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Blackberry Playbook: Critical Evaluation
Features of target market
Product core customer value
Actual product features
Nature of Product
Product Life Cycle
Product Life Cycle
PLC Stage of Blackberry Playbook
Sustainable Life Cycle Assessment of IM
SWOT Analysis of Blackberry Playbook
Main product competitors
Competitors of the Product.
Type of competition
The business level strategies are analyzed to interpret the current market position of Blackberry Playbook. There are multiple competitors of the product including Apple, Amazon and Google. The large corporations have created a fierce competition in technology industry especially the tablet devices market. The increased technology advancements are influential in the business and as a result the business has to adopt fast paced strategies to cater its market. The product is also named as…… [Read More]
Reflecting on the SWOT analysis of Blackberry, we can see that the company has a strong market share in the smartphone industry because of its strengths. The product is trending socially among young people and business people, which makes the Blackberry a desirable brand within the industry. The fact that it is known as a tool of professionals is one of the main attractions of the Blackberry, because users perceive that it gives them a more professional look than other smartphones give. A study showed that 44% of female teens want a Blackberry and 37% of young people overall want a Blackberry.
Despite its strengths, the Blackberry also has some weaknesses. For example there was a technological glitch last year, the BBM crash, and that caused customer perceptions of the product to decline significantly. The brand is also perceived as lacking in innovation. Compared with the two other market…… [Read More]
Blackberry's direct marketing strategy should focus on its existing customers. There are a few reasons for this. Naseri and Elliott (2011) have showed that social connectedness is one of the most important variables for success in direct marketing. Blackberry's existing customers interact with one another easily through the proprietary messaging platform. It is easy, therefore, not only for Blackberry to interact with its customers directly through multiple platforms, but for direct marketing programs to be disseminated through the company's audience by the audience members themselves through their existing social networks. Blackberry can increase internal sales to existing customers by encouraging them to purchase additional services, but also to become evangelists for the company through their social networks. This creates a spinoff effect when targeting one customer could result in many customers receiving the message, if the promotional campaign is effective.
The direct marketing program, because it is focused on existing…… [Read More]
Essentially, a cellular system involves the use of a series of sending and receiving stations placed throughout a region so that a telephone use can move from one place to another as the signal to and from the handheld telephone shifts seamlessly from one cell to another, according to where the individual is traveling. Other handheld devices, such as the PDA, make use of this same system, which can also connect to other networks to reach across the country or around the world.
From a financial standpoint, cellular technology has become more affordable to a wider range of people. New technology and the introduction of economies of scale have added to the downward spiral in prices. Most users about a decade ago were business users, but more and more private consumers were expected to be attracted in the near future and have been. The utility of cellular service to the…… [Read More]
Black Berry Eating
Galway Kinnell's poem "Blackberry Eating" is a deeply metaphorical piece that can be taken on several levels. On the surface, it is obviously a poem about eating blackberries and the way in which blackberries are like words which cannot be spoken. However, the subtle subtext of a metaphor within a metaphor runs throughout this poem, which carries with it a sense of taboo and mystery attached to blackberry eating. This is because is also possible to read "Blackberry Eating" as a poem about an interracial (and possibly male-male) sexual experience.
The ways in which the poem compares eating blackberries with speaking of secret things are obvious. The metaphor extends throughout the poem. At the beginning the blackberry plants are referred to as "knowing the black art," which is latter repeated as the "black language." Traditionally black arts have referred to sinful or profane forbidden practices, such as…… [Read More]
Market segmentation iPhone and blackberry market segmentation
According to the Business Directory (2012), market segmentation is the process of defining and subdividing a vast market that is mostly homogeneous into segments that possess similarities in needs, demands, wants as well as characteristics. It is actually the opposite of a general market mix since it narrows the market mix to the specific targets. The purpose of the segmentation is to help match the products to the expectations of the targeted clients.
The iPhone and the blackberry should also seek to develop market segmentation that takes into account the specific target and should take care of the following in the market segmentation; the market segment should be measurable, it must be accessible by distribution channels and communication, the market segment should be different from other phones in the response to a marketing mix, the segment should be durable and must as well…… [Read More]
Failure to Forecast
Forecasting and budgeting are important components of public financial management as they impact the operations of public sector agencies or organizations. Forecasting also has a significant impact on public service delivery as it relates to realistically possible futures. Public service agencies and business organizations have experienced challenges brought by poor forecasting or the failure to forecast. The failure to forecast has essentially implied that these organizations failed to plan and prepare for change. There have been several cases and examples of companies that failed to forecast and prepare for change. This paper examines the case of one company that failed to forecast and its impact. The evaluation also includes a discussion regarding forecasting methods that could have assisted the company to thwart the negative situation encountered.
Adversity faced by Blackberry
According to McIntyre, Hess & Weigley (2013), one of the companies that have experienced challenges brought by…… [Read More]
Discuss this product in terms of its repositioned target market demographics using U.S. Census Data.
In regards to U.S. Census Data, the target market demographic show promise. The repositioned product will focus on high level and medium income level people. These individuals tend to be high lifestyle and business professionals. The product is full of applications and latest operating system that is helpful for professionals and other business persons to accomplish their tasks on the phones. This demographic is experiences positive change. For instance, consumer confidence for the past three months has risen in this segment. Discretionary income for individuals making $100,000 or more has risen 12% over the past decade. This positive trend allows consumers to spend more on IM's products and services. The smartphone industry overall is growing at an annual rate of 9% per year with adoption rates increasing at a corresponding amount.
