SONY

PLAYSTATION 2
Cindy Brown
Robert Burns
Eddie Carter
Kunal Shah
 Intro/Background
 Sony’s mission statement:
 “…Our goal is to design and deliver innovative
products with the information needed to use them.”

 PlayStation 2 released in 2000

 DVD, CD, other features

 SWOT Analysis
 Strengths
 Legendary leaders
 Unique, versatile, and low priced

 New markets

 Weaknesses
 Outdated mission statement
 Slim room for technology advancement
 SWOT Analysis (cont’d)…
 Opportunities
 Lowering prices
 New technology

 Threats
 Declining or exhausted market
 Competition
 MARKET-PRODUCT FOCUS
AND GOAL SETTING

Goals:
* The goals of Sony include
developing an easy to use gaming
console with the features of today’s
technology.
 MARKET-PRODUCT FOCUS
AND GOAL SETTING
Goals cont...
Playstation Portable
 MARKET-PRODUCT FOCUS
AND GOAL SETTING
Goals cont...
Playstation 3 Concept Design
 MARKET-PRODUCT FOCUS
AND GOAL SETTING
Goals cont...
Playstation X
 MARKET-PRODUCT FOCUS
AND GOAL SETTING
Target Market:
* The target market includes
every one of all ages and
genders, but predominately
the specific target market
includes males ages 8 to 28.
MARKET-PRODUCT FOCUS
AND GOAL SETTING
Points of Difference:
* Characteristics that make PlayStation 2
superior to other products include:
CD/DVD player use without requirement of
remote control, smaller controllers,
arguably better designed controllers,
smaller size of console take up less space,
largest array of game selections, and
numerous accessories.
 MARKET-PRODUCT FOCUS
AND GOAL SETTING
Position the Product:
* The name says it all… PlayStation 2 has
established itself in the market as a superior
gaming console. It is described as being
“indisputably the most popular computer
entertainment system in the world…”
 Product Line
 The Sony PlayStation 2 is a Digital Video and
Gaming system for home entertainment.
 Sony PS2’s entertainment capabilities include
the ability to watch DVD movies and have an
enormous library of video games for the
PlayStation console.
 Unique Product Quality
 The PlayStation 2 has an extensive after
market product line with numerous developers
of products that enhance the gaming console.
 Price
 The PS2 costs $149.99 for a complete new system
including:
- PlayStation 2 console
- Analog Controller (DUALSHOCK 2)
- AV Cable (integrated audio/video)
- AC Adaptor (AC power cord included)
 A Pre-owned PlayStation 2 console may vary in price
depending on location and whether or not the
distributor has any specials on refurbished or pre-
owned systems, including all the same products a
new system comes with.
Competition
 Global Market
 Leading gaming market since 2000
80% of gaming market in Japan and Europe
and about 40% in U.S.
 Globally sold in more than 120 countries
sold 980,000 consoles in two days
 Sold 70 million hardware and 572 million
Software worldwide.
 Future Trends
 New PlayStation 2
 Smaller in size
 Built-in Ethernet &
analog modem port
 Future Trends
 PlayStation Portable
 Clear Crystal LCD
screen
 Capable of Playing PS2
quality games.
 Uses Universal Media
Disk
Questions