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The following case analysis describes and analyzes Sonys strategies used in launching the PlayStation - a gaming console that became one of the most popular gaming systems in the game industry Sonys PlayStation story started with Nintendo Co that wanted to incorporate CD-ROM Sonys technology into their gaming system Sony agreed to create the PlayStation a system that would allow playing games from a CD-ROM drive However the two companies couldnt agree with the conditions and the deal was cancelled In 1993 Sony Computer Entertainment a division of Sony was created following the break-up of a joint development team formed by Sony and Nintendo Co Sony decided to develop its own standalone video game system Sonys PlayStation a novice to the gaming industry outstripped two established big names - Nintendo and Sega Step 2 Analysis of the External Environment This section looks at the Sonys external environment through the components of remote environment The external environment analysis if followed by the assessment of forces shaping the gaming industry using the Porters industry model Analysis of the Remote Environment The remote environment analysis describes opportunities and threats that originate beyond Sonys operating position but influence Companys strategic decision making It is also important to remember that the case analysis describes factors as of the date of the case 1998 Economic Factor North American and European economic boom sharp growth of the market and bright outlook for the future are causing consumers to spend and invest more into new technologies Also markets favour and focus on the companies that are developing and selling new technologies The economy growth has contributed to consumers higher disposable income and increased spending power which translates as an opportunity for Sony Demographic and Social Factor Threat In the Sonys major target markets the population is aging Technology and entertainment products are attracting primarily younger generations which translate to a threat for Sony Opportunity Consumers interest in the digital entertainment
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