Sony Play Station Competition Analysis
SONY PLAYSTATION
TABLE OF CONTENT
SECTION I – INDUSTRY SUMMARY: AN ANALYSIS OF THE INDUSTRY MARKET SITUATION ENVIRONMENTAL SCANNING: PESTEL MICRO-ENVIRONMENT FIVE FORCE MODEL ANALYSIS EFE MATRIX SECTION II – COMPANY PERSPECTIVE: AN ANALYSIS OF COMPANY/BRAND COMPANY BACKGROUND PRODUCT BACKGROUND STRENGTHS AND WEAKNESSES SPACE ANALYSIS 6 FUNCTIONAL ANALYSIS IFE MATRIX SECTION III – COMPETITIVE ANALYSIS 20 21 23 24 25 26 10 11 12 13 15 18 1 3 5 6 8
COMPETITORS IN THE MARKET STRATEGIC GROUP COMPETITIVE GRID COMPETITIVE FACTORS COMPETITIVE PROFILE MATRIX POSITIONING
SECTION IV – COMPANY COMPETITIVE STRATEGY AND FINAL ANALYSIS CORPORATE PORTFOLIO (BCG) IE MATRIX BRAND PORTFOLIO TOWS MATRIX STRATEGIC OPTION/FUTURE DIRECTIONS RECOMMENDATIONS 28 29 31 31 32 33
ii
Executive Summary
Over the fiscal year 2006 (the year ended March 31, 2007), Sony has taken many important and successful steps toward the completion of its revitalization plan. During the year 2006, Sony launched the newest Playstation Platform, PLAYSTATION3 (PS3), and 5.5 million units were shipped by the fiscal year-end. The Playstation Network (PSN), the online service launched together with PS3, opens up new potential revenue streams for the company from online transactions. The opportunity presented by PS3 is enormous. And Sony was proud to present the cutting-edge technology of blue laser diodes critical, the Blu-ray Disc drive in PS3. Although eight years have passed since launched of PS2, it continues to perform extremely around the world. PS2 has shipped for long life time over 10 million units in the fiscal year ending 31, 2008. PS3: A symbol of Sony United PS3 symbolized Sony United. PS3 was created through the comparative efforts of more than 50 departments throughout the Sony Group. It represents the coming together of state-of-the-art technologies and know-how. Supply of key device: PS3 contains more than 20 key devices employing leading-edge Sony technologies. These
TABLE OF CONTENT
SECTION I – INDUSTRY SUMMARY: AN ANALYSIS OF THE INDUSTRY MARKET SITUATION ENVIRONMENTAL SCANNING: PESTEL MICRO-ENVIRONMENT FIVE FORCE MODEL ANALYSIS EFE MATRIX SECTION II – COMPANY PERSPECTIVE: AN ANALYSIS OF COMPANY/BRAND COMPANY BACKGROUND PRODUCT BACKGROUND STRENGTHS AND WEAKNESSES SPACE ANALYSIS 6 FUNCTIONAL ANALYSIS IFE MATRIX SECTION III – COMPETITIVE ANALYSIS 20 21 23 24 25 26 10 11 12 13 15 18 1 3 5 6 8
COMPETITORS IN THE MARKET STRATEGIC GROUP COMPETITIVE GRID COMPETITIVE FACTORS COMPETITIVE PROFILE MATRIX POSITIONING
SECTION IV – COMPANY COMPETITIVE STRATEGY AND FINAL ANALYSIS CORPORATE PORTFOLIO (BCG) IE MATRIX BRAND PORTFOLIO TOWS MATRIX STRATEGIC OPTION/FUTURE DIRECTIONS RECOMMENDATIONS 28 29 31 31 32 33
ii
Executive Summary
Over the fiscal year 2006 (the year ended March 31, 2007), Sony has taken many important and successful steps toward the completion of its revitalization plan. During the year 2006, Sony launched the newest Playstation Platform, PLAYSTATION3 (PS3), and 5.5 million units were shipped by the fiscal year-end. The Playstation Network (PSN), the online service launched together with PS3, opens up new potential revenue streams for the company from online transactions. The opportunity presented by PS3 is enormous. And Sony was proud to present the cutting-edge technology of blue laser diodes critical, the Blu-ray Disc drive in PS3. Although eight years have passed since launched of PS2, it continues to perform extremely around the world. PS2 has shipped for long life time over 10 million units in the fiscal year ending 31, 2008. PS3: A symbol of Sony United PS3 symbolized Sony United. PS3 was created through the comparative efforts of more than 50 departments throughout the Sony Group. It represents the coming together of state-of-the-art technologies and know-how. Supply of key device: PS3 contains more than 20 key devices employing leading-edge Sony technologies. These