Launch of the Sony PlayStation 3
商品編號：9B07A014
出版日期：2007/03/08
再版日期：2012/06/28
商品來源：
商品主題：International Business; Marketing
商品類型：Case (Pub Mat)
涵蓋議題：Product Design/Development;New Products;Generating Profit from New Technology;Market Strategy;Northeastern
難易度：4 - Undergraduate/MBA
內容長度：18 頁
地域：United Kingdom; United States
產業：Manufacturing
事件年度：2007
The PlayStation 3 (PS3) was the successor of the acclaimed PlayStation 2 (PS2), recognized as the world's best-selling video game console with more than 100 million units sold. The unprecedented display of enthusiasm for the PS3 suggested that Sony had another winner on its hands. The company projected sales of six million PS3 consoles worldwide between November 2006 and March 2007, a level that the PS2 took almost a year to reach. Sony's initial euphoria was short-lived. By February 2007, more than a third of PS3 consoles remained unsold, while some retailers reported a higher number of returns than sales. Consumers said they felt let down by Sony. The PS3 looked no better than Microsoft's Xbox 360, they complained, even though the Xbox 360 had already been on the market for more than a year, and sold for $200 less than the PS3. Customers also lamented the PS3's lack of interesting games, spotty support for PlayStation 2 games, and uninspiring online capabilities. Meanwhile, Nintendo's inexpensive and quirky Wii console had become all the rage, despite its underpowered processor and comparatively basic graphics. The case examines the characteristics of a successful new product launch, particularly product features, brand loyalty, content availability, third-party support, and adherence to industry standards. The case also considers how radical innovations can be used to win market share from technically superior products focused on incremental innovations. Finally, we use a 4P marketing analysis to compare video game systems offered by Sony, Microsoft and Nintendo.
教學手冊：Launch of the Sony PlayStation 3 - Teaching Note
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