Case Study: Sony
This scholarly case study looks at Sony's participation in the video game industry. Sony provides an example of marketing strategy and strategic positioning of its products in a highly competitive global environment. It illustrates the need for industry competitive data analysis, demographic segmentation, product features, product positioning, and the magnitude of marketing decisions faced by multinational companies.
Abstract
In November 2006, with the launch of the Sony PlayStation 3 a mere weeks away, Sony Corporation's CEO Sir Howard Stringer reflected on the past 30-year history of the video game industry, while crossing his fingers that the PS3 would have a successful launch in an increasingly cut-throat industry.
"The stakes for next-generation hardware leadership are enormous. It's about owning the set-top box that may ultimately connect the living room to the Internet". – Warren Jenson, CFO, Electronic Arts (Financial Times, May 11, 2005)
Source: John Sterman, Kahn Jekarl, and Cate Reavis, https://mitsloan.mit.edu/teaching-resources-library/sonys-battle-video-game-supremacy
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