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Case Study Of Blackberry's Marketing Strategy

783 Words4 Pages

Purpose:
Blackberry Limited, formerly known as Research in Motion Limited (RIM), has a history of struggling within the smartphone operating system (OS) market. Currently, Blackberry has very low brand loyalty due to its existing marketing strategy. The purpose of this report will be to advise Mr. Chen to make changes in the company’s marketing plan. I used financial statements and market share statistics to explain why Blackberry needs to change its marketing approach.
Summary:
Blackberry’s notable problem within its smartphone OS market can be resolved by implementing a new marketing strategy. The approach is estimated to account for around 35%-40% of marketing expenses and run on a $100 to $150 million. The new strategy will increase consumer brand loyalty and profitability for Blackberry by shifting its focus to a young consumer electronics basis instead of a business technology basis, making advertisements simple and to the point and making marketing efforts personal and relatable.
History of the Problem: …show more content…

Blackberry damaged its brand due to lack of proper communication with its consumers. Branding is extremely important to major success in the smartphone industry. With Blackberry’s market majority, young teens and adults dictating trends, it is evident as to why we are losing market share. Ask any young person about Blackberry and most likely they will respond negatively. Blackberry did not change as the market changed. When the market shifted its primary audience to young teens and adults Blackberry was still rooted in its conventional advertising. As Apple adapted to the market and began targeting young people with new innovative commercials and ideas, Blackberry was stuck in the

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