I have question from \'\'Global Marketing Management\'\' In page 291, Chapter 10
ID: 449620 • Letter: I
Question
I have question from ''Global Marketing Management''
In page 291, Chapter 10, Application Exercises #2
''Listen to the NPR story ''Video Game Pioneer Kutaragi Leave Sony'' about Sony's Play Station 3 and it's struggles against rival such as Maicrosoft's Xbox360 and Nitendo's wii (http://www.npr.org/templates/story/story.php?storyId=9884088).''
''Do you belive that Sony can recover after its initial stumble in the US market? If so, what steps do you belive recommend that it takes?''
Title: Global Marketing Management (Eighth Edition)
Author: Warren J Keegan
ISBN13: 978-0-130615739
ISBN10: 0-13-615739-4
Explanation / Answer
Yes, Sony can recover the lost ground in the US market. But, to do so, Sony has to take following initiatives:
1. Revising pricing strategy of Sony play station products and more specifically PS3 so that low price should not work in the favor of competitors such as XBOX360 of Microsoft and others. Sony can also come up with the LITE version at a lower cost to tap those consumers who have not yet tasted the gaming play stations.
2. Bring in product differentiation in Sony play station products. Consumers always demand that what is special in Sony PS3 that is not available in other competitive products such as XBOX 360 and Nintendo Wii. It can be speed, features, design or exclusivity that is unbeatable in the market.
3. Development of those games that can only be played on Sony play stations, thus, Sony could build a niche segment that would only like to use Sony Play stations.
4. Making latest version of play station that is PS3 different and better than the earlier versions. Any new version will only kick off in the market when it is something special, different and exclusive from the previous versions.
5. Focus on untapped areas to increase market share. A suitable branding and positioning can help Sony to recover from the initial stumbles.