Do you have free will or are you determined Essay

Do you have free will or are you determined - Essay Example The paper describes two examples of philosophers (W.T. Stace and Baron d'Holbach), who believe in determinism, but with qualifications. While d'Holbach represents a determinism-only view, Stace offers a view compatible with a free will, and this compatibilist thesis is more correct. Compatibilism, as represented by W.T. Stace, is the view that free will and determinism are compatible without being logically inconsistent. This allows claims about individual autonomy in actions to make sense, whereas under the incompatabilism approach, it is logically inconsistent to speak of the coexistence of free will with determinism. An incompatabilist such as Baron d'Holbach, rules out a kind of metaphysical free will because determinism, the view that all of our actions are the result of antecedent causes, means that no actions are truly free in the sense that the person actually chose to do them. With this foundation, we can differentiate the views of Stace and d'Holbach with respect to freedom of the will. d'Holbach argues that human beings are very similar in nature to a machine, which is created with a very narrow range of functions. In his System of Nature, d'Holbach writes, â€Å"There is no such entity as a soul, but we are simply material objects in motion, having very complicated brains that lead the unreflective to believe that they are free†. In fact, human beings are so complex that they actually believe their actions are free, which is the symptom of religious beliefs, according to d'Holbach. Claiming that all of man’s ideas and senses can be reduced to his physical characteristics, the philosopher believes that these ideas and senses are involuntary and forced upon him. This incompatabilist, hard determinist stance is impossible to prove, which makes it difficult to accept d'Holbach’s arguments (Pojman 335). He argues primarily from analogy to machines and other human artifacts, which seems to undermine the premise that man is incapable o f original, free thoughts. In addition, it is difficult to get past the brute fact that if all of man’s arguments are determined by antecedent causes, then d'Holbach’s claims here are determined and therefore possibly false. In contrast, W.T. Stace offers a compatibilist (or soft determinist) view that upholds the truth of morality. Stace defines an act that was produced from free will as one that is directly caused by a person’s thoughts, emotions, and desires (Roberts). In other words, an act is only free if it is the result of internal mental states, not the outside influences of other antecedent causes. For instance, fasters on hunger strikes do not consume food because it is theoretically within their power to abstain from food, while someone who fasts because he does not have access to food is not doing so according to his free will. Stace defends compatibilism because of how he defines the notion of free will.

For this I want to discuss Paul's Case by Willa Cather on a sociology Research Paper

For this I want to discuss Paul's Case by Willa Cather on a sociology based . I need sources that I will use and explain about it. At least one primary source and at least 3 secondary sources - Research Paper Example Most of her terminologies are symbolic, and the source will help in unraveling the symbols. It is essential to explore Paul from separate perspectives to make a non-biased judgment. In addition, it provides an insight on whether what Paul’s condition is a disorder, or it is a normal human behavior. Terrell Scott Herring’s article suggests that Paul distances himself from the society. His lifestyle distances him from social confines, identity, and sexuality. Paul feels like somebody is constantly watching him and in consequence, he is subconscious. His excessive gestures and nervous tics perplex his faculty teachers. In addition, Herring presents the characteristics of other late nineteenth-century males in comparison to Paul. The source is useful because it analyzes and explores Paul’s lifestyle. The author looks at Paul’s identity and sexuality in a wider context. In the end, it is easy to characterize Paul as a separate individual from the society. The comparison supports my paper because I can relate Paul with other people in the society and understand his identity in a neutral manner. Sherry Crabtree’s article discusses the significance of flowers in "Pauls Case." His red carnation is perceivably a talisman, which alienates him from the world. Even so, his teachers see it as a source of defiance. For instance, he walks into class with a colorful shirt that does not show any remorse. The source also mentions several other instances of flowers, which also characterize Pauls desires and show his alienation from the world. The source will support my paper because it will aid in understanding the role of the flower in Paul’s life. The role of the flower is quite confusing, but Crabtree provides an insight on its purpose in his case. The flower defines his life and affirms his identity as an individual, and not a collective thinker. The source is also valuable because it expands the interpretation of the essay. In addition, it

Explain the drafting process behind the Universal Declaration of Human Essay

Explain the drafting process behind the Universal Declaration of Human Rights - Essay Example Since the Universal Declaration of Human Rights will serve as a single rule for all countries worldwide to follow, representatives coming from different countries worldwide should be involved in the drafting process. For this reason, common concerns that came out of the drafting process include the question of whose culture has to be followed. For instance, should the Universal Declaration of Human Rights follow the non-Western or Western political culture? Or, should it follow the political culture of communist countries? What specific areas in the first draft are misaligned with what is being expected to be the general rule on human rights? Therefore, after making some corrections in the first draft, the second draft will have to go through another round of scrutiny and corrections before the final drafting of the Universal Declaration of Human Rights has been officially

Listning quiz- english Essay Example | Topics and Well Written Essays - 250 words

Listning quiz- english - Essay Example My total score shows that I need to work more in order to improve my listening skills and it can only happen if I pay full attention towards the speaker. One of my weaknesses is that I do not listen to the speaker properly or assume everything before it actually happens and this is the thing, which stops me from improving my listening skills. I should not take listening easy. I think I deceive myself when I ask non-threatening questions to the speaker. I should listen to the other person properly in order to understand the actual scenarios. I think my habit to interrupt the speaker is not a good one because it diverts my attention from the speaker. I need to be patient during the time the other person speaks. I should let the other person state his or her viewpoint before stating my own viewpoint. I should also try to improve my creative skills instead of paraphrasing other person’s sentences. So, these were some of the points which I need to consider in order to improve my li stening skills. Works Cited Not Required.