Determine the types…… [Read More]
Companies use advertising plans to build awareness about their product. Company uses different plans to promote their sales. It uses trade show plan to demonstrate what they are selling, sales promotion plan for incremental sales, public relations plan for free ads, internet plan for instant distribution of product specifications and information, customer service plan to repeat sales, research plan to monitor activities regarding the products and customer satisfaction and last but not least marketing plan which helps to identify when to market, how to market and who are the target audience for the product (Luther, 2011).
Marketing plan must cover the below 12 areas to form an effective marketing plan to increase sales (Wong, 2010).
Marketing plan must have the executive summary
Introduction about the marketing plan and the product
Analysis of the market situation for the product.
Analysis of the target customers
Analysis of the competition for the product…… [Read More]
" Turkle claims that "our fragile planet needs our action in the real," which is exactly what the little girl was trying to point out. Her appreciating the animatronic animals more than the real ones is a product of technology saturation.
Technology has become an annoyance: we all experience the "sense of encroachment of the device" on our personal time and it is difficult to cut ourselves off from the world. Yet technology is a blessing. Turkle points out that the shy and inhibited are hiding behind their virtual selves. Indeed they are: to their advantage. Many readers would agree that technology has allowed the shy and socially awkward to engage socially with others without having to sweat or take anxiety medication.
Being constantly connected with the world is a choice we make. Technology is not deadening us to the world, as Turkle implies. Quite the opposite: technology is enhancing…… [Read More]
On the other hand, applicable laws do have authority and under the concept of moral relativism, it may be justified that any duly passed law be complied with (Svensson & Wood, 2008).
One lesson from this case might be that laws between entities in different sovereign nations can be much harder to enforce than laws between entities within the same nation. In the future, Pakistan and other nations might want to make sure that their contractual agreements contain mechanisms that make them enforceable across international borders. On a broader level, another lesson might be that ill-gotten gains should not be promoted by governments in the first place. Those who believe in the supremacy of divine law might consider the position in which Pakistan found herself to be an example of God's reminding us of the obligation to conduct ourselves ethically toward our fellow man.
Creffield, Lisa. "Why you can't…… [Read More]
Clearly, he companies engaged in this practice were operating with direct intention, and a roper governance system would have made this obvious and prevented it.
In another telecommunications case, a company was found to have included spyware in a company-sponsored "software upgrade" to users' cell phones, that enabled the company to collect confidential information from users' phones without their consent (Khaleej Times, 2009). Not only is this practice clearly unethical, but it is also illegal despite a lack of stringency in the detection of such crimes and the prosecution of large-scale corporate offenders such as telecommunications companies. Again, greater transparency and internal control would have allowed this practice to be discovered much sooner, and the risk of discovery almost certainly would have prevented this action from ever occurring. Corporate governance works best when it is so strong it is only rarely and usually accidentally tested; when purposeful actions…… [Read More]
The author of this report is asked to do a few things within this report. First, the author is to look at and assess the Grand Strategy Selection Matrix. Second, the author is to review and assess the general business model and strategy of Overstock.com. The author of this report is to then select which of the quadrants that Overstock falls within. While it may be a little difficult to pin them down as they are like other online companies in many ways and they are also different in many ways, the choice is pretty clear to the author of this report which one applies to them.
There are, of course, four cells in the Grand Strategy matrix and they are numbered I, II, III and IV. The first cell is for companies that are in turnarounds or re-entrenchment status, are divesting or are liquidating. Examples of firms…… [Read More]
Papa's Waltz," the speaker mentions the booze on his father's breath, strong enough to make a "small boy dizzy," (Line 2). Theodore Roetke then opts to use the word "death" in the third line, creating instantly a tone of despair. The titular waltzing refers to the child having to dance around his father's abuse. He is also "waltzed off to bed," (Line 15). The irony of using the term "waltz" throughout adds complexity to the poem's tone. Waltzing is an odd choice of metaphor, because waltzing is dancing: something that is inherently joyful or happy. The "beating time" is not actually beating time to music but beating a child (Line 15). By using the metaphor of waltzing to discuss domestic violence, the poet draws even greater attention to the serious nature of the subject.
Simile and metaphor allow Sharon Olds to discuss sexuality and emotional intimacy. The first simile that…… [Read More]
Instead, by using this form of technology, persons across the world can be connected face-to-face. While it is true that we could meet via a group 'chat,' video conferencing allows the ease and subtleties of interpersonal dialogue. People are more easily able to establish warm and heartfelt connections with one another if they can see the person they are talking to, and they can also use body language, language inflections, and other ways to communicate their point. Of course, for people who are socially inhibited, video conferencing can be intimidating. But the advantage of being able to use visual aids such as PowerPoint and mimic the circumstances of a 'real world' meeting outweighs the disadvantages for most users.
