The document provides a marketing plan for introducing the Xbox One console in Japan. It begins with Microsoft's mission and Xbox's vision. A SWOT analysis identifies strengths like established brands but also weaknesses such as lack of Japanese games. The plan aims to address weaknesses by focusing on accessibility, ease-of-use, and games appealing to Japanese audiences. Market research and targeting of hardcore, veteran, and rookie gamers is discussed. The Xbox One is positioned as an affordable, all-in-one entertainment system now offering more Japanese games. Pricing strategies include bundling consoles with new game releases.
Over the course of the semester I worked on a group project on Netflix. Taking a look into Netflix's history and how they compete against their competitors.
A comprehensive strategic analysis on Nintendo's software division in interaction to its hardware business and its competitiveness in the face of disruptive technologies and industry competitors.
Over the course of the semester I worked on a group project on Netflix. Taking a look into Netflix's history and how they compete against their competitors.
A comprehensive strategic analysis on Nintendo's software division in interaction to its hardware business and its competitiveness in the face of disruptive technologies and industry competitors.
Developed a marketing plan for Nintendo's fading Wii U game console. Our assignment was to develop a plan to re-invigorate the product and return it to growth. The purpose of the project was to take an existing product and change the strategy so it is more relevant, more appealing, more popular, and more profitable than it currently is.
How OLX changed the consumer involvement in the Scrap MarketNeil Mathew
Our Presentation for 'Consumer Behaviour' Class.
Topic: 'How OLX changed the consumer involvement in the Scrap Market'
Group Members: KRATIKA TOMAR, NEIL MATHEW, RAGHAV DUDEJA, SURBHI PURI
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.
This case study was done as a part of my class assignment for Introduction of Analytics. It explains how Netflix uses Big Data and why is so successful.
Why I chose Netflix
Netflix: Stepping into Streaming
CLV used in Netflix
How Netflix uses Big Data and Analytics
Latest Relevant News!!
Conclusion
eSports: The rise of competitive video gamingHorizons RG
Joint Session:
eSports: The rise of competitive video gaming
Dr. Brett Abarbanel, University of California, Los Angeles
Presented at the New Horizons in Responsible Gambling Conference in Vancouver, February 1-3, 2016
1 International Marketing November 8th 2013 Sup.docxmercysuttle
1
International Marketing
November 8th 2013
Supervised Group Case Study – Mathieu-Claude Chaboud – Groupe ESC Dijon-Bourgogne
Through the analysis of the following documents, as well as additional sources you may be able to
find, answer the following questions:
- Summary of the initial situation in terms of customers, competition, product design, price
and distribution
- Causes of and lessons from the evolution of the product and market elements at play
o Features & product design
o Distribution
o Communication
- What are the big lessons (from the class' content) that can be learnt from this case?
- What can we say about the marketing operations at Microsoft?
- To answer the questions above, engage in a SWOT/TOWS analysis for Microsoft Xbox One
console in general and on its international markets
Your attention will of course be focused on the international marketing elements at play here but do
not neglect general marketing knowledge to be analyzed and learned.
Following this supervised case study session, you will have to produce a report of less than 10 pages,
indicating who in the group did which part. This report is to be handed electronically to me in two
weeks, November 21st, that is the day before the release of the Xbox One on the market.
2
Xbox One revealed
21 May 2013 (Source: T3 Online)
Xbox One has been unveiled at Microsoft's next-generation console reveal event in
Redmond, Washington
After months of speculation and rumour, Xbox One has finally been unveiled by Microsoft. The software giant revealed its
next-generation console to the world's tech and gaming media from its headquarters in Redmond, Washington.
Xbox One was revealed by President of Interactive Entertainment Business, Microsoft Corporation, Don Mattrick, to a tent
packed with journalists at the MS campus and fans and media watching via media streams around the world.
"This system is built to amaze on day one," said Mattrick. The new rival to Sony's PlayStation 4 does not require a constant
internet connection, as had been widely rumoured.
While much of the next-gen machine, set for a winter
release, is based around cloud connectivity, gamers
will be able to use it offline, too. However, developers
can use external servers to boost the console's on-
board specs, meaning that some games will
inevitably require a connection. The new Xbox packs
in an AMD processor eight times faster than the Xbox
360, 8GB RAM, a 500GB hard drive, a Blu-ray player
that supports 4K output, gigabit Ethernet and a new
proprietary wireless protocol to reduce latency. The
console weighs in at around 7lbs, the same as the
original Xbox 360, but is 10% larger in size. A new 1080p, 60 frames per second HD Kinect comes packaged with every
console. The peripheral now has 60% better field of vision, Active IR tech to eliminate light interference, can track six
skeletons at once compared t ...
