...9-508-076 REV: APRIL 14, 2008 ELIE OFEK Sony PlayStation 3: Game Over? [W]hen you look at the history of the video game industry since the PlayStation was launched back in 1995, we were able to take the leadership position very quickly with the PlayStation. With PlayStation 2 we have more than 110 million gamers and consumers enjoying the PlayStation 2 on a worldwide basis. And I think we have a very loyal following for the PlayStation family of products. So with the PlayStation 3, I believe that we are going to be able to quickly take the leadership position once again and maintain that position for a very long time. — Kaz Hirai, President and CEO, Sony Computer Entertainment of America, November 17 20061 It was a picture that was reminiscent of the launch of the original PlayStation nearly a dozen years before. Some eager customers had arrived as early as 6am and from as far as New Jersey to a video game store in Manhattan with the hope of purchasing one of the newest and most sought after video game consoles. By 9am, the number of customers waiting for entrance to the store exceeded 100 and the line extended down the block. One customer in line had been searching stores across the region for two weeks in order to find a console for her brother’s twenty-fifth birthday. A twelve-year-old and his grandmother were visiting their third store in search of the new console. “I just hate what you have to do just to get one,” the boy said.2 In one sense, long...
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...Sony Marketing Assignment Stefan van der Fluit (1122828) Analyse issues in the Company Case from a Strategy perspective, and then discuss one of the issues identified. (50% marks) Stefan van der Fluit (1122828) Gaming has been around ever since the invention of computers, being a great form of inexpensive entertainment. In 1993 Sony realized the true potential gaming had to offer and decided that they wanted a piece of the cake; Sony Computer Entertainment was born. A year later, Sony’s released the PlayStation. Ever since then the PlayStation brand has been a true icon amongst the gaming and home en tertainment community. Due to the rise in competition, Sony has to keep on innovating in order to keep attracting current/new customers. Using Porter’s five forces analysis this paper will identify the issues Sony faces in the marketplace. For the sake of simplicity I will focus on Sony’s latest game consoles: the PlayStation 3 and PSP. Porter’s 5 Forces Analysis: Bargaining Power of Suppliers: As Sony is quite a large corporation this means that they also have a considerable supplier database. The advantage being that if there were to be a problem with a supplier for any reason, Sony could easily switch to one of their many other suppliers.1 In order to reduce the risk of a supplier lock -in scenario, Sony Co-Develops both the CPU’s2 and GPU’s for the PlayStation Three (CPU being the Processor and GPU being the Graphical Processing Unit), as well as using...
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...12th Feburary,2018 Mr. John Gaval Recruiter Sony PlayStation 2207 Bridgepointe Pkwy San Mateo, CA,94404 Re: Application for Business Development Associate Dear Human Resource, My name is Shahwaiz Chaudhry. I am writing to express keen interest in obtaining position at Sony PlayStation as Business Development Associate. I have read the advertisement of this position with interest and would like to use this opportunity to apply for said position. My experience in synchronizing with cross-functional teams on product roadmaps, beta programs, sales enablement and go-to-market events, and working constantly on finding new ideas, customer accounts, proposals and business opportunities positions me to greatly impact your organization. My work experience...
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...Brief Case: Sony Playstation 3: Game Over? Backgrounds: The origins of the modern video games was the proliferation of pinball machines and jukeboxes and other games at the same style in the 1930s and 1940s The electromechanical games were mostly based on physical activities like baseball, car racing and horse racing. The idea for playing video games on home television sets came in September 1966 from Ralph Bear. In 1972 the first home video game console, the Odyssey was launched whit 16 pre-programmed games and a retail price of $99 In 1972 another person realizing the commercial potential for the video games was Nolan Bushnell, and later in the 1970s, Bushnell and the company he helped to found, ATARI, would become major winners in the beginning of the game industry. Analysis SWOT: Strengths. - The game industry have a lot of innovation some always have a star products and a very good sales and whit a really huge market. Weaknesses.- For me the games industry is a very competitive business because have three powerful companies Sony, Microsoft and Nintendo and whit a little advantage one company can have a victory like Microsoft when launched the xbox360 a year before the other firms and whit that could get a lot of sales. Opportunities. - The evolution of the industry do not have limits like the wii and the kinect that this option of video games use a control that perceive the moves of the player and whit this innovation have a more and more clients of this new...
