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Marketing strategy: how can Sony penetrate the girl's market as the new market segment for its Sony PSP product

Limantara, Anthony Widjaja (2006) Marketing strategy: how can Sony penetrate the girl's market as the new market segment for its Sony PSP product. Bachelor thesis, Petra Christian University.

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Abstract

This research will examine the opportunity lies to enter the female teenager (girl) market segment that lies in a male dominated industry (in this research I will use video game industry) and giving recommendation to utilize that opportunity by conducting market research and generate suitable marketing strategy to seize that opportunity. In this study, I used one of the leaders in video game industry, Sony with its new innovative product called Sony PSP. In addition, this study analyzes the opportunity to enter girl's market segment that lies in the Netherlands' video game market. This study employs internal and external market analysis as well as conducting a personal depth interview with target market using partly the projective technique in order to analyze the opportunity lies and to obtain the Netherlands's girl perception toward video game. In the end, all of the analysis and research results will be used to create marketing strategy for Sony PSP to enter the girl's market segment in the Netherlands' video game market.

Item Type: Thesis (Bachelor)
Uncontrolled Keywords: handheld video game console, marketing to women, consumer behaviour, personal depth interview, marketing strategy, consumer's perception
Subjects: UNSPECIFIED
Divisions: UNSPECIFIED
Depositing User: Admin
Date Deposited: 23 Mar 2011 18:48
Last Modified: 02 May 2011 14:10
URI: http://repository.petra.ac.id/id/eprint/8344

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