Marketing
Blackberry Declining in Appeal to Consumers
Kyonna
Lithonia Campus
MKT 100- Principles of Marketing
05/05/2013
Strayer University
Blackberry Declining in Appeal to Consumers
Blackberry is on the market today but is declining in appeal to consumers. Blackberry launched in 1999. The Corporate Head Office is located at 295 Phillip St, Waterloo, Ontario Canada N2L 3W8. President and CEO Thorsten Heins leads blackberry. He became President and Chief Executive Officer at BlackBerry in January 2012. Blackberry balances end users and corporate needs to keep your business moving. Listed on www.blackberry.com, “We believe that innovation and collaboration will foster sustainable growth for our business.” This paper will explain why Blackberry is declining in appeal to consumers. The paper will also have some recommendations for Blackberry to take to address the products declining appeal to consumers.
Blackberry current Target Market Demographics
Blackberry current target market is mainly for business users. Redefining target market is another step towards increasing revenues. RIM (Research in motion) is established as a world leader in cell phone devices. Blackberry has high-speed communiqué abilities appealing to those related to business world, which is subjugated by e-mails. The demographics of the present Blackberry target market is towards middle to upper class buyers age from 30 to 55 in the managerial and business segments. The demographics also show that Blackberry leans more toward males. Blackberry has features that most business professionals need in order to work effectively. Blackberry was not intended for teenagers or young adults. 49-year-old Frederick Gresham of Lithonia, GA stated, “Yes, I owned a Blackberry Curve and it was a great device because it had office functions to edit papers for work.” 36-year-old Sharea Carter of Conyers, GA stated, “Yes I owned a Blackberry for six years, I like the keyboard and the way that email and
Kyonna
Lithonia Campus
MKT 100- Principles of Marketing
05/05/2013
Strayer University
Blackberry Declining in Appeal to Consumers
Blackberry is on the market today but is declining in appeal to consumers. Blackberry launched in 1999. The Corporate Head Office is located at 295 Phillip St, Waterloo, Ontario Canada N2L 3W8. President and CEO Thorsten Heins leads blackberry. He became President and Chief Executive Officer at BlackBerry in January 2012. Blackberry balances end users and corporate needs to keep your business moving. Listed on www.blackberry.com, “We believe that innovation and collaboration will foster sustainable growth for our business.” This paper will explain why Blackberry is declining in appeal to consumers. The paper will also have some recommendations for Blackberry to take to address the products declining appeal to consumers.
Blackberry current Target Market Demographics
Blackberry current target market is mainly for business users. Redefining target market is another step towards increasing revenues. RIM (Research in motion) is established as a world leader in cell phone devices. Blackberry has high-speed communiqué abilities appealing to those related to business world, which is subjugated by e-mails. The demographics of the present Blackberry target market is towards middle to upper class buyers age from 30 to 55 in the managerial and business segments. The demographics also show that Blackberry leans more toward males. Blackberry has features that most business professionals need in order to work effectively. Blackberry was not intended for teenagers or young adults. 49-year-old Frederick Gresham of Lithonia, GA stated, “Yes, I owned a Blackberry Curve and it was a great device because it had office functions to edit papers for work.” 36-year-old Sharea Carter of Conyers, GA stated, “Yes I owned a Blackberry for six years, I like the keyboard and the way that email and
References: Affairs, O. o. (2007, April 10). The World Factbook. Retrieved April 28, 2013, from Central Intelligence Agency: https://www.cia.gov/library/publications/the-world-factbook/geos/rp.html#top Carter, S. (2013, April 28). Feelings about Blackberry. (K. Jones, Interviewer) Gardner, W. (2009, August 19). RIM owns Half of U.S Smartphone Market. Retrieved April 28, 2013, from Information Week: http://www.informationweek.com/personal-tech/smart-phones/rim-owns-half-of-us-smartphone-market/219400707 Gresham, F. (2013, April 28). Feelings about Blackberry. (K. Jones, Interviewer) Jones, D. (2013, April 28). Feelings about Blackberry. (K. Jones, Interviewer) Jones, K. (2013, April 28). Feelings about Blackberry. (K. Jones, Interviewer) (2013). Chapter 8- Segmenting and Targeting Markets. In Lamb/Hair/McDaniel, Mktg 6 (pp. 131-134). Mason, Ohio: Cengage Learning. Ragland, T. (2013, April 28). Feelings about Blackberry. (K. Jones, Interviewer)