A Case Study With Sony On Penetration Pricing As Global Pricing Strategy Meaning of Penetration Pricing This is a marketing strategy used by firms to attract customers to a new product or service. Penetration pricing is the practice of offering a low price for a new product or service during its initial offering in order to attract customers away from competitors. The reasoning behind this marketing strategy is that customers will buy and become aware of the new product due to its lower price
Words: 4316 - Pages: 18
The Dominance of Microsoft’s Xbox 360 The video game market has slowly and steadily created a larger presence for itself in the entertainment industry. The largest part of the market’s recent growth (from 2005 to the present) is undeniably due in part to the video game console created by Microsoft called the Xbox 360. Microsoft was the first company to release what is called the “current generation” console, and successfully beat Sony out of the gate. Prior to the release of the Xbox 360, Sony had
Words: 1240 - Pages: 5
6/21/2013 Marketing overview | | ------------------------------------------------- ------------------------------------------------- ------------------------------------------------- Sony and the gaming sector Marketing overview | CONTENT introduction 4 sony and the gaming market 4 the gaming market size 5 segmentation and target positioning 6 existing and new product management 8 competition 10 Recommendations 11 product development 11 conclusion 12
Words: 2176 - Pages: 9
gamer whose thumb calluses can deflect machine gun fire or if you just love Blu-ray movies, PlayStation® entertainment products have something for you.” Sony PlayStation line of products include PlayStation (PSOne), PlayStation 2 (PS2), PlayStation 3 (PS3), PlayStation Portable (PSP), PlayStation Vita (PSVita) and the upcoming PlayStation 4 (PS4). SCEI has made several technological advancements and several changes in marketing strategies since the launch of the first PlayStation game console (PSOne)
Words: 313 - Pages: 2
what was happening and report back the profit, losses, balance sheet and cash flow management. (Giedl, 2013) As for marketing strategies, the greatest technology and the newest are used for their customers, for one of the examples, the Playstation 3. Firstly, Sony selects the target markets which are men at the age between 15 and 30. High action games are made to attract the customers, besides that, adventure games are also made for
Words: 449 - Pages: 2
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
Words: 422 - Pages: 2
Summary and Analysis by Aris Metin Burning Questions: 1. Has Nintendo really disrupted the industry and changed the name of the game? 2. Would this disruptive transformation of the video game industry leave the competitors in the cold? 3. What course of action was available to them? Disruptive Technology – coined by Clayton Christensen, a Harvard business professor – leading companies , despite having followed all the right practices, still lost their top positions when confronted
Words: 1627 - Pages: 7
The art of business is taking a new shape in the contemporary world with the current advancements in modern technology. With the advancing use of computer technology, people have introduced new ways of selling and shopping online through the internet. Today, a variety of products and services can be acquired online and this explains for the vast benefits which can be realized in the heightening wave of technology. One common sector where online business has been realized is in the online shopping
Words: 1194 - Pages: 5
Market Our target product chosen is the Xbox 360+Kinect gaming console. Launched in November 2010, it held the Guinness World Record for being the fastest selling consumer electronics device from 2010 to 2012 (BBC 2012). This is a good indicator of how the Xbox 360 + Kinect has captured its target market in a growing games industry which promotes family bonding through entertainment. 1.1 Market Share and size of market Currently, Xbox 360 holds 47% share of the overall current-generation
Words: 5687 - Pages: 23
Corporation’s strategy in the console gaming market from the top-down perspective of the entire corporation. 1 Executive Summary Sony’s current strategy in the video game console market is simple: use the technologically superior Playstation 3 as a loss leader to introduce the Blu-ray optical drive2 into consumers’ homes and leverage that market penetration to drive content sales once Blu-ray is established as the de facto standard for optical storage. It is therefore in Sony’s interest to
Words: 5489 - Pages: 22
