quite...
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...Threat of new Entrants – Low The Consumer Technology Industry sets difficulties for new entrants to the market; therefore it suffers relative low threat of new entrants on to compete with market share. This type of industry sets a hard entry barrier for new consumers to compete with existing and well established companies such as Apple Inc., Dell Computers and Sony, who operate with use economies of scale and product differentiation to compete between each other. The technology industry is a difficult industry to penetrate if one is looking to start a small business. It requires great amount of capital invested for manufacturing, research and development and high labor force to operate the machine in order to increase production, on a goal to matching production of bigger firms. Companies like Apple Inc., Dell and Sony take advantage of multinational resources and transfer production to other countries where they are able to achieve greater production amount, for a lower cost, and also where labor is relevantly lower than in the United States. The advantage of this is reaching a lower cost of goods once it hits the market, promoting competition and higher returns for these mega companies. In order to achieve economies of scale, a great amount of capital requirement in necessary. These large corporations run on great amount of self-operated and man-operated machinery that requires great investment to be built, operated, and serviced. Also to design the machinery a highly...
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...$829.99 Model Number: VPCCA290X CTO C • Intel® Core™ i5-2410M processor (2.30GHz) with Turbo Boost up to 2.90GHz • Genuine Windows® 7 Home Premium 64-bit • 14" LED backlit display (1366 x 768) • Intel® Graphics Media Accelerator HD with Intel® Wireless Display technology • 320GB (5400rpm) hard drive • 4GB (4GBx1) DDR3-SDRAM-1333 • CD/DVD player / burner • Standard lithium-ion battery (5300mAh) • Bolt Black • No Engraving • No Fresh Start • Adobe Bundle (Free - $448 value) • Microsoft® Office 2010 Starter (Click More Info for details.) • Norton Internet Security™ 2011 (30 Day Trial) • None • None $829.99 C $729.99 Model Number: VPCCB290X CTO • Intel® Core™ i3-2310M processor (2.10GHz) • Genuine Windows® 7 Home Premium 64-bit • 15.5" LED backlit display (1366 x 768) • Intel® HD Graphics 3000 with Intel® Wireless Display technology • 320GB (5400rpm) hard drive • 4GB (4GBx1) DDR3-SDRAM-1333 • CD/DVD player / burner • Standard lithium-ion battery (5300mAh) • Bolt Black • No Engraving • No Fresh Start • Adobe Bundle (Free - $448 value) • Microsoft® Office 2010 Starter (Click More Info for details.) • Norton Internet Security™ 2011 (30 Day Trial) s Model Number: VPCSB190X CTO $899.99 • Intel® Core™ i3-2310M processor (2.10GHz) • Genuine Windows® 7 Home Premium 64-bit • Black • 13.3" VAIO Display with LED backlight (1366...
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...Sony Corporation Introduction In an economy that thrives thoroughly on technology and progression itself, there are many companies that have taken advantage of the opportunities that have been offered to them through science. Due to continuous development in technology, companies are being able to find their path in success through competitive products and service. And one of the Company that would strike on peoples mind in no time while talking about information technological products or be it digital equipments, it would be none other than Sony. Known for the best quality around the world and technological leadership, with its music, pictures, game and online businesses, the company is uniquely positioned to be one of the world’s leading digital entertainment brands, offering an outstanding portfolio of exciting multimedia content. History Established in the wake of Second World War 1946, May 7, as an electronic shop in a bomb damaged electronic department store by Masaru Ibuka. The company had an initial capital of $530 and 8 employees. The following year, he was accompanied by his colleague, Akio Morita and together, they founded a company called Tokyo Tsushin Kogyo (Tokyo Telecommunications Engineering Corporation), and the main objective of the company, was to design and create innovative products which would benefit the people” .The founders were looking for Romanized name, and previously recommended using the initials, TKK as their company’s name...
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...que funciona con monedas en el mercado. • En 1985, lanzan NES Nintendo Entertainment System en USA, uno de los juegos de vídeo disponibles con este sistema NES fue Super Mario Brothers, uno de los más populares, con lo que abre camino en la industria del videojuego. • En 1991, Nintendo presentó el Super Nintendo Entertainment System (SNES), versión mejorada. Al mismo tiempo comienza a entrar en el mercado Sony como competencia. • En 1996 lanza al mercado Nintendo 64, un sistema de juego de tercera generación, con esto pierde liderazgo de mercado, por falta de innovación en el sistema, puesto que mantien el de cartuchos cuando Sony ya tenia en el mercado los videojuegos en CDR, el liderazgo lo toma Sony. • N64 vende 33 millones de unidades, lo que representa menos de la tercera parte que las 102.5 millones de unidades que vende Sony PS. • En el 2001 se lanza con 2 productos: Game boy que le permite recuperarse en el mercado y Game Cube que lo termina de sacar del mercado de las consolas. • Game Boy fue la primera consola portátil, el cual fue un concepto nuevo cuando Sony se concentraba en mejorar su consola Play Station la favorita en el hogar, el Cube, producto que no tuvo éxito en el mercado...
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