Business
How could the marketing mix for Black Berry be improved?
Jeff Chan
PLK CKY
Contents
Introduction Methodology Findings Analysis of the findings Conclusion References Appendices
Introduction
The company that I will be investigating and suggest improvement for its marketing mix would be Black Berry. Black Berry has drawn my interest because of multiple reasons, one of the main reasons is because Black Berry was popular back in a few years ago but has suddenly lost a huge part of the market due to new phones. It would be interesting to understand how that happened and how could it be saved. Blackberry is a company that was famous for their company suited phones. The first Black Berry phone was introduce in 1999 in Germany. Black Berry quickly became the most ideal business phone as it has many communication features and less entertainment factors. On year 2012 it has reached the maturity state and has the highest net income over all the years until now, an astonishing 3,444 million of net income. The most popular feature of Black Berry is the Black Berry Messenger Services. But in recent years it has been taken over by many new smart phones , like apple's I phone and Samsung's Galaxy series.
As its sales and revenue are declining their are many ways to improve its marketing mix. I would be investigating on improving the marketing mix in order to improve sales and revenue generated by Black Berry. Another important problem that is worth investigating would be how Blackberry current branding image which is still considered as old fashion and only suitable affect its sales and how competitive is it in the current smart-phone market. Furthermore I would research on the new smart-phone that Blackberry launched (blackberry z10) impact its current market. The main goal of all the different research is to show that Blackberry is drag down by its brand image that it is only a company used phone and
Jeff Chan
PLK CKY
Contents
Introduction Methodology Findings Analysis of the findings Conclusion References Appendices
Introduction
The company that I will be investigating and suggest improvement for its marketing mix would be Black Berry. Black Berry has drawn my interest because of multiple reasons, one of the main reasons is because Black Berry was popular back in a few years ago but has suddenly lost a huge part of the market due to new phones. It would be interesting to understand how that happened and how could it be saved. Blackberry is a company that was famous for their company suited phones. The first Black Berry phone was introduce in 1999 in Germany. Black Berry quickly became the most ideal business phone as it has many communication features and less entertainment factors. On year 2012 it has reached the maturity state and has the highest net income over all the years until now, an astonishing 3,444 million of net income. The most popular feature of Black Berry is the Black Berry Messenger Services. But in recent years it has been taken over by many new smart phones , like apple's I phone and Samsung's Galaxy series.
As its sales and revenue are declining their are many ways to improve its marketing mix. I would be investigating on improving the marketing mix in order to improve sales and revenue generated by Black Berry. Another important problem that is worth investigating would be how Blackberry current branding image which is still considered as old fashion and only suitable affect its sales and how competitive is it in the current smart-phone market. Furthermore I would research on the new smart-phone that Blackberry launched (blackberry z10) impact its current market. The main goal of all the different research is to show that Blackberry is drag down by its brand image that it is only a company used phone and