Somniyomchai, Thanapol

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BlackBerry market decline froma consumer segmentation perspectiveThanapol Somniyomchai, DM, id: 25131192Why BlackBerry ?Why BlackBerry ?1855Why BlackBerry ?1855market share decline2009% %2011(U.S. Manufacturer operating system share-smartphones)Management Issue1. Technology has changed2. New competitors3. Confusing segmentationManagement Issue1. Technology has changed2. New competitors3. Confusing segmentation(operator >> hardware >> content)Management Issue1. Technology has changed2. New competitors3. Confusing segmentation(operator >> hardware >> content)iPhoneU.S. Manufacturer operating systemshare-smartphones in the third quarter 2011BlackBerry18% iPhone28%Android43%Window Phone7%others4%Management Issue1. Technology has changed2. New competitors3. Confusing segmentation(operator >> hardware >> content)(fail to manage position & target consumers)iPhoneU.S. Manufacturer operating systemshare-smartphones in the third quarter 2011BlackBerry18% iPhone28%Android43%Window Phone7%others4%Management Issue2. New competitors3. Confusing segmentation(fail to manage position & target consumers)iPhoneU.S. Manufacturer operating systemshare-smartphones in the third quarter 2011BlackBerry18% iPhone28%Android43%Window Phone7%others4%Management Issue3. Confusing segmentation(fail to manage position & target consumers)Management IssueTechnologychangedNewcompetitorsConfusingsegmentationConfusingsegmentationConfusing segmentationCorporation workBlackBerry Enterprise SolutionConfusing segmentationOrdinary PlayBlackBerry teenagersConfusing 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)Research questionHow RIM decide and choose who will be their right customers for BlackBerry service?who?Research MethodologyBlackBerry positioning real currently consumerswho buy ?VSResearch MethodologyBlackBerry positioning real currently consumerswho buy ?VSDemographicPsychographicBehaviouralconsumer segmentation(social class, lifestyle, personality)(age, income, occupation, education)(occasions, user status, user rates, loyalty)Research MethodologyBlackBerry positioning real currently consumerswho buy ?VSDemographicPsychographicBehaviouralconsumer segmentation(social class, lifestyle, personality)(age, income, occupation, education)(occasions, user status, user rates, loyalty)Research MethodologyBlackBerry positioning real currently consumerswho buy ?VSDemographicPsychographicBehaviouralconsumer segmentation(social class, lifestyle, personality)(age, income, occupation, education)(occasions, user status, user rates, loyalty)Research MethodologyBlackBerry positioning real currently consumerswho buy ?VSDemographicPsychographicBehaviouralconsumer segmentation(social class, lifestyle, personality)(age, income, occupation, education)(occasions, user status, user rates, loyalty)Research Methodology1.BlackBerry application          questionnaire: in store(reward: BlackBerry free credit)Research Methodology1.BlackBerry application          questionnaire: in store(reward: BlackBerry free credit)Research Methodology1.BlackBerry application          questionnaire: in store(reward: BlackBerry free credit)Research Methodology1.BlackBerry application          questionnaire: in store(reward: BlackBerry free credit)2.BlackBerry focus group(in-depth consumer characteristics)Research Methodology1.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)Supporting theories1. consumer segmentation- market segmentation- target marketing- brand positioning2. consumer behaviour3. user experience designOutcomes with timelinesProblem de!nitionResearch approachdevelopedResearch designdevelopedData collectionData preparationand analysisReport preparationand presentationTasks 1 2 3 4 5 6 7 8 9 10 11 12weeks to be completedKey ReferencesZegna (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].  Key ReferencesZegna (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].  Q&

BlackBerry market decline from a consumer segmentation perspective

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