In the future, the rise of mobile technology means that it is likely that groupware accessed via Apple and Android phones will make connecting via mobile technology a 24/7 part of the…… [Read More]
New Poduct Plan
Pote's Five Foces Analysis
Bagaining Powe of Supplies
Bagaining Powe of Customes
Theat of New Entants
Theat of Substitute Poducts
This pape povides a plan fo eintoducing the failed Blackbey smatphone to the maket. The Blackbey was once the most popula smatphone in the U.S. and othe makets. The intoduction of the smatphone in 2006 maked a defining moment in the histoy of the smatphone maket. Howeve, with its focus limited to copoate uses and govenment agencies, Blackbey was slow to espond to the evolving needs of individual consumes. This gap pesented a pefect oppotunity fo Apple, Samsung, and othe ivals to oust Blackbey fom its dominant position. By 2011, the Blackbey had lost its position in the industy. The smatphone kept on losing its maket shae to newe entants, who…… [Read More]
hereas another image is showing, a bean bag in contrast to a retro office chair. These differences are designed to reach out to younger, middle age and older demographics. The way that this is taking place is to use images that are culturally neutral. Yet, they inspire a sense of joy and happiness. ("Blackberry")
Moreover, the differences between the various frames are showing intelligence and glamour. This is supposed to reach out to all audiences by highlighting trendiness and elegance. hen someone sees this they will feel that there is a social desire to become of part of what they are seeing. In the future, they will use this as a way to identify and create specific feelings automatically. ("Blackberry") (Cialdini)
According to Cialdini (2009), this is a tool that all advertisers will utilize to identify with a larger demographic of consumers. Commenting about how this occurs he said, "In…… [Read More]
Seventh Brand Attribute: The brand's managers understand what the brand means to consumers.
Again on the initial introduction of the brand, IM did not understand that the brand was actually a compilation of many factors, with the product being just one small part of that mix. The reliance on using Blackberries for staying in touch constantly also had a very reactive tone to the messaging. While trying to show how people could be responsive they made their brand appear to be addiction to reacting instead. The re-definition of the brand with a strong focus on the personas and identities of top customers however re-cast the brand to show how they understood the most pressing needs of the highest achieving customers it has. The company further tried to communicate in their re-cast branding the value of time and initiating projects, invoking change, and making things happen over merely reacting.
Eighth Brand…… [Read More]
One industry that has seen a shift in the market model is the smartphone industry. During the mid-2000s, this industry was an oligopoly, populated basically by two firms that emerged from the old PDA market. Palm and RIM (Blackberry) operated as a duopoly, catering primarily to business customers with early smartphones. Apple joined the industry with the iPhone, and was quickly followed by a number of other players. The organization of the industry is somewhat unique, as some firms are vertically integrated providers with operating systems and hardware integrated (Blackberry, Apple) and other firms have a number of hardware manufacturers working in conjunction with operating systems makers. Thus in operating systems there remains almost an oligopoly with two or three major firms and a couple of other minor ones, whereas on the hardware side the industry is fully in a state of monopolistic competition.
Short Run and Long…… [Read More]
The greater product focus will eliminate a key weakness of not being strong at any one market. Professionals and consumers have distinctly different needs, and Palm needs to figure out which of these it is more likely to meet and then pursue that to the detriment of the other. Pursuing both has left it vulnerable. The only real opportunity in smartphones is with innovation, as the market has tended to always reward the most technologically innovative firms. Thus, HP needs to focus on building the innovation level at Palm. This still subjects it to threat, especially in the direct competition with three very powerful entities. However, HP is accustomed to competing vigorously against firms the size of Microsoft, Google and Apple and succeeding, so Palm provides the company with just another opportunity to do this, and to do it with the benefits of the HP warchest and customer base.
orks…… [Read More]
This would allow IM to find individuals from other countries and also to take a more global approach to training and staff development. Hire the "best and the brightest" to rapidly reenergize the organization and product line.
Grow existing lines and existing customers -- Instead of trying to grow rapidly, IM could target its current user base and simply solidify their needs by using market research to contact them and find ways to improve and maintain market share while retaining talent in the current geographical model. This model would be more conservative about hiring and wages, and would of course allow for some expansion, but keeping most of the &D in Waterloo, Canada. This would also retain more control over the design and marketing of the product for those in the organization who prefer to manage each instance and aspect of the organization from a Central --( field mentality.
Aggressively…… [Read More]
Apple has a very strong brand name that is helping it to build share for the iPhone, but the product is expensive. It is believed that there is considerable room for a competitor to target the student market with a lower-priced but also feature-rich device.
The mainstream player in this market is the humble cell phone. Popular phones such as the Motorola Razr have camera functions, and new phones are being introduced with mp3 players and other technology. It appears as though there is some degree of technological convergence happening between cell phones and PDAs/Smartphones. The result is that the Sonic 1000, compared with these devices, is a superior product. Yet its pricing is fairly competitive relative to the new wave of feature-rich cell phones. This leads to the following positioning statement for the Sonic 1000:
"The Sonic 1000 is a portable device that will replace the cellphones of the…… [Read More]
As a result they demand more convenient means of addressing communications needs like text messaging and are more prone to use Blackberry-like devices for their SMS needs. The development of the Blackberry came far after Hong Kong users had mastered the art of SMS on standard cellphones. The product "mapping," as Norman (1996) describes, is more intuitive on the Blackberry but the technology arrived too late to compete with the Hong Kong market. This supports what (author of "Do Artifacts Have Politics") describes as the "social determination of technology."
