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Question: Success in the marketplace can be a very fleeting thing. Not long ago, BlackBerry (the smartphone pioneer, not the fruit) was among many consumers' most favorite things. BlackBerry's smart-phone market share dropped from nearly 50% to about 10% between 2010 and 2012. By 2014, that share dropped to less than 1%! Where did they go wrong? In contrast to Apple or Samsung products, BlackBerry smartphones were described as useful, efficient, and simple. They were great to get things done and became particularly dominant in the business market where companies issue phones to employees. In the late 2000s, BlackBerry altered its image by promoting features in their smartphones such as video displays and gaming abilities. With this positioning, they moved closer toward the iPhone and gave up their positioning as the premier utilitarian value phone in the market-place. Consumer analysts see BlackBerry's strategic move toward the hedonic value positioning as a mistake and a reason for their poor performance. In early 2013, BlackBerry launched the BB10 Smartphone and operating system. With performance specs that match the iPhone 5, BlackBerry hoped to deliver utilitarian value to recapture lost business and hedonic value to appeal to consumers. However, this effort too failed, and the company is considering options in an effort to avoid becoming the defunct former leader in smartphones.
Question: Should Blackberry have stuck to their original marketing position as a utilitarian (business and commercial usage) phone provider instead of trying to compete with Apple and Google in the phone business? Why? Why not?
Your plan will follow the marketing plan outline illustrated in table 2.2 of your textbook and further described in Appendix 1: Sample Marketing Plan for Sonic, a fictional product. You will submit your Marketing Plan Term Project in two parts:..
Write a 1,050- to 1,400-word paper in which you describe the different types of analysis used by marketers to determine product positioning and competitive advantage that help a company create marketing objectives
Tesla Motor Inc. (https://www.teslamotors.com/) recently introduced energy efficient, battery powered electric vehicles in the USA and in some of the EU countries. As a Tesla Marketing Manager, prepare a "marketing plan" for the Australian market f..
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read or view the case study ldquoprince sports inc.rdquo from chapter 9 pages 239ndash241. answer the following
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Explain IP vers 4 VS Internet Protocol 6 and the Internet Protocol version 4 has been a tremendous factor contributing to the growth of the Internet
What are some reasons a firm might determine it should expand a product line? What are some reasons for contracting a product line? Why do many firms have a product mix strategy?
Read the case file and review the supplement and figure out what particular market their focus should be in and why going the route of a particular market is best route to take
Research and identify the salient features of the Fair Labor Standards Act (FLSA). Provide a definition of exempt and nonexempt employees. State at least three criteria that differentiate an exempt and nonexempt employee. Research and discuss the ..
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