The Failure Of Sega Genesis CD Gaming System Essay

The Failure Of Sega Genesis CD Gaming System - Essay exercisingFinally, it concludes with the idea that the marketing function and its objectives, strategic plans and implementation cannot be over-emphasized ni any organization.Sega was originally founded in 1951 by American David Rosen in who permanently go to Japan after WWII. The name Sega is a muscle contraction of Service Games, which Rosens company adopted when it began producing arcade games and software for early game consoles like Atari 2600 and ColecoVision. By the 1980s, Sega had an American division which sold console software. Later on the company was sold to Japanese investors and officially became Sega Enterprises Ltd. During the mid-80s, Sega produced a series of hit games which made a lot of money for funding future development of Segas bear game consoles (Planet Dreamcast 2008).Various industry reports say that Segas game consoles were technically superior than those of the competitors. But stiff aspiration in the 1990s, which had better reaping foundes, marketing campaigns and more funds made the company decide to constrict on software development for multiple platforms (Kent 2004). Year 2002 was a major shift for Sega as it moved out of the console manufacturing seam. ... Today, Segas main offices, Sega Corporation Japan, are located Tokyo. The company also operates Sega Europe Ltd. in London, Sega of America Inc. in San Francisco, California and Sega Australia in Sydney (Wikipedia 2008).BodySegas downfall in the game console manufacturing business was caused by a series of unfortunate management, production and marketing decisionsStarting in 1984, when Segas Mark iii was competing with Nintendos very successful Famicom, Sega decided to follow Nintendos channel of bringing their product to America. Re-christened Sega Master System, the American launch was a failure due to poor marketing, bad timing, lack of third-party software developers, and the absence of a killer app and lead to the Master Systems demise (Planet Dreamcast 2008). One of the elements of marketing mix is product positioning which refers to the place a product offering occupies in consumers minds relative to competing offerings. Segas launch campaign for the Master System failed to communicate its benefits and the characteristics of the product that the tooshie market desires. Sega would ache done well if the product attributes it announced were perceived by consumers as creation close to their ideal and were more ideal than the competitors. Instead of allowing customers to position competing products by themselves, Segas marketers should wee planned to square up and shape consumers concepts and perceptions (Chapter 11). Planet Dreamcast reports that the Sega Master System (SMS) was technically superior than Nintendos product and this does not seem to have been properly communicated. Moreover, the product development process for the SMS as intended for the US market seems to not have a comprehensive market requirements