Becoming a Teacher Essay Example for Free

Becoming a Teacher Essay Becoming a teacher means much more to me then just a paycheck or just another job I have to go to everyday. I want to make the difference in a student’s life, I want them to feel as if they can achieve the world and that each and everyone of them are important in one way or another. My vocation or calling to become a teacher has been with me for some time now. When I was little I use to play school with my little girlfriends all the time and I would always be the teacher. I love to learn and have always wanted to share that love of learning. Community impact and the commitment to my students tie together. As teachers we have tons of impact on the community, we help shape the younger generations within our community with the help of parents of course. I will strive to become that role model to my students and I will commit to them that they will succeed and learn new things each and every day. Being a role model to me as for any teacher I am sure is very important. Being a role model is not only a great feeling to have but is also a great tool to gain student’s respect. There will be extrinsic and intrinsic rewards to me as a teacher and to my students. For me extrinsic rewards will be seeing my students smiling faces and seeing them succeed in what they set their hearts to. An added bonus might be a teaching award at some point in my career. As for my students their extrinsic rewards for one is to always have a smiling teacher to greet them everyday, but also there can be multiple extrinsic rewards such as free days, homework coupons, or just to pick something fun to do at the end of the day. Intrinsic rewards I think are pretty similar to a teacher and a student. For us to have that joy of success or the fulfillment to teach and learn is a great intrinsic reward in my eyes. There are many resource books available for teachers of any grade, which is a great learning tool for teachers to have. As teacher we can have a major impact on families rather it is a safe haven for children to go to everyday, or a place where students know that they matter and are there to learn and succeed. Succeeding is a great feeling for any child of any age. There is nothing better for a teacher or a family member to see that look in a child’s eye when they have accomplished or learned something new; that is absolute wonderful! Some useful information I like to keep in mind is five reasons for becoming a teacher. Time commitment things will be done on my own time such as grading papers, activities, and lessons plans. Pay is not the best I know lots of teachers that have to get summer jobs to help out with income, so no one should be a teacher for pay or for the summer vacations. Respect is a big one, some people within the community you work in may have negative things to say about teachers due to a bad experience, so I must prove myself to be trustworthy and a great educator. Community expectations the community will always have an opinion on what their teachers should be doing, this is when the phrase â€Å"grin and bare it† comes into play, this is challenging but rewarding. Last emotional commitment this is by far not a desk job I will commit myself to my students and job, again challenging but rewarding. (Melissa Kelly, 2011, pg. 1) This is my passion and I will strive to be the best teacher I can be.

