by Chan Wai-lun, Albert. / Includes questionnaire in Chinese. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1994. / Includes bibliographical references (leaves 71-73). / abstract --- p.iii / TABLE OF CONTENTS --- p.iv / LIST OF TABLES --- p.vi / ACKNOWLEDGEMENT --- p.vii / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Chapter II. --- MARKET ANALYSIS --- p.2 / Product Definition --- p.2 / Analytical Framework --- p.2 / Microenvironment --- p.3 / Company --- p.3 / Marketing Intermediaries --- p.7 / Major Competitor -- Sega --- p.15 / Concerns from Parents & the public --- p.18 / Macroenvironments --- p.19 / Demographic Environment --- p.19 / Economic Environment --- p.20 / Technological Environment --- p.21 / Legal Environment --- p.25 / Chapter III. --- CUSTOMER RESEARCH --- p.28 / Research Method --- p.29 / Qualitative Research --- p.29 / Focus Group --- p.30 / Interview with the Shopowner of a Retail Outlet --- p.32 / Survey Research --- p.34 / Chapter IV. --- MARKETING STRATEGY & CONCLUSION --- p.53 / Marketing Strategy --- p.53 / Product --- p.53 / Positioning --- p.57 / Distribution --- p.58 / Pricing --- p.60 / Conclusion --- p.61 / APPENDIX --- p.63 / BIBLIOGRAPHY --- p.71