Marketing Concepts and Strategies of BlackBerry

BlackBerry
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Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY ..................................................................................................................................3
Determine the key marketing concepts and terminology in respect to the chosen organisation.
.....................................................................................................................................................3
Identify the various marketing strategies and programmes in repeat to the chosen business
organisation.................................................................................................................................5
Explain the marketing concept and principles used by the chosen organisation........................6
CONCLUSION................................................................................................................................8
REFERENCES .............................................................................................................................10
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INTRODUCTION
BlackBerry was established in year 1984 and is dealing in mobile industry from last 32
years (Ahmed, 2016). The headquarters of the company are in Waterloo, Canada and has able to
established its brand name in the marketplace. In the beginning the company is providing
services to its customers related to modern and pagers. With years the company expand its
business by introducing its mobile phone under the name blackberry 957. Later on the focus of
the company is to provide quality security services and make its brand image in corporate
business in America. Later on in year 2010 the company is dealing in 40% domestic market and
20% of global market and in year 2016 it has started its own manufacturing unit for mobile
phones. Mobile market is changing as with the innovation in the technology the changes and new
innovation take place on frequent bases. Moreover it has provided the opportunity to the
company to establish strong relation with the customers and with the help of effective promotion
tools to engage its targeted audience. The organisation chosen for this report is BlackBerry. The
topics covered in the report are marketing concept, marketing terminology, strategies and
programme of the chosen organisation. Furthermore principles of chosen organisation are been
analysed and evaluated.
MAIN BODY
Determine the key marketing concepts and terminology in respect to the chosen organisation.
Marketing concept is used by business organisation with the motive to identify the
current market trends and the needs and demands of the customers so in order to formulate the
effective marketing strategy (Blagoev and Minkov, 2017). The business organisation who focus
more on marketing trends would able to accomplish their desire goals as they get the benefit and
satisfy the desires of its potential customers. Moreover it helps in identifying the various
strategies of the competitors so that essential and necessary steps can be taken in order to take
competitive advantage. In context of blackberry the company is belonging to mobile industry
where technology up-gradation take place on frequent bases hence its important for the company
to closely observed the market and promote its goods and services in order to engage and attract
large number of potential customers. These activities help in formulating strong brand image in
the marketplace and the three majorly used marketing concepts in context of blackberry are
explained below-
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Product Strategies- It is one of the most essential thing for the company in order to
capture the market by providing quality products with creative and innovative features. Products
are those part of the business organisation which has the ability to bring the loyal customers and
to provide the large range of variety to its potential customers in order to provide large options to
customers to chose and making things easy for them. In context of blackberry it is providing
large variety of products to its customers in order to meet the requirements in the marketplace
and also to satisfy the customers with its range of products. The mobile products of the company
are BlackBerry messenger, blackberry play book, blackberry 10 and many other products. The
smart phone range of the company is the one which has gained the popularity in the marketplace
and help the company in increasing its profit margin. Effective mail services provided by the
company helped the company in attracting new customers and is one of the quality feature
provided by company (Boshnakova and Goldblatt, 2017). The mobile phone range of the
company with mail services provide major securities to the user. It is innovative and creative
feature which is not provided by the competitors. Moreover blackberry 10 model of the mobile
phone with unique operating services has able to attract the customers as it is providing fast
services in comparison to other products of the different brands. Later on the company come up
with its play book which act as mini tablets and its 5 version is the latest edition in their
smartphone as with all this they would be able to provide quality products in the marketplace. In
year 2010 the company come up with the new operating service named as ONX in order to
provide quality products to the customers and to satisfy their needs.
Promotional strategies- Promotion activities are important as with the use of these
activities company would able to attract its potential customers. With the use of promotional
strategies the motive of the business organisation is to provide information related to the
products and services to its potential customers (Einstein, 2016). The marketing team of the
company after analysing the market condition and trends develop the strategy to attract large
number of potential customers. In context of BlackBerry the company is using various
promotional strategy such as with the help of youth icon as its endorser has able to attract its
potential customers. The features provided by company that is security and message facility has
helped the company in reaching to its potential customers and also helped them in making
purchase decision. Furthermore in order to enhance its brand name the company is designing
perfect phone for various industries such as healthcare, business, banking and many more.
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