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Microsoft Canada, Xbox

Executive Summary
Microsoft Canada is preparing its marketing plan for the Xbox over the coming year. The Xbox was launched the previous year and positioned as the complete home entertainment solution combining video gaming, the Internet and DVD playback. The Xbox is the most robust gaming console on the market, but faces stiff competition in its product category.

The Sony Playstation 2 is the market leader with over 50% of the console market. Microsoft also faces competition from Nintendo and their GameCube. Microsoft's goal is to become the market leader in the category by dethroning Sony.

In order to accomplish this goal Microsoft Canada must develop its marketing plan for 2002. Specifically, Microsoft must decide which target market to focus their efforts on. Specifically, they need to decide whether or not to continue focusing
their attention on the male 16-24 year old "heavy gamer" which is also the target segment of Sony. Or, do they shift their focus to the......


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Approximate Word Count: 3171
Approximate Pages: 13 (250 words per double-spaced page)

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