Marketing Research Report for Blackberry Smartphone
Phase 4 Individual Project
Felicia Rateliff (Peck)
Colorado Technical University Online
Marketing Research Practices
MKT350-1204A-01
Professor Kay Green
November 5, 2012
Abstract This paper explains the profile of the target market for the Blackberry smart phone. After conducting secondary research on Research In Motion’s Blackberry smartphone and the target market, questions are answered about who, what and why this target is chosen. The importance of selecting a target market is discussed. The target market is identified, including interests, personality and other psychographic traits. The resources used to determine the target market are outlined.
Phase 4 Individual Project
Table of contents Executive summary Problem definition Objectives of the research Research design Methodology Results Limitations
Conclusion
References
Executive summary
Background Information Research In Motion (RIM) introduced the Blackberry smart phone in 1999, putting together e-mail, wireless data networks, and a traditional Querty keyboard. The handheld device became so popular that some referred to it as the “Crackberry.” In 2007, Blackberry subscribers grew to over 10 million users. Blackberry became popular because of its appeal to companies. The Blackberry smart phone has robust security features. It is loved by IT managers because of its reputation of being safe for email transmission. This, however is becoming less of the norm because employees are buying other smart phones with their own money and begging to use them for work purposes. Companies are seeing that they can save money by allowing the use of Android and iPhone simply because employees are footing the bill. The reasons for the popularity of the other two brands are the available apps that appeal to the average person. Blackberry’s current app offerings are not comparable. (Montagne, 2011) In the last two years, the Research in Motion company has downsized
Felicia Rateliff (Peck)
Colorado Technical University Online
Marketing Research Practices
MKT350-1204A-01
Professor Kay Green
November 5, 2012
Abstract This paper explains the profile of the target market for the Blackberry smart phone. After conducting secondary research on Research In Motion’s Blackberry smartphone and the target market, questions are answered about who, what and why this target is chosen. The importance of selecting a target market is discussed. The target market is identified, including interests, personality and other psychographic traits. The resources used to determine the target market are outlined.
Phase 4 Individual Project
Table of contents Executive summary Problem definition Objectives of the research Research design Methodology Results Limitations
Conclusion
References
Executive summary
Background Information Research In Motion (RIM) introduced the Blackberry smart phone in 1999, putting together e-mail, wireless data networks, and a traditional Querty keyboard. The handheld device became so popular that some referred to it as the “Crackberry.” In 2007, Blackberry subscribers grew to over 10 million users. Blackberry became popular because of its appeal to companies. The Blackberry smart phone has robust security features. It is loved by IT managers because of its reputation of being safe for email transmission. This, however is becoming less of the norm because employees are buying other smart phones with their own money and begging to use them for work purposes. Companies are seeing that they can save money by allowing the use of Android and iPhone simply because employees are footing the bill. The reasons for the popularity of the other two brands are the available apps that appeal to the average person. Blackberry’s current app offerings are not comparable. (Montagne, 2011) In the last two years, the Research in Motion company has downsized
References: Austen, I. (2012, June). In Setback, RIM Delays BlackBerry’s Next Version. Retrieved from http://www.nytimes.com/2012/06/29/technology/blackberry-maker-rim-posts-518-million-loss.htm Blackberry as a business device. (2012). Retrieved from http://www.ca-bbb.org/are-there-competitors.php Montagne, R. (2011). Users Drop BlackBerries For Competitors’ Apps. NPR. Retrieved from http://www.npr.org/2011/08/24/139901540/competitors-apps-sour-blackberry-users