Creative Brief

In: Business and Management

Submitted By natnblr
Words 5687
Pages 23
Market

Our target product chosen is the Xbox 360+Kinect gaming console. Launched in November 2010, it held the Guinness World Record for being the fastest selling consumer electronics device from 2010 to 2012 (BBC 2012). This is a good indicator of how the Xbox 360 + Kinect has captured its target market in a growing games industry which promotes family bonding through entertainment.

1.1 Market Share and size of market
Currently, Xbox 360 holds 47% share of the overall current-generation console market, with Kinect sales accounting for 19 out of 67 million copies of Xbox consoles sold (Microsoft Corporation 2012). Enabling Microsoft to achieve 13.3% of the current market share in the gaming console industry with the Xbox 360+Kinect.

Figure 1. Market share of Xbox 360 + Kinect in the industry. Source: (Microsoft 2012)

1.2 Market Position
The following graph depicts year on year sales of the Xbox 360 console against competitors since its inception in 2005. Undoubtedly, the Xbox 360 has garnered the most sales in 2012, characterized by steady growth over the seven years (Microsoft 2012).

Figure 2. Console Hardware sales in the US. Source: (Microsoft 2012)

1.3 Company’s principal product in terms of features and benefits
Other than the Xbox 360, Microsoft has launched products, which were equal or even more representative of the company. Being the most popular platform, with a 10-year old history, Windows XP Operating System is thus considered to be the principal product of the company. Research shows that it had a 48.06% share of the market in the month of April 2012 (Stankiewicz 2012). XP’s key features are ClearType, side-by-side assembly sharing, fast user switching, built-in backup system, Internet Connection Firewall, built-in burning CD program, Windows File protection and hardware support. Its popularity among consumers can be accredited to…...

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