1a. (5 points) Analyze the gaming industry competitiveness in 2006 (time of the case) using the Michael Porter 5 forces model and then describe what are Sony’s competitive advantages.
1b.(5 points) How are the “CONSOLE” manufacturers different than the “SOFTWARE” developers in the gaming industry? Who has more power?
2.(5 points) What are some of the “Context” elements that affected the gaming industry (Technological, Social/Cultural, Legal or Economic)? Rank in terms of importance these contextual factors that could affect the outcome of the Sony PS3 launch? Explain your ranking.
3.(5 points) Compare Sony, Microsoft and Nintendo using the SWOT matrix. What do you think is the most sustainable strength(s) for Sony?
4.(5 points) Based on your answers from Question 1 through 4 – how should Sony launch the PS3 (hint: a target marketing mix with 4Ps)? Who are some of the “Collaborators” that could help with the launch?
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