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Blackberry case study
BlackBerry case study analysis
BlackBerry case study analysis
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Issue:
According to our research, we found that blackberry emphases too much on endorsing their product as the Business Device, whereas there is huge market for mobile devices in other consumer segments.
IMC Objectives
Brand Awareness: To create awareness among the youths about the Blackberry Brand by going out of Corporate Horizon and by keeping Youth market segment as the primary Target Market. Also keep in mind Business Professional, and High Income segments.
Why Youth:
People between the age of 15 to 30 are more tech savvy nowadays and that is what our competitors i.e.: Samsung and Apple are doing. We believe that blackberry should also move towards the Youth segment and make a product by keeping the Young Crowd in Centre.
Developing a Favorable attitude: To Convince the youth and young professional to purchase a blackberry device by placing blackberry as the Smartphone of their choice and by highlighting blackberry beyond the e-mail capabilities.
Brand Loyalty: By keeping long term vision in mind to regain customer loyalty and overall brand image by retaining current customer...
The company has established good relationships with most of its customers which has assisted it to create high level of brand and customer loyalty
On 20th December 2013, it was announced that BlackBerry and Foxconn had agreed a 5 year strategic alliance whereby Foxconn will design, manufacture and sell consumer BlackBerry devices in Indonesia and other emerging markets (Taylor and Mishkin, 2013). To develop our understanding of this alliance, one must view it in the context of both BlackBerry’s and Foxconn’s recent performance in the markets.
...lackberry has highly enriched and developed Canadian economy and job sector. Blackberry has been a very significant contributor to Canadian economy’s progression, employment and mobile advancement that defined and presented a powerful and technological Canada among the world.
Research In Motion completed another successful year with significant growth in finances and product development. In 2008, the company was highlighted with revenue growing 98%. They earned $6.01 billion in 2008 compared to $3.04 billion in 2007. The customer base for RIM became much stronger as the blackberry subscriber account base reached over 14 million people. Several new phones were introduced and RIM shipped the 25 millionth blackberry smart phone in 2008. The blackberry brand grew more powerful and saw over half of the subscriber accounts in the forth quarter come from non-enterprise customers. With the addition of over 80 new carrier partners around the world, they launched several software applications and solutions for the blackberry. In particular, they launched the Blackberry Professional Software for small and mid-sized business markets and Blackberry Unite for the home and small office/home office. In addition to the several product developments they also become the first mobile platform to receive Common Criteria Evaluation Assurance Level 2+ security certification. (RIM Annual Information Form)
Technology has evolved over the years. It was first the pager that was a crucial device, then the PDA and lastly the Smartphone. The core product is the main idea of why a phone or Blackberry will be bought and its technology, connectivity and mere ownership of the device gives the owner the feeling of superiority. People cannot fathom existing without their cell phones these days. The ability to connect in case of an emergency, tardiness, chatting with friends and other similar situations is an important point. Everyone wants to “keep up with the Joneses” by having the latest devices.
BlackBerry’s fall from market leadership and financial success is the result of a corporate structure that failed to foster individual employee creativity and company-wide innovation. The financial distress, upper-management turnover, and loss of strategic direction are symptoms of BlackBerry’s problem: a failure to innovate and remain competitive in the smartphone market.
In 2007 and after the huge success of apple’s iPhone, Blackberry decided to diversify from the Enterprise market into a new market segment(consumer market) using its existing product(the business phones).
The second step deals in creation of proper brand meaning through powerful and unique brand connection with the customers. The third step involves invoking positive brand response while the fourth one involves engaging the customers so as to build a brand affiliation aimed at enhancing active brand loyalty. However, some building blocks are requ...
The second step deals in creation of proper brand meaning through powerful and unique brand connection with the customers. The third step involves invoking positive brand response while the fourth one involves engaging the customers so as to build a brand affiliation aimed at enhancing active brand loyalty. However, some building blocks are requisite in order to achieve these steps. These...
Marketing is a fundamental aspect of all businesses, whether they are set out to make a profit, or charitable organisations - they will have to carry out marketing research of some description. It has been described as being, “the management process responsible for identifying, anticipating and satisfying customer requirements profitably.” (Chartered Institute of Marketing) This essay will explore the role of marketing in a marketing oriented business and different aspects of the external environment that a smartphone company should be aware of. The points raised throughout will be supported using relevant journals, textbooks and newspaper articles.
Lawfer, M., R. (2004). Why customer come back: how to create lasting customer loyalty. United State of America: Career Press.
"While practically everybody today is a potential mobile phone customer, everybody is simultaneously different in terms of usage, needs, lifestyles, and individual preferences," explains Nokia's Media Relations Manager, Keith Nowak. Understanding those differences requires that Nokia conduct ongoing research among different consumer groups throughout the world. The approach is reflected in the company's business strategy:
The year is 2014, the markets are changing constantly, and they always have to meet the needs of new consumers as well as old consumers. Mobile telephones have been in the retail and wholesale business for quite some time, and are only evolving from here on out. There are things that these cell phones can bring us that are major benefits in our everyday lives. Cell phones bring us maps, radios, address books, and even flashlights now. Cell phones have taken shape from a huge portable device to a more convenient thin device that can fit in your pocket. With time in any consumer market, the consumer adapts to the technology that makes their life easier. The constant innovation of cell phones has led us to smart phones, and these smart phones are capable of putting certain businesses out of the market. Businesses that engineered PDAs in the past were met with challenges because smart phones are able to match their productivity. Land lines have become useless since everyone can afford a mobile device now. Listening to music has also switched from a traditional CD Player/MP3 Player to an everyday smart phone.
From the study it is clear that people often purchase branded products since they are aware of the brand performance or perhaps they have a good past experience about the brands. This makes customer’s become loyal with the specific brand.
Task 1: Critically evaluate the key concepts/theories on the topic of the effectiveness of loyalty programmes on customer loyalty