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...Sony Playstation 3 Case analysis I. Improving Sales In the time since the release Sony has made numerous attempts at turning around sales. One of the biggest moves was to drop the price drastically. This gave a lot of consumer’s confidence to spend their money on the system. Some consumers rationalize the purchase as a reasonably priced Blu-ray DVD player. Sony also introduced a new peripheral that emulates a lot of the functionality of the Nintendo Wii’s “Wii-mote”, which will most likely sway new buyers away from Wii. Sony has also built a library of very popular games that was a major weak point at the time around release. While many of these moves are a step in the right direction, they were almost expected. For Sony to truly bring back the following they once had with the Play Station 1 and 2, they need to go back to the fundamental mentality of game content. Many of the popular games are now released for all three systems (PS 3, Xbox, Wii), which makes the unique value of having PS3 limited. Sony needs to help developers create highly unique and innovative games that are exclusive to the Playstation 3. While there are a handful of name titles that are sole residents on the PS 3, they do not have the ability to build the brand loyalty in game products that PS 3 needs to convert consumers. Wii has also created opportunity in the market, as they have expanded the consumer market drastically. Sony needs to capitalize on this by creating an alternative brand...
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...market for Video Game consoles has now become very wide, but at the same time Sony and Microsoft remaining the two main players of the market. So we could say the market runs on a duopoly system. Sony and Microsoft, the cutthroat competitors in this field have brought video-games to this level. They’ve always been competitors and went head to head with their products and upgrades to those products. For each new release by Sony, Microsoft had a close competing machine coming up, and vice versa. Through this project I’ve tried to do a comparative study and research on the two Operating Systems and the console Systems in a detailed manner. This analytic study covers a comparative study of the competing models by the two Gaming Leaders with respect to their technology, networks, marketing strategy, competing strategy, pricing and surveys from their users. Sony Computer Entertainment, Inc. (SCEI) A Japanese multinational video game company specializing in a variety of areas in the video game industry, and is a wholly owned subsidiary and part of the Consumer Products & Services Group of Sony. The company was established on November 16, 1993 in Tokyo, Japan, prior to the launch of the original PlayStation video game system. Sony Computer Entertainment handles the research & development, production, and sales of both hardware and software for the PlayStation line of handheld and home console video game systems. It is also a developer...
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...How Sony Playstation has Applied the 10 Operation Management Strategies Kenneth Turner GM583 Operations Management June 19, 2011 Table of Contents Abstact 1. Background 1. Problem Formulation Discussion 2. Analysis 5. Reflection 7. Recommendation 8. Appendix 9. References 10. Abstract Even though the Sony Playstation is a leader in their market, they still have the problem of the Japanese yen being more valuable than their foreign country’s currency, and the location of their manufacturing facilities being too far from their customers. This contributes to the increased cost of quality of them having to transport the materials, and finished products to and from the manufacturing facility. Also the cost of imports and exports is not as valuable for them because of the value of the American dollar, or the European pound compared to the Japanese yen. (Sony Corporation SWOT Analysis, 2010) As an Operations Management Consultant, I have been asked to present a paper to Sony Corporation on how they have applied the Ten Operation Management Strategies to successfully achieve their financial, social, market place dominance, cultural influence, international presence, and successful application of quality principals to successfully achieve their objectives in America. Background The Sony corporation is one of the largest consumer electronics makers...
