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