Essay On The Fall Of Blackberry

Decent Essays
Fall of BlackBerry (RIM) and its marketing
1 – Introduction:
BlackBerry Smartphone maker (RIM) was once a pioneer of Smartphone market but it’s in a deep trouble. Innovation and technological advancement in every field of life and marketing is the main reason behind fall of BlackBerry Smartphone maker (RIM) (Titcomb, 2016).
Mainly this coursework is covering the fall of Blackberry Smartphone maker (RIM). BlackBerry is one of the biggest brands among Smartphone makers but for some reasons its market fell and now it’s almost completely out of the market. One of the vital reasons behind BlackBerry’s fall is it marketing strategy, so marketing strategy of BlackBerry is discussed along with some details of its market shares including graphs and
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BlackBerry had $145bn turnover in 2008 but its fall started the day Apple introduced iPhone and following the introduction of iPad in 2010. BlackBerry lacked innovation which is a big flaw of marketing strategy because there was a massive gap in marketers and customers of BlackBerry which did not allow BlackBerry to know exact customer needs. Inefficient marketing strategies always lead a company towards fall and risk (Silverman, 2012).
Ciaccia, C. (2013) narrated that marketing is not only all about advertising and supplying the product but its vital component is customer satisfaction which is not possible without having communication with customers in the market. One reason behind fall of BlackBerry's is its ineffective marketing strategy. Apple introduced highly innovative products like iPhone and iPad while BlackBerry was lacking innovation. There was communication gap between customers and Blackberry which did not let BlackBerry to get an idea what exactly customer needs are. BlackBerry’s competitors very interacting with customers and trying to produce more innovative products just to retain existing customers as well as attract more potential customers in the
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BlackBerry always introduced comprehensive offerings and the company is financial strong enough to overcome its weaknesses. There are also some opportunities for BlackBerry to compete its rivals such as it has positive outlook for Smartphone and expanding portfolio of offerings. On the other hand, BlackBerry has some weaknesses which it must overcome such as ineffective marketing strategy, dependence on few customers instead of market research, lack of innovation and different issues with product supply. Besides, BlackBerry has some threats as well like: increasing competition in the market and involvement in legal issues (Wharton University of Pennsylvania,

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