Case Study of Marketing Xbox

THE XBOX

Xbox owned and designed by Microsoft Corporation is their first endeavor in the gaming industry . It was seen that there was a lot of potential in the video game market therefore Microsoft wanted to enter this part of the industry , also because they wanted to diversify their portfolio as there concentration was mainly on software 's alone . They wanted to come up with a game console design that was superior to all other competitors in the market . At the time of the launch of Xbox there were already tough competitors

existing in the market and the intensity of the rivalry was very high there fore the company had to dedicate large sums of money , time and effort in to launch this new innovation in the gaming industry

There were other substitutes available to the gaming industry such as PC 's and other games . Since the market was doing well there was a risk of other potential entrants into the market . However among the gaming experts that were already established in the market were Sony that was leading the market with its expensive playstation2 (PS2 ) followed by the reasonably priced family entertainment , Nintendo 's game cube . Xbox was launched in 2001 in North America first , followed by Japan , Europe and Australia . Before the launch of the product itself the company spent extensive team on the research and analysis of the Xbox in to understand their target market in a better way . Moreover the customers were at a...