Assignment 2: Product Reassessment

Assignment 2: Product Reassessment

Introduction

This assignment is based on repositioning of Blackberry. The Blackberry mobile phone is world renowned mobile for its ability to send and receive emails from internet accessing mobile networks. Blackberry has adopted a marketing-oriented approach to the market, i.e. its ultimate goal is to focus on the needs and desires of its customers, and a social approach due to different actions for the benefit of audience. Initially, Blackberry had a target oriented business professionals, such as bankers, chief executives etc.

However, in recent years the Research in Motion (wireless device company which is best known as the developer of handheld communication device such as Blackberry), has expanded its customer base focusing also on the young.

BlackBerry is also the first provider that offers two 'zones' separated on the same phone, namely highly secure workspace and personal space. Furthermore, Blackberry phones are the most popular Smartphone among business users in the U.S. and Europe. In Latin American countries, the biggest buyers are: Mexico, Brazil, Colombia and Venezuela (Salter, 2012).

Blackberry should now target the general public in order to get competitive advantage over the Apple and Samsung brands. The manufacturer has two new targets: the public and the professions. I must say that on the 10 and a half million BlackBerry users worldwide, 30% are fitted outside their company.

Discussion and Analysis

The Smartphone market is in constant struggle. Blackberry was an undisputed leader a few years ago. Yet, RIM's Blackberry now faces a tough enough competition from Apple Inc. and Samsung. The arrival of Apple's mobile in global phone market has significantly changed the face of it. A unique, diverse complementary services (applications) as levers, an innovative interface are the key components which has helped Apple and Samsung to attract maximum customers of Blackberry.

The strength of Apple was to hit a target broader with the iPod, developing a youth and coolness brand image around the brand which is much stronger than it was before. We all remember the colorful ads in 2 shades for the first iPod. Therefore, there is a vital need that RIM must adopt innovative marketing strategies in terms of product development to cater more customers' globally.

It is vital for the RIM to understand that mobiles have entered the lives of users with a depth that perhaps no device has before. Consumers use their smart phones and tablets while at home, on the street, at work or even in the bathroom. Many of them use to seek information about a product in the same time they are seeing it in a store. Others, for example, look online for a place to dine while walking the streets of an unfamiliar city. The results are then vital to define a purchase and, thus the mobile navigation had becomes a crucial factor for the success of both traditional stores for those focused on internet.

At this point, it is clear that youth use their smart phones not only for leisure or pleasure; they do ...