Playstation

The Sony Corporation is the parent company of the Sony Group. The Sony Group is comprised of five basic divisions, Electronics (64%), Games (10%), Music (8%), Pictures (10%), Insurance and other (8%)i. They have the ability to create content for home entertainment use (Sony Pictures and Sony Music Entertainment), as well as the products to make the content to view and hear for both professionals and consumers to view and hear. Sony’s stock has returned to the pre-dot com bubble adjusted closing price of $33. 56 on September 27, 2004 (compare January 11, 1999). During the dot com bubble it enjoyed a an adjusted closing price of $146.39 on February 28, 2000.

The electronics company is the largest division of the company. Its electronics are well branded and are a respected name in electronics. Sony sells at a premium in the consumer market compared to other Japanese electronic firms (i. e. JVC, Hitachi, Sanyo, Matsushta, Mitsubishi, etc. ). Their high-end electronics, like the Grand Wega displays or home theater amplifiers, are currently sold only in electronics retailers (e. g. Best Buy, Circuit City, RC Willey, etc. ). There has been talk that this may change in the next year broadening their base to other outlets like Wal Mart, Target, K-Mart, etc1.

The joint venture, Sony Ericsson, was an unexpected area of profits that bolstered their profits for the first two quarters of 2004i. Sony Ericsson is part of the consumer electronics group and is a joint venture between the two companiesthat combinesg Ericsson’s leadership in the mobile phone industry and Sony’s expertise in consumer electronicsii. The electronics division of Sony serves both the consumer and the professional electronics markets. Sony’s game division has been having a difficult time turning a profit the last several years. They posted a loss of $27 million since their sales declined on their Playstation 2.

Plans for Aa new Playstation 3 has been introduced and a mobile Playstation will be released later this year. The games division is expected to continue to struggle in the short termii. Their main competition in the mobile gaming market, Nintendo, Inc. , will pressure Sony’s new line up on price with the mobile Playstation (Nintendo ~150, Sony $270). Most analysts are remaining skeptical whether Sony can compete with Nintendoiii. Sony Music Entertainment’s began in 1968. In 1968 Sony and CBS formed the joint venture CBS/Sony. CBS has a rich history back to the late 19th century. Read also PlayStation 4 SWOT Analysis

In January of 1988 Sony acquired CBS Records for $2 billion dollarsiv. Sony increased their repertoire of music by forming a joint venture with Bertelsmann Music Group (BMG), Sony BMG Music Entertainment. BMG will continue with content creation as will Sony under Sony Music Entertainment, but they will have access to each other’s content. Each will have 50% control of the new joint venturev. Sony Pictures Entertainment includes all aspects of content creation, editing, and distribution. They own content that includes full feature films, game shows, daytime dramas, situational comedies and more.

Sony acquired Columbia Pictures in 1989 and they have expanded their cinema collection by leading a group of investors to purchase MGM for more than $5 billion that has yet to win the shareholder votevi. It is likely that the vote will pass since billionaire Kirk Kerkorian owns 74% of MGM’s outstanding shares. Earlier this month and previous to the acquisition of MGM, Comcast and Sony worked out a deal to expand Comcast’s Video on Demand (VOD) content by creating a joint venture that Comcast will managevii. Comcast will also be a minority shareholder with the MGM acquisition.

Sony’s bottom line is directly connected to the consumer’s discretionary income. Sony offers products on the high end, but they make their money on their lower priced consumer electronics around the world. When consumers have discretionary income Sony has increased sales, the opposite is also true. The nature of Sony’s business is directed towards the world’s consumers, from content creation to displaying the content through video displays and audio equipment. DuPont Analysis Sony’s financials are average for the industry (see charts that show this)[IQ1].

They have [IQ2]decreasing margin, turnover, ROI, and ROE over time with an increase of leverage (reference tables). Consequently they are having a decrease of earnings per share. These decreasing trends bode poorly for the industry. There seems to be several factors that are influencing Sony’s bottom line. Before discussing the different factors that have been affecting Sony, there was an aberration that was found in the financials that is worth noting. The year ending 2002 had an extreme dip in operating income affecting many of the ratios in an extremely negative way (see financials)[IQ3].

