Stefan Lacher & Florian Roth 
Analysis of the Marketing Environment for Microsoft Xbox [PDF ebook] 

Seminar paper from the year 2004 in the subject Business economics — Offline Marketing and Online Marketing, grade: Distinction, Deakin University (Faculty of Business and Law), course: Marketing Management, language: English, abstract: What comes first to your mind when you hear the names Sony and Nintendo? Maybe you
associate them as the two huge players on the video console market which dominate this
segment. So what happens if the giant of the software industry, Microsoft, steps into a so far
protected territory and introduces a perfect planned marketing campaign that brings the green
Xbox-logo in everybody’s mind? Considering that Microsoft is a very aggressive and well
financially equipped company, therefore one of the most successful in the world, you can
expect a major showdown. But what will happen to the customer who should be the driving
force of the ma rketing effort of those players?