The document discusses the economics of Sony's PlayStation video game console. It provides a brief history of the PlayStation, describing its origins in the 1980s as a joint project between Sony and Nintendo. It discusses the four generations of PlayStation consoles released so far and the key factors affecting the production and demand of the console, including labor, capital, materials and entrepreneurship. It analyzes the oligopolistic market structure of the video game console industry and factors influencing the cost of production and demand for the PlayStation.
Nintendo wants to target the ever growing big market of mobile games through its newest offering of “Super Mario Run” on IOS and Android platforms. The Super Mario game is not a new concept, but this game is released for the first time as a mobile app. Earlier this year, the release of the Pokémon Go app took the world by storm. The app quickly became the most downloaded app in history, and commanded a record audience of 45 million daily players. However Super Mario Run broke all records with its release on iTunes, Apple's platform in mid Dec 2016 with 2.65 Million downloads on the first day itself. Nintendo offered players to stop by their local Apple store before launch to try the game. Apple sold its billionth iPhone summer of 2017, leaving the app available to every user. This app not only boosted sales, but also introduced new people and the younger generation to the company, as well as its iconic characters. Nintendo increased its brand awareness among mobile app users. However, faced negative feedback from older generation of gamers on game features. In order to leverage current offerings and successfully expand into the mobile gaming industry this digital marketing plan provides suggestions on Nintendo's, Super Mario Run mobile game.
Nintendo wants to target the ever growing big market of mobile games through its newest offering of “Super Mario Run” on IOS and Android platforms. The Super Mario game is not a new concept, but this game is released for the first time as a mobile app. Earlier this year, the release of the Pokémon Go app took the world by storm. The app quickly became the most downloaded app in history, and commanded a record audience of 45 million daily players. However Super Mario Run broke all records with its release on iTunes, Apple's platform in mid Dec 2016 with 2.65 Million downloads on the first day itself. Nintendo offered players to stop by their local Apple store before launch to try the game. Apple sold its billionth iPhone summer of 2017, leaving the app available to every user. This app not only boosted sales, but also introduced new people and the younger generation to the company, as well as its iconic characters. Nintendo increased its brand awareness among mobile app users. However, faced negative feedback from older generation of gamers on game features. In order to leverage current offerings and successfully expand into the mobile gaming industry this digital marketing plan provides suggestions on Nintendo's, Super Mario Run mobile game.
Presentation of a hypothetical/ possible intercultural PR campaign for Sony's Playstation branch. This includes a brief history, a look at their demographics, and how one can use the mass interest in video games to be a better corporate citizen (Corporate social responsibility). This was prepared for Dr. Byrum's Public Relations practice course at Bloomsburg University.
02 marketing plan nintendo disruptive strategy - cosimo gualanoNevion
We learn from Apple and Nintendo’s Wii is that design-driven innovations do not come from the market, simply they create new markets. In Nov. 2006 Nintendo introduced to the market the Wii motion sensor technology carving a new lucrative gaming market segment. Nintendo has introduced a disruptive technology as an innovator that used disruptive strategy to overturned customer’s understanding of what a video game means. The market did not ask for these new meanings, but once they experienced them, it was love at first sight.
The interactive entertainment software market is characterized by short product life cycles and frequent introductions of new products. While Nintendo has not introduced any new product in the last year, SONY and Microsoft with their recent products have clearly moved into the motion sensor technology market owned by Nintendo Wii. They have also expanded customer’s experience adding broadband for game-sharing-downloading and streaming of movies.
The global digital gaming market is projected to expand at a CAGR of 15.7% and is expected to be worth USD 264.9 Bn by 2023. The increased proliferation of smartphones and tablets is providing a considerable push to the gaming market globally. Also, the improvement in technology and the ease of access to internet connectivity have given an impetus to live games of MMO and eSports genres. The gaming companies are increasingly preferring digital distribution channels over physical distribution channels, as digital distribution allows easy purchase and downloading of digital content for different gaming platforms.. Read More: https://bit.ly/2ULckcN
Presentation of a hypothetical/ possible intercultural PR campaign for Sony's Playstation branch. This includes a brief history, a look at their demographics, and how one can use the mass interest in video games to be a better corporate citizen (Corporate social responsibility). This was prepared for Dr. Byrum's Public Relations practice course at Bloomsburg University.
