1 2Strategy and Positioning Analysis Part 1Chairmaine Ngwa, Jennifer Shortt and Albert WongMKT/421 January 23, 2017 Professor Dr. Luis De La CruzStrategy and Positioning Analysis Part 1 The development and research of Sony PlayStation began back in 1990, headed by Sony engineer Ken Kutaragi known as the father of PlayStation. PlayStation is a game console which uses a CD-ROM to play video games. It was the first of its kind, due to all other video game console only used game cartridges to play video games. PlayStation was considered a new product because the functionality was different from the existing products on the market, which created a whole new industry (Kerin, Steven & William 251) It also offered 3D graphics that made playing video games more enjoyable and realistic, it almost seems like you are part of the video game itself. The first PlayStation was first launched back in 1994, it was a huge hit from the very start in Japan, having sold 300,000 units within the first month. PlayStation later in 1995 debut in the United States in 1995 at the Electronic Entertainment Expo in Los Angeles, within a year they sold almost 2 million units in the United States and over 7 million worldwide. In 2003 Sony PlayStation reached a milestone by selling 100 million units (Bellis 2016) In March 2005 the next generation of a 64-bit console was created, it gave the ability to play video games over the internet, combined with the best selection line of video games ever created for a console (PS One 2017) PlayStation year over year has proven it's the top manufacture of video game console. That why the new NBA 2k18 video game is a big deal, the release date is on September 24, 2017. NBA 2k18 is a simulation of playing basketball as a video game, by giving you the power and athletic ability to make amazing trick shots. It give you the opportunity to be your favorite NBA basketball player. The level of difficulty of trick shots is by ranking of the NBA player. An example Lebron James is ranked #1, he would have the most athletic ability and trick shots. The video game overall is quite enjoyable to play especially for the basketball enthusiast. Description of Product/Service Triple click your mouse anywhere in this paragraph to replace this text with the description of your product or service. SWOT Analysis Strengths (Internal) Weaknesses (Internal) Opportunities (External) Threats (External) . Competitive Analysis Triple click your mouse anywhere in this paragraph to replace this text with the description of your competitive analysis. Current company’s strengths and weaknesses Potential Competitor’s strengths and weaknesses Competitive Rival’s strengths and weaknesses Target Market Product Place Promotion Price Competitive Barriers Likely responses Target Market Segments Triple click your mouse anywhere in this paragraph to replace this text with the description of your target market. Demograph ...

1. 1
2Strategy and Positioning Analysis Part 1Chairmaine Ngwa,
Jennifer Shortt and Albert WongMKT/421
January 23, 2017
Professor Dr. Luis De La CruzStrategy and Positioning Analysis
Part 1
The development and research of Sony PlayStation began back
in 1990, headed by Sony engineer
Ken Kutaragi known as the father of PlayStation. PlayStation is
a game console which uses a CD-ROM to
play video games. It was the first of its kind, due to all other
video game console only used game
cartridges to play video games. PlayStation was considered a
new product because the functionality was
different from the existing products on the market, which
created a whole new industry (Kerin, Steven &
William 251) It also offered 3D graphics that made playing
video games more enjoyable and realistic, it
almost seems like you are part of the video game itself.
The first PlayStation was first launched back in 1994, it was a
huge hit from the very start in
Japan, having sold 300,000 units within the first month.
PlayStation later in 1995 debut in the United
States in 1995 at the Electronic Entertainment Expo in Los
Angeles, within a year they sold almost 2
million units in the United States and over 7 million worldwide.
In 2003 Sony PlayStation reached a
milestone by selling 100 million units (Bellis 2016) In March
2005 the next generation of a 64-bit console
was created, it gave the ability to play video games over the

