Analysis of the Marketing Environment
for Microsoft Xbox

von: Stefan Lacher

Contents

1 Introduction 4

2 Environmental Analysis 4

2.1 External Analysis 4
2.2 Internal Analysis 5

3 SWOT Analysis 5

3.1 Strengths 6
3.2 Weaknesses 6
3.3 Opportunities 7
3.4 Threats 7

4 Conclusion 7

5 Reference List 8

1 Introduction

What comes first to your mind when you hear the names Sony and Nintendo? Maybe you associate them as the two huge players on the video console market which dominate this segment. So what happens if the giant of the software industry, Microsoft, steps into a so far protected territory and introduces a perfect planned marketing campaign that brings the green Xbox-logo in everybody’s mind? Considering that Microsoft is a very aggressive and well financially equipped company, therefore one of the most successful in the world, you can expect a major showdown. But what will happen to the customer who should be the driving force of the marketing effort of those players?

2 Environmental Analysis

Microsoft like any large company is exposed and heavily influenced by the industrial environment. This environment can be analysed both externally and internally.

2.1 External Analysis

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