Introduction
New Smartphone technology made it possible for consumers to send e-mail while, at the same time, make phone calls. There are several convenient phone features incorporated within BlackBerry which reinforces its quality within international market. Such features include unique mobile operating system as well as appealing appearance. In addition, the phone has inbuilt sensors connected to the physical QWERTY keyboard, such uniqueness provides convenience to consumers in terms of usage (Kotler, 2006).
Blackberry’s buyer decision making process for shifting to the new smartphone technology and key factors leading to their success within the market
BlackBerry’s demand within international market increased owing to its features supporting mobile computing services making it capable of speeding up internet processes. The gadget’s entertainment technology system also added to its success within international market including despite lacking desktop capabilities. Provision of internet Protocol-based network within the smart phones enabled users to access internet-based applications.
Such cases include Wi-Fi networks providing services through visitor fees instead of old technology based on provider-lock in users. Smartphone’s Wi-Fi system has the capability of using all available internet browsers for the purposes of accessing various applications such as websites and search engines. The phone’s ability to provide Google Maps directions as well as rich HTML email client enables its services to be preferred by most customers (Kotler, 2006).
Despite all these features, shifting to new smartphone technology was prompted by a number of buyer decision programs. For example, BlackBerry runs on a 3G network device making the technology quite different from that of iPhone not applicable within technologically advanced regions such as Japan and Korea since it operates only on Cingular network (Egan, 2007).
Factors affecting a consumer’s behavior as related to the case and reasons as to why people shifted from BlackBerry to iPhone.
Social factors include people’s status, reference groups, social class and personal factors such as lifestyle and perception all affect consumer purchasing behavior. The iPhone technology distinguishes itself from other competitor companies based on the user interface application where they use multi-touch screen (Kotler, 2006).
Consumers relate this to social class whereby iPhone represents a more convenient phone easily utilized for office purposes compared to BlackBerry. Many application programs make the phone be associated with multi-tasking hence only suitable for those with intensive business schedules. Such attraction is based onphone softwaregranting the ability of incorporating all application programs hence allowing convenient user interactions.
Despite its functionality appeal to most buyers, prices seem higher than that of Blackberry phones making the phone to be associated with upper social class. Ability of the phone to provide simplified lifestyle makes it a suitable referral for most consumers compared to other technologies within the market. For example, within student’s set-up, they are always willing to make comparisons concerning three important dimensions within modern society and these include technology, management as well as humanity (Kotler, 2006).
Recommendations to change the business buying process of the company
Various challenges are experienced within the market which at times acts as barrier towards fair global competition. RIM should consider developing various market channels and structures used by current managers. Local as well as international consumer needs, should be considered based on appropriate paradigms.
Incorporation of system flow paradigm is of important use within the global market since it involves restructuring of the supply chain management strategies. For the success of designed marketing strategies supply flow should incorporate efficient communication mix between customers and suppliers, the case of BlackBerry requires direct business transactions between manufacturers and customers.
Divergent views on categorization of products involve application of different opinions and perceptions of consumers concerning particular goods. BlackBerry phones should be assorted based on satisfaction of the diversified global needs and demand. This calls for building of relationship paradigm down the supply chain capable of harmonizing activities of various players from manufacturers through to consumers (Kotler, 2006).
There is a need of incorporating value equation for the purposes of ensuring that RIM Company is positioned in a way capable of delivering value-added products. This acts as reliable adviser since RIM marketing team is capable of retrieving vital information from consumers in a dependable manner.
Value equation on BlackBerry should incorporate prices equivalent to benefits obtained from the product. Establishment of short-term goals and actions would generally assist in making right choices on marketing principles. Such strategies should be tested before application so as to establish the level of effectiveness based on company objectives.
RIM Company’s knowledge on current customers would assist in unveiling consumers’ preferences as well as buying patterns. This enables easy access to potential customers within various regions. The art of differentiating markets provides companies with easy decisions on identifying purchasing power alongside customer needs which ultimately defines product qualities (Kotler, 2006).
Major influences on business buyer behavior and their importance on Blackberry’s case
Major influences on consumer buyer behavior include cultural, social, personal and psychological. It is important for BlackBerry to understand major impacts for the purposes of developing marketing mix strategies capable of appealing to the preferences of intended target market.
Resulting purchase decision is basically influenced by cultural, social, personal as well as psychological characteristics. Nature of the modelssold to consumers determines the level of outside influences of others especially on purchase decisions. Built-in functions involving personal digital assistant provides horse power capable of running complex software applications.
Smartphone streamlining applications on internet and third generation communications network is in line with current innovative needs of the world population. Users require phones which would enable them handle almost all daily activities in their hands. Understanding of major influences on business buyer behavior would enable RIM to adopt new ways of keeping pace with constant changes within the IT environment.
Consumers taste is currently being transformed from hardware to software calling for new survival techniques. It would enhance consolidations of appropriate manufacturing, operating systems and content market in the marketing processes.
Majority of customers using iPhone are considered early users of iPods due to Cingular technology. The kind of unique look and feel of iPhone’s operating system adds to its strength, the kind of phone sensors working with the multi-touch screen helps in creating large and loyal consumer base.
The possibility of using Mac OS applications for desktop with iPhone makes the product to have more referrals within the market. The company intensifieduse of international communication mix especially through the internet which is majorly applied by most consumers, hence saving the company on operating costs (Kotler, 2006). Application of BlackBerry Enterprise Server (BES) ensures that communication through emails between phones is easier than before.
Describe in details the four major steps in designing a customer-driven marketing strategy for BlackBerry.
Phone market is considered a highly competitive business environment calling for focused strategies capable of edging out existing competition. RIM geared their technology towards satisfying consumer needs and preferences. The four steps include identifying target market, meeting consumer needs, building loyalty and using customer feedbacks.
In identifying target market, BlackBerry manufacturing company should use intensive market research in the process of identifying the various demographic characteristics within the consumer base. BlackBerry phone should be designed to suite occupation and income capability levels. Knowledge concerning occupation would enable incorporation of distinctive qualities capable of matching the intended social class (Kotler, 2006).
Customer-driven marketing strategy should also focus on meeting consumer needs. In such a case, consumers prefer multipurpose phone capable of providing various applications to the convenience of customers. BlackBerry had the capability of using 3G network, making it possible for consumers to use it within all regions contrary to iPhones technology. There is great need for office convenient phones with capability of providing internet options to consumers(Michelle, 2009).
Then, there is the process of building brand loyalty based on the kind of services received from the company. This leads to repeat sales and, at the same time, possibilities of referral business operations. In this case, the phone’s ability to act as information center and entertainment device makes consumers prefer using the technology as opposed to the traditional design.
Customers’ feedback is used in this case for making various changes and improvements focused on meeting future customer needs. In this case, customers required presentable and smart looking phones.
This helps in encouraging existing customers to spread good news concerning new applications. Such customers should be rewarded through discounts or granted free merchandise at the same time contest can be used for the purposes of rewarding customers capable of sending most referrals within defined amount of time (Michelle, 2009).
Reference List
Egan, J 2007, Marketing Communications, Thomson Learning, London.
Kotler, P 2006, Marketing Management-Analysis, Planning, Implementation & Control, Prentice Hall, London.
Michelle, W 2009, Issues in Informing Science and Information Technology, Victoria University, Melbourne.