There was almost a 44% decline in operating income from 2001 to 2002. This decrease in operating income compounded by a negative “other income” and what seem to be payouts to minority shareholders affected the net income dramatically causing most of the ratios in 2002 to be off compared to the preceding and following years (see statements and Exhibits #, #)[IQ4]. One example in the extreme difference year to year in the ratios due to a decline in operating income is the degree of operating leverage (DOL). [IQ5] It was the decrease in operating income that dominated this ratio and not the percent change in unit volume.

There may be several reasons for this shift in 2002. For example a change in accounting practices, an acquisition, expansion, the payment of past taxes or any number of other business decisions could have caused this negative affect. It was difficult to determine any one cause for such a dramatic drop in net income in 2002. There was not anything obvious found in the financial statements and the 6-K and the 2002-year end report was not available for perusal. Therefore, 2002 will be discounted from much of the DuPont analysis; however, . Iit is mentioned since it is such an aberration.

Threats Marketing Objectives Marketing Strategies Target Markets Marketing Mix Implement and Control the Marketing Plan Action Plans Measurement and Control Summary Works Cited Introduction to Marketing Plan This marketing plan is looking at Sonny’s Plantation 3 (ASS). This powerful system is the cutting edge of gaming entertainment. The ASS has been out for a little under a decade, and in that time, it has proved to be a hardcore gamers’ dream to have one.

Sony got into the console gaming market in late 1994. The concept for the original Plantation was actually brought up in a Joint partnership with Sony and Nintendo in he late asses; however, when the time came to announce their new hardware, Nintendo re-read over their earlier contract and found the agreement to no longer be agreeable. As a result, Sony took all the research they had done and began work on the Sony Plantation.

The Plantation 3 or most known as ASS is the third video game console produced by Sony Computer entertainment and the descendant to the Plantation 2 as part to the Plantation series. The Plantation 3 competes with Microsoft OXBOW 360 and Nintendo WI as part of the seventh generation of video game consoles. A major feature that distinguishes the Plantation 3 from its runners is its unified online gaming service, the Plantation Network, which allows gamers to stream video, movies, music, and other online content to the ASS.

Other major features of the system include its vigorous multimedia capabilities, connectivity with the Plantation Portable, or SSP, and its use of a high definition disc format called Blue-ray Disc as its primary storage medium which was also the first Blue- ray player on the market. Sony officially unveiled the Plantation 3 to the public along with its original boomerang style controller on May, 16, 2005, during the EH 2005 conference. Although a functional version of the ASS was not there, they used comparable PC hardware and video footage based on the expected Plantation 3 requirements.

The Plantation 3 was first released on November 1 1, 2006 in Japan, November 17, 2006 in North America, March 16, 2007 in the United Kingdom and Ireland, and March 23, 2007 in Europe and Oceania. As you go further in this marketing plan, you will find out the different strategies and analysis of the marketing aspect of the Plantation 3 and how they implemented their ideas based on situational analysis, marketing mix, and planning of this system.

Kazoo Hiram:

President and Chief Executive Officer Rooky Chablis:

Vice Chairman Hiroshige Yahoos:

Executive Deputy President Skies Kumara:

Executive Vice President- Officer in charge of Intellectual Property Nicole Salesman:

Executive Vice President- General Counsel Maseru Kate:

Executive Vice President- Chief Financial Officer Dadaist Gaits:

Executive Vice President- Chief Strategy Officer Shoji Memento:

Executive Vice President- Officer in charge of Professional Solutions Business Autonomy Suzuki:

Executive Vice President- Officer in charge of Semiconductor Business Kinsman

Suzuki: Executive Vice President- Officer in charge of PC business Board of Directors Kazoo Hiram Rooky Chablis Maseru Kate Howard Stringer Peter Bonfires Recur Washday Yukon Chinwag Mutatis Highway Thus-Yang Whish Roland A. Hernandez Kinematics Anorak Yorkshire Jaime Osama Nagoya Taking Immuring Sony Group had approximately 162,700 employees on its books during the 2011 fiscal year. These employees range from many different forms of work from top executives to careers in games, movies, music, or finance.

