Marketingové strategie 7.generace herních konzolí

This thesis deals with the historical development of the gaming industry, which determined the creation of seventh generation. The theoretical part deals with defining the marketing strategy and describes the characteristics of segments. It is important to take into account the entry and subsequent functioning of the market. Other parts of the work focus on the strategic planning process, the first steps to analyse the opportunities and threats of the external environment and the strengths and weaknesses of the internal environment. Situational analysis leads us to define corporate objectives, which will be with us the whole strategic planning. The last part is suitably chosen strategy, marketing mix, its implementation and the subsequent monitoring. The aim is to evaluate slowly terminating the seventh generation of video game consoles, which competed three rival brands Microsoft, Nintendo and Sony, and point out their characteristics and differences, through which succeeded, or failed in the gaming industry. The task was to evaluate the segments in which each company targets and determine how each brand marketers communicate their strengths. To confirm the assumptions, questionnaire survey was made. The information obtained is confirmed by targeting companies in the gaming community and their perception of brands in the Czech Republic. This thesis deals with the eighth generation in the final part and outlines the development of PlayStation 4. It is trying to suggest possible improvements for PlayStation 4 and acquiring better position than the competition at the beginning of the eighth generation.