The Innovative Legacy of Sony's PlayStation - Essay Sample

Introduction

PlayStation organization was perceived as a worldwide innovator in intuitive and advanced amusement by delivering game consoles, the PlayStation comfort arrangement. Sony Interactive Entertainment (SIE) is liable for the PlayStation brand and every last bit of its items. Mr Ken Kutaragi is one of the SIE officials around then, and he is very much perceived as 'The dad of PlayStation.' PlayStation 1, the primary reassurance of the arrangement, was first distributed on third December 1994 and had brought advancement and effect for the historical backdrop of gaming console from that point forward.

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Product About

PlayStation is a video gaming brand that comprises four home computer game consoles, just as a media community, an online help, a line of controllers, two handhelds, and a telephone, just as numerous magazines. The company had shipped 100 million units from the original console in the first series.

The Sony PlayStation has already produced many products such as ps1 until 4, PSP, PSVR, and many more. The first PlayStation assumed a crucial job in progressing the business away from 2D illustrations to ongoing 3D rendering. Its utilization of the reduced circle group likewise permitted it to push high-devotion full-movement video, something the contending N64 attempted to do with its space-constrained cartridges.

Just like games, the Playstation could play sound CDs and Video CDs (the forerunner to DVDs), making the reassure the entire theatre setup of its day. After a circle is embedded and a game has stacked into the RAM, the controller interfaces with the game.

Competitors Analysis

Xbox has been perceived as one of the biggest rivals on PlayStation. Xbox has its registered office in Redmond, Washington, and has established in 2001. Xbox is active in the Films & Entertainment industry. Xbox generates 2.072 percent of PlayStation's sales.

WII is also a top competitor at PlayStation. WII is a product/brand/service company founded at null in, WII competes in the field of Films & Art. WII has 2,890 fewer employees, relative to PlayStation.

Key Competitors Xbox Nintendo : WII

Top Product Attributes Subsidiary product of home game console Subsidiary product of home game console

Key Target Audience Teens - Working adults aged 18-40 Teens - Working adults aged 18-40

Positioning Strategy Voice command Kinetic energy censor

PLC Stage Key Pricing Strategy Radeon- based graphic Wii U's tri-core PowerPC 750

Main Distribution Strategy Intensive Mild

Common Promotion Mix/Tools Advertisement, Sales Promotion (on YouTube) Advertisement, Sales Promotion,

Macro analysis

PESTEL

• POLITICAL Political factors, such as government change regime are among the elements affecting Sony in boosting PlayStation to many nations with political instability.
• ECONOMICAL The economic recession, the credit crunch, and the fluctuating exchange rate will negatively affect Sony.
• SOCIAL Sony is using demographic population towards driving its marketing message. More so, gender equality is being addressed to reduce the bias of gender in the field.
• TECHNOLOGICAL Advances in game technology such as Ai, graphic designs and physics.
• ENVIRONMENT Worldwide call for environmental protection and the use of environment-friendly materials.
• LEGAL Privacy, intellectual property rights, proper competition, and other activities are protected by the law.

POLITICAL: Political factors are among the significant elements that impact the profitability of an organization, through assessing the political orientation of partnering nations. Political risks range from an array of different concepts such as sudden changes in the political reforms that are different from the previous regime. Additionally, decisions made by a government play a vital role in the performance of a brand or products within the nation. More so, political factors not only affect the host country but also affect the business operations. Political unrest, especially in Africa, has profoundly affected the overall performance of PlayStation, due to political unrest (Tourism, 2020).

ECONOMICAL: Economic factors such as the purchasing ability of a nation is a critical factor in any business. Sony is not an exception, as it is staunchly affected, especially with nations that have slower economic growth. In this case, many consumers are insulated from buying the PlayStation consoles at an affordable price, which Sony opts to gain from such lower pricing.

On the contrary, PlayStation accessories and games are among the priced items that frequently need a constant replacement, making it cumbersome for every consumer to afford. As a result, developing nations, with a lower economy, pose a more significant challenge for Sony to dominate in their market, despite being one of the most recognized brands globally.

SOCIAL: Society is experiencing changes. People spent more time playing games compared to outdoor activities. Also, the numbers of employed women and professional game-players are increasing.

The social factors that impact PlayStation are highly reflected on the society through which it operated under. PlayStation encompasses different cultural values, beliefs and attributes that relate to the community it operates under. Sony incorporates different research methodologies in determining the education, customers' preferences their lifestyle and society to ensure that marketing message becomes a success (Ali, 2017).

In this case, Sony incorporates different demographics of the population for designing a universal system. Age factor and gender are among the basic concept that helps to determine the marketability of the product.

