Imc Plan for Sony Entertainment

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Situational Analysis Sony Computer Entertainment Inc. (SCEI) is a subsidiary of the Sony Corporation, their mission statement is ‘to become a leading global provider of networked consumer electronics, entertainment and services.’ (uk.playstation.com 2013) and this has been made evident with their PlayStation (PS) range which has a catalogue of consumer computer-gaming electronics. The PS range has handheld devices like the PlayStation Vita and PlayStation Portable which offer gaming on the move to their market-leading consoles the PS 2,3 and now the newly anticipated PlayStation 4 which is about to be launched in November. SCEI is currently based in London and is responsible for the distribution, marketing and sales of the PlayStation products and software. (www.playstationjobs.co.uk 2013) The UK currently has a gaming population of 31,300,300 with £2.39 billion being spent on the console market alone. (Keynote Videogame Industry Report 2012) The PS console is currently the global market leader in the consoles market but in the UK its main competitor the Xbox 360 is the leader with the Nintendo Wii coming in second. (metro.co.uk 2013) This is mainly down to the pricing of the PlayStation console. Since the success of the PS2; which sold over 10 million units in the UK, Sony’s competitors Microsoft and Nintendo also released their own consoles which had one significant difference which was the price. Regardless of the drop in sales of their current PS3 console, its predecessor the PS2 positioned PlayStation as the best brand in the console market, giving it clear Points of difference in terms of their console features such as; cutting-edge graphics, free online gaming networks, multimedia interface and many more. PlayStation also using the slogan ‘It Only Does Everything’ emphasizing on the multi-functionality of their consoles, and this has been proved through

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