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.