Sociological theories of technology suggest that artifacts may reflect political and cultural realities. Differential cellular phone usage between North America and Canada reflects a political and cultural reality: telecommunications infrastructure in the United States and Canada continues to emphasize land lines, and cellular phone services are less entrenched as a result. In Hong Kong the reverse is true: land lines were…… [Read More]
Chou uses all of his resources, their target market could include not only those individuals who simply cannot afford the top smart phones, but also those individuals who are looking for something better than what they have at a lower cost.
Mr. Chou would be wise to use a celebrity as a marketing tactic. He could use someone that appeals to the younger generation and may not command a large salary as someone who is considered a seasoned actor or actress. Commercials could be run on television stations that appeal to a certain audience in order to break into the market. Over time the phone could then be marketed to different audiences. He also needs to find a catchy slogan that will help in branding. Once people identify the phone with the brand, it will be easier for him to reach his goal of being one of the top five…… [Read More]
Apple is a personal electronics manufacturer and marketers. The company competes in personal computers, mp3 players, tablet computers, software and smartphones (Apple.com, 2011). Apple has improved revenues and profits rapidly of late (Apple, 2011). Apple is financially strong with a great balance sheet (MSN Moneycentral, 2011) and strong brand loyalty (ithers, 2008). The company's stock is currently trading at very high multiples because of its multi-year track record of hit product launches, its lack of slowdown during the recession and the company's continued ability to resonate with consumers. Apple's entrant into smartphones is the iPhone. Apple holds 25% share of the market, good for third place behind Android and Blackberry (Blodget, 2011). Apple just introduced its latest model smartphone, the iPhone 4.
The iPhone 4 is the latest incarnation of Apple's iPhone line of smartphones. The smartphone market is divided by operating system, rather than device manufacturer.…… [Read More]
ewarding Work: How to estore Participating and Self-Support to Free Enterprise (Harvard University Press, 197), economist Edmund Phelps offers this plan to help the working poor: apply tax credits for "qualified employers" or hire disadvantaged people for "eligible jobs." Evaluate this plan in terms of market incentives, one of the ten principles of economics, to work and current welfare programs. Is the Phelps' plan an improvement over current government policies? Discuss.
Lowering a company's tax bill will generally always be effective in causing them to invest more money in expanding which usually means more hiring. However, it is not a panacea, as the recent economic incentives have proven. As of late, firms have received a number of tax cuts but there has also been the passing of the Dodd Frank financial reform bill as well as ObamaCare, both of which (ObamaCare in particular) is clearly making employers cool to hire…… [Read More]
If consumers believe this, they will be willing to pay higher prices. Much of the success of the iPhone is associated with the ability of Apple to make this connection with consumers, because without such associations, consumers would not be willing to spend extra on an iPhone and would probably spend more time comparison shopping different smartphones. In essence, Apple wants its customers to purchase an Apple, rather than product that delivers a specific bundle of benefits.
The iPhone has a strong market share in smartphones, and has allowed Apple to emerge as a power in mobile devices. This indicates that the company has been successful in creating the brand associations that drive the product differentiation in the iPhone. Other smartphones compare poorly with respect to brand associations next to the iPhone for a couple of reasons. One is that there is some confusion between the platform brand (i.e. Android)…… [Read More]
Only until a few years back, environmentalists were concerned and yelling about conservation of paper in order to ensure conservation of trees. Paper is a final product that is made out of a tree pulp and then goes through various processes before reaching us in various forms. From sending a small letter to noting a reminder to taking lecture notes to what not -- paper was almost a necessity. Things have however changed, when the advent of digital world took over the conventional paper form. Ebooks, Ejournals, Emails -- it became the E-world all of a sudden. The paper still managed to maintain its importance as the Ewrold was always held in desktops or laptops that were not always practical carry around everywhere. The technology revolution did not stop the trend of decreasing physical sizes and finally today we can have the whole Eworld along with office documents,…… [Read More]
One of the most important concepts in public safety is the idea of "accidents." That is the wrong word for a collision that was avoidable either through attention or preventative measures. There are very few accidents on the roads. There are collisions, and they are caused by either mechanical error or human error. The word 'accident' lets people off the hook for their mistakes, mistakes that nobody should make if they are doing their job. The reality is that there are a lot of things that people do to cause collisions. One is that they take their attention away from the task at hand. When a person is operating a 2000-lb, traveling at a speed sufficient to induce deadly force, one may wish to pay attention, to prevent collisions. Mobile phones are just one of many sources of driver distraction, but there should be penalties associated with driving…… [Read More]
The question of demand for this product is somewhat more complex than the preceding two issues. As a replacement technology, the Zentral Home Command emote system is competing for market share insofar as the market is defined through the functionality of the product, but as the Zentral system is the first product of its kind to be made widely available to the public it is also essentially creating its own demand in an entirely untapped market (Michaluk 2010). It would be incorrect, that is, to assert that the Zentral emote system was in direct competition with traditional remote control manufacturers, but it would be equally shortsighted to assume that the product had no competition whatsoever. The competition comes in terms of convincing consumers to change entire technologies, and is not traditional competition.
There are no major constraints facing the product launch except for the technology factor, which is admittedly hug…… [Read More]
NFC is going to revolutionize the smartphone as an e-commerce platform.
