Blackberry vs Iphone Essay Example

also distinguishes itself by supporting over 85,000 applications. Nokia dominates the global smartphone market with a commanding 40% share and poses a threat specifically to North American market shares (Abkowitz, 2009). Currently, Blackberry targets mid to upper class buyers aged between 30-55 working in professional fields.

In order to acquire new customers, RIM plans to target the mainstream consumer market by meeting changing consumer expectations. RIM will achieve this by offering smartphones with additional multimedia features that cater to consumers' interactive lifestyle. Additionally, in order to sustain long-term growth, RIM will focus on the next generational cohort referred to as "Tweens," who are highly skilled with technology, actively engaged on social media, and exert a significant influence on their parents' consumer behavior (Grewal, 2009). The assumptions underlying these strategies are based on projections of increased competition, the need to adapt to evolving consumer demands, and prevailing market trends.

• The BlackBerry is entering the maturity phase in the product life cycle
• RIM will continue to expand their product lines and services to grow
• RIM will continue to expand into foreign markets and build partnerships
• An increased number of competitors will enter the smartphone market
• There will be an increased demand for smartphones in the coming years
• Consumer expectations of smartphone devices will change
• The average selling price of mobile communication devices will decline

RIM will continue to collaborate with software developers and incorporate applications.
SWOT: Research in Motion (RIM) Strengths Weaknesses Internal.

• Comprehensive offering and portfolio
• Growing brand image and brand

loyalty

The objective of examining the SWOT analysis for RIM is to discover methods in which the company can enhance their share in the global smartphone market and safeguard against external dangers. This can be accomplished by utilizing strengths and rectifying weaknesses. A potential solution to this issue is concentrating on product advancement. It is crucial for RIM to enhance the features of the BlackBerry Storm2 so as to meet evolving consumer expectations in forthcoming times.

RIM can increase its market share in North America and globally by broadening its range of mobile communication devices with the introduction of a new series, namely BlackBerry Sky. This upcoming series will enhance multimedia and application capabilities, boast a sturdy body crafted from recycled metal, feature a full LED touch screen, and have a Qwerty keypad on the reverse side. Moreover, users will be able to opt for satellite services that enable them to utilize their mobile device anywhere worldwide. These additional satellite services offer customers enhanced value and utility.

By adding Blackberry Sky to their current product line, the company can satisfy the changing requirements of existing and potential customers in targeted market segments.

This approach allows for the creation and provision of value, fostering continuous growth by incentivizing customers to continue buying Blackberry products that provide extra features. Moreover, having a diverse range of products aids BlackBerry in staying competitive against external competitors. The launch of the new BlackBerry Sky is anticipated to boost sales since new offerings typically generate a substantial portion of revenue and outperform rival brands. However, it is important to acknowledge certain limitations.

Failure to meet consumer demands may result in a decline in revenue and profit for RIM, as well as potentially diminishing the value of the BlackBerry brand due to the lack of interest in the Sky model. This could discourage both existing and potential customers from buying BlackBerry products. Furthermore, if the product fails, competitors may take advantage of this opportunity by introducing an improved version to capture a larger market share. To strengthen its position in both the enterprise and consumer smartphone markets, RIM can emphasize the superior advantages of the BlackBerry brand to enhance brand recognition.

To enhance brand recognition and strengthen distribution efforts, RIM has the potential to establish specialized BlackBerry stores in business centers and suburban areas worldwide, particularly in North America, Europe, and Asia. This strategy would enable RIM to penetrate existing markets, capture a greater market share, and improve the marketing mix. Moreover, by expanding the distribution channels for BlackBerry products, RIM would have an additional platform to enhance communication through exceptional customer service.

BlackBerry specialty stores offer convenience and product knowledge to customers in targeted markets, adding value to its products. However, if additional marketing efforts do not result in successful promotion and distribution,

the cost will not be compensated. This could lead to a loss of smartphone market shares to competitors who offer innovative products or services with a perceived greater value. If new product launches are delayed at BlackBerry specialty stores, customers may not be incentivized to purchase from their product line. On the other hand, by partnering with mobile carrier services in emerging markets, RIM can further penetrate global markets and increase smartphone market share. This is particularly beneficial as many developing economies have a growing middle-class population who are starting to purchase technological devices. Additionally, partnering with global carriers helps enhance consumer perceptions of product quality and adds value to BlackBerry products.

Disadvantages: There is a possibility of failure for RIM if they continue to co-brand with global carriers; as global carrier brands are tailored to specific geographic regions and demographics in different cultures, this leads to different customer profiles. Co-branded products could be discontinued if carrier companies change their priorities. Consequently, customer relationships and loyalty built through co-branded products would be lost. Additionally, venturing into foreign markets may be hindered by foreign governmental regulation. Solution and Action Plan.

In order to cater to the needs of the next generation of consumers and increase its global smartphone market share, RIM should expand its Blackberry smartphone product line by introducing a new series. The introduction of the compact BlackBerry Sky will bring improved multimedia and application capabilities, a non-scratch recycled metal build, a full LED touch screen, and a Qwerty keypad located on the opposite side of the device. Moreover, it will offer a satellite option for all customers. This fast and feature-rich BlackBerry aims

to meet the evolving consumer expectations for smartphones and regain its position as the ultimate all-in-one mobile device.

The Sky smartphone phone from BlackBerry is designed for current and potential customers worldwide who have diverse multimedia requirements, including web browsing, music, movies, gaming, and application customization. The launch of the BlackBerry Sky will not only enhance the brand value and profitability but also increase RIM's market shares in North America and globally. In terms of marketing strategy and marketing mix, RIM has previously revolutionized mobile communication devices with the BlackBerry smartphone. To further meet consumer needs, a new BlackBerry with multimedia capabilities will be added to the product line. By improving smartphone features and redesigning the BlackBerry, the product aims to attract consumers and dominate the market share. The price of the BlackBerry Sky will be determined based on competitors' pricing strategies, with an additional fee for customers requesting satellite service. The distribution channels for the BlackBerry Sky include North American and global service carriers, retail outlets, and the BlackBerry promotional website.

RIM plans to promote the BlackBerry Sky to consumers using customized ad campaigns, internet marketing, viral marketing, social media channels, and exclusive offers to both current and new customers (Appendix A). Appendix A provides an application of course concepts such as SWOT analysis of RIM's strengths, weaknesses, opportunities, and threats. Our team analyzed target markets and included demographics and psychographics of target segments to better serve these markets and uphold brand dominance.

The Marketing Mix consists of the variables: Product, price, promotion, and place. In terms of Growth Strategies, we have utilized three alternatives. These include market penetration by increasing brand awareness and

distribution, market development through further globalizing BlackBerry products, and product development by expanding BlackBerry's product depth and introducing a new product under the BlackBerry brand. Research has indicated that BlackBerry is currently in the maturity phase of its Product Life Cycle and should develop strategies accordingly.