Sony PlayStation 3 New Console
Launch
1.If you were in charge of the
Sony PlayStation 3 launch for the holiday season of 2006, how would you
position the new console? (Who are you targeting and what value proposition are
you highlighting?)
2.How worried should Sony be about
the unexpected success of the Nintendo Wii? Is there anything Sony can do to
ensure the Wii does not eat into PS3 adoption?
3.Given the way things had
unraveled in 2007, what actions should Sony take to improve the performance of
its PlayStation 3 in 2008 and beyond? (Consider all elements of the marketing
mix; consider also the profitability of the PS3 from the sale of game titles).
4.If you were a game development
firm, which of the three consoles would you be most willing to develop games
for? How many units would you need to sell to break even on the development of
one game title for the PS3?
5.How soon should Sony phase out
its PlayStation 2?
6.Does Xbox 360’s head start seem
to have been effective? Who should Microsoft be more concerned about, the PS3
or the Wii?
ScholarMatic: Explanation & Answer
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