This research will examine the opportunity lies to enter the female teenager
(girl) market segment that lies in a male dominated industry (in this research I will
use video game industry) and giving recommendation to utilize that opportunity by
conducting market research and generate suitable marketing strategy to seize that
opportunity.
In this study, I used one of the leaders in video game industry, Sony with its
new innovative product called Sony PSP. In addition, this study analyzes the
opportunity to enter girl?s market segment that lies in the Netherlands? video game
market. This study employs internal and external market analysis as well as
conducting a personal depth interview with target market using partly the projective
technique in order to analyze the opportunity lies and to obtain the Netherlands?s girl
perception toward video game. In the end, all of the analysis and research results will
be used to create marketing strategy for Sony PSP to enter the girl?s market segment
in the Netherlands? video game market.

Creator(s)

• (34402008) ANTHONY WIDJAJA LIMANTARA

Contributor(s)

• NICO JANSEN → Advisor 1
• MENNO VAN VERTOHAUZEN → Examination Committee 1

Publisher

Universitas Kristen Petra; 2006

Language

English

Category

s1 – Undergraduate Thesis

Sub Category

Skripsi/Undergraduate Thesis

Source

Final Assignment Report No. 00040102/MAN/2006; Anthony Widjaja Limantara (34402008)

Subject(s)

• MARKETING MANAGEMENT
• MARKETING

File(s)

• jiunkpe-ns-s1-2006-34402008-3985-sony-cover.pdf
• jiunkpe-ns-s1-2006-34402008-3985-sony-abstract_toc.pdf