Essay title: Xbox
Microsoft Xbox
Xbox
Outline
Executive Summary
Page 3
Situation Analysis
Page 3
Market Summary
Page 3 – 5
SWOT Analysis
Page 5 – 6
Competition
Page 6
Marketing Strategy
Page 6
Marketing Objectives
Page 7
Financial Objectives
Page 7
Positioning
Page 7
Marketing Mix
Page 7
Marketing Research
Page 7 – 8
Controls
Page 8
Marketing Plan Summary
Page 8 – 9
Works Cited
Page 10
Executive Summary
Microsoft Xbox is a company that makes games, gaming systems and accessories. The use of these systems has risen dramatically over the years and the people that use them are always looking for a new great game or accessory to go with it. Also, Microsoft Xbox has launched the new Xbox 360 Elite, the most elite gaming system available today. Back in November 2005, when Xbox 360 first hit the shelves, it was just the beginning. Although the console itself has not changed, the number of games available for it has risen exponentially. You can also play many regular Xbox games, designed for the first Xbox, that have backward compatibility with Xbox 360. More than 200 Xbox games work well on Xbox 360. That increases the total number of games available for the Xbox 360 to over 300, and still growing!
Situation Analysis
The Xbox has been around for awhile and the gaming system, games and accessories have been well received and the market is continuing to grow. The marketing will be key in continuing product loyalty, growth of the customer base and keeping on top of the growing market.
Market Summary
The Microsoft Xbox’s market consist mostly of hard-core gamers, typically males ages 17 to 24, although Microsoft Xbox has started to market to women as well. Microsoft Xbox is trying to appeal to a wider variety of consumers and to understand what there needs are so they can better communicate with them.
Target Markets
Males ages 17 – 24
Looking to target women and families also.
Market Demographics
The profile for the typical Xbox customer consists of the following geographic, demographic and behavior factors:
Geographics
Microsoft Xbox has no set geographic target area. By leveraging the expansive reach of the Internet and multiple other sales arenas, Microsoft Xbox can serve both domestic and international customers.
Microsoft Xbox has captured 51% of the gaming community.
Demographics
There is a higher ration of males vs. female users.
Males, ages 17 to 24.
Behavior Factors
Users enjoy the gaming community.
Users spend money on games as well as accessories.
Market Need
Microsoft Xbox is providing elite gaming systems as well as games and accessories to hard-core gamers.
Superior Game Playing
The Greatest Game Portfolio
Versatility to Play all Types of Media
Xbox Live
Competition
Community
Being able to Share and Customize
Customer Service
Market Trends
Microsoft Xbox will continue to market itself as it has been to keep its current Target Market happy, but it will start to branch out and market much more heavily to women