Jianxiong Guo Ashley Hegland Matthew Joffre Preetham Pillarisetty. September 28, 2005. Background. Sony Computer Entertainment Inc. Playstation 2 Video Game Industry: Hardware Vs. Software EyeToy History To-Date. Problem Statement. Central Problem.
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September 28, 2005
What is the optimal marketing strategy that Sony
Computer Entertainment Europe (SCEE) should pursue to
enhance the competitiveness of the Sony PlayStation and
grow the Sony brand?
A Competitive But Profitable Market:
Power of buyers - High
Power of suppliers - Low
Barriers to entry - High
Threat of Substitutes – High
Rivalry Among Competitors - High
Product Ecosystem Perspective
1. User Network – gamers
2. Complementary Network – 3rd party
3. Producer Network - Sony
Cost-leadership mass market penetration strategy, using pipeline products.
Abandon all Sony Pipeline offerings except EyeToy Play 2 and focus on mass market with third party software.
Initially focus on integrated high-profile game leadership & alliance strategies in the hard core gamer segment and use selected publishers, such as “Electronic Arts”, to market to both the mass market and hard core gamers.
Focus on integrated high-profile game leadership & alliance strategies in the hard-core gamer segment and use selected publishers, such as “Electronic Arts”, to market to both the mass market and hard core gamers