Contract Law Case Study of Hotel

Contract Law Case Study of Hotel Contract law involving a hotel and client A. In this scenario, the first significant point is the nature of the parties’ respective first dealings with one another. From the hotel’s point of view, their first contact with A was through their advertisement on their website. This advertised the price of accommodation at the Scarborough Palms Hotel as being  £300. From A’s point of view, his first contact with the hotel is through an initial emailed enquiry. Although we are not told exactly what A’s initial enquiry was concerned with, it is probable that it was simply asking for details of the offer. In order to establish what the nature of the ultimate contract is, between the hotel and A, it is first necessary to find the ‘offer’ and ‘acceptance’; the constituent parts of any contract. An offer has been held to be a statement which objectively (I.e. to a reasonable observer) indicates that the person making the ‘offer’ is prepared to contract on the terms specified in that offer (Gibson v Manchester City Council). It would at first sight, appear that the hotel’s website and advert for the accommodation at the specified price was an offer. This, however, is not the case, as it has been held by the courts that advertisements are usually ‘invitations to treat’ rather than offers, as the advert usually lacks the other essential ingredient of a contract; an intention to be legally bound (Partridge v Crittenden). This principle is in place in order to protect the advertiser from incurring liability in contract to everyone who is willing to purchase the goods (in this case, the holiday), at the advertised price. An ‘invitation to treat’ is an invitation to the other party to negotiate the terms of a potential contract. A responds to this invitation by making his initial email enquiry, which can similarly be classed as an invitation to treat, or perhaps simply an enquiry. No offer has yet been made by either party (Fisher v Bell). The hotel then respond to A’s initial enquiry informing A of a special promotion that will entitle him to the accommodation at the price of  £200. This communication will certainly be counted as an offer, as it displays an intention to be bound by the terms it mentions (a requirement that was first set out in the seminal case, Carlill v Carbolic Smoke Ball Co). A then ‘accepts’ the offer by filling in the online booking form. The hotel have stipulated a means of acceptance, by providing the online booking form which A is required to complete. This is, then, the hotel’s prescribed method of acceptance. A, through no fault of his own, is unable to complete this prescribed method of acceptance, despite his attempt. It is uncertain whether this will affect his ‘acceptance’. In Manchester Diocesan Council for Education v Commercial and General Investments Ltd, it was held that the prescribed method of acceptance was not the only possible one, prov ided the other method was no less advantageous to the offeror. Unless the hotel specifically stated that the online booking form was the only method of acceptance, A’s posting of a hard copy would be valid. We come to the issue of communication of the acceptance to the offeror. Upon A’s arrival at the hotel, he is informed that his booking form did not arrive, and that there are no available rooms. It is an established principle that an acceptance must be communicated to the offeror in order for their to be a contract (Holwell Securities Ltd v Hughes). In the present instance, however, the acceptance has been posted by A. Following Household Fire Insurance v Grant, the acceptance is effectively communicated on posting (the so called ‘postal rule‘). In order for this rule to apply, however, it must have been reasonable for A to use the post to accept the offer (Quenerduaine v Cole). In this instance, since the online booking form was not working, it seems likely that it would be found to have been a reasonable method of acceptance. As of this point, then, the contract exists between A and the hotel. The terms of the contract specify that A will have accommodation at the hotel for the price of  £200. He will later be able to claim damages for breach of contract from the hotel when they cannot furnish him with a room at that rate. Before that arises, however, there is a further contract which requires clarification. Upon A’s arrival, and discovery that his booking form has not arrived, he threatens to sue the hotel. The manager’s response is to make an offer of accommodation for  £250. It is possible that subsequently, the hotel could claim the offer was made under undue influence. It is an established principle of contract law that where a contract is induced by undue pressure, it is voidable (Williams v Bayley). This means that if the hotel can establish that the manager made the offer under pressure, the agreement could be cancelled. A agrees to these terms, and a second contract exists betwe en the parties. A then spend his holiday at the hotel and completes the second contract. A subsequently claims for damages in the amount of  £50. The hotel counter-claims for damages because A has breached the contractual term not to pursue an action against the hotel. These two claims, however, refer to two distinct contracts, and both, it would seem, are legitimate claims. It is possible that through forming the second contract, the equitable principle of waiver came into play. That is, by making the second contract, the parties (and A in particular), waived the right to claim damages (Hughes v Metropolitan Railway). There is also the possibility that by forming the second contract, the initial contract was frustrated, as it became impossible to carry out because the