Product Sonny’s ASS has been available for 6 years now and they are still trying to revolutionize he system to meet the demands of its customers. The ASS currently has 116 console exclusive titles which means these games are only available for the ASS and cannot be bought for any other system. The ASS comes with Blue-ray capabilities and audio files as soon as you buy the system while you have to purchase modifications for the Oxbow and WI for them to work. Sonny’s Plantation 3 affects both technology and social aspects of the world. Read also PlayStation 4 SWOT Analysis

In the technology department Sony is helping create new technology that will help create endless possibilities for gamers. It also affects us socially because the gaming console is helping connect people from all over the world. The online aspect of the console helps you meet new people and share things like movies, pictures, and games with people from across the world. Sonny’s Plantation has reached a milestone of 50 million units sold worldwide 6 years after its debut.

Sonny’s Plantation Network has also grown exponentially to up to 75 million registered online accounts. External Environment The age of gamers are as followed: 25% are under 18 years, 49% 18-49 years, 26% 50+ years. Sony originally sought to provide for the hardcore male gamers but this anemographic has grown to include movie goers, female gamers and newcomers in the gaming world. Competition Sony has two major competitors when it comes to game systems and they are Microsoft and Nintendo. Microsoft has a product called the Oxbow 36, while Nintendo has the WI.

Nintendo has centered its game play around motion capture technology by making all of their games centered on motion sense. The Oxbow is backwards compatible with its previous Oxbow games unlike the ASS which can turn some customers toward the Oxbow. Oxbow also has a lower price than their most comparable impetigo Sony, with the Oxbow costing $1 50 and lower and the Plantation offered at no lower than $200. Although Nineteen’s game play mechanics are significantly different it also is offered for the cheapest price causing customers to buy more of them.

SWOT Analysis

It has a blue-ray player which gives better sound and graphics It has free wife It doesn’t use a points system for downloads so you know exactly how much you are buying something for Free online music streaming (video) It has BBC player It can run Linux SO so it can double up as a PC (not on the slim) You can get play TV on it o can connect your SSP to your ASS and remotely access your support such as photos, videos and music. Controllers charged by USB cable.

It has an internet browser Weaknesses music playback (for certain games) limited browser capability ASS Lots to media Games are not backwards compatible with previous Palpitations. Opportunities With Nintendo unable to meet demand for their WI, the Ass’s lower price could convince people waiting for Wig’s to buy available Uses instead. If they are able to get a higher customer turnout, they may be able to lower their prices to other game standards on software to increase ASS software sales.

With the recent movie format war being over between Blue-ray and HAD-DVD, Sony could get more movie companies onboard with Blue-ray to increase the Ass’s attractiveness to movie lovers.

Threats

People who were interested in Uses are quickly turning to the Oxbow 360 to meet their budget gaming needs. The economy is hurting the sales to gamers everywhere. Currently, Nintendo is feeling this in their handheld market, but this could quickly threaten the Ass’s sales. Both of Sonny’s main competitors are offering their consoles at cheaper prices.

Marketing Objectives

Increase the demand in product by 35 percent, make the product more available for he customers, and having the promotion of the production all over the social media. Promote not only its gaming capabilities but its Blue-ray player for an even larger market of customers.

Target Market Customer Base:

Our customer base for the ASS is young children and young adults. The reason why we choose this is because younger people particularly young males tend to purchase this product more than females.

So if we were to target more females and to this product I really think that sales could really take off.

Benefits of ASS: Processing Capacity, extensibility, Plays blue-ray disk, abundance of game titles, ere music streaming online, balanced library.

Issues:

Some issues with the ASS were: Signing into your profiles, trouble with the hard drive, trouble getting on the Youth account, and some disk malfunctions.

Marketing Mix Product: A Bundle deal will be the best way to market the product.

If selling this product if you could include a controller so they won’t have to purchase it and an up to date game I think this would be more appealing to customers.

Price:

Value Based we used this so we can start off our product at a price and depending on how it sells we either take the price down or leave it the same. We also decided to do this because of in research it has shown that this product reached a millstone of 50 million units worldwide sold 5 years after its debut. It also sold 525,000 of its product doing Black Friday sale.

Promotion:

The best promotion for a ASS is a Social Media simply because most of our customer base people will more than like being looking at TV or on the internet by them constantly seeing our product on the social media. With having commercials on cellular devices this being what most people are on most of the day. Distribution: Intensive Distribution we say this because by selling hem in more than one spot more customer will have access to them. Also, more woman shop more than males so by them seeing this product more and more we think they are more than likely to purchase it.

