Alberto, Caraso, de Joya, Iñigo, Jumarang, Miller, Santos, Sison
I. ANALYSIS OF EXTERNAL SETTING
Porter’s 5 forces
II. SWOT ANALYSIS OF BLACKBERRY
III. COMPANY OBJECTIVES
Blackberry seeks to increase the size of the market for smart phones with push e-mail capabilites in the Arabic-speaking regions, and gain a dominant share of their respective markets.
Blackberry needs to find strategies to speed up the adoption of push e-mail technology, capture the Middle East market and gain a competitive advantage over competitors. For the purposes of this case, we will focus on Southwest and Western Asian markets.
V. ANALYSIS OF INTERNAL SETTING
The introduction of the push email technology is emphasized in the study of the Blackberry smart phone. RIM’s pricing strategy involved selling the smart phones for a premium. It was then predicted that the phones would be half-priced within 18 months. Promotions primarily relied on the endorsement of distributors and resellers who have gone through the training program for the latest technology. In addition, Blackberry as a well-established brand, easily creates equity among its customers. RIM aims to capture the Middle East market, and specifically address the need for mobile access to information in Saudi Arabia.
VI. ALTERNATIVE SOLUTIONS
In formulating alternative solutions for the Blackberry smart phone, the group decided to identify options for each element of the marketing mix. The integration of the marketing mix decisions are then implemented according to the stages of the adoption process.
Business functionality is considered a strong point for the Blackberry smart phone. RIM may choose to capitalize on this by designing more features that satisfy the needs of both consumer and business customers from the United Arab Emirates. These features may include powerful communications elements, global connectivity and personal productivity which provide customers with more ways to stay connected to both their personal and professional lives. RIM may also incorporate desirable multimedia features and services such as browsing, music and video, turn-by-turn satellite navigation, messaging and social networking.