Recovery Marketing

Recovery marketing strategy for blackberry disaster

Recovery marketing strategy for blackberry disaster

Introduction

The crisis resulted in huge losses and falling demands of BB's products. In order to survive after this crisis BB should implement strategies classified under three main phases namely Correction Phase, Corrective Action Phase, and Preventive Action Phase. Blackberry should try and take a leaf out of Apple's book during the 2010 Antennagate issue, when just about 0.55 percent of Apple's customers called to complain about its product, iPhone4; Steve Jobs, Apple's CEO apologized for the inconvenience and free iphone4 sets were dispatched to those who wanted them.

Thesis Statement

Blackberry's recovery marketing strategy should be based on a three-pronged approach consisting of the correction phase, corrective action phase and preventive action phase.

Discussion

Correction Phase

The correction phase deals with the upset customers. BB should make an effort to negotiate with the consumers, accept their mistakes and try to correct them from the customer's view point. This action will not only limit negativities spread through the word of mouth but also gain some of the lost customers. Spokespersons should be appointed who will communicate with the customers and ensure to them that such breakdowns shall not occur in the future.

Corrective Action Phase

The second phase includes the corrective phase which is directly related to the BB management section. This phase focuses on the identification of the cause of the breakdown and ensuring that the same crisis does not occur in the future again. Services should be fully inspected before launch and any technical problems related should be identified. A backup system should be ready that restores services temporarily if such problems arise again until the main system is fixed. Customer feedback should be strengthened so that errors in the system maybe indentified before it is too late.

Preventive Action Phase

The third ...