parties had subsequently contracted to the same agreement on different terms (Nickoll Knight v Ashton Edridge Co). With regard to the second contract, the hotel are within their rights to claim damages for A’s breach. He has clearly broken his contractual promise not to pursue an action against the hotel. There is a contract rule that a claimant cannot recover damages in respect of a loss which is too remote a consequence of the defendant’s breach of contract. If the losses flow naturally from the breach, which in this case they would appear to, the losses are recoverable (Hadley v Baxendale). The hotel, then, will be able to recover damages for A’s breach of the contract term subject, of course, to proving that this agreement was a term incorporated into the second contract. BIBLIOGRAPHY Statutes Cases Carlill v Carbolic Smoke Ball Co [1893] 1 QB 256, CA Fisher v Bell [1961] 1 QB 394 Gibson v Manchester City Council [1979] 1 WLR 294 Hadley v Baxendale [1854] 9 Exch 341 Holwell Securities Ltd v Hughes [1974] 1 WLR 155 Household Fire Insurance v Grant [1879] LR 4 Ex. D. 216, CA Hughes v Metropolitan Railway [1876-77] LR 2 App Cas 439, HL Manchester Diocesan Council for Education v Commercial and General Investments Ltd [1970] 1 WLR 242 Nickoll Knight v Ashton Edridge Co [1901] 2 KB 126, CA Partridge v Crittenden [1968] 1 WLR 1204 Quenerduaine v Cole [1883] 32 WR 185 Williams v Bayley [1866] LR 1 HL 200, HL Secondary Sources McKendrick, E., Contract Law (Oxford, 2003)

The Video Game Console Market Marketing Essay

The Video Game Console Market Marketing Essay The video game console market is a fast growing market. Sonys PlayStation 3 competes together with Nintendos Wii and Microsofts Xbox 360 for the market leader position. Compared with these competitors, Sonys PS3 includes the newest technologies and provides the highest variety of functionalities. Therefore, Sonys strategy is to target customers who focus on high technologies and multimedia-entertainment. However, this involves that the PS3 competes not only with console manufacturers, but also with other multimedia producers such as PC manufacturers. Due to the fact, that the Sonys PS3 will be quite expensive, the console will be available in a premium edition and in a cheaper basic edition. Considering the distribution of its PS3 games, Sony tries to change its traditional supply chain by providing an Internet platform, where users can download games. This results in saving costs and a faster distribution. Furthermore, the most important marketing tool is the Internet for promoting the PlayStation 3. Blogs, MySpace, YouTube and other kind of websites enable an area-wide promotion of the game console and especially, it is done by consumers. Another important tool is the official website, which offers among others information about the console and about available games. Additionally, Sony promotes its PlayStation 3 together with a meaningful slogan, which differs between Europe (This is living) and U.S. (Play Beyond). Finally, Sonys financing objectives are to sell 15 million exemplars in the first-year and to achieve total sales revenue of $8.25 billion. Its marketing goals are to sell more than 100 million exemplars in the long-run and to become the market leader. Table of Contents Executive Summary 1 1 Situation Analysis 2 2.1 Current marketing environment 2 2.2 Current Product Line 2 2.3 Product Analysis 3 2.4 Target Markets 3 2.5 Competitive Analysis 5 2.6 Product/Market Analysis Tools 5 2.7 SWOT Analysis 8 3 Objectives 8 4 Competition 9 4.1 Game console industry 9 4.2 Direct competitors 9 4.3 Market concept of competition 11 5 Product Unique selling proposition 12 6 Distribution 12 6.1 Supply chain 12 6.2 Next generation supply chain 14 6.3 Business Models 15 7 Marketing Strategy 16 7.1 AIDA 17 8 Marketing Mix Strategy of 4 Ps 18 8.1 Product 18 8.2 Price 18 8.3 Place 19 8.4 Promotion 19 9 Financial projections 19 10 Implementation controls 20 Situation Analysis Current marketing environment The video game console market is highly influenced from its demographic and technological environment. The worldwide population is growing and more and more people have a strong need for entertainment. Many people require something against boredom in their free time. Furthermore, the technology environment creates a variety of new functionalities which are almost unlimited. According to Moores Law, processor speed and memory capability reduplicate almost every 18 months by constant prices. Additionally, technologies such as High Definition TV provide a new way of entertainment consumption. Finally, another important influence in peoples behavior is enabled by the Internet. Its introduction was a milestone of the new economy. It allows finding almost any required information and enables worldwide communication as well as interaction and it simplifies doing business. Current Product Line Before we describe the features and functionalities of Sonys new video game console, the PlayStation 3, we would like to give a short overview of the companys current home video game line: PlayStation (PS1) The Sony PlayStation is the companys first video game console and was produced in the mid-1990s. It belongs to the fifth generation of video game consoles and provides a 32-bit processor. Furthermore, the PlayStation was the first game console that reached the 100 million mark. PlayStation 2 (PS2) Sonys PlayStation 2 is part of the sixth generation era and was released in 2000. Besides its 128-bit processor, it was the fist video game console that provides DVD playback functionality. It placed first in number of units sold in its sixth generation of video game consoles and it became the fastest selling and most popular game console in history, with over 110 million units shipped worldwide by November 2006.  [1]   PlayStation Portable (PSP) Sonys PlayStation Portable was the companys first handheld game console released in 2004. Besides playing games, it also provides different functionalities such as playing music, watching videos, viewing pictures and using Internet applications. Nowadays, the PSP is the main competitor of Nintendos Game Boy and Nintendo DS. Product Analysis The Sony PlayStation 3 (PS3) is the seventh generation video game console and the third in Sonys PlayStation series. The console was launched in North America and Japan in November 2006 and is yet expected to be launched in Europe by March 2007. The reason for its delay in Europe is a shortness of supplies with parts of the Blu-ray drive. The console offers high-end technology and it has been described as an engineering masterpiece because of its promising specification and use of new technology.  [2]   Furthermore, the PS3 will be available in two different editions on the one hand, a basic edition with a 20 GB hard disk drive (HDD), and on the other hand a premium edition with 60 GB HDD. Nevertheless, both editions will have key elements such the Blu-Ray Disc for High Definition movies, the Cell chip, Giga-bit Ethernet for high speed Internet-connection, and an HDMI connection for optimum output on HDTV. Compared with the basic edition, the premium edition will provide some extra features like support for multiple external memory storage devices (Memory stick, SD) and Wireless connectivity. More information about the specification can you find in the Appendix. Furthermore, Sonys newest game console provides a Linux operating system and some Internet applications such as an Opera Web browser and multiplaying functionality. Finally, another feature of the PlayStation 3 is the backward compatibility to Sonys previous video games for PS1 and PS2. Target Markets The following section should provide an overview of Sonys target market and of its targeted customers. Target market approach In our opinion, Sony should use a segmentation approach as their general strategy to reach targeted customers. Although mass-marketing would create the largest potential market, which leads to the lowest costs and results in lower prices or higher margins, we propose segment marketing because it can create a more fine-tuned product offering and price for the target segment. Moreover, this approach enables to select more easily the best distribution and communication channels, and to have a clearer picture of the main competitors.  [3]   Segmenting consumer markets Cultural distinctions, different needs and demands of individuals, and diversities in customers buying behaviours require market segmentation of companies to satisfy their customers effectively. Thereby, the market can be divided in geographic, demographic, psychographic and behavioural segmentation variables and the company can focus on target segments which it wants to attract.  [4]   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 his first video game console PlayStation in 1994, the companys main focus was on the marketplace from 12- to 17-year-old boys. But nowadays, Sonys demographic segmentation divides the market of the PS3 in male and female, old and young players and expands its business vastly to a mainstream entertainment.  [5]  The PS3 offers a multifaceted repertoire of video games which includes something for everybody. Theres not merely one game to ultimately define the PS3 platform, but rather different must-have games for different segments of consumers. Additionally, an important and profitable demographic segment could be the college market because according to a study by Anderson Analytics GenX2Z only 26 percent of students report not playing video games.  [6]   Furthermore, Sony concentrates on a strong customer loyalty status in the behavioural segment. Besides its popular brand and the high reputation of its products, the company tries to win over its former consumers by the implementation of a backward compatibility which enables to play video games from its previous video game consoles (PlayStation 1, PlayStation 2). Finally, one of the important target segments of the PS3 involves consumers who require high technology. The company is convinced that its consumers desire and want to get the best out of the best. Characteristics of the targeted customers / product uses As already mentioned, Sonys targeted customers want to have the newest technologies and functionalities. Moreover, they need an entertainment system which provides functionalities such as viewing pictures, movies or listening music. The Playstation 3 can fulfil all this particular requirements and reach therewith a lot of different customers. First of all, video game players can use the console, because it provides high technology and a lot of different available games. Furthermore, movie lovers can use the PS3 because it involves a DVD drive and also allows watching movies in High Definition with its Blu-Ray drive. Moreover, customers can use the game console to see pictures from their last holidays easily by inserting their memory card in the included card-reader. Finally, customer can use the console to surf in the Internet or to use it instead of a computer, because its Linux operation system provides similar functionalities. Summarized, all members of a family can use the PlayStation 3 for different needs. For instance, children play video games during the day and when the father arrives, he uses the PlayStation to read his emails. Thereafter, the mother inserts the SD card in the PS3 and shows him the pictures from her trip to Stockholm last weekend. And at the evening, the whole family watch a movie together. This multimedia