Week 13 - Segmenting and Targeting Markets

Most cultural distinctions, different needs and demands of individuals, and diversities in customers’ buying behaviors really require market segmentation of companies to satisfy their customers effectively. The market can be divided in geographic, demographic, psychographic and behavioral segmentation variables and the company can focus on target segments which it wants to attract.

According to Sony, the main geographic segments of the PlayStation 3 consist of the Northern America market, the Japanese market and the European market. When Sony released their first video game console PlayStation in 1994, the company’s main focus was on the marketplace from 12- to 17-year-old boys. But nowadays, Sony’s demographic segmentation divides the market of the PS3 in male and female, old and young players and expands its business vastly to a bigger mainstream of entertainment.
Since the PS3 offers a multi selection of video games which includes something for everybody. There’s not merely one game to ultimately define the PS3 platform, but rather different must-have games for different segments of consumers.