Implement and Control of Marketing Plan Sony should take full advantage of the Holiday season to try to sell as many Ass’s as possible while they still can. With the Ass’s prices as low as they have ever been and also the offering of so many different bundle packages it can sell very well this season. Sony should be promoting these great deals so they can increase sales for the coming months. The reason Sony should stress selling many consoles this season is because the next generation of consoles is set to be released next year.

A couple of ways Sony can figure out how well their system is selling is not only by hardware sales figures but also the sales figures of the games to. They could also look at the customer feedback or online connection activity levels to see how well customers are receiving the consoles. They can then take any inconveniences that customers have and fix them with system updates. Summary This prevailing piece of hardware is the cutting edge of gaming entertainment. Over he ages of the video game industry, video game companies like Nintendo entertained gamers with two dimensional characters in a gaming atmosphere.

The company that made the Plantation system, Sony, brought a three dimensional gaming environment to the gaming industry. Three dimensional gaming supplied better graphics. Three dimensional gaming environments along with the integration of CD-ROOM technology in the Plantation launched it to the most top selling gaming console. The Plantation has gone through three generations of consoles, The Plantation (SSI), Plantation 2 (ASS), and the Plantation 3 (ASS). The ASS is the rent Plantation and offers new technology innovations that will continue the reign of its legacy as its predecessors did.

The ASS brings forth spectacular graphics, greater media storage, multilayer capability, faster game loading speeds, and a built-in high definition movie capability. The Plantation 3 is a piece of hardware the incorporates both power and price, it is on the cutting edge of technology and will continue to stay their well into a new decade while the competitors straggle behind. The Plantation 3 is a quantum leap in gaming consoles, a standard that will set the bar for the 4th generation. Works Cited

The PlayStation consoles produced by SCEI built a good reputation among the community of gamers: 3% of PS3 users experienced technical problems, while 42% did with the Xbox. Only 9% say they want to change their PS3 for an Xbox 360. 90% of the PS3 users voted having a satisfactory experience compared to 66% for the Xbox 360 users. % of the PS3 users have problems with the reliability of the console compared to 20% of the Xbox 360 users. These surveys have been made by vgchartz, gamespot and psu. All these strengths allowed SCEI to be placed in the stars in the BCG matrix.

Weaknesses But SCEI has also few weaknesses from its internal environment: They don’t market a lot to children and prefer to aim a mature public. They lose many potential customers who would turn to the Nintendo company that always targeted an immature public: the parents choose a Wii console for their children because they are afraid that the PS3’s violent games will have bad effects on their ids according to Halocrossing. Products from SCEI are also considered as expensive due to the high technology involved in their consoles: The PS3 was sold $599 at its launch compared to $399 for the Xbox 360 and $299 for the Wii.

This high price made the buyers hesitate according to vgsales. SCEI has opportunities from its external environment: The culture in the U. S. for the violence increases every years: gun crime goes up by 89% in a decade according to the Dailymail. The violent american movies motivate the population to act in the same way. The video games allow these people to fulfill heir wish for destruction and violence by giving them a virtual control. The PlayStations always targeted that population and have the reputation to welcome violent games.

The population’s trend to seek for a highest display definition for their home cinema contributes to the success of the Blu Ray technology from SCEI: The PS3 is the only console equipped with a Blu Ray player so consumer may want to choose the PS3 over the other consoles so that they can play games and watch high quality videos from the same device. The HD dvd technology competed with the Blu ray one but failed because it was inferior according to the Inquirer. But SCEI has also threats from its external environment: The threats come essentially from the hard competition with the Nintendo and Microsoft companies.

Nintendo seduces the children that SCEI doesn’t. Microsoft targets the same segment than SCEI. Microsoft is the main competitor of SCEI. Anti-violence movements in U. S. criticize the violent video games and force the government to impose restrictions like age ratings from the Motion Picture Association of America. The violent video games have been accused to be the cause of the increasing violence in U. S. according to the Christian Science Monitor. 3. Market segment and positioning a. Segment SCEI targets gamers who like violence and complexity.

A Company Profile Leslie Siedlak Marketing 470 Professor Schramm February 13, 2013 Executive Summary Sony is a global manufacturer of electronics both for consumers and professional markets. Sony’s most popular products include digital cameras, televisions, personal gaming systems, and personal computers. Sony competes with many other companies in the consumer electronics market including Samsung, LG, and Apple. Current Market Situation In the consumer electronics market, competition is at an all time high.

