Marketing Audit Essay
Introduction
The focus of this report would be to assess the marketing activities of SONY Corporation, focusing on one of its particular product which is the Playstation Portable, which is also known as PSP for short. Although SONY had released various versions of the PSP, however, our main focus would be on the original version of the PSP and also some emphasis would be given to PSP Go, to elaborate on the current product that SONY is promoting. Through this analysis, we hope to discover whether SONY has adopted the appropriate strategies and analytical thinking in their marketing techniques to promote their product to their target markets.
Background
Portable media industry
Portable gaming consoles have been in kids' hands for more than 20 years in the United States and nearly 30 years in Japan (Pikover, 2009). Now, in Singapore, these consoles have also been popular. However, the difference between Singapore and these other two countries is that these consoles are not only meant for kids. Based on our observation, adults too have been using these consoles, particularly during long journeys while they are taking public transportation. However, one thing that varies is the kind of console that they used. This could be seen through the different demographic data. For instance, women and children seem to favor using the Nintendo DS while on the other hand, most men seem to favor using the PSP instead. Beginning from the first launch for the Nintendo's Game Boy in 1989, many competitors have been trying to break the market share that had been captured by Nintendo. Unfortunately, many had failed in their attempts. However, the playing field has since been changed to suit the demands of the economy. For the past five years, SONY's PlayStation Portable (PSP) has been its one sole competitor. To boost up their individual’s sales, both SONY and Nintendo have released multiple models of the PSP and DS, respectively. Also, recently, Apple has also proved
The focus of this report would be to assess the marketing activities of SONY Corporation, focusing on one of its particular product which is the Playstation Portable, which is also known as PSP for short. Although SONY had released various versions of the PSP, however, our main focus would be on the original version of the PSP and also some emphasis would be given to PSP Go, to elaborate on the current product that SONY is promoting. Through this analysis, we hope to discover whether SONY has adopted the appropriate strategies and analytical thinking in their marketing techniques to promote their product to their target markets.
Background
Portable media industry
Portable gaming consoles have been in kids' hands for more than 20 years in the United States and nearly 30 years in Japan (Pikover, 2009). Now, in Singapore, these consoles have also been popular. However, the difference between Singapore and these other two countries is that these consoles are not only meant for kids. Based on our observation, adults too have been using these consoles, particularly during long journeys while they are taking public transportation. However, one thing that varies is the kind of console that they used. This could be seen through the different demographic data. For instance, women and children seem to favor using the Nintendo DS while on the other hand, most men seem to favor using the PSP instead. Beginning from the first launch for the Nintendo's Game Boy in 1989, many competitors have been trying to break the market share that had been captured by Nintendo. Unfortunately, many had failed in their attempts. However, the playing field has since been changed to suit the demands of the economy. For the past five years, SONY's PlayStation Portable (PSP) has been its one sole competitor. To boost up their individual’s sales, both SONY and Nintendo have released multiple models of the PSP and DS, respectively. Also, recently, Apple has also proved
References: Nintendo, 2009. History. [online] Available at: http://www.nintendo.com.au/index.php?pageID=13 [2 November 2009] Pikover, J 2009 Sinclair, B, 2006. SONY pulls controversial ad. [online]Available at: http://www.gamespot.com/news/6153816.html [13 November 2009] QuickMBA, 2007 William, 2009 http://gamersblog.pcworld.ca/tag/psp/. SONY, 2009. E- commerce catalog. [online] Available at: http://www.SONYstyle.com/webapp/wcs/stores/servlet/StoreCatalogDisplay?storeId=10151&langId=-1&catalogId=10551 [11 November 2009] SONY Computer Entertainment, 2009 Ernesto, 2008. PSP piracy is trending up. [online]available at: http://torrentfreak.com/psp-piracy-is-trending-up-despite-sonys-claims-081222/ [12 November 2009] -----------------------