THE PRINCIPLES OF MARKETING

Running head: PRINCIPLES OF MARKETING
Principles of marketing
Name of student
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PRINCIPLES OF MARKETING
Executive summary
The aim of the report was to compare between the target markets of Nintendo Switch
and PlayStation and also ensure addressing the various components of the marketing mix
strategy including the product, price, place and promotions. The methods of research
included the use of marketing mix strategy while the data collection has been mostly
secondary research based. The results seemed to be accurate and provided insights about how
the companies segmented its market, targeted the audiences and positioned the products and
services to reach out to the audiences much comprehensively. Comparing both these
companies, in terms of all these aspects, it would be necessary to invest more, adopt new
technologies and remain aligned with the business values and ethics to sustain in the
marketplace.

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PRINCIPLES OF MARKETING
Table of Contents
Executive summary..................................................................................................................1
Introduction..............................................................................................................................3
Findings.....................................................................................................................................4
Comparison of target markets............................................................................................4
Marketing mix......................................................................................................................5
Product..............................................................................................................................5
Price...................................................................................................................................6
Place...................................................................................................................................6
Promotions........................................................................................................................6
Segmentation, targeting, positioning for the marketing planning process.....................7
Conclusion and recommendations..........................................................................................8
References...............................................................................................................................10

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PRINCIPLES OF MARKETING
Introduction
The report presents about an idea about the comparison between two major companies
within the game industry regarding its marketing tactics and efforts put by Nintendo Switch
and PlayStation. The comparison will be made for the targeted markets and also for the
marketing mix strategy consisting of the product, price, place and promotions managed by
these two companies while operating within the business environment. Moreover, the topic
will also represent facts and information about how these two companies can manage
segmentation, targeting and positioning, thereby, ensure establishment of proper market
planning process too (Armstrong et al. 2014).
Nintendo Switch is a well-known company specialised in the production of good
quality video game consoles, both used as a home consoles as well as in the form of portable
devices. The various keys and buttons on the device have allowed people to enjoy handheld
style play and play variety of games, both offline and online through internet connectivity
and even as a local wireless ad hoc connectivity console. The market share for Nintendo
Switch is about 52 percent of all consoles sold worldwide. The market size is huge and the
company has sold over 50 million since the year 2017, which is huge (Ali and Talwar 2013).
The sales trends have shown gradual growth and the Switch has cerate dew scopes and
opportunities for the company to battle against its competitors such as the Xbox, PlayStation,
etc.
PlayStation has been known for its great quality gaming consoles, which has
revolutionised the way of gaming for people. It has a huge market share of 57 percent and
due to the large market size, the company has operated successfully and acquired customers
from different market segments quite effectively.