functionality provides the biggest benefit for the PS3s consumers. Purchasing process Some customers make their decision which game console they want to buy dependent from the number of available games. Not only the functionality and technology, but also the variety of games can be important for the decision-making process of customers. Therefore, the company has to offer information about the games which will be available for its game console. The primary channel for providing such information would be the official webpage. Furthermore, the final end-user of the game console is not always responsible for the purchasing process. For instance, sometimes parents purchase the game console for their children, and therewith another party is involved in the purchasing process. Market size estimations The number of consumers in the video game console industry increased continuously during the last years. Due to the fact, that game consoles of the newest generation are comparable with an entertainment system, we estimate a market size of 400 million potential users in Europe if everybody would buy the product. Considering that one product would be enough for a family, our final estimation of potential consumers will be 100 million in Europe. Furthermore, a forecast report of PricewaterhouseCoopers has shown that by 2010, the worldwide video game market will grow to $46.5 billion, at an average 11.4% compound annual rate.  [7]   Competitive Analysis Nintendo and Microsoft are the main competitors of Sony in the video game console industry. Considering the seventh generation, Sonys PlayStation 3 compete with Nintendos Wii and Microsofts Xbox 360. These two consoles were released world-wide in November 2006 and November 2005 respectively.  [8]   According to a study of the NPD Group about the best-selling video game consoles for December 2006, the Xbox 360 sold 1.1 million units, the Wii 604.2 thousand units and the PS3 490.7 thousand units. However, the PS3 sales figures include only the U.S. and Japan market, where it is released already. More details about the competition situation will be discussed in chapter 4 Competition. Product/Market Analysis Tools Product Life Cycle According to Sonys previous game consoles, the PlayStation 3 should have a 10-year product life-cycle. Its state-of-the-art technology involves that the usage of the PS3 resources and technology are just at the beginning and can fulfil all game requirements in the next years.  [9]   The product life-cycle consists of four different stages: Introduction: At this stage, the sales growth increase slowly when the product is introduced to the market. In Europe, the PS 3 is already located in the middle of this stage, because many game-console lovers and fans have ordered the PS 3 in advance to become one of the first consumers after its release in March 2007. For instance, a new PS 3 is pre-ordered almost each 20 seconds in Great Britain.  [10]   Growth: At this period, a market acceptance of the product is recognizable and the number of sales units increases. First-users report about the product positively and other consumers are becoming curious. Maturity: A slowdown in sales growth will be at this stage because the product has achieved acceptance by most of the buyers. Decline: Most of the potential buyers have already the product and therewith the number of sales declines. Figure 1: PlayStations Product Life-Cycle Different marketing strategies are necessary for each stage of the product life-cycle. We will discuss our recommended strategies in7 Marketing Strategy. Due to the fact, that the PlayStation 3 was already released in Japan and U.S., Figure 2 shows that the PlayStation 3 is located in a higher position compared with Europe. Figure 2: PS3s Product Life-Cycle in Japan and U.S. After shortness of supplies and an enormous rush demand in Japan and in the United States after the release in November 2006, a kind of stagnation is visible in these both markets today. Vendors report that a large contingent of the PlayStation 3 is still available in their shops.  [11]  Although Sony sees the reason for that in its optimized supply chain, the company has to consider new marketing strategies to increase its sales. The Boston Consulting Groups Growth-Share Matrix In the following section, we would like to analyse and classify Sonys game console product portfolio by profit potentials. Therefore, we used the Boston Consulting Group approach presented by Kotler.  [12]   Due to the fact, that the PlayStation 1 is not be sold anymore, we didnt regard it in our analysis. Figure 3: BCGs Growth-Share Matrix for Sonys game console product-line First, we placed the PlayStation Portable in the Question marks sector, because the market of game handhelds is still growing and as the strongest competitor of the market leader Nintendo DS, the relative market share of the PSP increases. Therefore, Sony has to spend a lot of money in the development and advertising of the PSP to keep up with the fast-growing market, and to overtake the market leader. Additionally, we also placed the PlayStation 3 in the Question marks sector, because the market of the seventh generation video game consoles is still increasing and it is not visible already if the PS 3 will take the position of the market leader. Finally, we located the PlayStation 2 in the Cash cow sector. The PS2 has a falling market growth rate after the release of the next generation game console. Nevertheless, it is still the market leader in its generation and it achieved higher sales units (1.4 million) as the Xbox360 (1.1 million), Nintendo Wii (604.2 thousand), and the PlayStation 3 (490.7 thousand) in December 2006.  [13]  According to the 10-year product life-cycle, the PS2 is in the decline stage and will stay in the market for the next 3 years yet. SWOT Analysis The SWOT analysis is the overall evaluation of a companys strengths, weaknesses, opportunities, and threats.  [14]  It is used as a framework to help an organization develop its marketing strategy. Thereby, strengths and weaknesses are internal factors which can be controlled by an organization, whereas opportunities and threats consist of external factors which are uncontrollable by an organization. Figure 4: SWOT analysis for Sonys PlayStation 3 Objectives Sonys financial objectives are to: Achieve first-year total sales revenue of $8.25 billion, based on an average price of $550 per unit. Sonys PlayStation 3 marketing objectives are to: Achieve a first-year unit sales volume of 15 million, which represent a projected market share of 25 percent. Increase second-year share to 40 percent and become the market leader. Sell more than 100 million units in the long-term. Arrange for distribution through the leading electric, video games and computer retailer in the top 100 and establish an Internet platform. Competition Game console industry According to the industry concept of competition presented by Kotler  [15]  , an industry is a group of firms that offer a product or class of products that are close substitutes for another product. The structure type of the video game console industry is an oligopoly, because the Japanese Nintendo and Sony, and the U.S. Microsoft dominate the market. Particularly, the structure is a differentiated oligopoly, because only few companies producing products partially differentiated along lines of price and features. Furthermore, the console industry is characterized by large cost of barriers to entry according to Porters model of five competitive forces. It may cost up to $2 billion to develop a competitive console platform and returns on investment may take several years.  [16]   Furthermore, these three console manufacturers have a similar business model consisting of the following three income flows: Hardware sales Sales of own software/games Licences fees from other software/game developers that use the console platform Finally, Nintendo, Microsoft, and Sony compete on a global basis with core markets in Japan, Europe and in the United States. Direct competitors The following section compares the direct competitors Nintendo, Microsoft and Sony with regard to their products, prices, sales units and game range. Product differentiation First of all, the following table shows the particular specification of each game console: Nintendo Wii Microsoft Xbox 360 Sony PlayStation 3 First publication 19 November 2006 (USA) 22 November 2005 (USA) 11 November 2006 (Japan) Processor IBM Broadway PowerPC (729 MHz) Tri-Core Xenon PowerPC (3,2 GHz) PPC Cell PowerPC (3,2 GHz) Graphic chip ATI Hollywood (243 MHz) ATI Xenos (500 MHz) nvidia RSX (550 MHz) Drives Own format (Wii and GameCube) CD, DVD (external HD-DVD drive available) CD, DVD, Blu-ray Maximal video quality SDTV = 480p (NTSC) or 576p (PAL/SECAM) HDTV = 480p 720p 1080i/p HDTV = 480p 720p 1080i/p (supports HDMI) Back. compatibility yes yes yes HDD 20 GB 20 GB / 60 GB I/O USB 2.0 (x2), SD USB 2.0 (x3) USB 2.0 (x4), PE: MemoryStick, SD CompactFlash Communication IEEE 802.11b/g Ethernet Extra feature: Wlan-Adapter Ethernet, Bluetooth 2.0, Wireless Controller, IEEE 802.11b/g (only premium edition) Furthermore, both competitors of Sonys PS3 provide an internet platform: Microsoft: Xbox Live Arcade Xbox Live Arcade (XBLA) is an online service that is used to distribute video games to Xbox 360 owners. Thereby, Microsoft offers an Xbox Live Marketplace, a virtual market place, where consumers can download movie and game trailers, game demos, Xbox Live Arcade games, gamer tag images, and Xbox 360 Dashboard themes.  [17]  The consumers can pay with Microsoft Points, which can be purchased by credit cards. Nintendo: WiiConnect24 It allows distributing content such as software patches and updated game contents while the Wii is on stand-bye.  [18]   Price strategy Nintendo offers the cheapest price in the game console market. Therefore, the company dispense with some extra features such as DVD drives or HDTV quality. Contrary, Sonys PlayStation 3 offers the newest technology with a plenty of accessories, but also the highest price. The following list shows the current prices in January 2007:  [19]   Nintendo Wii Microsoft Xbox 360 Sony PlayStation 3 Ca. 250 à ¢Ã¢â‚¬Å¡Ã‚ ¬ 300 400 à ¢Ã¢â‚¬Å¡Ã‚ ¬ (HDD-drive costs 200 à ¢Ã¢â‚¬Å¡Ã‚ ¬ extra) Basic edition: 500 à ¢Ã¢â‚¬Å¡Ã‚ ¬ Premium edition: 600 à ¢Ã¢â‚¬Å¡Ã‚ ¬ Market share in Japan and U.S. The following figures show how many game consoles each of the manufacturers has sold in Japan and U.S. during the last months:  [20]  21 Whereas Nintendos Wii was the market leader during the Christmas time in Japan, Microsofts Xbox 360 could sell the most units in the United States. Games An important criterion for buyers is the volume of games which are available for each game console. At the moment, Microsofts Xbox 360 consists of 82 exclusive games and 132 cross-platform games. In contrary, Nintendo offers 55 exclusive and 96 cross-platform games for its Wii. For Sonys PlayStation 3, 43 exclusive and 77 cross-platform games are planned. Figure 5: Available games for each console (Source GAMEZONE)  [22]   Market concept of competition Due to the fact, that the PlayStation 3 is more a multimedia centre than only a game console, we have to consider more competitors as only game console manufacturers. Therefore, we used the approach of Rayport and Jaworski to identify direct and indirect competitors by mapping the buyers steps in using the product.  [23]  The following figure shows the PS3s direct and indirect competitors: Figure 6: Competitor Map Sony PlayStation 3 Summarized, Sonys PlayStation 3 competes not only with other video game console companies, but also with PC manufactures and other high technology producers. Sonys PS3 offers besides a Linux operating system a plenty of functionalities such as Internet to attract previous PC users and to expand its market. This approach is comparable with Coca-Cola which identifies milk, coffee, tea, and water products as its main competitors.  [24]   Finally, Figure 7 shows Sonys market position with regard to technology and price compared with its video game console competitors: Figure 7 Market position of the main video game consoles Product Unique selling proposition The unique selling proposition is a marketing approach to promote a products benefit and to convince customers that the company can deliver it. For Sonys PlayStation 3, the main benefit, especially compared with its competitors, is its functionality as a multimedia centre and its state-of-the-art technology. Nevertheless, Sony has to consider that its targeted consumers are located in different market segments with different demands and wishes. Therefore, the company has to develop different unique selling propositions. First considering the video game hardcore fans segment, these costumers want to have the best and newest technology. Due to the fact, that the PS3 fulfil these requirements at best compared with its competitors, Sony should promote this in its advertisements, especially in game magazines. Furthermore, Sony wants to attract also middle-age consumers and families. The most benefit for these customers is to use the PlayStation 3 as a multimedia system which offers a variety of functionalities. Therefore, the company should focus on its multimedia range. Summarized, the companys unique selling proposition should consist of newest technology and multimedia-functionality. To emphasize this, Sony uses a short slogan after every mention of its products. In the United States, Sony evokes the following slogan: Play Beyond. People should associate therewith that the PS3 is not only a game console which enables playing video games, but also a system which allows playing in High Digital quality and getting a feeling of reality. Furthermore, the PS3 offers more than playing video games, it is a multimedia system that can be used for different pleasures such as Internet surfing or watching movies that can also be interpreted as a kind of playing. However, Sony uses a different slogan for the European market. The reason is that people with few English skills will not understand the impact of Play Beyond or will be interpreted wrongly. Therefore, Sony uses the following slogan in Europe: This is living. The slogan is really simple and uses words which can be understood by not English-speakers. Consumers can associate that the PS3 delivers a kind of living standard and ensures to enjoy living. Furthermore, its a relation to PS3s multimedia functionalities which are desired for every household these days. It emphasizes that the game console is the core of living room entertainment. Distribution Supply chain With the video game industry being the fastest growing sector of the growing entertainment industry, the industrys revenue has now reached $26 billion in annual revenue and there is currently no indication of decline in the industry. So, in order to identify how the revenue is distributed, its essential to look at the supply chain of the entire PS3 business. As seen in the supply chain, there are opportunities in many aspects of the console business, coming from the actual console sales as well as extras such as games. Figure 8: Original supply chain for video games.  [25]   The customers, as identified by our segmentation analysis table, are at the end of the supply chain, and their consuming of video games are distributes across several actors. Additionally, the most known among the actors are of course the hardware manufacturers, which include Sony, Nintendo and Microsoft. Except for the revenue coming from the console sales, they also get about 20% of the market price for the games, which are mostly sold in the growth level of the product life-cycle. The additional revenue in the supply chain is split among the other actors. Looking more closely at the publishers and developers, we realize that the publishers are likely to take a large portion of the revenue. Those are the large international companies that have sufficient funds to build a distribution network and employ developers to pull off new best-selling games for the consoles. Hardware manufacturers usually try to pull off deals with these companies when they identify potential best-selling games because the top 3.3% of the games bring in 55% of the sales revenue. For this reason, some hardware manufacturers, most notable Microsoft, tend to buy top-creative publishers to secure exclusive rights of new games for their console. Because of the complexity with world-wide game launches, there are almost always distribution partners in the chain, those accounts for an estimate of 10% of the shelf price. Next are the retail channels, which include online stores as well as retail stores. However, they are becoming increasingly bypassed in the supply chain, as discussed in the next generation supply chain (described in detail below). When they do exist in the supply chain though, they take an estimate of 30% of the shelf price. Developers are a mix of artists and engineers that create the actual games played on the console. Typically, they are funded by the publishers and together they take between 40 to 60% of the shelf price. Notably, in recent years another actor have also entered the supply chain as the industry have grow