Group-18 Dominic Heme Stephanie Galvan Tommy Than Alejandra Arias Elsy Hernandez

You remember the Blackberry, dont you?

Situation: Blackberry has suffered six quarters of declining sales & market share losses. The future of Blackberry depends on the successful launch of the new Z10. Complication: BlackBerry marketing strategy faces stiff competition from those of rival smartphone makers Apple & Samsung Question: How can BlackBerry successfully market their new Z10 Smartphone to increase their profits and regain the lost market share? Answer: BlackBerry will need to invest in an aggressive marketing plan that will enable the Z10 to compete with high end devices head on.

Action 1: Adopt new marketing strategies Action 2: Provide incentives to improve the overall user experience Action 3: Increase the number of carriers & authorized providers

focused more on weaknesses than their strength could not identify its customers it stopped marketing to consumers, allowing competition to roar past 4. long gap between the release of a new phone
1. 2. 3.

the company must precisely identify its customers

direct its market message orient all of its marketing and messaging toward it use more billboards, commercials, and hot celebrities to advertise
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Strength
Brand image Innovative Product

Weaknesses
Poor marketing strategies Lack of competitive prices

Opportunities
Great features Great product with

advanced technology

Threats
Competition
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PRODUCT

PRICE

Base price is $199, but depends on the carrier

 Current Carriers A. B. C. D.

T-Mobile AT&T Verizon Best Buy

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BUSINESS USERS

PERSONAL/ NON BUSINESS

Aged 25+ Senior management/ IT professionals Main use enterprise emails and communication

16-25 Students Personal and entertainment purposes Social media concept

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 Blackberry is suffering from six quarters of declining sales Competitors continue to dominate the smart phone market Adopt new marketing strategies SWOT Analysis Marketing Mix: Product, Price, Place and Promotion( Target Market)
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