Developed a marketing plan for Nintendo's fading Wii U game console. Our assignment was to develop a plan to re-invigorate the product and return it to growth. The purpose of the project was to take an existing product and change the strategy so it is more relevant, more appealing, more popular, and more profitable than it currently is.
How OLX changed the consumer involvement in the Scrap MarketNeil Mathew
Our Presentation for 'Consumer Behaviour' Class.
Topic: 'How OLX changed the consumer involvement in the Scrap Market'
Group Members: KRATIKA TOMAR, NEIL MATHEW, RAGHAV DUDEJA, SURBHI PURI
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.
This case study was done as a part of my class assignment for Introduction of Analytics. It explains how Netflix uses Big Data and why is so successful.
Why I chose Netflix
Netflix: Stepping into Streaming
CLV used in Netflix
How Netflix uses Big Data and Analytics
Latest Relevant News!!
Conclusion
eSports: The rise of competitive video gamingHorizons RG
Joint Session:
eSports: The rise of competitive video gaming
Dr. Brett Abarbanel, University of California, Los Angeles
Presented at the New Horizons in Responsible Gambling Conference in Vancouver, February 1-3, 2016
1 International Marketing November 8th 2013 Sup.docxmercysuttle
1
International Marketing
November 8th 2013
Supervised Group Case Study – Mathieu-Claude Chaboud – Groupe ESC Dijon-Bourgogne
Through the analysis of the following documents, as well as additional sources you may be able to
find, answer the following questions:
- Summary of the initial situation in terms of customers, competition, product design, price
and distribution
- Causes of and lessons from the evolution of the product and market elements at play
o Features & product design
o Distribution
o Communication
- What are the big lessons (from the class' content) that can be learnt from this case?
- What can we say about the marketing operations at Microsoft?
- To answer the questions above, engage in a SWOT/TOWS analysis for Microsoft Xbox One
console in general and on its international markets
Your attention will of course be focused on the international marketing elements at play here but do
not neglect general marketing knowledge to be analyzed and learned.
Following this supervised case study session, you will have to produce a report of less than 10 pages,
indicating who in the group did which part. This report is to be handed electronically to me in two
weeks, November 21st, that is the day before the release of the Xbox One on the market.
2
Xbox One revealed
21 May 2013 (Source: T3 Online)
Xbox One has been unveiled at Microsoft's next-generation console reveal event in
Redmond, Washington
After months of speculation and rumour, Xbox One has finally been unveiled by Microsoft. The software giant revealed its
next-generation console to the world's tech and gaming media from its headquarters in Redmond, Washington.
Xbox One was revealed by President of Interactive Entertainment Business, Microsoft Corporation, Don Mattrick, to a tent
packed with journalists at the MS campus and fans and media watching via media streams around the world.
"This system is built to amaze on day one," said Mattrick. The new rival to Sony's PlayStation 4 does not require a constant
internet connection, as had been widely rumoured.
While much of the next-gen machine, set for a winter
release, is based around cloud connectivity, gamers
will be able to use it offline, too. However, developers
can use external servers to boost the console's on-
board specs, meaning that some games will
inevitably require a connection. The new Xbox packs
in an AMD processor eight times faster than the Xbox
360, 8GB RAM, a 500GB hard drive, a Blu-ray player
that supports 4K output, gigabit Ethernet and a new
proprietary wireless protocol to reduce latency. The
console weighs in at around 7lbs, the same as the
original Xbox 360, but is 10% larger in size. A new 1080p, 60 frames per second HD Kinect comes packaged with every
console. The peripheral now has 60% better field of vision, Active IR tech to eliminate light interference, can track six
skeletons at once compared t ...
The Video Console Wars updated December 2014Dan Matthews
A brief overview of the latest round in the ongoing battle to dominate the video gaming market. This presentation looks at the launch of PS4 and XBox One and considers the next steps in this battle, and who the likely winners and losers will be.
1. MKT600 Final Report; Xbox One Japan Marketing Plan
For thisfinal projectIwill be playingthe role of anemployeewithMicrosoft’sXbox strategicbusiness
unit. I will be marketingMicrosoft’slatestgamingconsole,the Xbox One, inJapanusingthe proposed
marketingplanbelow.
MicrosoftOfficial Corporate Mission
To enable peopleandbusinessthroughoutthe worldtorealize theirfullpotential.
Xbox Vision
To delivergreatgamingandall the entertainmentpeople want.
