A strategic marketing plan for BlackBerry that my group and I created to reintroduce BlackBerry to improve their market share.

1. Strategic marketing presentation
BLACKBERRY
Shaden Al Feryan

2. TABLE OF CONTENTS
INTRODUCTION DECISIONS
INDUSTRIAL
ANALYSIS
01 02 03
MARKETING
STRATEGY
04
CONCLUSION
05

3. INTRODUCTION
01

4. INTRODUCTION
BlackBerry was first founded in Ontario, Canada in 1996.
It was founded by Canadian engineering students, Mike
and Lazaridis

5. PRODUCTS AND SERVICES
Blackberry devices were also known
as convergent
It allows people to communicate
There were several of kinds of the
smartphones but only two colors
Blackberry leadership is a slow
market

6. DECISIONS
02

7. PAST DECISIONS
TAPPING INTO UNKNOWN MARKET
Launching the Playbook
tablet in which it was
manufactured and launched
in a rush with limited
functionalities and apps
NOT LISTENING TO CONSUMERS
PREFERENCES
they imposed their own devices onto
their consumers without listening to
their desires
NOT KEEPING UP WITH THE MARKET
Blackberry failed to keep up with the
rapid changes in the market and reacted
slowly, which resulted in the company
being left behind in the market

8. INDUSTRIAL ANALYSIS
03

9. SWOT ANALYSIS
STRENGTH
Secure
Niche segment
Skilled workers
User friendly
OPPORTUNITIES
The cloud
Tablet market
Collabs
WEAKNESS
Branding
Tablet market
Apps
Old fashioned
THREATS
Tech changes
Market saturation
Competition

10. IN DEPTH
If you want to modify these graphs, click on them, follow the link, change the data and replace them
Statistics

11. Porter’s Five Forces
model
Bargaining
power of
buyers
Bargaining power
of suppliers
Threat of
substitutes
Competitive
rivalry
Threat of new
entrants

12. PESTEL ANALYSIS
SOCIAL
Importance of social
media presence
ECONOMIC
High demand in the
market causes high
revenue and sales
TECHNOLOGICAL
Keeping up with the
rapid change in
technology
ENVIRONMENTALPOLITICS
Country’s political
concerns
Manufacturing based
on environmental
factors
Rules and
regulations of the
country
LEGAL

13. PESTEL
ANALYSIS
POLITICAL
political concerns arise in countries where
governments have restricted Blackberry’s
operations or completely banned them because
of their high security systems that makes it hard
for the governments to monitor their citizens,
such as, Egypt, UAE, Indonesia, China, India, and
so on..
01

14. PESTEL
ANALYSIS
ECONOMIC
The demand for smartphones are increasng in a short period
of time causing a lot of new brands to emerge and even take
over the market, competing with lower prices for the same
features if not even better caused a lot of costumers to switch
easily and for brands such as Blackberry to lose a significant
chunk of their customer base. If Blackberry compete globally
in volatile markets, Blackberry may gain more revenue and
success.
PESTEL
ANALYSIS
02

15. PESTEL
ANALYSIS
SOCIAL
the demand for smartphones among the youth and the
adults is high because of the mindset of wanting to be
connected all the time
social media presence is highly important nowadays,
therefore, Blackberry should take on the opportunity to
fulfill the needs of these new customers by competing,
promoting, and marketing properly and competitively in
the market to appeal to a large audience.
03

16. PESTEL
ANALYSIS
TECHNOLOGICAL
It is known that technology is growing rapidly throughout
the years and Blackberry should update their devices to
keep up with their strong competitors.
new technological developments should be analyzed by the
company before implementing new features, they should
also analyze the impact technology has on product offerings
and cost structure.
04

17. PESTEL
ANALYSIS
ENVIRONMENTAL
Before tapping into a new market, the company should
consider the recycling of their product and that they
should be ecofriendly to the environment and should
also consider how the manufacturing waste in the
technology sector should be dealt with.
05

18. PESTEL
ANALYSIS
LEGAL
In order to prevent the company from being penalized, the
company should carefully evaluate the market before
entering it in terms of the law and regulations. Such as the
discrimination law, as well as the copyright and patent laws.
06

19. MARKETING STRATEGY
04

20. 1. Primary target market: Business people.
2. Secondary target market: college
students and lower income than Apple
ipad’s buyers.
Target
Market:

21. Product name: Black-tab
Major features and benefits: Low prices relative to major
competitors. (“meeting buddy” feature )
Positioning strategy: cost leadership strategy.
Product
Strategy:

22. Penetration strategy, entering the market with low prices
and raising it later.
Pricing
strategy:

23. Intensive Distribution, maximizing outlets to
maximize sales.
Distribution
strategy:

24. 1st Campaign is
for business
people:
Send direct email
with catchy
phrases like “Have
a balanced life
with black-tab” or
“desk on the go” .
Integrated marketing
communication strategy:
2nd Campaign is
for college
students:
Mostly influenced
by celebrities, so
endorsing a
celebrity that they
can relate too and
trust.
3rd Campaign is for
low income customers:
Since they are price
sensitive, the best way
to attract them is by
creating bundles (sales
promotion)so that they
feel that they are
saving money

25. CONCLUSION
05

26. RESOURCES
· Haseeb. (2017, February 5). Pestle Analysis of Blackberry. Retrieved from
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· Department, S. M. (n.d.). BlackBerry Limited PESTEL Analysis &
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· StudyMode. (2014, November 27). Pestle Analysis. Retrieved from
https://www.studymode.com/essays/Pestle-Analysis-64488181.html.
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·
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Sohail, O. (2019, June 19). Apple's Market Share in the
Premium Smartphone Segment Remains Unrivaled, Despite a
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· Department, S. M. (n.d.). BlackBerry Limited SWOT Analysis
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ysis-for-2016.

27. Industry Analysis - Top 3 Methods to Assess and Analyze an Industry. (n.d.). Retrieved from
https://corporatefinanceinstitute.com/resources/knowledge/strategy/industry-analysis-methods/
· Savov, V. (2016, September 30). BlackBerry's success led to its failure. Retrieved from
https://www.theverge.com/2016/9/30/13119924/blackberry-failure-success.
· Alumni, J. L. (2018, February 1). The Rise and Fall (and Rise Again?) of BlackBerry. Retrieved from
https://digital.hbs.edu/platform-digit/submission/the-rise-and-fall-and-rise-again-of-blackberry
· Gustin, S. (2013). The Fatal Mistake That Doomed Blackberry. BlackBerry failed to anticipate that consumers – not business customers – would drive the
smartphone revolution. Retrieved from http://business.time.com/2013/09/24/the-fatal-mistake-that-doomed-blackberry/
· Haseeb (2017). Pestle Analysis of Blackberry. Retrieved from http://marketingdawn.com/pestle-analysis-of-blackberry/
· Cagna, J. D. (n.d.). BlackBerry's Strategic Mistakes, and How to Avoid Them. Retrieved from
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· Cheng, R. (n.d.). How BlackBerry is fixing its once 'broken' brand. Retrieved from https://www.cnet.com/news/how-blackberry-is-fixing-its-once-broken-brand/.
· MSG Management Study Guide. (n.d.). Retrieved from https://www.managementstudyguide.com/swot-analysis-of-blackberry.htm.
· Department, S. M. (n.d.). BlackBerry Limited Porter Five Forces Analysis, Porter 5 forces analysis. Retrieved from
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