The Promoting of the PlayStation 3
Jordan Vu, Hoang Lam Thien and Thien Nguyen Toan
M12-03-2306, H12-00-4586 and Txx-xx-xxxx
Broward College Vietnam
Mrs. Thy Đặng Hoàng Uyên
Principles of Marketing MAR10011
8 Aug. 2013
Introduce the PS3 and SCEI
Why the PS3 and SCEI
The Marketing of the PLAYSTATION 3
Main Content material
Financial Info (2010 -- 2012)
SCEI Products Breadth
SCEI home video game gaming systems Depth
Organization environment examination
Marketplace segment and positioning
Interior R& D
R& D Consortium
Customer-oriented Selling price
Sale Focused Price
New Product Pricing
Prices Tactics and Discounts
Intro & Growing Stage: PLAY B3YOND (2006 - 2009)
Maturity Level: IT ONLY DOES ALMOST EVERYTHING (2009 - 2011)
Drop Stage: LONG LIVE PLAY (2011)
1 . Introduce the PS3 and SCEI
This ps3 3 (PS3) is a game playing device manufactured by Sony Laptop Entertainment, Inc (SCEI). SCEI division belongs to the Sony group which focuses on the video video game market. installment payments on your Why the PS3 and SCEI
The PS3 and SCEI play a major role in the online video game's industry. This sector has a larger budget and income compared to the cinema's 1 according to the Telegraph. The Mom or dad reported that video games outperform Hollywood movies and pull people from cinemas, television sets and Digital video disks. This new kind of entertainment overtaking on the older one, symbolizes the waking up of our era and the end of our parents'. 3. The Marketing from the PS3
This kind of report analyzes SCEI's organization environment, their product and pricing strategies as well as their particular supply cycle and conversation strategies.
II. Main Content material
1 . Organization overview
a. Foundation Background
●The company name is Fiat Computer Entertainment Inc. (SCEI).
●The firm was established about November sixteen, 1993 in Tokyo, The japanese.
●SCEI handles the research & expansion, production, and sales of both hardware and software for this ps3 line of portable and residence console video gaming systems.
●SCEI employs about 1400 persons.
●Nintendo firm leads it game market in the 90s and created a collaboration with SCEI in order to face its rival Sega company.
●SCEI and Nintendo don't agree to each other and end their common job. SCEI recycles the project to develop their first Nintendo wii.
●Sega leaves the video video game console marketplace to only pay attention to softwares in 2001 (decreasing breadth). The same year, Microsoft company enters the market with its Xbox 360 console. Microsoft company and Manufacturers are the just main competition left of SCEI after that.
b. Economical Data (2010 - 2012)
Total sale7, 213, 998 billion dollars yen7, 181, 273 billion dollars yen6, 493, 212 billion yen Income31, 772 billion yen199, 821 billion yen-67, 275 billion dollars yen Net income-40, 802 billion yen-259, 585 billion dollars yen-456, 660 billion yen Total asset12, 866, 114 billion yen12, 924, 988 billion yen13, 295, 667 billion yen
SCEI endured a great earnings loss in 2011 and 2012 mainly because of charge relevant to deferred tax assets in Japan. The truly great East Asia earthquake which in turn later brought the tragic nuclear accident in Fukushima also somewhat contributed to all their great damage.
c. Main Products
SCEI Products Width
●Handheld video game gaming systems (small transportable consoles we are able to use anywhere).
●Home gaming consoles (consoles connected to a TV).
●Video game softwares (games produced by the SCEI studios).
●Internet services (online gaming network and store).
SCEI home video...