Xbox One SWOT Analysisfor Japan
Strengths
o Large fanbase in U.S. and Europeancountries
o Strongbrand reputationforeasy-to-use software
o Strongdistributionchannelsfromexperience intechmarket
o Recentacquisitionof Skype;one of the largestvideoconferencingplatformsinthe
world
o Strongline upof highlyanticipatedexclusive gameshelpingthe Xbox One standout
o Kinectsensor:allowsmotion,voice control,andinteractive gameplay
o Highlycustomizableandeasy-to-use interface,allowingeasybrowsingof features
o Entertainmentapplications:Hulu,Netflix,ESPN,Pandora,etc.
o Xbox Live online network:online gameplaymuchsmootherwithlesslag,stable
streamingof video,andclearcommunicationswithfriends
o Competitive cost:onpar withPlayStation4
o Large selectionof accessoriestoaugmentplayingexperience (headset,chatpad,etc.)
Weaknesses
o Pooracquisitionsandinvestments(Zune: the mp3player)
o Securityflawswithinoperatingsystem, lossof trustwithprivate information
o Xbox One design bigandbulky comparedtocompetition
o Inabilitytoupgrade internal hardware,canleadtooutdatedconsole withinyears
o Lowergraphicsframe rate and gameplayresolutioncomparedtoPlayStation4
o Lack of exclusiveJapanese gamescomparedtocompetition
o Lack of dealsand bundlesofferedinotherregions
o Verylowmarket-share andsales
o Xbox One launchmomentum:mandatoryalways-online,inclusionof Kinectdrivingup
price comparedto competition,unable toplayusedgames,regionlockingof games
Opportunities
o Take advantage of growingtrendincloudbasedservices,allowingcustomersseamless
access to informationinthe cloud
o Take advantage of growingtrendinmobile,allowingcontrol,remoteplay,and
interfacingbetweenXbox One andmobile platforms
2. Threats
o Intense competitioninsoftware productsfromGoogle,Apple, etc.
o Intense competitioningamingmarketfromcompanieswith longestablishedmarket
share and Japanese originssuchasSonywithPlayStation4and NintendowithWii U
o Large consumershipinlaptops,PC’s,smartphones,andtablets
o Japanese loyaltytowardsJapanese brands,XboxOne an“American”console
o EstablishedPCgamingmarket
o Growingtrendinmobile computing
o Overall decrease inindustrywide console sales
o Growingavailabilityof opensource projects,freealternativestoexpensive Microsoft
products
Marketing Objectives
1. Basedon the SWOT analysis,Iwouldlike tofocuson Xbox’sweaknesses.Atitsinitial launch,
Microsoftofferedagamingconsole thatwasunable to playusedgames,required amandatory
online connection, lockedgamestoregionsof purchase, andincluded Kinectwhichdrove up the
price of a standardunit far higherthanthe competitions. Thishappenedwhile Japanese
technological trendsatthe time focusedonaccessibility,portability,andease-of-use. This
createda negative brandidentitytothe Japanese gamer. Negativepressanddismal sales
solidifiedwhatthey perceivedinthe Americanconsole andthatview still existstoday,evidentin
recentsalesandanalysisof marketshare. The brand alsolackslocal andcultural characteristics
inthe promotionof the Xbox One thatexistsinits maincompetition,PlayStationandNintendo.
These restrictive featuresandthe Kinecthave since beendroppedgivingusthe chance to lower
price and establishacompetitive andattractive brandidentity withthe Japanese gamer,inthe
hopesof increasingsalesandmarketshare.
2. Implementationof anewlydesignedonline landingpage focusingongames,bundles,and
featuresthatare tailoredand attractive toJapanese gamers. Sectionswill includeinformation
on console’s abilitytoplayusedgameswhileoffline,lackof regional lockingof games, and
havingthe optiontopurchase withoutKinect. Thiswill mitigate customermisconceptions
createdby negative brandidentityfromlaunch. The page will serveasa mainhubfor the brand
and will interfacewithprospectivecustomers. Linkswill be provided toall majoraspectsof
Xbox online presence includingconsoles,games,accessories,onlineservices,andsocial media
pages.
Marketing Research
Microsoftwill acquire marketresearchconductedbythe NPDGroupconcerningconsumerelectronicsin
Japan. NPD has beentrackingandanalyzingtrendsinthe consumerelectronicsmarketfor more than
25 years,offeringbothretail andconsumerinformationforall channelsincludingthe internet. Thiswill
allowusto gauge trendsinall forms of gamingplatformssuchas mobile,computer,andconsole. NPD
will continue toprovide uswithsecondarymarketingresearchinthe formof weekly,quarterly,and
yearlyreportsregardingretail andconsumertracking,consumerinsightreports,marketdynamics,
categorymanagement,shoppingactivityservices,marketandprice evaluation,opportunity
identification,consumershoppingbehaviorandforecastinginthe Japanese market.