02 marketing plan nintendo disruptive strategy - cosimo gualanoNevion
We learn from Apple and Nintendo’s Wii is that design-driven innovations do not come from the market, simply they create new markets. In Nov. 2006 Nintendo introduced to the market the Wii motion sensor technology carving a new lucrative gaming market segment. Nintendo has introduced a disruptive technology as an innovator that used disruptive strategy to overturned customer’s understanding of what a video game means. The market did not ask for these new meanings, but once they experienced them, it was love at first sight.
The interactive entertainment software market is characterized by short product life cycles and frequent introductions of new products. While Nintendo has not introduced any new product in the last year, SONY and Microsoft with their recent products have clearly moved into the motion sensor technology market owned by Nintendo Wii. They have also expanded customer’s experience adding broadband for game-sharing-downloading and streaming of movies.
The global digital gaming market is projected to expand at a CAGR of 15.7% and is expected to be worth USD 264.9 Bn by 2023. The increased proliferation of smartphones and tablets is providing a considerable push to the gaming market globally. Also, the improvement in technology and the ease of access to internet connectivity have given an impetus to live games of MMO and eSports genres. The gaming companies are increasingly preferring digital distribution channels over physical distribution channels, as digital distribution allows easy purchase and downloading of digital content for different gaming platforms.. Read More: https://bit.ly/2ULckcN
Case Study #2 (10-15 Pages) A thorough analysis is expec.docxwendolynhalbert
Case Study #2 (10-15 Pages)
A thorough analysis is expected. Below is a suggestion on how to structure your write up and key questions to
consider at each stage.
1. The history, development and growth of the company over time (4 marks~2 pages)
– Intro Paragraph
– Chart critical incidents for the industry as a whole (bullet form OK- do not need to restate all
facts written in the case – just critical ones)
Questions to consider:
a. Why the 82-85 Collapse of Atari
b. What drove Microsoft’s decision to enter the industry with its Xbox offering?
2. SWOT analysis (4 Marks 1-2 Pages)
– The identification of the company’s internal strengths and weaknesses
– The nature of the external environment surrounding the company
• The SWOT Checklist Pg C4 provides detail
3. Evaluate the SWOT analysis (4 Marks 1-2 Pages
– Is the company in an overall strong competitive position?
– Can it continue to purpose its current business or corporate level strategy profitably?
– What can the company do to turn weaknesses into strengths and threats into opportunities?
– Can it develop new functional, business or corporate strategies to accomplish this change?
Questions to consider:
a. Evaluate the competitive strategy of 3DO? What was 3DO’s strategy? What are the problems with this strategy? What
flaws can you see in 3DO’s approach?
b. Why has Sony PlayStation succeeded where 3DO failed?
4. The kind of corporate level strategy that the company is pursuing & the nature of the company’s
business-level strategy. (6 marks 2-3 Pages)
– Define the companies mission and goals
– Debate merits of their current strategy.
– Identify the company’s generic competitive strategy – differentiation, low-cost, or focus – and its
investment strategy, given its relative competitive position and the stage of the life cycle.
– Identify functional strategies that a company pursues to build competitive advantage through
superior efficiency, quality, innovation, and customer responsiveness.
Questions to consider:
c. How did Nintendo successfully recreate the home video game business following the Atari-era boom and bust?
d. How was Nintendo able to capture value from the home video game business?
e. How was Sega able to gain market share from Nintendo?
5. Make Recommendations (4 Marks -2 Pages)
– Recommendations are directed at solving whatever strategic problem the company is facing
and increasing its future profitability.
Questions to consider:
a. What lessons can be learnt from the history of the home video game industry that were used to help launch
the Sony PlayStation II and Microsoft’s Xbox? Do Microsoft and Sony appear to have learnt and applied these
lessons?
b. Evaluate the introduction of the Xbox 360, Sony PlayStation 3, and Nintendo’s Wii. What lessons can be learned from
these events? How did Nintendo re-establish itself in this market with the Wii?
An Industry Is Born
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1. PROJECT NAME - SONY PLAYSTATION
SUBJECT- ECONOMICS
BY-AVIK SHOUTAY
ROLL NO- M14B010
MBA – B
ISBR
2. INTRODUCTION
TO EXPLORE AND FURTHER UNDERSTANDING OF SONY PLAYSTATION
IN MARKET IN GLOBAL SCALE
FACTORS AFFECTING ITS SALES AND DEVELOPMENT
3. HISTORY OF PLAYSTATION
PlayStation was the brainchild of Ken Kutaragi, a Sony executive who had just come out of his
hardware engineering division at that time and would later be dubbed as "The Father of the
PlayStation.”
