The paper "Situation Analysis and Macro-Environment Situation of Playstation 3" is a good example of a case study on marketing. Products these days need a good strategy so that they can compete with their competitors. Sony is a household name in electronics but like other brands it too faces a lot of competition, Sony has always great with technology especially even it comes to hi-tech games. One such creation is the Playstation series, in which it’ s the latest brand is the Playstation 3. This report shall give a detailed situation analysis which will consist of the economic factor, demographic and social factor, technological trends and industry analysis.
In order to study the macro-environment situation, Porter 5 forces will be used. A SWOT analysis will also be used. In order to formulate a strong market strategy, a detailed marketing mix will also be given. Thus the paper will give a clear picture of the entire market situation of Playstation 3 and how much threat it faces from its competitors, it will also highlight it’ s strengths and weaknesses. Introduction Sony specializes in electronics, it manufactures its products for five operating segments: Electronics, Games, Entertainment Financial services (Worldwide digital distribution 2009 p1) This makes Sony one of the biggest electronic manufacturing companies in the world. Sony has always great with technology especially even it comes to hi-tech games.
One such creation is the Playstation series, in which it’ s the latest brand is the Playstation 3. However big an organization is, and however famous their products are at times they need a clear understanding of the market situation and how to get an edge from their competitors. Ho ever it is quite clear that their target market i. e.
mostly teenagers and young adults seem to be loyal to the brand. But marketing mix in which the description of the product, the promotion which it will use, where it will be distributed, what will be the price and how will it be positioned is also important. In order to analyze its position in the market, this report shall give a situation analysis and SWOT of Playstation 3. A part of this porter 5 analysis and marketing mix will also be used. Analysis Marketing Mix Product Playstation 3 has a classy design; each and every high definition game can be played on it.
It has the following features: PSP-like user-friendly interface; plays high-def Blu-ray movies built-in Wi-Fi and flash media reader; 60GB hard drive HDMI output with 1080p support; no external power supply Backward compatibility is hardware-based. (Game spot staff 2006 p1) Positioning Sony has experienced huge financial success with the Playstation 3 gaming system and it is important to clearly differentiate the new Playstastion3from the product of other competitors. This should allow Sony, which is the oldest, largest and most renowned company in console manufacturing, to obtain a competitive advantage.
Positioning is the strategy used to impart the play station 3 and with a distinct and unique identity.