Primaryresearchwill be basedontenperson focusgroupsthat will be demographicallybalancedto
representtotal Japanese population andwill be developedcollaborativelywithNPDmarketing
managers. They’dbe designedsothatparticipantswouldbe unableto identifythe videogame console
3. companyfinancingthe researchinorderto eliminate biasforquestionspertainingtoconsole
preference. POSdatacollectedfromretailersandonline consumerpanel informationwill be utilizedto
establishreliable marketviewsforthe future of Microsoftinthe videogame industry.
Target Markets
The three segmentationvariablesthatIwill be implementingtodiscovercustomerswill be
demographic,psychographic,andbehavioral.
Hardcore Gamers
Selectedbecausetheyare ourmostloyal customersandpossesssignificantinfluence onrookie
or recreational gamers
o Demographic
Focusedonthe 16-30 age group
54% male,46% female
o Psychographic
Middle anduppersocial class:customerswithdisposable incomeavailable and
use it forvideogamesor systemsasoftenasfeltnecessary
Anti-social inreal worldbutnew social expressionutilizedonline,interaction
withothergamersthroughthe system
o Behavioral
Usage rate far higherthanother segments,onlineeverydayforasignificant
amountof hours
Maintainhighcustomerloyaltywithaparticularconsole
VeteranGamers
Targetedinorderto capture a more experiencedpartof market that possesspassionforvideo
game entertainment
o Demographic
Generally,36yearsof age or older
o Psychographic
Stable careerswithenoughdowntime toenjoyvideogame entertainmentinthe
comfortof homes
Experiencedevolutionof gamingfromearlyarcade erato current multi-
functional console homeentertainmentsystems
o Behavior
Enjoymore relaxedsingle-playergamesfocusedonhavingfunratherthan
competingfora winina multiplayerenvironment
Rookie Gamers
Keyinhavinga holdon marketshare that mightbe alteredbyfuture emergingcompetitors
o Demographic
Students
Under the age of 18
73% male,27% female
o Psychographic
Highamountsof online social networkingwithineverydaylife
Strongonline personapresence
o Behavior
Highusage rates but dependson amountof blockbustergamesavailable tothe
market
4. Product
While the initial productfeaturesetincludedrestrictionstousedgames,mandatoryonlineconnection,
and regionlockedgames,thesefeatureshave since beendroppeddue tonegativeconsumerreaction
and nowallowa muchlargerdegree of accessibility,mobility,andease-of-use;in-line withcurrent
Japanese trendsin gaming. The Xbox One isa nextgenerationvideogame consolefromMicrosoftthat
servesasa successortothe highlysuccessful Xbox andXbox 360. Beingan all-in-one entertainment
system,aunifiedinterface isutilizedforvideogames,live televisionservice,movieandmusicstreaming,
and Skype communication. Plasticconstructionisrectangularandmeasures274x79x333 millimeters.
Portsinclude anEthernetport,HDMI out,HDMI in,power,S/PDIF,dual USB3.0 ports andIR out. The
Xbox One housesapowerful AMDprocessorandis backedby 8GB of DDR3 RAMand 32MB of ultra-fast
ESRAM. This allowsforfull 1080p outputresolutionanddownloadspeedsthatfarexceedits
predecessor. A 1TB hard drive will be used save yourmedia,game installs,andgameplayvideos. The
standardconsole will be bundledwithone controller,achat headset,anda one-weektrial of the Xbox
Live online service. A yearlyXbox Live subscriptionmustbe purchasedinordertoaccess movie and
musicstreaming,aswell asonline gaming. Comparedtoitsinitial launch,Xbox now offersavarietyof
gamestailoredtowardsJapanese gamers. PreviouslyreleasedtitlesincludeChaos;Child,Crimson
Dragon, Naruto,andPsychoPass. Highlyanticipatedtitlesthatare expectedtocome outsooninclude
MightyNo. 9, Final FantasyXV,DeusEx:Mankind Divided,andXbox One exclusiveScalebound.