With new technologies emerging constantly (3D TVs), it has become increasingly important to be the first and most innovative company. According to Yahoo Finance and MarketResearch. com, in 2014 the consumer electronics market is forecasted to have a value of $289. 5 billion, an increase of 14. 1% since 2009. SWOT Analysis Strengths: * Founded in 1946, Sony has become one of the well-known brands in the consumer electronics market. * History of innovation. From the Walkman to the Blu-Ray disc. * The Playstation, a home gaming system, is one of the company’s most popular products on the market.

The Playstation been successful since inception and still has tremendous consumer demand. According to TechCrunch. com, sales of the Playstation 3 reached over $70 million in cumulative sales since its inception in 2006. * Not only is Sony in the consumer electronics market, but it has its own recording label and Sony Pictures Entertainment, which produces television and films. Weaknesses: * The high cost of media production has affected Sony’s pricing strategy. As a result, the company is losing an increasing amount of money and market share. * Too much diversification.

Many consumers are confused as to what Sony produces. With music labels and entertainment/film studios, Sony has shifted from its core competency as a consumer electronics brand to a brand with too many forks in the fire. Opportunities: * To integrate its product line, Sony can take advantage of both its music and entertainment ventures and incorporate their gaming systems to deliver value added content. * Since Sony’s acquisition of $645 million in Olympus, Sony has the opportunity to enter the healthcare industry. Olympus has a 70% global market share in endoscopes.

Since Sony provides image sensors to Olympus, Sony could benefit even more by acquiring these stakes. Threats: * Price competition from competitors such as Apple, LG, and Samsung * Hackers have been known to invade the Playstation network, which resulted in stolen customer information such as credit card numbers and addresses. Objectives Sony’s objectives focus on society and reducing impact on the environment. Reducing the impact on the environment includes all parts of R&D, especially finding ways to reduce waste in product packaging and distribution.

Sony believes in full disclosure of product information and performance of the company. Marketing Strategy Sony’s marketing strategy includes invigorating a brand that was once so popular in the market. Creating solid customer loyalty is also a large part of the . Action Plan Sony has developed a series of slogans over the years including “The One and Only,” “It’s a Sony,” and “Like No Other. ” Currently Sony’s slogan is “Make. Believe. ” The current slogan is representative of Sony’s commitment to reinvigorating the brand.

It wasn’t until 2009 that Sony launched its first advertisement. Sony has used several celebrities in their marketing strategy in the past. To show how real 3D looked, Sony used Peyton Manning and Justin Timberlake targeting both sports fans and music fans alike. Slogans like Sony’s make consumers believe they are purchasing a product that is superior to others on the market and helps consumers to develop a deeper brand loyalty. To increase market share and awareness, Sony continues to use popular celebrities to endorse their products.

From Taylor Swift to previously mentioned Justin Timberlake, Sony understands that targeting younger consumers leads to a deeper brand loyalty. Financial Projections In Quarter 2 of 2012, Sony slashed its financial forecast due to slow game sales and less than stellar sales of its new gaming system, the Playstation Vita. The original forecast was projected at 16 million units sold of both Vita and Playstation Portables worldwide. Today, Sony has cut that projection by a large amount, down to just 10 million units by March 2013, which will result in a total financial loss of $198 million Implementation Controls

Implementation control is designed to assess whether the overall strategy should be changed in light of unfolding events and results associated with incremental steps and actions that implement the overall strategy. ” After the security breach if Sony’s Playstation, Sony launched a “Welcome Back” campaign after countless customers private information was hacked. Sony presented customers with 4 new games to show their appreciate for their loyalty during the hacking. Summary Analysis Sony is diversified in the market both in consumer electronics and those for professional use; this leads to a tremendous opportunity for growth.

Sony also focuses on a wide variety of products from cameras to gaming systems, which could lead to domination of the consumer electronics market. Sony however, is not doing very well in marketing their products to the consumer. They are too diversified in comparison to successful companies such as Apple, who stick to a few products in the same realm and have created tremendous customer loyalty over the years. Sony seems to be confused on what to do, whether to be in consumer electronics or marketing towards professional markets. Sony should focus on one market in order to gain profits and develop a stronger following.

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