The proliferation of smartphones continues to lead to exceptional growth of application development across all platforms, with Android being the clear leader in the last six months of development. The decision to make the platform and source code both open have contributed to Google quickly overtaking Apple and their iPhone OS operating system in terms of market share. It has also need to more phones and devices supporting Android than any other operating system today. The growing competitive threat to the Apple iPad is also attributable to the Android operating system gaining critical mass in this segment of the market as well. Finally, the collaboration applications on smartphones continue to redefine how businesses use these from an enterprise standpoint. Sales force automation, CM, and customer service have all been made more efficient due to smartphone applications. The dominance…… [Read More]
This could bring a flood of new competitors to the market. Verizon is working with other wireless providers to gain preferential access to new wavelengths. Previous auctions, including the 2007 auction of the 700 MHz spectrum that Verizon won, came with open-access rules. Verizon is battling the FCC with regards to the regulator's desire for openness rules on all bandwidth, something Verizon considers a threat to be actively combated (Singel, 2009). As a whole, the regulatory environment has become less favorable to the wireless industry of late, with the FCC taking a more active role in micromanaging the industry (Corbin, 2009).
An analysis of the competitive environment using Porter's Five Forces model reveals that the competitive environment for Verizon is moderately challenging. There is strong buyer power. The main driver of buyer power in wireless is the low switching cost between providers. Buyers are also savvy and have…… [Read More]
In conjunction with these car ads, car insurance companies took advantage of this by advertising their services as well. Car insurance companies that I noticed advertising through billboards were Safeco, Progressive, and All State. Progressive provided a catchy and positive note to its ad by having the slogan, "Happy drivers make good drivers." From what I can recall in the All State ad, it mentioned something about safe driving, again with a catchy phrase: "Safe driving bonus for not driving like a paparazzi." These car insurance ads, particularly for Progressive and All State, tackle issues relevant to motorists, their target market: both chose to discuss driving behavior, using different ad 'treatments.' Progressive addressed reckless/irresponsible driving by focusing on the ideal driving behavior and its positive outcome, that is, drivers must have a happy temperament in order to be a good driver. All State, meanwhile, chose to go the opposite route…… [Read More]
Apple's 2011 profits "are predicted to climb another $3 billion, or 22%, to $16.5 billion. The iPhone is still on fire. And the new iPad sold a whopping 3.3 million units in its first quarter on the market" (Cendrowski, 2010). While it is true that Apple is hardly an overlooked 'gem' and is a fairly mature state as a company, it is also true that it has many new 'hot' products. Apple continues to innovate, most notably with its recently-announced 'iCloud' service (Hughes 2011).
Part IV. Why you would recommend this stock at the price level? (Why it is undervalued for buying recommendation/overvalued for short selling recommendation?)
The announcement of the iCloud services is likely to mean expanded sales in the near future for Apple. "We notice that every time a new feature is added to iTunes (like TV and movie rentals), its utility value increases, which in turn drives…… [Read More]
Again, Mc Donald's has managed to deal with competitive threats posed by both these market players due to the fact that the prices that Burger King, Starbucks and Costa Coffee charge are much higher than that charged by Mc Donald's. The primary reason behind higher prices of Costa Coffee and Starbucks is the fact that their target market is much stronger and niche as compared to that of Mc Donald's. The recent economic crunch however, has benefitted Mc Donald's as many people who prefer sophisticated ambience, due to their lower purchasing power and increased inflationary pressures now prefer Mc Donald's over the likes of Starbucks and Costa Coffee. As a result, Mc Donald's is the strongest market player in the Global region today.
Mc Donald's target market includes all the people who travel for leisure and/or business purposes and prefer to have a luxurious accommodation. The cafe provides best possible…… [Read More]
Apple Computer is one of the great corporate success stories of the past decade. On the back of a successive string of hit products, the company has experience rapid growth over the past several years. In its last fiscal year, ended 9/25/2010, Apple earned $14 billion on revenues of $65.2 billion (Apple Inc. Fiscal 2010 Form 10-K). These figures increased 70% and 52% respectively in fiscal 2010. Apple has a stellar balance sheet and its stock price is now at a lofty $315 per share (MSN Moneycentral, 2010).
Apple's primary business is in consumer electronics. The company's core businesses are in personal computers, mp3 players, smartphones and electronic media. Apple's leading products include the Mac line of computers, the iPod, the iPhone and the iPad tablet computer. The company's media properties include the iTunes music store and the iPhone App Store. Apple operates a number of proprietary retail outlets and…… [Read More]
Five Forces Analysis of Palm
Palm's corporate strategy is what Michael Porter would call Cost Leadership. According to Gavin Reid, "Cost leadership is often driven by company efficiency, size, scale, scope and cumulative experience (learning curve). A cost leadership strategy aims to exploit scale of production, well defined scope and other economies (e.g. A good purchasing approach), producing highly standardized products, using high technology."
In the first element of its corporate strategy, Palm states that it will "strive in order to reach a leading position in attractive markets." It does not indicate which market in particular, as with Focused Strategies, but any market which happens to be attractive to Palm at a given time (i.e. A market that they believe they can be competitive in.) Notice that Palm is not trying to create new markets or innovative product categories. Instead, Palm intends to scout existing mobile market segments…… [Read More]
Porter's generic strategy typology highlights that firms succeed either by being a cost leader, a differentiated producer or by being a niche player, again with either a cost or differentiated focus (QuickMBA, 2010). Palm's approach is mass market, and the company is essentially competing as a differentiated player. ith its proprietary operating system and lack of ultra-low price points, Palm is clearly adopting the same differentiated strategy with which it had considerable success in the handheld computer industry.
