Potential marketing plan for Sony Computer Entertainment, Inc. to China
Li, Weishen (2013)
Satakunnan ammattikorkeakoulu
2013
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2013052310267
https://urn.fi/URN:NBN:fi:amk-2013052310267
Tiivistelmä
The purpose of this thesis was to create a marketing plan for Sony Computer Enter-tainment, Inc. (SCE) for its market entry in mainland China. SCE is a major Japanese video game company which develops and manufactures video game consoles and game software on a global scale. SCE belongs to Sony Cooperation. Sony operates almost its every single business in China except the video game business due to the internal factors of China. Along with the great increase of Chinese people’s purchas-ing power and the fierce competition of global video game market, the pragmatic ap-proach is to consider about the enormous, attractive and promising Chinese market.
The theoretical part was generated by collecting information and theories from vari-ous sources including SCE’s official websites, gaming websites, tech websites and professional marketing books, articles and online documents. In order to support au-thor’s opinion, sections about international video game market, Chinese video game market and marketing planning process were conducted in the theoretical part. Under the section of Chinese video game market, four subsections were explained in detail which consist of marketing environment, regulations and laws, copyright and piracy and market potential.
The empirical part was carried out in the form of combination with theoretical knowledge of marketing planning process. None of any surveys or questionnaires was used to collect data in the empirical part. The only research method was internet re-search, and many parts were written by author’s own accumulated experiences and knowledge of the operation of video game industry in China. The actual marketing plan for SCE started from the section of marketing objectives, then the marketing strategy including segmentation, target marketing, positioning and marketing mix was designed carefully to achieve SCE’s marketing objectives.
The theoretical part was generated by collecting information and theories from vari-ous sources including SCE’s official websites, gaming websites, tech websites and professional marketing books, articles and online documents. In order to support au-thor’s opinion, sections about international video game market, Chinese video game market and marketing planning process were conducted in the theoretical part. Under the section of Chinese video game market, four subsections were explained in detail which consist of marketing environment, regulations and laws, copyright and piracy and market potential.
The empirical part was carried out in the form of combination with theoretical knowledge of marketing planning process. None of any surveys or questionnaires was used to collect data in the empirical part. The only research method was internet re-search, and many parts were written by author’s own accumulated experiences and knowledge of the operation of video game industry in China. The actual marketing plan for SCE started from the section of marketing objectives, then the marketing strategy including segmentation, target marketing, positioning and marketing mix was designed carefully to achieve SCE’s marketing objectives.