SONY PLAYSTATION 2 Cindy Brown Robert Burns Eddie Carter Kunal Shah

Intro/Background Sony’s mission statement: Sony’s mission statement: “…Our goal is to design and deliver innovative products with the information needed to use them.” “…Our goal is to design and deliver innovative products with the information needed to use them.” PlayStation 2 released in 2000 PlayStation 2 released in 2000 DVD, CD, other features DVD, CD, other features

SWOT Analysis Strengths Strengths Legendary leaders Legendary leaders Unique, versatile, and low priced Unique, versatile, and low priced New markets New markets Weaknesses Weaknesses Outdated mission statement Outdated mission statement Slim room for technology advancement Slim room for technology advancement

SWOT Analysis (cont’d)… Opportunities Opportunities Lowering prices Lowering prices New technology New technology Threats Threats Declining or exhausted market Declining or exhausted market Competition 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 Playstation 3 Concept Design

MARKET-PRODUCT FOCUS AND GOAL SETTING Goals cont... Playstation X 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 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. * 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. 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. 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. The PlayStation 2 has an extensive after market product line with numerous developers of products that enhance the gaming console.

Price The PS2 costs $ for a complete new system including: - PlayStation 2 console - Analog Controller (DUALSHOCK 2) - AV Cable (integrated audio/video) - AC Adaptor (AC power cord included) The PS2 costs $ 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. 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 Leading gaming market since % of gaming market in Japan and Europe and about 40% in U.S. Globally sold in more than 120 countries Globally sold in more than 120 countries sold 980,000 consoles in two days Sold 70 million hardware and 572 million Software worldwide. Sold 70 million hardware and 572 million Software worldwide.

Future Trends New PlayStation 2 New PlayStation 2  Smaller in size  Built-in Ethernet & analog modem port

Future Trends PlayStation Portable PlayStation Portable  Clear Crystal LCD screen  Capable of Playing PS2 quality games.  Uses Universal Media Disk

Questions?