blackberry market decline from a consumer segmentation...
TRANSCRIPT
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BlackBerry market decline froma consumer segmentation perspective
Thanapol Somniyomchai, DM, id: 25131192
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Why BlackBerry ?
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Why BlackBerry ?
1855
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Why BlackBerry ?
1855market share decline
2009% %
2011
(U.S. Manufacturer operating system share-smartphones)
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Management Issue
1. Technology has changed
2. New competitors
3. Confusing segmentation
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Management Issue
1. Technology has changed
2. New competitors
3. Confusing segmentation
(operator >> hardware >> content)
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Management Issue
1. Technology has changed
2. New competitors
3. Confusing segmentation
(operator >> hardware >> content)
iPhone
U.S. Manufacturer operating systemshare-smartphones in the third quarter 2011
BlackBerry18% iPhone
28%
Android43%
Window Phone7%
others4%
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Management Issue
1. Technology has changed
2. New competitors
3. Confusing segmentation
(operator >> hardware >> content)
(fail to manage position & target consumers)
iPhone
U.S. Manufacturer operating systemshare-smartphones in the third quarter 2011
BlackBerry18% iPhone
28%
Android43%
Window Phone7%
others4%
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Management Issue
2. New competitors
3. Confusing segmentation(fail to manage position & target consumers)
iPhone
U.S. Manufacturer operating systemshare-smartphones in the third quarter 2011
BlackBerry18% iPhone
28%
Android43%
Window Phone7%
others4%
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Management Issue
3. Confusing segmentation(fail to manage position & target consumers)
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Management Issue
Technologychanged
Newcompetitors
Confusingsegmentation
Confusingsegmentation
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Confusing segmentation
Corporation workBlackBerry Enterprise Solution
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Confusing segmentation
Ordinary PlayBlackBerry teenagers
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Confusing segmentation
“There's an internal war going on around the marketing message.
Even the guys at the top don't agree.”The Wall Street Journal, (2011)
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Research question
How RIM decide and choose who will be their right customers for BlackBerry service?
who?
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Research Methodology
BlackBerry positioning real currently consumerswho buy ?
VS
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Research Methodology
BlackBerry positioning real currently consumerswho buy ?
VS
Demographic
Psychographic
Behavioural
consumer segmentation
(social class, lifestyle, personality)
(age, income, occupation, education)
(occasions, user status, user rates, loyalty)
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Research Methodology
BlackBerry positioning real currently consumerswho buy ?
VS
Demographic
Psychographic
Behavioural
consumer segmentation
(social class, lifestyle, personality)
(age, income, occupation, education)
(occasions, user status, user rates, loyalty)
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Research Methodology
BlackBerry positioning real currently consumerswho buy ?
VS
Demographic
Psychographic
Behavioural
consumer segmentation
(social class, lifestyle, personality)
(age, income, occupation, education)
(occasions, user status, user rates, loyalty)
![Page 20: BlackBerry market decline from a consumer segmentation ...edshare.soton.ac.uk/8431/1/...BlackBerry_Research_Skill_-_WSA_Keynote.pdf · BlackBerry market decline from a consumer segmentation](https://reader034.vdocuments.mx/reader034/viewer/2022042105/5e835584667bba20040dda26/html5/thumbnails/20.jpg)
Research Methodology
BlackBerry positioning real currently consumerswho buy ?
VS
Demographic
Psychographic
Behavioural
consumer segmentation
(social class, lifestyle, personality)
(age, income, occupation, education)
(occasions, user status, user rates, loyalty)
![Page 21: BlackBerry market decline from a consumer segmentation ...edshare.soton.ac.uk/8431/1/...BlackBerry_Research_Skill_-_WSA_Keynote.pdf · BlackBerry market decline from a consumer segmentation](https://reader034.vdocuments.mx/reader034/viewer/2022042105/5e835584667bba20040dda26/html5/thumbnails/21.jpg)
Research Methodology
1.BlackBerry application questionnaire: in store
(reward: BlackBerry free credit)
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Research Methodology
1.BlackBerry application questionnaire: in store
(reward: BlackBerry free credit)
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Research Methodology
1.BlackBerry application questionnaire: in store
(reward: BlackBerry free credit)
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Research Methodology
1.BlackBerry application questionnaire: in store
(reward: BlackBerry free credit)
2.BlackBerry focus group(in-depth consumer characteristics)
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Research Methodology
1.BlackBerry application questionnaire: in store
(reward: BlackBerry free credit)
2.BlackBerry focus group(in-depth consumer characteristics)
3.BlackBerry App World
(application category usage, cost, download statistic)
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Supporting theories
1. consumer segmentation- market segmentation- target marketing- brand positioning
2. consumer behaviour
3. user experience design
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Outcomes with timelines
Problem de!nition
Research approachdeveloped
Research designdeveloped
Data collection
Data preparationand analysis
Report preparationand presentation
Tasks 1 2 3 4 5 6 7 8 9 10 11 12
weeks to be completed
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Key References
Zegna (2011), Zegna online store [online], Available at: <http://store.zegna.com/item/store/ermenegildozegna/tskay/261E71D9/cod10/49120189HD> [Accessed: 12th December 2011].
