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Other Papers on :Marketing Plans

S/M/223. STRATEGIC MARKETING PLAN for EYE TOY KINETIC & SING STAR

(2005, 9000 words)

The paper investigates the feature of new interactive game play concepts, EyeToy Kinetic and SingStar that is the expansion of Sony's PlayStation project. An overview of the UK video game industry is presented; Sony's position within the industry is analysed including their innovation portfolio, SWOT, and PEST models. Porter's five forces and competitors' analysis of EyeToy Kinetic and SingStar is conducted; their marketing and financial objectives are identified; the marketing, retailing, distribution and communications strategies are discussed on the basis of the target audience analysis.



 
   
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