2. internet, combined with the best selection line
of video games ever created for a console (PS One 2017)
PlayStation year over year has proven it's the top
manufacture of video game console. That why the new NBA
2k18 video game is a big deal, the release
date is on September 24, 2017.
NBA 2k18 is a simulation of playing basketball as a video
game, by giving you the power and
athletic ability to make amazing trick shots. It give you the
opportunity to be your favorite NBA basketball
player. The level of difficulty of trick shots is by ranking of the
NBA player. An example Lebron James is
ranked #1, he would have the most athletic ability and trick
shots. The video game overall is quite
enjoyable to play especially for the basketball enthusiast.
Description of Product/Service
Triple click your mouse anywhere in this paragraph to replace
this text with the description of your product or service.
SWOT Analysis
Strengths (Internal)
Weaknesses (Internal)
Opportunities (External)
Threats (External)
.
Competitive Analysis
Triple click your mouse anywhere in this paragraph to replace

3. this text with the description of your competitive analysis.
Current company’s strengths and weaknesses
Potential Competitor’s strengths and weaknesses
Competitive Rival’s strengths and weaknesses
Target Market
Product
Place
Promotion
Price
Competitive Barriers
Likely responses
Target Market Segments
Triple click your mouse anywhere in this paragraph to replace

4. this text with the description of your target market.
Demographic
Replace this text with demographic information.
Psychographic
Replace this text with psychographic information.
Geographic
Replace this text with geographic information.
Behavioral Factors
Replace this text with behavioral factors information.
Positioning Statement
Triple click your mouse anywhere in this paragraph to replace
this text with your positioning statement.
Conclusion
Triple click your mouse anywhere in this paragraph to replace
this text with your conclusion.
References
Bellis, Mary. "History of Sony PlayStation." About.com
Inventors. About.com, 16 Aug. 2016. Web. 19 Jan. 2017.
http://inventors.about.com/od/computergames/fl/History-of-
Sony-PlayStation.htm

5. Kerin, Roger, Steven Hartley, William Rudelius. Marketing,
12th Edition. McGraw-Hill Learning
Solution
s, 01/2014. VitalBook file.
PS One." Login. Britannica Academic, 21 Jan. 2017. Web. 21
Jan. 2017.
http://academic.eb.com.contentproxy.phoenix.edu/levels/collegi
ate/article/438629
Strategy and Positioning Paper Grading Guide
MKT/421 Version 15
2
Learning Team Assignment: Strategy and Positioning Paper
Purpose of Assignment
Companies that are known as successful marketers start with a
well-crafted marketing plan. A sound marketing plan captures

6. the information required to help you develop and deliver the
products and services that best meet the needs of your chosen
target market, and communicate to your audience why and how
your offering is the best alternative in the marketplace. A well-
constructed marketing plan will serve as a set of “operational
instructions” for your marketing and sales team, and help you
set clear and measurable objectives for your organization. Part
1 of the learning team project for this class focuses on
understanding the competitive environment, the capabilities of
your chosen organization, and the needs of the target market.
Resources Required
Marketing Chapter 1, Marketing Chapter 2, Marketing Chapter
3, Marketing Chapter 5, Marketing Chapter 8, Marketing
Chapter 9
Grading Guide
Content
Met
Partially Met
Not Met
Comments:
Select a new product or service that will be launched by either

7. an existing organization or one you will create.
Provide an overview of the organization and a description of the
product or service.
Prepare a SWOT analysis of the organization and offering.
Conduct a competitive analysis of the organization and offering.
Describe your target market in detail.

8. Identify the needs that cause your target market to buy,
including emotional and logical drivers.
Formulate a written positioning statement.
The paper is 2,100 words in length.
Total Available
Total Earned
7

9. #/X
Writing Guidelines
Met
Partially Met
Not Met
Comments:
The paper—including tables and graphs, headings, title page,
and reference page—is consistent with APA formatting
guidelines and meets course-level requirements.
Intellectual property is recognized with in-text citations and a
reference page (at least four references are used, at least one of
which must come from the University Library and one from the
textbook).

10. Paragraph and sentence transitions are present, logical, and
maintain the flow throughout the paper.
Sentences are complete, clear, and concise.
Rules of grammar and usage are followed including spelling and
punctuation.
Total Available
Total Earned

11. 3
#/X
Assignment Total
#
10
#/X
Additional comments:
Copyright © 2015 by University of Phoenix. All rights reserved.