The console's origins date back to 1988 where it was originally a joint project
between Nintendo and Sony to create a CD-ROM for the Super Famicom. Although Nintendo
denied the existence of the Sony deal as late as March 1991.
The original PlayStation released on December 3, 1994 was the first of the ubiquitous PlayStation
series of console and hand-held game devices. It has included successor consoles and upgrades
including the Net Yaroze (a special black PlayStation with tools and instructions to program
PlayStation games and applications), "PSone" (a smaller version of the original) and
the PocketStation (a handheld which enhances PlayStation games and also acts as a memory
card). It was part of the fifth generation of video game consoles competing against the Sega
Saturn and the Nintendo 64. By December, 2003, the PlayStation and PSone had shipped a
combined total of 102.49 million units, becoming the first video game console to sell 120 million
units.
4. GENERATIONS OF PLAYSTATION
•Playstation – Launched On December 3,1994.
•Playstation 2 – Launched On March 4,2000.
•Playstation 3 – Launched On November 11, 2006.
•Playstation 4 – Launched On Feburary 22, 2014.
5. ON SONY’S PLAYSTATION
Factors of production.
Determinants of demand and supply.
Market structure of Sony’s gaming industry.
Briefly covers the price elasticity of demand and the production costs &
factors on Sony’s playstation.
6. FACTORS OF PRODUCTION
The 4 factors of production affecting in general are : land ,
labor , capital and entrepreneurship.
7. LAND
FOXCONN
A Taiwanese multinational electronics contract manufacturing
company engaged by Sony to manufacture the Playstation, it is
headquartered in Tucheng, New Taipei , Taiwan.
8. LABOUR
The people who work :
The workers inside Sony’s HQ designed and made improvements to the
design.
Sony has over 100,000 employees engaging is a wide array of work from
administration to management.
9. CAPITAL
TOOLS , TOOLS , TOOLS !!!!
Capital is distinctive in the facts that although they are a good,
they only indirectly satisfy human wants and needs. Capital
consists of many things like buildings, machinery, transportation
and infrastructure. Eg : Processing Chips, High End Graphic Cards
10. Entrepreneurship
Brains of the company :
Like in every successful company, their management teams consisting of competent and
able individuals who make good use of the other 3 resources to maximize profit and
productivity. People such as Kazuo Hirai, CEO of Sony does this well.
11. When cost of production decrease…
The advancement in technology in producing the playstation has
made a change in supply in causing supply to increase caused by
the reduction of the cost of production for Sony.
12. Effect on Demand
If Sony decides to lower prices in view of lower production
costs….
14. PRICE
When the price of playstation falls, the consumers
respond by increasing the quantity of playstation
demanded.
15. Change of price of product substitues
The XBOX and Wii are substitutes of playstation. When
these consoles falls in price, the demand for playstation
decreases.
16. Expectation of price fall
When the price of playstation is expected to fall in future,
the demand for its games also decreases, as consumers
will want to buy them later.
17. Increase in consumer income
Playstation games are a normal good. So an increase in
consumer’s income increases the demand for playstation
games.
18. DISCOVERY OF NEW PRODUCT
“New game console enters the market, which is a
substitute for playstation.”
The new game console decreases the demand for
playstation consoles. Consumers decrease their demand
for playstation games too because a playstation game is
useless without a playstation console . For eg: PS4 gets
priority instead of PS3 . XBOX one.
19. Preference Changes
Today, people rather choose the PC instead of choosing
console gaming because their preferences had changed.
This actually causes a decrease in demand.
20. FOPS DECREASE
“ Programmers who write code for playstation games
become for costly to hire ”
The increase in cost of programmers decreases the supply
of playstation games , as they increase the cost of fops of
the playstation.
22. ON VIDEO CONSOLE’S MARKET STRUCTURE
SONY PS2, PS3, PS4
XBOX , XBOX 360, XBOX ONE
NINTENDO’S WII
23. TYPE
THEY BELONG IN THE OBLIGOPOLY MARKET.
