This website uses cookies to ensure you have the best experience. Learn more

Blackberry Repositioning Strategy Essay

2506 words - 11 pages

Blackberry – Brand repositioning strategy.
Through this short paper, I would like to further comprehend and propose Blackberry’s strategy towards repositioning in the present potential market.
In 2009, Fortune magazine declared Blackberry as one of the fastest growing brands in the world, but within a period of 3-4 years, there market share dropped to 2%. As previously discussed, some main reasons were late entry into consumer/lifestyle segment without outstanding and cutting edge gadgets and services, inability to create a clear brand image in the minds of consumers resulting in loss of appeal, delayed improvisation and updating the technology of its very successful devices and finally the ...view middle of the document...

This sounds like a role for Android, but Blackberry can fulfill this role to a great extent, especially in the business sector. Blackberry’s app world is not up to the mark presently. Unless they think they have the ingenuity and the engineering team like Apple and Android to outdo them, or have a fundamentally different model for delivering these features, this shouldn’t be Blackberry’s priority.
Secondly, they should shift back to the audience they know and where they built their reputation. Refocusing on B2B from the trendy, shiny-object world of consumer tech is a drive back to the industry they know and that they are known in. The fish is back in the water. Re-identifying, re-finding and then re-engaging with the audience they have strayed from is fundamental. (Branding strategy insider, 2015)
It will be good to note here, that if they really want to foray again into the consumer market, they should do so with another sub brand (market segmentation), so that the serious, business brand image of Blackberry remains intact in the minds of end users.
Past few years, BlackBerry smartphones used to be the start of the solution, or simply was the solution ,Whereas now, increasingly, what we see is BlackBerry devices are part of the solution, i.e. firms purchase thousands of phones alongside signing up for the BlackBerry Enterprise management system to achieve end to end security.( LinkedIn, 2015).
Its current and potential market can comprise of emerging business owners including start-ups, big corporate enterprises where they could offer end to end solutions, healthcare sector, producers, IT sector, federal agencies, government and their organizations including top bureaucrats, diplomats and intelligence services, retail and sales industry, educational institutions, Hollywood movie scripts, law firms, the army, military and the defense departments.
All these organizations and business forms carry highly sensitive data at times, especially law, defense and healthcare sector. Since Blackberry’s USP is safety and security, they can cater to the customized needs of each of these sectors and build secure user systems for each one of them, creating a niche for themselves and barriers to entry for their competitors. Its App world and software solutions could be specialized for these organizations which could effectively result in multimillion dollar deals in exchange for tens of thousands of contracts for the employees who need end to end solutions.
In order to tap into potential future market, Blackberry can concentrate on educational institutions and also startups as a whole. For example the educational version of Corel Draw Graphics Suite costs only €100 instead of the market price of €700, simply because the company wants to persuade budding and future designers to get use to the user interface and form a habit of using the software. They really hope to cash upon this when these students enter as employees into companies and continue to use this...

Other assignments on Blackberry Repositioning Strategy

Hospitals Paper

6014 words - 25 pages I hope to provide in this paper a comprehensive understanding for what the term “hospital” has become. Hospitals are an extremely complex system that man has created and shaped and reshaped throughout history. My goal in writing and researching this paper will be to provide those who read it a clear understanding on how the hospital system got to where it is today, and to shed some light on the many organizations that affiliate with and

Course Syllabus Essay

2610 words - 11 pages [pic] COURSE SYLLABUS Semester: Fall, Year: 2012  College Mission Statement Richard J. Daley College provides high-quality education which leads to academic success, career development, and personal enrichment that fulfill diverse community needs. Mathematics Department Mission Statement Our mission is to deliver excellent service and to provide learning opportunities by offering a wide range of mathematics courses, which will help our


1477 words - 6 pages Boeing Management Planning Heather Oetzel MGT 330 October 22, 2012 Joe Cheng Abstract Boeing is known as “the world’s leading aerospace company and the largest manufacturer of commercial jetliner and military aircraft combined ("The Boeing Company: About Us", 2012). Every company uses different types of management techniques including how the planning function of management is used. Planning allows organizations to develop how the

Assisted Suicide

1015 words - 5 pages Should physician-assisted suicide be legal? While I believe if one chooses to end his or own life through physician assistance for reasons that they chose, the choice should be up to the individual. Physician-assisted suicide should be at one's discretion. “Assisted Suicide, also called Voluntary Euthanasia, is currently a contentious issue in many countries. Because Euthanasia is legal in a few modern democracies: the Netherlands, Belgium

