Xbox One Marketing Plan final
The Microsoft Xbox One
Marketing Plan
Gregory Steinbrenner
10/20/2014
Table of Contents
Executive Summary 3
Situational Analysis 3
Introduction 3
Market Analysis 3
Customer Analysis 4
Competitor Analysis 5
Microsoft Xbox One Analysis 6
Marketing Objectives 7
Marketing Strategies 7
Action Plans 9
Innovation 9
Promotion 9
Distribution 9
Products 10
Market Research 10
Financial Analysis 11
Contingency Plans 11
References 12
Appendix 12
Executive Summary Microsoft is trying to establish the Xbox One as the video game console leader in the Video Game Industry. The Xbox One is a third generation video game console for Microsoft. The video game industry continues to have steady growth. However, challenges face manufacturers of video game consoles as demand for smart phone and tablet apps continue to increase. In addition, the cost of video game consoles limits their availability to certain segments. Although, an opportunity exists as new segments evolve in the video game industry, such as with women and older adults, Microsoft must find ways to achieve a competitive advantage with their Xbox One system over Sony’s PlayStation 4 and Nintendo’s Wii U. The Xbox One has been branded as an all-in-one entertainment system. It will change the way people experience home entertainment. Microsoft must continue to develop innovations with the Xbox One to differentiate itself from its competitors, develop promotions that will position itself as a brand leader, design exclusive new video game titles, and work with distribution partners to control costs.
Situational Analysis
Introduction 2014 saw the release of the eighth generation of video games consoles. This includes the Microsoft Xbox One, the Sony PlayStation 4, and the Nintendo Wii U. Although, these companies are competing against each other for market leadership, they also face competition from smartphones, tablets, and smart TVs. Some analysts have predicted that
Marketing Plan
Gregory Steinbrenner
10/20/2014
Table of Contents
Executive Summary 3
Situational Analysis 3
Introduction 3
Market Analysis 3
Customer Analysis 4
Competitor Analysis 5
Microsoft Xbox One Analysis 6
Marketing Objectives 7
Marketing Strategies 7
Action Plans 9
Innovation 9
Promotion 9
Distribution 9
Products 10
Market Research 10
Financial Analysis 11
Contingency Plans 11
References 12
Appendix 12
Executive Summary Microsoft is trying to establish the Xbox One as the video game console leader in the Video Game Industry. The Xbox One is a third generation video game console for Microsoft. The video game industry continues to have steady growth. However, challenges face manufacturers of video game consoles as demand for smart phone and tablet apps continue to increase. In addition, the cost of video game consoles limits their availability to certain segments. Although, an opportunity exists as new segments evolve in the video game industry, such as with women and older adults, Microsoft must find ways to achieve a competitive advantage with their Xbox One system over Sony’s PlayStation 4 and Nintendo’s Wii U. The Xbox One has been branded as an all-in-one entertainment system. It will change the way people experience home entertainment. Microsoft must continue to develop innovations with the Xbox One to differentiate itself from its competitors, develop promotions that will position itself as a brand leader, design exclusive new video game titles, and work with distribution partners to control costs.
Situational Analysis
Introduction 2014 saw the release of the eighth generation of video games consoles. This includes the Microsoft Xbox One, the Sony PlayStation 4, and the Nintendo Wii U. Although, these companies are competing against each other for market leadership, they also face competition from smartphones, tablets, and smart TVs. Some analysts have predicted that
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