1. HIGH BARRIERS TO ENTRY.
2.SMALL NUMBER OF LARGE SELLERS
3. PRODUCT DIFFERENTIATION.
24. HIGH BARRIERS TO ENTRY
HIGH TO ENTER MARKET
HIGH ECONOMICSOF SALES MEANS IT WILL BE EFFICIENT TO ENTER THE MARKET ONLY
WITH A HUGE AMOUNT OF OUTPUT LEVEL.
HOWEVER, IT IS NOT WISE TO ENETER THE MARKET BY THIS WAY, AS IT IS NOT CERTAIN
CONSUMERS WILL BUY.
THEY MIGHT ALSO FACE CLOSURE SHOULD ANY OF THE 3 MAJOR FIRMS AS DISCUSSED TRY
TO PUT THEM DOWN.
25. SMALL NUMBER OF DOMINANT SELLERS
THERE ARE ONLY A HANDFUL OF NOTICEABLE SELLERS THAT
ARE LARGE ENOUGH TO BE NAMED AS DOMINANT, USUALLY 5
AT BEST. IN THIS CASE ONLY 3 ARE LISTED ( PLAYSTATION, XBOX,
NINTENDO)
26. STARTEGIES THAT THIS FIRM ADOPTS
MARKETING AND RETAINING EXISTING CUSTOMERS INTO BUYING THEIR PRODUCT.
BUNDLE CONSOLE SYSTEMS TO COMPLIMENTARY ACCESSORIES AND SOFTWARES TO
BULID UP CUSTOMER LOYALITY TO THE BRAND.
CHANGE THEIR PRICES TO BEAT THE PRICES OF THEIR RIVALS.
27. ELASTICITY OF DEMAND
“ THE DEMAND OF PLAYSTATION IS ELSATIC”
CONSIDERED A LUXURY PRODUCT.
GAMERS USUALLY NEVER GIVE UP GAMING.
PRODUCT HAS BEEN IN THE MARKET SINCE 1994 AND RUNNING FAST AND
SMOOTH IN 2014 WITH PS4 POWERING UP SALES ALL OVER THE WORLD.
HAS VERY CLOSE SUBSTITUTES.
28. COSTS OF PRODUCTION AND FACTORS
BEFORE THE INVENTION OF THE 65NM CELL PROCESSOR, THE
PLAYSTATION’S PRODUCT COSTS WERE HIGHER = HIGHER PRODUCTION
COST THAN TODAY.
SOME OF THE FACTORS AFFECTING THE COSTS OF PRODUCTION ARE:-
CONTRACT COSTS TO ENGAGE FACTORIES IN PRODUCING CONSOLES.
TRANSPORTATION COSTS AND FEES.
SALARIES OF WORKERS ON CONSOLE ITSELF.
CHANGES IN COMPLIEMENTS IN PRODUCTION.
29. INCOME ELASTICITY
Its target market is high middle class and elite class people thus
the income of lower middle-class and lower-class people an
increase in income will rise the demand of the product.
30. CROSS ELASTICITY
CHANGE IN DEMAND OF ONE GOOD DUE TO CHANGE IN PRICE OF ANOTHER
GOOD
AS IN HIG END GADGETS PRICE DOESN’T MATTER. MOST CURRENT OWNERS
OF SUCH GADGETS TEND TO HAVE PURCHASE A CONSOLE PREVIOUSLY, THE
CUSTOMER HAS POTENTIALLY DEVELOPED AN ATTITUDE TOWARDS IT.
HERE, AN ATTITUDE BECOMES ON EVALUATING JUDGMENT.
31. COST REDUCTION TECHNIQUE
SONY PALNS TO JUST MANUFACTURE ITS UNITS FROM FOXCONN, TAIWAN.
ECONOMICS OF SCALE- WHEN MORE UNITS OF A GOOD OR A SERVICE CAN
BE PRODUCED ON A LARGER SCALE, YET WITH (ON AVERAGE) LESS INPUT
COSTS, ECONOMIES OF SCALE (ES) ARE SAID TO BE ACHIEVED.
ALTERNATIVELY, THIS MEANS THAT AS A COMPANY GROWS AND
PRODUCTION UNITS INCREASE, A COMPANY WILL HAVE A BETTER CHANCE
TO DECREASE ITS COSTS. ACCORDING TO THEORY, ECONOMIC GROWTH
MAY BE ACHIEVED WHEN ECONOMIES OF SCALE ARE REALIZED.