Key Input Factors
The three input categories are environment, resources and history. To be a differentiated producer in the smartphone industry, Palm needs to have a strategy that is congruent with the key factors in each. The most important environmental input is the competitive environment; the most important resource is marketing ability and the most important historical factor is the company's brand. These three key inputs will be…… [Read More]
This understanding will help Apple to better predict future usage patterns.
Apple always wants to be out front of trends in its industry. This characterizes the type of data that it wants to receive. Market feedback data, for example, reflects old news for the company about its competitive position. Apple knows, for example, that it is losing market share to Android but uses that information to help it search for the knowledge it truly needs -- what is Android doing that Apple is not and how can Apple leapfrog Google and regain that market share.
Apple uses a variety of information sources in order to help make marketing decisions. It wants to be a leader in the field and not reactionary, so it uses the information it gathers to try and determine future trends in the industry. This information provides the basis for superior decision-making that allows Apple to design…… [Read More]
Apple remains committed to its differentiated positioning, and that will inherently limit their share of the market.
Tablets are Apple's second-largest market. The iPad was launched in fiscal 2010 and in fiscal 2011 it enjoyed 311% growth. It has now begun to emerge as a substitute for personal computers, even in the corporate market (Etherington, 2012). This has helped to drive growth. The iPad has always been a differentiated product within this market, based on its rich features and high price point. As with smartphones, Apple faces competition primarily from Android for this business, with Blackberry and indows trailing. The tablet business has better low-end options than the smartphone business. For example, Amazon's Kindle and Barnes & Noble's Nook are low-end tablets that evolved from e-readers and have taken a large share of the tablet market. Apple is also going to face increased competition from Microsoft in this market, as…… [Read More]
One industry that has shifted in the past few years in terms of its structure is the smartphone operating system market. A few years ago, most of the early smartphones were based around proprietary operating systems. Palm and Blackberry dominated the market. Apple joined the industry with the introduction of the iPhone, but more recently other firms have entered the market as well, including Google (Android), indows, Symbian and other systems. The market has moved from a stable oligopoly of four firms basically between two firms into a market that is much closer to monopolistic competition. However, there is the risk that as operating systems shake out, the market could return to an oligopoly of just three operating systems (est & Mace, 2007).
In the short-run, firms in this industry will seek to gain market share through differentiation. The products are slightly differentiated from each other -- they…… [Read More]
Value proposition 3
Features and Benefits
Table 5.1.2 Marketing Expense Budget
The founders of Dropbox Inc. have formulated this three-year marketing plan with an aim of securing additional funding for growth as well as to inform potential investors, as well as existing customers of not only the service's direction but also its current status. Initiated only six years ago, Dropbox has experienced significant growth, and available data shows that the target market of corporate customers and consumers (active) aged between 25 and 45 would want to not only get involved in the Dropbox digital world, but also be assured of the security of their stored files. In addition, the company plans to explore opportunities for Android and upcoming Mac versions. The marketing environment…… [Read More]
Patents are a source of protection for intellectual property in any industry. The value in a patent is that it allows a company that has developed a product or proprietary technique to enjoy monopoly power over that, thus enabling the company to recoup its investment in the development of the proprietary product or technique. Patents are published as a matter of public record, and this is not deemed harmful because of the strength of law protecting patents. The typical response of competitors to patents is that they either build on the patent in a meaningful way, so as to receive their own patent for a new product that may be built on the original product. Alternatively, a competitor may develop a similar product that performs the same function as the one covered by patent, and receive its own patent on the new product. Patents typically can only be held…… [Read More]
Tom Tom is facing significant difficulties as a shift in technology has threatened its major revenue streams. Smartphones are basically giving away for free what TomTom has been charging people a lot of money for, and to nobody's surprise this has resulted in the company losing revenue and taking a loss last year. If TomTom lost money in the first year of the smartphone era, when they were still a niche technology, the writing is on the wall for what will happen when smartphones become saturated in the market.
An examination of the company's strengths, weaknesses, opportunities and threats reveals that all is not hopeless for TomTom, however. There are opportunities within the market that the company can leverage. While its strengths are losing their ability to generate competitive advantage, TomTom is still strong enough to develop new market opportunities for itself. Three different strategic options are presented, based on…… [Read More]
74 and a cash ratio of 2.03. Apple has no long-term debt and a 2-to-1 debt ratio (MSN Moneycentral, 2010).
Apple has relatively few weaknesses. The company's emphasis on software, marketing and design has left it with a weakness in hardware. Apple products do not have the superior lifespans one would expect from a product commanding a premium price tag.
Another weakness is the dependence on leadership. Apple without Steve Jobs simply does not perform as well as Apple with Steve Jobs. Jobs is responsible for driving innovation at Apple in particular, and his involvement is a cornerstone of the company's innovation strategy. The importance of the leader is such that negative news concerning his health cause the company's stock to drop sharply. The health of Jobs has been a concern for several years and his departure is expected to have a negative impact on the company's fortunes (O'Toole, 2010).…… [Read More]
g. Lufthansa); partners with Blackberry and Yahoo for in flight conveniences.
