Sony's Marketing Channels and Retailing

During the week, I went to visit a video game chain store known as GameStop. GameStop specializes on video game software and hardware. Information regarding the PlayStation 4 can be seen throughout the store regarding promotions for new games, discounts and deals for trading in old games or systems toward the purchase of a PlayStation. Prices at GameStop range at different prices, which I feel is usually affordable for its kind of consumers. A pre-owned game may average between $10-40. New games usually average at $60 and Hardware ranges from $50-$400. The store also offers a membership card to its consumers known as power up rewards card in which the consumer gets a discount on all items sold in the store including New merchandise, software and hardware. Sony doesn't have a store of its own, so it sends its product including the PlayStation 4 made from manufacturers to retailers including GameStop and e-retailers where it can be purchased. Overall, whenever I visit GameStop, it’s usually a relaxing and easy-going experience. Service is always great. As a consumer of the store, I always find what I’m looking for regarding the PlayStation 4.

Sony's Consumer Decision Making

With over 10 million units sold worldwide, was the hype worth the investment for the PlayStation 4? Totally agree, I got to experience the system prior to its release at a video game convention and was satisfied with the experience. It’s a good way to interact with other gamers over the Internet for challenging gameplay experience. It’s a must have for me as I’ve been a consumer of Sony for many years. The company has always produced good results when releasing a product. Compared to its predecessors, the upgrade is worth its price tag. Its affordable and accessible to all kinds of consumers whether its gamers, movie enthusiast or TV aficionados.

Sony's Developing Global Vision

Sony goal is to position itself as a leading global provider of consumer electronics and entertainment. Two key drivers of new growth that have been viable for this are non-game content and services combined with enhanced network capability.

Playstation continues to redefine interactive consumer entertainment with groundbreaking products and service that appeals to people trying to keep up to date with the latest technology. As technology has redefined throughout the years, Sony has changed its traditional marketing to concentrating more on marketing through social media in sites such as facebook, youtube and instagram. Since so many people around the world are involved with social media, there’s a bigger target market in which it could spread its message and keep up to date with the latest apps, video games, etc.

Sony's Marketing Environment

The PlayStation 4 is easy to use for all ages, but Sony knows who usually purchases their products. The common target market for the PS4 is teens and young adults, but people of all ages enjoy the gaming system due to having a variety of titles and apps that appeal to all kinds of audience.

An important part of the marketing environment is the external market and understanding it. Gamers always want more from a product. PlayStation can last years in a living room but eventually like any other person, the person will get bored and they’ll want to look for new technology and games. To not lose existing customers, Sony has analyzed the external environment, which gives them the opportunity to know when changes are necessary. Like its competitor, PlayStation is on every social media site. Everyone doesn’t watch TV or listens to the radio, but by being on social networks, PlayStation is accessing a global audience spreading its message around the world.

PlayStation can change marketing depending on age 

and location based on different morals and what consumers may find appealing. It also focuses in a younger audience such as teens who usually spend a majority of time engaging in video games since it isn’t common for them having a job, meaning more time to play. The adult market is also important for PlayStation success because of game sub-genres like First Person Shooters, and Sport games such as Call of Duty, Madden and NBA 2k which have been financially successful throughout the years meaning adults have to be a main target audience. Sony can’t appeal to just one particular kind of income because it’ll affect them financially. They are well aware of the marketing environment and what may help them to success.