Facebook (2011), BlackBerry UK & Ireland [online], Available at: < http://www.facebook.com/BlackBerryUK >[Accessed: 12th December 2011].
Loyola student dispatch (2011), Internship/job fair hosted by Loyola’s school of communication [online],Available at: <http://loyolastudentdispatch.com/2011/02/page/3/> [Accessed: 12th December 2011].
Goldman, D. (2009), BlackBerry is still leader of the pack [online], Available at: <http://money.cnn.com/2009/06/17/technology/rim_blackberry_preview/index.htm> [Accessed: 4th December 2011].
Nielsen (2011), Android Phones and iPhones Dominating App Downloads in the US [online],Available at: <http://blog.nielsen.com/nielsenwire/?p=30235> [Accessed: 13th December 2011].
Think tank consumer attitudes: enlightened, (2006), WSGN, 23rd Feb, [online],Available at: <http://www.wgsn.com/content/wgsn-ms/think- tank/features/ti0156/ti015692_index/ti015692_ape.html>[Accessed: 3rd November 2011].
Loftus, T. (2011), RIM didn’t know what to do with its tablet [online], Available at: <http://blogs.wsj.com/digits/2011/09/30/tech-today-rim-didn’t-know-what-to-do-with-its- tablet/> [Accessed: 1st November 2011].
Kotler, P. & Armstrong, G. (2006), Principles of marketing, 11th ed., pp. 195-221, New Jersey: Pearson Education.
Kotler, P. (2002), Marketing Management Millennium Edition, pp. 87-102, The United States of America: Pearson Custom Publishing.
Research In Motion (2011), BlackBerry [online], Available at: <http://uk.blackberry.com/> [Accessed: 12th December 2011].
Freepik (2011), Mark, form, ink pen, statement [online], Available at: <http://www.freepik.com/free-photo/mark-form-ink-pen-statement_481683.htm> [Accessed: 12th December 2011].
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Key References
Zegna (2011), Zegna online store [online], Available at: <http://store.zegna.com/item/store/ermenegildozegna/tskay/261E71D9/cod10/49120189HD> [Accessed: 12th December 2011].
Facebook (2011), BlackBerry UK & Ireland [online], Available at: < http://www.facebook.com/BlackBerryUK >[Accessed: 12th December 2011].
Loyola student dispatch (2011), Internship/job fair hosted by Loyola’s school of communication [online],Available at: <http://loyolastudentdispatch.com/2011/02/page/3/> [Accessed: 12th December 2011].
Goldman, D. (2009), BlackBerry is still leader of the pack [online], Available at: <http://money.cnn.com/2009/06/17/technology/rim_blackberry_preview/index.htm> [Accessed: 4th December 2011].
Nielsen (2011), Android Phones and iPhones Dominating App Downloads in the US [online],Available at: <http://blog.nielsen.com/nielsenwire/?p=30235> [Accessed: 13th December 2011].
Think tank consumer attitudes: enlightened, (2006), WSGN, 23rd Feb, [online],Available at: <http://www.wgsn.com/content/wgsn-ms/think- tank/features/ti0156/ti015692_index/ti015692_ape.html>[Accessed: 3rd November 2011].
Loftus, T. (2011), RIM didn’t know what to do with its tablet [online], Available at: <http://blogs.wsj.com/digits/2011/09/30/tech-today-rim-didn’t-know-what-to-do-with-its- tablet/> [Accessed: 1st November 2011].
Kotler, P. & Armstrong, G. (2006), Principles of marketing, 11th ed., pp. 195-221, New Jersey: Pearson Education.
Kotler, P. (2002), Marketing Management Millennium Edition, pp. 87-102, The United States of America: Pearson Custom Publishing.
Research In Motion (2011), BlackBerry [online], Available at: <http://uk.blackberry.com/> [Accessed: 12th December 2011].
Freepik (2011), Mark, form, ink pen, statement [online], Available at: <http://www.freepik.com/free-photo/mark-form-ink-pen-statement_481683.htm> [Accessed: 12th December 2011].
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