Early aggressive additions to fleet and service did, as analysts predicted, negatively impact the company.
Company will need to carefully evaluate routes, new service, new equipment, and new technology in order to maintain growth potential.
Fairly stable and industry respected; replaced CEO in May 2007.
Needed a new managerial focus after 2004.
Optimistic, keep tight rein on overly aggressive expansion.
Jet Blue University, compensates better than most airlines, rewards loyalty for service
Unsuccessful attempt at unionizing
Ensure mission is translated to consumers; empower local employees to make better decisions so clients are not left sitting on tarmac.
Huge and rapid growth spurt in early 21st century
Became a model for other carriers; major carriers copied model and took away share
Continued energy and fiscal focus on consumers and next generation of airline ideas.
Marketing…… [Read More]
The higher and more immediate the impact of the launch is with the target population of consumers, the more effective the product launch will be in establishing market dominance with a growing majority of the public (Burgelman et al. 2008; Kapp 2009).
The brand and product message will focus on the streamlining of life through the assistance of technology -- the emphasis on both the technological and luxury aspects of the product are essential to the launch and to attracting the attention and the support of the initial target market (Pride & Ferrell 2004). As the target population is by definition one already engaged with new technologies and has developed an acute appreciation for the sense of luxury and the image innovations provide, this message should be highly effective. This will also have an effect on the advertising media used; for the initial product launch and immediate advertising campaign, emerging…… [Read More]
9 million subscribers (38.5% share); and Telus has 6.1 million subscribers (29.7%).
The cell phone industry's wireless providers partner with cellular phone and wireless device manufacturers in order to provide devices to consumers. In the third quarter of 2008, an estimated 3,000,000 devices were shipped, indicating strong device turnover nationwide. The market leader in devices is Samsung, with a 27.8% share (Samsung/IDC, 2008). The market is still growing, despite the economic downturn, with a growth rate of 4% expected for 2009 (IDC, 2009).
One strong segment in the industry is the advanced smartphone industry (Blackberry, iPhone). This segment now accounts for 21% of the market, driven by an under-30 demographic (Persaud, 2009). These devices are marketed through the usual providers. Blackberry has deals with all three providers; the iPhone is marketed exclusively through Rogers. The other main segment is the general wireless (regular cell phone) market.
The government plays a…… [Read More]
There's also the issue of speed and response that each of these devices imply and the expectations of those that are members of social networks, keeping mind these social networks could be the departments they work in for their jobs. Even the iPod has this speed of response inherent within it from having the continual stream of new songs copied onto it for use during commuting, working out and working. The advent of social networking sites that are accentuating the speed of response include Twittr and others, which support messaging to PCs, hybrid MP3 players and smart phones. Inherent in the social network that is fostering the growth of these technologies that provide options for collaborating and connecting more than ever before is the implied expectation that once someone is contacted they will respond immediately. The urgency of the immediate often overtakes the importance of the longer-term more introspective…… [Read More]
" "We tried to call you." "Why didn't you return my call?" For some reason, not for lack of trying, I nearly always forget to charge my cell phone. It is not that I am anti-technology. I spend too much time on my computer and Internet. There is something psychologically taking place with me and that cell phone. And, it gets me into trouble. When I need to make a phone call when I am away from home, I cannot find a pay phone. They are quickly being removed or broken and unfixed. I can go for miles without finding one. Once I ran into a police station to see if they had a pay phone and even they had removed the one in the hallway for the public.
I am amputated unless I remember to charge my phone.
We are undergoing a communication shock, as when the printing press…… [Read More]
He doesn't mention Apple's iPod, iPod Touch, and iPad, but those devices also pose a challenge for traditional radio broadcasting. People can "…select music that suits their individual tastes and many have wider repositories of music in their own libraries" -- thanks to the iTunes and similar services -- than are offered on the playlists of radio broadcasters (Picard, p. 1).
Moreover, Satellite and Internet radio are offering "hundreds of choices of highly focused music formats," Picard continues, making radio "…a less relevant platform" for music and entertainment than it was previously (p. 1). Besides using Satellite radio -- and being willing to pay for a service that specializes in exactly the music genre listeners prefer -- users are downloading podcasts on a number of topics that interest them, Picard explains. The problems for radio resulting from these alternative audio choices are "compounded" in the United States due to the…… [Read More]
This is light of the fact that Samsung competitors in electronic market are more dominant e.g. Sony, Panasonic, and LG in home appliances and Nokia, Apple, and HTC in mobile phones market making it an uphill task for Samsung mobile to stand out among such a crowded brand parade.
Samsung must also realize that the electronics industry and communication in particular is very dynamic and is growing fast each and every day. They should hence find a way of forestalling the ever increasing competitors entering the market. This calls for a tactful sales strategy that should be outlined by the management at various levels so that they can keep in step with the competition.
