Análise das estratégias de entrada de mercado de uma nova geração de consoles

• Autor(a) principal: Cantalice, Flávio Leandro Batista de Moura
• Data de Publicação: 2013
• Tipo de documento: Trabalho de conclusão de curso
• Idioma: por
• Título da fonte: Repositório Institucional da Universidade Federal do Ceará (UFC)
• Texto Completo: http://www.repositorio.ufc.br/handle/riufc/29621
• topic: Produtos novos; Comunicação nas organizações; Jogos eletrônicos; Vídeogames

This study has as objective to analyze the market entry and communication strategies of the PlayStation 4 console, in the context of its launch. The importance of this study is due the fact that it analyses a landmark of a market that moved more than 63,4 billions of dollars in 2012, which is the launch of a new generation. To obtain the data it was used the exploratory method, with secondary data. Two main sources of data were used, the official North American site of the PlayStation brand and the renowned entertainment website IGN. In the former, a detailed description was elaborated, aiming to observe the characteristics of the the direct communication of the company Sony with its consumers. In the latter, a list with 286 articles related to the PlayStation 4 console was made, from the date which he was presented (06/10/2013) to the date of its launch (11/15/2013). As a result, the theoretical framework concerning the subject of the study was crossed with the situation researched, allowing an accurate view of the application of theory in practice which listed the key attributes of the strategies for market entry and communication concerning the console. It was concluded that the initially set objectives were achieved, configuring as a relevant contribution of this study a consistent verification of the theory-practice relation, plus a teaser for future work with similar themes.