Sony Playstation TV Micro-Console: Problem Solving and Global Orientation Presentation

Sony’s Current Marketing Plan and the Reasons for Its Failure

• Failure to address the company’s current concerns;
• No concern for the challenges in the face of globalization;
• Wrong focus: product promotion instead of service improvement;
• Inability to design a high quality product that would distract people’s attention from the company’s problems (Crossley, 2014).

Problem Solving

The marketing plan created by Sony is dead on arrival, as it fails to address the current problems:

• Organization issues;
• Worldwide connection (Phillips para. 2);
• Lack of cohesion in the company’s policies.

Global Orientation

• Diversity issues (interests of diverse audience) not having been taken into account;
• A pricing strategy inappropriate for the global market;
• Interface including few options for global users.

Sony’s Rivals and the Company’s Lack of Competitiveness

Sony PSP

• Strengths:
  • Relatively strong reputation.
• Weaknesses:
  • Poor strategy for selling in the global market;
  • Weak brand to represent the company globally;
  • Inadequate pricing strategy.

Microsoft Xbox

• Strengths:
  • Stellar promotion campaign;
  • A set of well known brands;
  • Good marketing plan;
  • Solid strategy for the global market.
• Weaknesses:
  • Interface issues (“Microsoft Xbox 360” para. 7).

Suggestions: Organizational Improvements

• Acknowledging the company’s current issues openly and addressing them in the plan;
• Reconsidering the current structure of responsibilities delegation;
• Developing a better feedback retrieval strategy for evaluating the customers’ reception of the product (Vincent para. 2);
• Putting a stronger emphasis on quality (“PlayStation TV: A Microconsole with Big Ambitions.” );
• Addressing the needs of diverse demographics;
• Changing the company’s strategy towards developing a better competitiveness.

Works Cited

Crossley, Rob. “Sony Warns Investors of Grim $2.1bn Loss.”Gamespot. 2014.

“Microsoft Xbox 360.” Top Ten Reviews. 2014. Web.

Phillips, Tom. “PlayStation Network Returns Online after Worldwide Connection Issues.”Eurogamer. 2014.

“PlayStation TV: A Microconsole with Big Ambitions.”CNet. 2014.

TechRanger.Net. “Sony PS Vita Slim (2014) Review.” YouTube. 2014. Web.

Vincent, James. Microsoft’s Xbox One Is Now Out-Selling the PS4.The Independent. 2014.