Blackberry Essay Example | Topics and Well Written Essays - 3000 words

Blackberry - Essay Example The reports will conclude with specific approaches for specific managerial problems providing clarity to the reader. Table of Contents Table of Contents 3 Discussion & Analysis 9 Managerial Decision Making 9 Conclusion 19 Recommendations 21 References 28 Introduction Blackberry is a popular handset device manufactured by the Research in Motion (RIM) headquartered in Waterloo. RIM had revolutionized the mobile industry with the introduction of the Blackberry handset in the year 1999 (Blackberry, 2013a).The launch of Blackberry products and services had changed the lifestyle and perception of the customers. The Blackberry handsets are multifunctional, offering services like capturing videos, games, music application, web browsing, emailing and other miscellaneous functions. The USP of the handset is that it offers instant messaging options to customers while maintaining a high level of security through message encryption and also serves the purpose of a multi digital functional assista nt. Recently, the company launched a tablet named The Blackberry Playbook (Blackberry, 2013b). The handset devices offer services like Enterprise Mobile Computing and Enterprise Mobility Management which enables the customers to utilize advanced technology and solve their problems. The blackberry technical services support system extends technical services and guidance to customers having problem in using the handset. The company’s stock is listed in NASDAQ and BBRY and the group is currently led by Mr. Thorsten Heins. The report highlights the various challenges faced by the management of Blackberry and the root cause of the problems. The author of the report will also provide remedial solutions which could have prevented the matter from aggravating further. The company has been facing severe technological, managerial and human resource challenges which will be highlighted in the report. The report will also highlight the various causes which led to downfall of the company a nd reduction in the market share. Finally, the report will conclude with suggestions that can help improve the existing strategic position of Blackberry. Background of the Problem The company’s popularity soared with the introduction of the Blackberry Pager and the Blackberry Pearl 8100. The pager become one of the most popular mobile handsets of and had attracted several customers. The CEO of Verizon communications was one of the first business enterprises had ordered RIM interactive pagers worth $70 million. The Blackberry Pearl phone was a unique phone which offered services like instant messaging, excellent camera features, smooth touch interface and other strong multimedia capabilities. The introduction of Blackberry Pearl 8100 was largely influenced by the emergence of Apple iPhone. Initially, the management of Blackberry did not consider the emergence of Apple iPhone as a threat due to its immense popularity however with the increase in the sales of Apple iPhone the ma nagement of Blackberry started considering Apple as serious threat. The sudden emergence of Apple in the mobile phone industry prompted the management of Blackberry to develop advanced phones like Blackberry Storm. Blackberry Storm was the first touch screen phone developed by Blackberry to attract potential customers. Blackberry had become a majority revenue contributor for RIM. However, the sales of the company started declining and the

An outline marketing plan for the next year for Atlantic Quench 306 Essay - 2

An outline marketing plan for the next year for Atlantic Quench 306 - Essay Example Moreover, alliance with brands like Coca-Cola and Gerber has also boosted the market presence of Atlantic Quench. The marketing plan for the concerned firm focuses on developing a new product for entering the mass consumer market and providing the consumers a cheaper alternative against highly priced pure juices. With an aim to sell 250000 units of 250 ml tetra packs of the new product, Atlantic Quench will begin by streamlining the functional aspects of the company to reduce their cost. The product introduction is developed with differentiation focus and the control of the marketing activities will focus on cost leadership. Based on this, the price skimming has been selected as the pricing strategy. The budget developed also reflects the estimated earnings and expenses for the new product segment of Atlantic Quench in the next 4 years. With appropriate market presence and brand development activities for creating consumer awareness, Atlantic Quench can enter the global market of jui ce and nectar segment. Atlantic Quench operates in the fruit industry mainly in its home market i.e. US and is a co-operative business process. Established in the year 1934, the co-operative has become one of the most famous brands in agricultural product market with their extensive and highly demanded product base. Jointly owned by 630 cranberry and 46 grape fruit farmers, the production channel of the company is also steady and growing. As the co-operative saw the demand of their products growing in the market, they entered the retail sector with bottled fruit juices. However, the primary concern of the business is related to control its growth in an organised manner and also ensure a good relationship with the farmers. In order to overcome the financial crunch, Atlantic Quench CEO Chuck Berry decided to develop the brand of the company by converting into a full-fledged business houses. Atlantic