TECHNOLOGICAL: Sony is making a brisk step towards incorporating technology in their gaming console. Right away from PlayStation 2, a pioneer in the online gaming industry, Sony has continuously made great emphasis on integrating and using current and future technology in building and designing PlayStation, a concept that is taking the world of gaming by storm (Murphy, 2018).

Despite the milestone achievement in incorporating the current technology in PlayStation, the mobile industry is posing a significant threat to Sony. Mobile phones and tablets are incorporating the present technology, which is not only better but efficient and cheaper, yep giving the consumers maximum benefits that they may acquire from PlayStation

ENVIRONMENTAL: With the edge of using environmentally friendly material increasing, there is a greater need for Sony to use environmental-friendly material, that pose little damage to the environment. However, the outer shelling of PlayStation is manufactured from plastic, for durability (Goode, Hoehle, Venkatesh, and Brown, 2017). Never the less, the durability of the PlayStation comes with a price, as the plastic shelling building the outer shell of the consoles are not biodegradable, hence posing a great threat to the environment

LEGAL: Sony has maintained a closer look at several legal factors, including intellectual property as one of the critical element towards the success of the PlayStation brand (Le, 2018). In this case, PlayStation's designs are crafted under a strict code of operation to ensure no foreign design or concepts are incorporated in their final design.

Swot Analysis

Strengths

• Slim and futuristic designs
• Playstation store for downloadable contents
• 4k resolution

Weakness

• The cost price of games
• PC is ahead in technology

Opportunities

• Virtual reality (Technology)
• The increasing number of players (Social)
• Online gaming (Social)

Threats

• Competitors (Political)
• Mobile gaming (Technology)
• Increase in supplies and services tax (Legal)

Strengths

Playstation 4 is the latest product design by Sony targeting video gamers. Playstation 4 has attracted colossal popularity among users because of its slim design with incomparable technology and massive downloadable content in the play store.

Weaknesses

The price of games is higher compared to other console brands like Xbox. PC is a larger threat in terms of technology as PC has frequent updates and is much higher in resolution.

Opportunities

Virtual reality will not only help in gaming but can be a social platform for gamers to gather in the virtual reality world instead of meeting up in reality. The console market can expand really fast in the market if it successfully launches its own virtual reality console. The number of players across the world is increasing rapidly as console technology is advancing to a whole new level. Online gaming is always on the rise as real-time players meet or interact with friends or other online players.

Threats

The mobile phone is a massive competitor to PlayStation

Sony is faced with an array of threats ranging from political, technological and higher taxation, that is paying a higher degree of danger to the brand's dominance in many markets. With the improvement of technology, mobile phones are integrating essential and sophisticated technology, a step that is increasing performance, and improving the gaming world at an affordable price (Bhasin, 2020). In this case, PlayStation is faced with a critical challenge in ensuring that it is maintaining a firm grip in the market. On the contrary, higher taxation and political influences are posing a higher threat to Sony, making it cumbersome for the brand to dominate.

Marketing strategy

-Segmentation & consumer profile

The target segmentation of customer Sony PlayStation is using the behavioral usage rate where they are targeting people who love or are addicted to playing games.

The demographic segmentation of customer they are using gender segmentation where they analyze which gender that plays video games more. Nevertheless, with the evolving era today, there are more girls gamers than boys gamers, before there are more boys gamers.

Competitive Advantage Characteristic

PlayStation has been defined by a masterpiece of more than 25 years of perfection and integration of technology to ensure it does not only stand out as a perfect console but the best (Treese, 2019). As a result, technology has been the core objective in attaining the best quality that boosts competition.

Innovation Quality Service Speed

1. Playstation is one of the first to create dual analog sticks on a controller.

2. The Controller also has been added some new functions one is the eight pressure- sensitive button which adds vibration to the controller to have a more realistic experience (Rouner, 2013).

3. PS4 was the first to come up with wireless controllers and touchpad which helps to control your actions on the PS4.

1.On the PS4 it has a build in eight-core-64 bit AMD Jaguar processor paired with 8GB of RAM and AMD Radeon- based graphic which provides users with better graphics performance.

2. The PS4 also has an extensible GPU which can launch games running at 1080p while also increasing the performance.

3. PS4 is the most refined console that Sony has built.

1.PS4 lets you customize the controller based on the users preference.

2.PS4 has online features like online gaming which lets you connect with other players.

3.It gives you the option to subscribe to their package at a monthly subscription fee and is able to give access to netflix and sports. 1.The ps4 pro is the next generation top console which takes about 8 seconds to load almost anything.

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