Sony Sales and Marketing Sdn Bhd has been marketing the Playstation 2 in Malaysia since the production of the Playstation 2 by Sony Computer Entertainment Inc Japan in March 2000. Sony's Playstation 2 has an advantage because it came out one year earlier than all of its competitors. The launch of the Playstation 2 was a hit and Sony managed to reap huge profits from its sales. Over 1.8 million units of Playstion 2 consoles and 2.6 million games were sold in Japan while in Malaysia a total of 200,000 consoles and games were sold. This resulted in Sony emerging as the market leader in gaming consoles.
             Market research indicates that the average age groups of game player have risen from 20-25 to 27-31. A marketing refocus by Sony with greater emphasis towards club culture and "twenty-somethings" resulted in a much older initial PlayStation userbase than pervious consoles had achieved and this resulted in a broader social acceptance. The first generation players of video games who should be in their 20's are still playing video games. The forecast market for these consoles and games will be worth $35.8 billion in the year 2003. The market strategy used will be based on a cost effective approach to reach this clearly defined target market. This approach will utilize resources to build awareness on the popularity of gaming consoles. Sony will focus on its games selection, product quality and customer service and its competitive advantage in the market.
             The marketing objective is to actively support continued growth and profitability through effective implementation of the strategy.
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