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An Introduction, Demographics, Sellers and Retailers, Price, Volume, Supply, Demand, Reason of Decline, Forecast, Bibliography

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51 views8 pages

(Company Name) (Company Address)

An Introduction, Demographics, Sellers and Retailers, Price, Volume, Supply, Demand, Reason of Decline, Forecast, Bibliography

Uploaded by

MianSab
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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[Company name][Company address]

BlackBerry
1. Introduction
Blackberry is a line of smartphones that is used its wireless email management capability,
introduced by Ontario, Canada based Parent company Research in Motion (RIM) in 1999. The
product was firstly referred as Leapfrog, but later the name became BlackBerry which was not
idea of founders of RIM but it was a creative outcome of Lexicon Branding who wanted a fruity
name for the product and ended up using BlackBerry (Seward, 2013).
The product was also referred as Crack Berry because of its persuasive nature. The first product
was BlackBerry 850 which was a paging device with no voice provision (BlackBerry, 1998).
Later the development on QWERTY keyboards and the features like message encryption, PDA,
and documentation management led to its massive success. Today, BlackBerry aspires to inspire
the accomplishment they achieved by continuously pushing boundaries of mobile experiences.
BlackBerry functions offices in North America, Europe, Asia Pacific and Latin America
(BlackBerry). In 2015, BlackBerry wanted to rebrand itself so made a business strategy &
released Android-based smartphones while naming itself Blackberry Limited.

2. Demographics
BlackBerry focuses on the young and professional target market. So main focus from 2010 has
been on the youth with are more tech savvy and professionals who want to make their life easier
through technology. The target market is described a following
Age: The age bracket was vast before 2010, when it targets every age bracket as many
professional people used it even famous people like Hillary Clinton, Barak Obama, Brittney
Spears etc. But now their strategy is more inclined towards the youth around the world aged 1825.
Occupation: People who are business professionals in fast paced world and those who
specifically dont prefer to use desktop or laptops all the time for business purposes. As its was
designed to access the database therefore for a busy person it brings about the convenience of not
using a a computer but a wireless handset for work. For its business efficient feature many
professionals would be willing to pay for it.
Behavior: The product was designed to target people who aim to be or are successful busy
individuals with high self-esteem. Moreover they also focus on people who pursue innovative
and fashionable product with new advanced wireless technologies. Their busying pattern should
be open to higher prices for such advanced technology.
Income: They should have a strong earning with salaries lying way above the average scale
hence the high income segment. Similarly as the target market is professionals therefore they
should be able to buy an expensive product.

3. Sellers and Retailers


BlackBerry is sold both online and through retailers both domestically and internationally. As
now the blackberry passport has been spreading through different nations quickly and is has
made its availability for online shoppers who can have their product shipped through theses
online retailers. It has its own online presence by the name of ShopBlackBerry It is available in
30 countries and following is the list of countries and some of the main online retailers. (Blaze,
2014). BlackBerry retail stores operate outside North America, such as in Thailand, Indonesia,
United Arab Emirates, and Mexico while in 2015 it opened its first popup store in Germany.
Global: it is sold globally through ShopBlackBerry & Amazon (with limited locations)
Canada: In Canada the retailers are Rogers, TELUS, BestBuy, Future shop etc.
France: Retailers or sellers are; Colette, FNac, Orange etc.
Germany: Retailers are Expansys Germany, Media Market, Vodafone Germany
Netherlands: Retailers are PDAShop, Belsimel
UAE: Retailers are Axiom Telecom, Etisalat
UK: Retailers are Unlocked Mobiles, Clove UK, Self Ridges, Car phone Warehouse
USA: Retailers are Expansys USA, AT&T (soon) and online retail at AMAZON.

4. Price, Volume, Supply and Demand & reason behind Decline


The Canadian company RIM BlackBerry has seen a decline in its revenue figures and their
market share all over the world, especially in U.S. markets. Before the 2007 they had a strong
market presence with growing sales. If we look at the statistics we can clearly see that there has
been a significant decline global shipment and the revenue figures (figure.1) declined from 19
billion (2011) to less than 12 billion (2013) (Statista, Blackberry/RIM's revenue from 2004 to
2016 , 2016).
When we talk about the BlackBerry users in U.S. we can see that the number of BlackBerry user
has decline immensely from 6% of smartphone users population to 4% of population in just two
years. The loss in U.S. alone was 5.9 billion dollars in 2014, as contrast to its profit in 2010 of
2.5 million dollars (figure.2). They have now changed the name to call there products
BlackBerry 10 in order to re-invent themselves in the market. The demand for the blackberry
plummeted due to the lack of innovation in technology as IOS became successful in its
innovative ways, snatching away the customers and market share from the BlackBerry (Statista,
2016).

Figure. 1 (Statista, Blackberry/RIM's revenue from 2004 to 2016 , 2016)

Figure 2. (Statista, Number of Blackberry smartphone users in the United States from 2010 to
2014, 2016)

5. Forecast
The future of this product does not look as bright as it should due to the lack of innovation and
highly stable competitors like Samsung and IPhone. Many analysts see the future of the company
to stay in the shadow of market rulers Apple & Samsung. In a Value added reseller survey
conducted by Goldman Sachs analyst, it was determined that BlackBerry software will grow
only at rate of 70% as compared to the rate forecasted by the company which was 100%. The
analyst highlights two reason one is consumer buying intention is low and second that the
companys target is not realistic as it hopes to become a one of the market leader in just one year
(Forster, 2015).
The customers in todays time demand a well-rounded smartphone which allows them to to do all
the task in a most efficient manner and for this purpose what blackberry needs to do is make sure
to work on their research and development and introduce such sustainable values to customer
which their competitors wont be able to copy. They now are working on new strategies and
growing their company portfolio which will advance their sales and as they are reaching for the
millennial they just might jump back into the race again.

6. Bibliography
BlackBerry. (n.d.). Retrieved from http://global.blackberry.com/en/company.html
BlackBerry. (1998). Research In Motion Signs $10 Million Contract To Supply Two-way Pagers
To IBM.
Blaze. (2014, October 2). Complete list of carriers and places to buy a BlackBerry Passport.
Retrieved from CrackBerry: http://crackberry.com/complete-list-carriers-and-places-buyblackberry-passport
Forster, C. (2015). Goldman Sachs Downgrades Blackberry to Sell Amidst Speculation of
Turnaround Challenges. Retrieved from TipRanks :
http://blog.tipranks.com/2015/03/morgan-stanley-downgrades-blackberry-to-sell-amidstspeculation-of-turnaround-challenges/
Seward, Z. M. (2013, January #)). RIM renames itself BlackBerry. Retrieved from LEXiCON:
https://www.lexiconbranding.com/client-news/rim-renames-itself-blackberry-here-s-howthat-name-came-to-be.html
Statista. (2016). Blackberry/RIM's revenue from 2004 to 2016 . Retrieved from statista :
https://www.statista.com/statistics/266240/global-revenue-of-rim-since-2004/
Statista. (2016). Number of Blackberry smartphone users in the United States from 2010 to 2014.
Retrieved from Statista : https://www.statista.com/statistics/232792/forecast-of-rim-usersin-the-us/

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