Pricing
Comparedtoits initial launch,Microsoftnow offersthe Xbox One withoutKinectdrasticallylowering
price of individual units andputtingthe consoleonparwithitsmain competition. Pertainingtoentry
cost, itis importanttofirstlyconsiderthe costof producinganindividual Xbox One. Afterwards,a
marketskimmingpricingpolicycouldbe utilized topenetratedesiredtargetmarkets. Thisstrategy
wouldallowustocharge the highestinitial price thatcustomerswill pay,andasthe demandfor the first
customersissatisfied,we will lowerthe price toattract another,more price-sensitive segmentsand
othertarget markets. Itis predictedsaleswouldn’tbe exponential,butwouldbe more profitable inthe
longrun. The Xbox One system withoutKinectwill sell for39,980 Yen($335.01), while the console with
Kinectwill sellfor49,980 Yen ($417.30). We wouldsimultaneouslyutilize apsychological bundle price
strategyinwhichcustomerswill be givenanoptiontobundle the standardsystem(withoutKinect) with
a copy of a newlyreleasedgame asa discountcomparedtopurchasingeachitemindividually. Bundles
that we will offerinclude Rise of TombRaiderXbox One 1TB(44,980 Yen,$376.90), Halo:The Master
Chief Collection Black/WhiteXbox One (39,980 Yen,$335.01), Halo5: GuardiansXbox One 1TB (49,980
Yen,$418.80), Forza Motorsport6 Xbox One 1TB (49,980 Yen,$418.80), and the Call of DutyAdvanced
Warfare Xbox One (49,980 Yen,$418.80). Some of these bundleswere previouslyonlyofferedin
regionsoutside of Japan,resultinginnegative receptionfromJapanese gamers. Theywill servetoassist
inthe establishmentof apositive brandidentity.
5. Distribution
Distributionchannelscanbe modeleduponthose thatwere effectiveinsellingpreviousgeneration
consolesof Xbox. Usingconventionaldistributionchannelideologies,retailerswouldbe chosenthat
provide accesstomassive consumerpopulationsacrossthe countrythroughin-store andonline
methods. These wouldinclude SuperPotato, Sofmap,YamadaDenki,Yodobashi Camera, andothertech
basedretail stores. While amajorityof distributionwill be flowingthroughconventional distribution
channels,MicrosoftStore Japanwill serve asavertical marketingsystemthatwill deliverthe product
directlyfromthe manufacturer, Microsoft,tothe consumer. Ourlargesttargetmarket,hardcore
gamers,oftengatherat the large retail storesfortheirtechnological needs,especiallyduringrelease
periods,sothese channelsshouldbe consideredmosteffectivewhenreachingourtargetcustomers.
Promotion
Promotion will concentrateonperformance asagamingsystemintermsof itsgraphical outputand
processingcapability. Emphasiswill be putonaccessibility,portability,andease-of-use tocounteract
negative brandidentitycreated bythe initial feature setof the Xbox One atitsinitial worldwidelaunch.
Thiswill alsoallowus toadapt to the growingtrendof mobile computing/gaminginJapan. Promotions
will feature hardware/softwarebundlesthatwere describedinthe pricingsectionof thismarketing
plan. Accompanyingthe console will be promotionof games,bothexclusiveandmultiplatform,thatare
designedforJapanese audiences andare of Japanese origins,of whichtheyare listedunderthe product
sectionof thismarketingplan. We will be utilizinganupdatedproductpackagingtheme that
incorporateselementsof local andcultural Japanese identitywhileretainingoursignature green
scheme andbrand personality thatispresentinourglobal integratedmarketingcommunication
strategies. Ourmessage willbe guidedbythe ideathatXbox One will be handedbacktothe traditional
Japanese gamer,becomingtheirprimarytool andmethodof connectingwiththe gamingcommunity.
Xbox One mediaadvertisementmessageswill be channeledthroughvideogame conferencessuchas
the TokyoGame Showand 30-60 secondtelevisionadvertisementsthroughnetworkssuchasNHK
(NipponHosoKyokai),TBS(TokyoBroadcastingSystem), Animax,andthe IgoShogi Channel. Atthe
same time,a “seenbutnot said”productplacementstrategywouldbe utilizedonthese networks
focusingonsubtle showingsof Xbox One atintermittenttimesof story. Advertisementsand featured
storiesconcerningthe releaseandexperiences of the Xbox One systeminJapan willbe displayedinthe
twolargestvideogame magazines,WeeklyFamitsuand GameInformer. Insteadof promotinghigh-
value international sponsorships,we wouldnegotiate sponsorshipswithupcomingandpopular
Japanese e-sportsplayersorteams thatfocuson console gaming,suchas DiagoUmehara and Justin
Wong. Finally, we will channeladvertisementsthroughsocial mediaoutletssuchasTwitterand
Facebook. Postswill primarily be invideoformat, andthe pages will guideprospectivecustomerstoour
newonline landingpage,mfredo33.wix.com/onejapan. The website will serveasa mainhubfor the
brand andwill interface withprospective customers. Linkswillbe providedtoall majoraspectsof Xbox
online presence includingconsoles,games,accessories,online services,andsocial mediapages.