Free Essay

Blackberry & Social Factor

In: Computers and Technology

Submitted By pyroclast
Words 571
Pages 3
Social Factors
There is also a strong impact of Social factors on buying behavior of consumers. In context to Blackberry these may include reference groups, family, role and status.
Reference Groups
A person’s behavior or attitude may be directly affected by the reference groups. In case of Blackberry as it is visible, stylish and socially acceptable it has a definite influence of reference groups. This may include the working environment, social circle, opinion leaders such as friends & family.
Family
Family members also influence the buying behavior of Blackberry. Therefore Blackberry marketers have also focused on the roles played by the family members on buying decisions. For example they have several advertisements catering the family members to buy Blackberry as it is the most convenient and cheapest source of communication.
Roles and Status
Depending upon the different societies, groups and families every person possesses a role and a status. For example Muhammad Usman Ejaz is a financial analyst of Coca-Cola Middle East. He is married and has a son age of 22 years studying at Bradford University, England. In this case this man has a role of father as well as status of a financial analyst. Therefore his decision for buying Blackberry was influenced by both the role and the status. As he can communicate with his son who is away from home and simultaneously be connected to his work 24/7.
3. Personal Factors
Self-concept, personality, lifestyle, occupation, economic situation and age are the personal factors that have a strong influence in buying behavior of a person.
Age
At different stages of lifecycle consumer’s buying behavior changes. Their liking and disliking alters at every stage of their lifecycle. Considering the fact, the Blackberry manufacturers have produced their products in different shapes and features along with accessories that could satisfy the need at different stages such as for young singles, unmarried couples, married couples and professionals.
Occupation
There are some occupational sectors that need 24/7 monitoring and information updates. Considering the need of the market Blackberry has provided a platform which can contribute in getting updated anywhere and anytime. For example the companies who are involved in Forex have provided their clients with a platform that is compatible to their Blackberry. They can check their Equity, monitor the market and even execute their trade from their mobile phones.
Economic Situation
Consumer’s buying behavior is mainly associated to their economic situations; the more income and savings, the more buying power to purchase expensive and quality products. Considering this fact RIM has developed different Blackberry models for different income groups for example Blackberry bold for upper stream, Blackberry storm for upper-mid stream and curve for average stream.
Lifestyle
People in this region have a luxury lifestyle. They more spend on the luxurious items to cope up their social circle or status may be. In this region Blackberry is considered to be a luxury item, they considered to be socially empowered to have such items. On the other hand in UAE there is a corporate culture of having connected to work, so the employers provide Blackberry to their employees.
Personality
Different people at, different times and at different places, their personality change. It is the behavior of a person at different circumstances. Characteristics such as confident, organized, dominant and aggressive are associated to a person in different situations. According to our survey mostly working people said Blackberry keeps them organized.

Similar Documents

Premium Essay

Adapting to the External Environment

...Adapting to the External Environment: Recommendation to BlackBerry Ltd. 1. Introduction Blackberry had been popular around the world, especially in North America in 2000’s, and it represented a kind of fashion among young generation. It was one of the daily routines to see people using blackberry phones anytime and anywhere; for example, young people texted to each other by using unique keyboards, and business people used it for the internet, texts, address books, schedule management, and so on. Blackberry’s phones were stylish and revolutionary with high technologies and lots of tools in that period. However, there are few opportunities to see those who are using it recently. People shifted to iPhones or smartphones of other companies, such as, Samsung, LG, and Nokia. Then, why is not blackberry popular anymore? Are there any exact reasons or factors for that it failed in the market? These questions are important and necessary for the company to make the company stable and set it back to the market again. The reason why the sales of Blackberry declined greatly must not be only because of the change of the trends. It is essential to analyze the factors of sales decrease to survive in the competitive market. One of the important factors is adaption to the external environment which is necessary for all of the industries. Apple is one of the best examples that could adapt to the market pretty well....

Words: 3988 - Pages: 16

Premium Essay

Blackberry

...PESTLE analysis The economic factors plays a key role in the smartphone industry as the demand is fairly elastic and it is mostly based on the macroeconomic and microeconomic, but in the recent years economic downturn has had an impact as individual are not willing to spend on a product unless the price is right and it offers the promised values but the smartphone industry is expected to grow at fairly steady pace and the developing economies. Since the sales of blackberry are made...

Words: 885 - Pages: 4

Premium Essay

Environmental Analysis

...As company was going through crisis and organizational changes top management positions were occupied by different people and since November 2013 until today John Chen is CEO of Blackberry Ltd (Moritz, 2013)....

