Topics: Marketing, Smartphone, Decision making Pages: 5 (1371 words) Published: December 22, 2012
Use your book chapters 5, 6 and 7 examples from BE200
TMA 01 Case Study
Bye Bye BlackBerry. How Long Will Apple Last?
Just five years ago, “BlackBerry” was virtually synonymous with “smartphones.” It was well on its way to becoming a generic trademark, like Kleenex or Band-Aid, that would seemingly forever be associated with its entire sector. “For many, the Blackberry is a must-have gadget, a wireless hand-held computer that can send e-mail and make phone calls”. Today, however, Research In Motion Ltd. (RIM), the maker of BlackBerry smartphones, is a financial basket case that has come to symbolize just how turbulent life in the modern digital economy can be. Lately, RIM announced that it was laying off top executives as revenues continued to plummet and the firm’s stock price hit its lowest mark since 2003. Industry analysts are lowering their projections for the firm and wondering if any corporate suitor—Microsoft is commonly mentioned—might be willing to step in and save the day by taking over the company. As a New York Times headline from earlier this year noted, “The BlackBerry [is] Trying to Avoid the Hall of Fallen Giants,” joining the infamous ranks of the Sony Walkman, the Palm Pilot, the Atari 2600 gaming console, and the Polaroid instant camera. The article noted that “Over the last year, RIM’s share price has plunged 75 percent. The company once commanded more than half of the American smartphone market. Today it has 10 percent.” Both metrics continue their downhill slide. If RIM can’t pull a rabbit out of the hat, the BlackBerry will become the latest case study exemplifying just how fast “information empires” can rise and fall in today’s rapidly evolving information technology marketplace. In such a highly dynamic marketplace, it’s worth asking: How long will it be before Apple and Google’s Android meet a similar fate? That question sounds ridiculous now considering their respective fortunes and current status. But posing the same question about BlackBerry just a few years ago would have also evoked howls of laughter. No one is laughing now especially the RIM executives and their shareholders. Answer the following questions

Question 01: (15 Marks)
a) Discuss the BB buyers’ decision making process for shifting to the new smartphone technology 2.What are the different stages of the business buying process?

The decision making unit of a buying organization is called its buying centre. Buying Centre – All the individuals and units that play a role in the business purchase decision making process. The buying centre includes all members of the organisation who play any 5 roles in the purchase decision process. Users : Members 0f the organisation who will use the product or service; users often initiate the buying proposal and help define product specifications. Influencers: A person whose views or advice carry some weight in making a final decision. They help define specifications and also provide information for evaluating alternatives. Technical personnel are particularly important influencers. Buyers: have formal authority to select the supplier and arrange the terms of purchase. They may help shape product specifications. Their major role is in selecting vendors and and negotiating. Deciders: have formal or informal power to select or approve the final suppliers. In routine buying, the buyers are often the deciders, or at least the approvers. Gatekeepers: control the flow of information to others.

Problem Recognition – The first stage of the business buying process in which someone in the company recognises a problem or needs that can be met by acquiring a good or a service. General Need Recognition – The stage in the business buying process in which the company describes the general characteristics and quantity of a needed item. Product Specification – The stage of the business buying process in which the buying organisation decides on and specifies the best technical product characteristics'...
Continue Reading

Please join StudyMode to read the full document

Become a StudyMode Member

Sign Up - It's Free