There has been as well, a notable reluctance or lack of vigor in the advertisement of the Samsung products as compared to the competitors making it easy for the customers, even those who were originally Samsung…… [Read More]
When a company wants to promote a featured application or product, there are many ways to grab the instant attention of possible consumers. One option that should be considered is the use of large, vibrant and clear images. This option will immediately grab the attention of the individual viewing it. It will only take a few seconds of viewing a particular item to know if it would interest or be beneficial to the consumer. The first announcement of the Apple iPhone was during the 79th Academy Award Show in a commercial where the iPhone said "Hello" followed by several well-known movie stars and celebrities handle the phone by cameo appearances (Mickalowski, Mickelson, and Keltgen, 2009). The pictures of the product should be descriptive enough on their own, leaving the written content to a minimum. The ad should keep the content brief but informative by using bold and…… [Read More]
Technology on Customers in egard to the Following
The greatest change in technology has been in the delivery of information. This has impacted the developed and developing world alike. So the firms in U.S., for example, spend more on office-based functions of information handling which has been the major change and has dominated the patterns of development and brought about a change in the structure of work and growth. The modern business depends upon the way information is processed and made useful. (Allen; Morton, 1990) Based on that, companies have changed their strategies of manufacture and technology to suit the needs of customers.
The mobile bandwidth gave more impetus to the merger of the internet, music and the basic telephony and the 'mobile phone' has been converted to a workstation that has become multipurpose. Thus gadgets like PDAs, iPods, and camera phones, Blackberry and Wi-Fi have made the consumer technology's…… [Read More]
Homeland Security and Preparedness, esponse, Activities and Programs in Disaster esponse or Disaster ecovery
The focus of this study is the homeland security issue as it relates to the preparedness of the U.S.A. government and citizens in response to the emergencies that may emerge.
The research question in this study is one that asks in light of the past disasters experienced by the United States such as the events of September 11, 2001, and Hurricane Katrina among others, are the emergency response agencies and the law enforcement agencies in a better position to handle disasters from preparation to response and ultimately recovery effectively in the event of disasters or terrorist attacks?
The significance of the research in this study is that the effectiveness of the preparedness of Homeland Security initiatives should be addressed as it is not possible to know where and when disaster will next strike and the…… [Read More]
Communication Islamic Countries
Freedom in all its forms is a highly contested topic across all areas of politics, not only in countries where freedom has been traditionally repressed, but even in the most democratic of states, such as the United States and the UK. When freedom extends to the press, the contestability of the topic gains an extra dimension. Some critics, for example, advocate freedom of the press only to such an extent as its ability to promote a peaceful existence and harmony among citizens and their government. Others, however, would see the press gaining complete freedom, regardless of its consequences for personal and collective peace. In Muslim countries such as Indonesia and the United Arab Emirates, freedom extended to the press and the media is yet further muddied by the importance of religious and state rule in these countries. In both environments, Islam remains the main ruling force in…… [Read More]
Customer Value Equation of the Product
Product Marketing Mix
Product Promotion Process
Target Market Analysis
Global Ethical Marketing Considerations
The globe and its entire human race in the twenty first is witnessing revolution in many facets of life and technological boom in communication is one of the immense transformations that have changed the standard and ways of living. Quite a few of the technological brands and products are surging ahead even to the leading economies as well as underdeveloped and developing nations. Apple iPhone is one of those brands that have become widely accepted and well-known, and has captured numerous consumers ranging from U.S. To Europe to Asia (White, 2012).
Apple iPhone is one of the U.S. based brands that offers hi-tech communication product (mobile phone) to its customers with a wide variety of features such as games, music, videos, web connectivity and many…… [Read More]
Google is an information services company that makes most of its money in online advertising. The company owns the world's #1 website by traffic (Google.com) and several other top websites in Blogspot and its nation-specific search sites (Google.de, etc.). Google has a number of different product/service offerings including online advertising, the Chrome web browser and the Android mobile operating system. Revenues last year were $37.9 billion and net income was $9.7 billion (MSN Moneycentral, 2012). Almost of all of this revenue came from online advertising (2011 Google Annual Report). The company's guiding philosophy is that it wants to "organize the world's information and make it universally accessible and useful (ojcicki, 2012). The company also leverages its focus on innovation to create new products. Even though Chrome and Android do not make money for the company, they are industry-leading products that contribute to advertising revenue streams.
Michael Porter outlined…… [Read More]
In addition, expect an in-car camera increase, to expand "an effort to protect officers from unwarranted complaints (CPD, 2007)."
• Expect an increase in the availability of hardware devices based on any increase in system or application users. Consider the hardware users for Santa Barbara in a parallel comparison: The Santa Barbara "population includes all full-time employees and also includes eserve Officers, volunteers, Explorers, temporary employees, and a small number of users that work at other city, county, and state departments that have access to portions of our systems."
• Expect an increase in capacity for data storage. With an expected increase in population, the CPD can expect a larger pool of transactional data for recording and updating.
• Expect a need for new software development and software integrations. To continue to improve its information technology program, the CPD will continue to develop new software to expand on mapping systems,…… [Read More]
Elasticity of Demand
Discuss elasticity of demand as it pertains to elastic, unit, and inelastic demand
Price elasticity of demand is the measure of the change in the demand of a given product as a response to a change of its price. When demand is inelastic (a value versatility less than 1), a value increase raises downright income, and a value reduction lessens absolute income. The point when interest is elastic (a value versatility more remarkable than 1), a value expansion lessens all out income, and a value decline increases downright income. The point when demand is unit elastic (a value versatility equivalent to 1), a change in cost does not influence absolute income (Dewett, 2010).
Discuss cross price elasticity as it pertains to substitute goods and complementary goods.
The Cross-Price Elasticity of Demand is used in measuring the rate of reaction of the amount requested of one item arising…… [Read More]