Xbox One Marketing Plan final Essay

4647 Words Feb 24th, 2015 19 Pages
The Microsoft Xbox One
Marketing Plan

Gregory Steinbrenner
10/20/2014

Table of Contents

Executive Summary 3
Situational Analysis 3
Introduction 3
Market Analysis 3
Customer Analysis 4
Competitor Analysis 5
Microsoft Xbox One Analysis 6
Marketing Objectives 7
Marketing Strategies 7
Action Plans 9
Innovation 9
Promotion 9
Distribution 9
Products 10
Market Research 10
Financial Analysis 11
Contingency Plans 11
References 12
Appendix 12

Executive Summary Microsoft is trying to establish the Xbox One as the video game console leader in the Video Game Industry. The Xbox One is a third generation video game console for Microsoft. The video game industry continues to have steady growth. However,
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Customer Analysis Although the tendency to play video games declines with age, a large share of consumers from all age groups, report playing, including close to one third of men and women aged 55 and older. (Harland, 2014) This indicates that the gaming industry now caters to a diverse audience, and while demographics differ for the various gaming platforms, the concept of who gamers are is rapidly changing to include consumers from various genders, ages, and ethnic backgrounds (Exhibit 1).

Approximately one third of adults who play video games said they don’t like games that rely too much on in-app purchase, and 27% agree that video games are too expensive. In addition to the cost of gaming, finding games that consumers know they will like is a challenge, which speaks to the importance of free trials and demos. Although the free-to-play model can potentially address the issue of cost, it can also lead to consumers spending more money in the long run.

The gaming industry is undergoing seemingly competing trends. Although the majority of adults now play video games, many companies struggle to maintain profitability with their titles. This is particularly a challenge on mobile platforms where numerous free game apps make it difficult to stand out in the crowd and the free-to-play model challenges traditional monetization strategies.

As digital distribution becomes more popular for the computer and console game

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