The corporate objective at Blackberry has always been to be an innovative global leader in the wireless industry. Blackberry wants to provide millions of people with all the necessary tools to help them “stay connected to the people and content that matter the most throughout their day.
Analysis of Promotional Program Situation:
SWOT ANALYSES: | |
Strengths: * Blackberry Brand * Internationally established * RIM software * Blackberry Messenger * SureType technology | Weaknesses: * Product advertising * Head to head positioning * High cost of ownership |
Opportunities: * Product development * PlayBook * Blackberry 6 operating systems | Threats: * Apple * Google Android * Keeping up with consumers behavior and demand * Increasing competitive pressure |
| Blackberry | Apple | Google Android |
Target Market | Blackberry’s target market has always been business people | Apple’s target market is people that are into lots of applications, entertainment, and games. | High-tech savvy market. People in their 20’s that cares more about the functionality and productivity. |
Product | Blackberry smart phones devices and PlayBook | Apple Iphones and Ipads | All Droid products and devices |
Price | $100--$700 | $200--$400 | Free--$700 |
Place | ATT, Verizon, Sprint, Blackberry.com | ATT, Verizon, Sprint, Apple Store, Appl.com | ATT, Verizon, Sprint |
Promotion | Promotions for Blackberry app world, online discounts, app and accessory promotion, and promotions for Blackberry site. | Large scale product announcements, in store promotions, online advertising and promotions. | Large selection for all price ranges, in store promotions, social media, and online promotion. |
Blackberry owned by Canadian company Research in Motion (RIM) is a line of smart phone and mobile email devices since...