Play Station 3

Marketing Plan: Sony Playstation 3
Brian Moats
A marketing plan focusing on Sony’s Playstation 3.

Introduction to Marketing Business 120

4/13/2008

Executive Summary This marketing plan is looking at Sony’s Playstation 3 (PS3). This powerful piece of hardware is the cutting edge of gaming entertainment. The PS3 has been out for a little over a year, and in that time, it hasproved to be a hardcore gamers dream. Sony got into the console gaming market in late 1994. The concept for the original Playstation (it was under a different name, SNES CD) was actually brought up in a joint partnership with Sony and Nintendo in the late 80’s; however, when the time came to announce their new hardware, Nintendo re-read over their earlier contract and found theagreement to no longer be satisfactory. As a result, Sony took all the research they had done and began work on the Sony Playstation.

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Table of Contents
Situation Analysis .......................................................................................................................................... 4 Internal Environment................................................................................................................................ 4 Key Executives ....................................................................................................................................... 4 Board of Directors ................................................................................................................................. 4Employees ............................................................................................................................................. 4 External Environment ............................................................................................................................... 4 Customers............................................................................................................................................. 4 Competitors ........................................................................................................................................... 5 Media .................................................................................................................................................... 5 Suppliers................................................................................................................................................ 5 Distributors............................................................................................................................................ 5 SWOT........................................................................................................................................................ 6 Strengths ............................................................................................................................................... 6 Weakness .............................................................................................................................................. 6Opportunity ........................................................................................................................................... 6 Threats .................................................................................................................................................. 6 Marketing Objectives.................................................................................................................................... 7 Marketing Strategies ..................................................................................................................................... 8 Select Target Markets and Positioning ..................................................................................................... 8 Product...