Tanglewood Case 1

797 words - 4 pages Tanglewood’s staffing strategy requires the organization to make key decisions about the acquisition, deployment, and retention of the organization’s workforce. In order to accomplish this, Tanglewood’s must make thirteen decisions regarding its staffing levels and its staffing quality. One of the first decisions that Tanglewood needs to choose is to acquire or develop talent. Tanglewood should try to develop their current talent because one


1391 words - 6 pages Есе по въпроса: Кои от всички „действащи” лица могат да се разглеждат като морално отговорни и в какво именно? по казуса Форд „Пинто” Корпоративните злодеяния са нанесли повече вреди на обществото от всички улични престъпления взети заедно. Според данни на ФБР сумата от уличните престъпления възлиза на $3.8 млрд. годишно, а загубите от корпоративните измами между $100 млрд. и $400 млрд. годишно

The Penis

1052 words - 5 pages The short story ”The Penis” is written by Hanif Kureishi. The short story is about a penis, which has been separated from its owner Doug, who we hear from later on. At first though we hear about a guy called Alfie who was “a cutter – a hairdresser – and had to get to work”. He is having breakfast with his wife, when she asks him what he did last night, and if he had a good time last night? Alfie can not remember what he did last night, he then

Managed Care Paper

543 words - 3 pages Managed Care and Case Management Care Marvin Lloyd BSHS/402-Case Management 27 August 2012 Virgil Miller Managed Care are techniques employed to help reduce the cost for providing health benefits and a system for improving organizations quality of care


439 words - 2 pages The life expectancy is lower; so people are not kept alive with drugs for decades in a virtual sleep state. There is less state education; so kids don't have it drilled into them that their only goal in life is to make money, at the cost of 'everything' else. The health care is less; so diseases, usually brought by Westerners, kill many more than they do in countries where drug companies can make a fortune from selling medicines that aren't

Chapter 6 International Business

7113 words - 29 pages 1980-1993: Protectionist Trends The Uruguay Round and the World Trade Organization WTO: Experience to Date The Future of the WTO: Unresolved Issues and the Doha Round Country Focus: Estimating the Gains from Trade for America FOCUS ON MANAGERIAL IMPLICATIONS Trade Barriers and Firm Strategy Policy Implications SUMMARY CRITICAL THINKING AND DISCUSSION QUESTIONS CLOSING CASE: Agricultural

Scope And Goals

279 words - 2 pages Introduction: Kudler Fine Foods is a specialty food store based in San Diego, California with its three locations in La Jolla, Del Mar, and Encinitas. Kudler Fine food prides itself on offering fresh and organic products that are carefully selected from local farmers and around the world. The organization has recently taken the initiative to start a Frequent Shopper Program to market and increase sales. This program will offer the customers a

Similar Documents

Marketing Plan Essay

4888 words - 20 pages mobile industry. This puts it in the growth stage. Xperia Play is currently targeted at young adults and has a good reputation within its target market. The marketing strategy that was implemented is to directly target a specific market. As a result of this it has made the product have a fairly subjective target market which Sony can seek to increase its market share by repositioning the Xperia Play phone towards a younger audience. This

Mgt216 Essay

714 words - 3 pages The first ethical issue presented in the ethics game simulation was whether to warn consumers about the contaminated product and what information to provide consumers about the contaminant. The second ethical issue was whether to sell a product that does not meet U.S. safety requirements in a foreign market that has lower safety restrictions. G-BioSport was not required to meet prior approval from the Federal Drug Administration before they

Economy Effect Of Marijuana Essay

277 words - 2 pages Modern American History by Alan Renga 2nd Mid Term! You will be given 3 Short Essay questions and 20 Multiple Choice questions deriving from this list! 80 points total! The 1920s Warren Harding then Calvin Coolidge Tea Pot Dome 1st Red Scare Immigration Restriction, Sacco and Vanzetti Langston Hughes, Marcus Garvey, KKK Prosperity, advertising Prohibition, Al Capone Flappers, Clara Bow, Rudolph Valentino Babe Ruth, Jack Dempsey

The Vc Shakeout Essay

2033 words - 9 pages , hovering in the single percentage points and sometimes dipping into negative territory. Many firms have struggled to market new funds. Their main sources of profitability—IPOs of their portfolio firms—are fewer and farther between. Their backup strategy—selling their portfolio companies to other firms—is getting tougher and the prices are falling. Investments that once generated cash after just two years now take six to 10 years to reach