PLOOB.COM - Gaming 2.0: Sony, case study in the making.

Jun 23, 02:49 PM

Sony, case study in the making.

In business school I’ve read a lot of case studies of big screwups companies make. But they always were in the past of companies I couldn’t really relate to. Thankfully, we have Sony around to give future b-school students something to analyze. I can envision it now:

The case will be called Playstation 3: How to Screw Up a New Product Release. And some of the themes students will look at are:

1. Arrogance

assuming away all possible threats to your product’s success

ignoring all valid criticism or not responding to it properly

2. Pricing Strategy

did Sony do any valid market research to help determine its price point? or did they just choose it on the basis of their costs?

why you shouldn’t price your product significantly higher than your competition, especially when you haven’t properly justified this price premium to potential customers

how high prices do not always imply better quality in the minds of consumers

3. Positioning

the cost of not positioning the product properly in consumers’ minds

4. Marketing

how not to kick off a marketing campaign

5. Media Relations

how not to do it

-Jon

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