Xbox: Analysis and Overview

Running head: Xbox Gaming System Marketing Strategy & Concepts

Microsoft Xbox: Dominating the Videogame Market

An Overview of there Marketing Success

Janaia M. Langlois

EMK 3601: Principles of Marketing

Dr. Janis McFaul

March 29, 2012

Abstract

When Microsoft decided to launch the Xbox Gaming Console they were venturing into an uncharted market. Microsoft, known primarily for producing computer software decided to transition into the gaming market as a way to compete with Sony and their PlayStation gaming system. Microsoft, acknowledging Sony’s success with the PlayStation saw a challenging opportunity to be among the competitors seeking a claim within the billion dollar a year videogame market. Geared with a heavy marketing budget Microsoft concentrated on spending it effectively and responsibility. Due to Microsoft entering into a brand new market, there research and development team as well as there marketing team were faced with the daunting task of finding out who there target customers were. From the marketing perspective the challenge arose as to what had to be done in order for Microsoft to become the top leader in both the videogame console and videogame market. This overview will provide an examination of the Xbox marketing strategies and concepts that helped propelled them as the top leader within the gaming market.

Microsoft Xbox: Dominating the Videogame Market

An Overview of there Marketing Success

Microsoft is a name that is prominently known throughout the world. When you really take the time to think about it if you haven’t heard of the name or used any of their products in recent years, you must have been living under a rock. Not being aware of the name is simply unheard of. Microsoft Corporation, Inc. derived from humble beginnings as a mere dream shared amongst two friends Bill Gates and Paul Allen. Sharing an underlining passion for computers and technology both men set out to take the computer world by storm. With Gates...