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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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...SONY “The name Sony derives from the Latin word sonus meaning sound and the English word sonny-boy – a term used by the Americans in the 1950’s to denote a bright youngster.” Sony was originally called Tokyo Tsushin Kogyo (Tokyo Telecommunications Engineering Company) and was founded by Masaru Ibuka and Akio Morita. (The History of the Sony Corporation) In 1958 they changed their name to Sony Corporation because it was easier to pronounce in any language and according to Ibuka the name emphasizes the company’s founding prospectus of the spirit of freedom and open-mindedness. (Sony Corp. Info) Sony concentrates its business efforts towards achieving corporate social responsibility, community involvement, volunteerism and its environment. Sony Corporation is home based in Tokyo Japan and has global subsidiaries located worldwide in the East Asia, Pan-Asia, North America, Europe, and Latin America. The Sony Corporation of America, located in New York is the United States headquarters for Sony. The businesses that operate from the Sony Corporation of America include Sony Electronics Inc., Sony Mobile Communications Inc., Sony Computer Entertainment America, Sony Network Entertainment Inc., Sony Pictures Entertainment Inc., Sony Music Entertainment, Sony/ATV Music Publishing, and Sony Online Entertainment. (WHO WE ARE) Sony emphasizes employee relations. Sony has made it a priority to develop a healthy relationship with their employees. Morita claimed that a large portion...
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...Favorite Brand Paper Rebecca Lynn Harjo BSHS MKT/421 June 28, 2014 William Alan Mc Intyre Sony’s logo is customarily in block letters with the bottom of the letters slightly faded. Sony also has an additional logo for their PlayStation models; it is a red capital P standing over a yellow, green, and blue striped upper case S lying flat on under the P. Sony’s brand name logo is very recognizable because it is their name, however, I feel that it lacks a certain quality that would promote the brand; there is nothing special about their logo. I think that Sony’s logo for their PlayStations does a superior job promoting the brand because whenever someone sees PlayStations PS logo they immediately recognize it as PlayStation; it is far more eye catching than just the word Sony. The second reason I like Sony is because of VR. There’s something so fantastically science-fiction about the concept of virtual reality. It’s the closest thing we have to jetpacks and hover-boards, those futuristic technologies we watched on TV as kids, and read about in books. And with virtual reality, we’ll be able to finally drive in flying cars and take trips to the moon. Because VR is so steeped in science-fiction, I can’t help but also recall the dire warnings: People lost in alternate worlds, virtual reality junkies, incapable or unwilling to unplug. Perhaps anti-social isn’t even the right word—unsocial, detached, and isolated. When we play games on the TV or our PC or phone, we’re often playing...
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...rketing TABLE OF CONTENT Assignment Question 1) Introduction International Marketing Sony Corporation company’s background overview • Sony Rolly Figure 1.2 2) Situational analysis PESTLE analysis • What is PESTLE analysis? • Figure 2.2 • Sony’s Pestle analysis SWOT analysis • Sony’s SWOT analysis Figure 2.3 Marketing mix (4p’s) • Product • Promotion • Price • Place (distribution) 3) International Marketing Objective SMART (corporate objectives) Sony’s Mission and Vission statement 4) Marketing Strategy Ansoff’s Matrix Market Entry methods Segmentation, targeting and positioning Assignment Question Produce an international marketing plan that will introduce a consumer brand sold in your home market into a country in which it is currently not available. Introduction International Marketing As you can see that nowadays, a majority of organization try to market their products internationally. There are some reasons why they want to market it internationally and the reasons are to saturated their home market, competition, excess capacity, product life cycle differences, geographic diversification, comparative advantage in product, skill and technology, organizational reasons and lastly is the financial reasons (Walsh., L.S., 1993). International marketing can be defined as the performance of the business activities that is specially designed...
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...Executive Summary Introduction Sony Corporation in Brief Sony Products Sony Promotion Sony Place (Distribution) Sony Price Suggestion on The Current Marketing Mix Bibliography In brief, this assignment is concerned about marketing management. It covers in details about the concept of marketing mix with the aid of Sony organization which I have taken as a case study in exploring the way this organization has applied the marketing mix. In this assignment the following points are going to be discussed: 1. Sample List of Marketing Mix being used by the organization. 2. Find out if the marketing mix used by organization is satisfactory. 3. Suggestion to the organization concerning the marketing mix. Introduction: Marketing Mix is a major concept in modern marketing and involves practically everything that a marketing company can use to influence consumer perception favorably towards its product or services so that consumer and organizational objectives are attained, i.e. marketing mix is a model of crafting and implementing marketing strategy. In this assignment, I will discuss the major marketing mix variables as classified by Prof. E. Jerome McCarthy which are: i. Product ii. Price iii. Place (Distribution) iv. Promotion. Throughout the assignment I will prefer to use my reference to Sony Corporation. I will refer to this company how it has diversify its market products, the price range, places for distribution and the promotional strategies...
