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XBOX: Marketing Audit. Marketing Audit Approach ... systems). This Marketing audit
will focus on the Microsoft Xbox 360. Currently, Microsoft ...
... Audit Recommendations The most urgent amendment for Sony ... consider is correcting the
deceitful marketing ploy it ... Sony loyalists from purchasing the Xbox 360 by ...
... superior service levels and innovative marketing? (FTI simulation ... During an audit
of the nutritional screening ... plasma televisions for the Xbox, PS2 stations ...
... Based on the results of an audit or litigation ... cost of revenue primarily related
to Xbox 360 and ... $1.26 billion increase in sales and marketing expense primarily ...
Submitted by mika26 on August 8, 2006
Category: Book Reports
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Marketing Audit Approach: Microsoft Xbox 360
Company Description
Microsoft is motivated and inspired every day by how our customers use our software to find creative solutions to business problems, develop breakthrough ideas, and stay connected to what's most important to them (Microsoft Corporation, 2006). Microsoft is in various technological areas (computers, IT programs, IT Solutions, and gaming systems). This Marketing audit will focus on the Microsoft Xbox 360.
Currently, Microsoft has three goals for the Xbox 360:
1. Gain a considerable portion of the rapidly growing video gaming market. Microsoft's core PC software businesses have slowed, so moving into a fast-growing and sizable market is very attractive to the company.
2. Microsoft would like to diversify beyond PCs by attracting consumer home entertainment spending.
3. Microsoft’s reputation has suffered considerably over the last few years as a result of the litigation surrounding its Windows monopoly. The company hopes Xbox 360 will combat the impression it is not innovative and well change the public's view of the company (http://www.xb360info.com).
Porters 5 Forces
Target Audience
Microsoft has multiple targets for the product. Mossberg and Boehert (2005) reported that Microsoft is attempting to attract dedicated male gamers by offering "...the most powerful computer ever sold specifically for gaming”. Additionally, Microsoft has opted to expound upon Nintendo's strategy of broadening the appeal of consoles to nontraditional demographics. Specifically, Microsoft is targeting single women, and women who live with male gamers by incorporating multimedia features. Not only can it play DVDs and CDs, but it can also play media stored on its own hard disk, the hard disk of another computer accessible over a network, or an iPod when it is...
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