Words: 3393 - Pages: 14

Free Essay

Strategic Mktng

...------------------------------------------------- Business Strategy and Change Management BLACKBERRY Submitted by: Sharma Monika 20142256 Kaur Sandeep 20141745 Khurana Ashish 20150364 Kumar Rohit 20150599 Submitted by: Sharma Monika 20142256 Kaur Sandeep 20141745 Khurana Ashish 20150364 Kumar Rohit 20150599 EXECUTIVE SUMMARY The report is about the decline of Blackberry and factors responsible for its downfall. These factors have been precisely described below in the form of PESTEL and SWOT analysis. All the latest data collected in relation to a company Blackberry has been demonstrated in the form of charts and tables correspondence to other rivalry groups, which shows the clear picture and downfall of company in smartphone industry. The latest market data reveals the current scenario and situation of the company in today’s market. The report also demonstrates how the company struggles and make effective use of different strategies of various marketing communication means and tools to stay tuned and compete with such a challenging industry especially in India. It also shows the impact of other line products that contributes to the decline of the company....

Words: 4290 - Pages: 18

Premium Essay

Pest & Swot

...The PEST analysis and SWOT analysis provides an insight in to the factors which will affect the industry which in turn will also affect the companies that operate within the industry. PEST analysis: • Political The fairly friendly political climate in North America especially in USA has helped the smart phone industry especially RIM to flourish as the...

Words: 1708 - Pages: 7

Free Essay

Rim/Blackberry

...In the USA RIM owns 40% of the smart phone market, however their blackberry products are weaker internationally than their rivals Nokia. to IDC |   | Top five mobile phone manufacturers, by 2010 global sales according to Strategy Analytics | Rank | Vendor | Unit shipments | Market share | Annual sales growth |   | Rank | Vendor | Unit shipments | Market share | | 1 | Nokia | 453.0 million | 32.6% |...

Words: 5273 - Pages: 22

Premium Essay

Marketing Plan for the Mobile Phone Manufacturing Business (Blackberry)

...Bmobile will seek to give the people in T&T the latest of the latest and the “sexy” factor back on their...

Words: 7286 - Pages: 30

Premium Essay

The Influence of Blackberry Mobile Phone

...TITLE PAGE THE INFLUENCE OF BLACKBERRY MOBILE PHONE ON NIGERIAN STUDENTS: A STUDY OF UNIVERSITY OF LAGOS UNDERGRADUATES. By OLISEH KONYENUM CHIJIOKE . MAY, 2012 ABSTRACT The study assumed that youths no longer have boundaries as to when and where to use and not to use the mobile device and thus, It sought to explore the influence of blackberry mobile on Nigerian students. The research was conducted to study the influence of blackberry mobile phone on the students’ lifestyle. The theoretical basis of the study hinged on technological determinism theory and social presence theory. The quantitative method was employed and a survey research design was used with the aid of the questionnaire as a tool for data collection to elicit information from the respondents. 324 respondents were purposefully selected. The respondents cut across all six departments (Mass Communications, Geography& Planning, Psychology, Political Science, Sociology and Economics) in the Faculty of social science. 24 questionnaires were dropped from the analysis on the count of incomplete data entry at the respondent end. Therefore, the analysis presented is for the remaining 300 questionnaires i.e n= 300....

Words: 12429 - Pages: 50

Premium Essay

Marketing Management

...Target Market for Blackberry 14 10. References 15 Executive Summary Research In Motion (RIM) is one of the world’s leading manufacturer of wireless devices and also known for their smartphone and tablet range, Blackberry. It was found in 1984 by Mike Lazaidis in Canada. Initially RIM was in to wireless equipments until 1999 when they started creating Blackberry series. Blackberry is now widely used as a smartphone which is used mainly by corporate and business people. But it also attracts a broad range of users from teenagers to other professionals. It is widely available in many countries with offices operating around the world. Recent falling of stock has forced RIM to construct an all new market strategy in order to be in a highly competitive market. It has been analyzed that it is high time RIM should constitute a better marketing plan, which will focus mainly on Value based marketing along with marketing mix strategies. This report also defines the driving forces of change in mobile industry as well as how the competition has changed during years. It has also covered the different ways in which the customer behavior can be diverted to develop various marketing criteria. The success of company is depended on the new strategy in marketing which will help RIM to...