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...ofreció consolas increíbles y juegos que se convirtieron en clásicos. La Megadrive fue la consola favorita de toda una generación, pero ahí acabó su reinado, compartido durante años con Nintendo. En este casi faltó analizar el producto e innovarlo con tiempo. En 1994 lanzó su consola de 32 bits, la Sega Saturn. Pese a la gran acogida que tuvo en Japón, la Saturn tuvo unas ventas menores en el resto del mundo. La llegada de la Sony Playstation y decisiones equivocadas en cuanto al hardware. La Saturn era una buena consola, pero era demasiado difícil programar para ella (debido a sus dos procesadores) con lo que la Playstation le acabó por robar a los usuarios, que se decantaron por los juegos de la gris de Sony, que vendió 100 millones de consolas frente a solo 10 por parte de Sega. Para enmendar su error, en 1999 Sega sacó la que probablemente fue su mejor consola, la Dreamcast. Una máquina potente, con multijugador online y un catálogo de juegos espectacular. Pese a vender 36 millones de unidades, tampoco funcionó. La fama que había ganado Sony con su Playstation hizo imposible remontar a tiempo y en 2001 la compañía anunció oficialmente que renunciaba a seguir fabricando consolas para dedicarse en exclusiva al software. Pese a que ahora desarrolla juegos con bastante éxito, Sega pasó de tener la mitad del mercado de las consolas domésticas a dejar de fabricar dispositivos. PAN AM La Pan American World Airways fue la mayor aerolínea de EEUU durante muchísimo tiempo. Fue una de las...
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...Projected growth in the electronics market. As a leader of it’s industry, Sony can adapt to changes in consumer demands as the happen. Additionally, Sony has reorganized in a way to put people with global experience and technological know-how in positions to maximize potential growth. 3. Strong position in emerging economies. Sony is strong in Brazil, Russia, India, and China. These countries areas represent 40% of the worlds population as well as a vast emerging market Weaknesses 1. Sony’s media production has a high cost. This has affected the company’s pricing strategy, leading to a loss of $6.3 billion between 2004 and 2012. 2. Sony has too many business segments. Originally they held one core competency, making great consumer electronic products. Because of this diversity the focus has been shifted. Opportunities: 1. Sony can add value and content in its movie, music, and gaming by integrating their product line. 2. Their gaming industry is in a position that is friendly and supportive to indie developers. This provides them with the chance at exclusive content that won’t be out on other consoles Threats: Sony’s threats all come from other businesses. Microsoft and Nintendo are strong competition in the gaming industry, which is where Sony makes their largest profit. Losing out to either of these other companies would impact Sony greatly. Business Strategy (and global plan): Sony has decided it will no longer try to pursue growth in industries where intense...
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...Introduction Sony was founded in 1945 by partners Masaru Ibuka, (an engineer), and Akio Morita, (a physicist),and was originally named Tokyo Tsushin Kogyo (Tokyo Telecommunications Engineering). The firm was launched in Nihonbashi, Tokyo. Would you like to take a lesson on the marketing mix? Four years later the company developed and produced Japans’ first magnetite-coated, paper-based recording tape, called Soni-Tape. In 1955, the firm began using Sony logo on Totsuko products. The group also launched Japan’s first transistor radio, the TR-55, during the same time. In 1958, the group changed its name to Sony. Today Sony has developed ‘TransferJet’, a proximity wireless transfer technology enabling the high speed transfer of large data files between electronic devices such as mobile phones, digital cameras, YVs, digital video cameras, computers and the company recorded revenues of JPY7,730 billion ($77.3 billion) during the financial year ended March 2009. Product * Audio – Home, portable and car as well as personal navigation systems * Video – Video cameras, digital cameras, DVD/Video players & recorders * Televisions – LCD televisions, Projection televisions CRT-based televisions * Information and computers – personal computers, printers * Semiconductors- LCD, CCD, and other types of semiconductors * Games – PlayStation * Television and motion pictures * The company offers a Sony Card and a PlayStation card, these are rewards cards credit...
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