Words: 2269 - Pages: 10

Premium Essay

Blackberry History, Swot, Pest, Market Share and Profitability

...BLACKBERRY HISTORY The first BlackBerry device, the 850, was introduced in 1999 as a two-way pager in Munich, Germany. The name BlackBerry was coined by the marketing company Lexicon Branding. The name was chosen due to the resemblance of the keyboard's buttons to that of the drupelets that compose the blackberry fruit. The original BlackBerry devices, the RIM 850 and 857, used the DataTAC network. In 2003, the more commonly known convergent smart phone BlackBerry was released, which supports push email, mobile telephone, text messaging, Internet faxing, Web browsing and other wireless information services. BlackBerry gained market share in the mobile industry by concentrating on email. BlackBerry began to offer email service on non-BlackBerry devices, such as the Palm Treo, through the proprietary BlackBerry Connect software. The original BlackBerry device had a monochrome display while newer models installed color displays. All newer models have been optimized for "thumbing", the use of only the thumbs to type on a keyboard. The Storm 1 and Storm 2 include a Sure Type keypad for typing. Originally, system navigation was achieved with the use of a scroll wheel mounted on the right side of device models prior to the 8700. The track wheel was replaced by the trackball with the introduction of the Pearl series which allowed 4-way scrolling. The trackball was replaced by the optical track pad with the introduction of the Curve 8500 series....

Words: 5716 - Pages: 23

Premium Essay

Rim External Factors

...Social in a country like USA sales of blackberry seems to be fairly high during the period of November to December, the holiday season another huge socio cultural factor which have an impact on RIM is the ever increasing usage of blackberry by antisocial elements which will have an impact on the brand image of the company and its product because the consumer markets in religiously...

Words: 548 - Pages: 3

Premium Essay

Research in Motion's Blackberry: an Innovation or Communication Crisis?

...Demographic segmentation for RIM includes consumers both male & female, ages between 25 to 45 and white collar workers with social status between lower middle class to upper middle class. Psychographic segmentation includes lifestyle of consumers that are adaptive with technology, interested in social networking and early adopters. Behaviour segmentation also...

Words: 983 - Pages: 4

Free Essay

Marketing

...RIM’s portfolio of products, services and embedded technologies include the BlackBerry wireless solution, and other software and hardware.The company operates offices in North America, Europe and Asia Pacific. The company is organized and managed as a single reportable business segment, which includes the research, design, manufacture and sales of wireless communications products, services and software.The segment includes primary operations related to BlackBerry wireless solution.The BlackBerry wireless solution comprises wireless devices, software and services. RIM generates revenue primarily from the BlackBerry wireless solution, which includes sales of BlackBerry wireless devices, software and...

Words: 2565 - Pages: 11

Free Essay

Zain

...International business module code MOD001055 International Business: Element 010 – Assignment 3000 words (80%) Lecturer name INDRA BALAN Table of contents Introduction * Market share * Beginning specification Current situation for BLACKBERRY Market strategy Chronological of economy slowdown in the host country PESTEL analysis * POLITCAL * Economic factor * SOCIAL * TECNOLOGY * Legal * Environment CONCLUSION RECOMINDATION Introduction In this world there are different types of smart phone companies but we need to cover one Multinational company and that will BLACKBERRY limited. Basically black berry is founded in 1984 by Mike Lazaridisin in waterloo, Canada. Blackberry limited is also known as motion research limited, it is a Canadian wireless and telecommunication equipment company. The black berry first device 850 was introduced in 1999 with the name of two way pager. The name so the cell phone was chosen due to the resemblance of the keyboards button. And that also compose with the blue berry fruit. The first devices of original black berry are RIM857 – 850 are introduced with the Data TAC network operation. And after the new device name as Convergent smart phone was commonly known was introduced. With the specification of mobile telephone email services and the main production is text messaging....

Words: 3212 - Pages: 13

Premium Essay

Blackberry Capstone

...Strategy Formulation Capstone Project Contents INTRODUCTION 3 Company Background 3 Strategic Overview 3 Initial Analysis of Objectives 5 EXTERNAL ANALYSES 6 Environmental Scan 6 Political 7 Economic 7 Social 7 Technological 7 Environmental 8 Legal 8 Three Future Trends 9 Scenario 1: Shift from Hardware to Software Focus 9 Scenario 2: Cloud Computing 12 Scenario 3: Developing markets 14 INTERNAL ANALYSIS 15 Resource-Based View Analysis 15 Tangible Resources 15 Intangible resources 17 Value Chain Analysis 18 Primary 18 Secondary 20 Core Competencies Assessment 21 SWOT Analysis 23 GENERIC STRATEGIES 24 DISCUSSION & ANALYSIS 25 Where are they heading? 25 Where would they like to be? 25 How do they get there? 26 RECOMMENDATIONS 27 APPENDIX 28 REFERENCES 33 INTRODUCTION Company Background BlackBerry Limited, previously known as Research In Motion Limited is a wireless telecommunication equipment manufacturer, well known for its brand of smartphones and tablets of the same name. Originally founded in 1984 by Mike Lazardis, the company was managed with a dual CEO structure where Mr. Lazardis oversaw technical functions and partner Jim Balsillie oversaw sales/marketing. When stock prices began to falter, shareholder criticism of this leadership style caused both men stepped down for Thorsten Heins....

Words: 9574 - Pages: 39