QNT 561 BlackBerry Research part one (Final draft)
QNT 561 BlackBerry Research part one (Final draft)
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Date Created: 11/09/15
RUNNING HEAD Blackberry Research Business Research Project Part 1 BlackBerry QNT 561 Applied Business Research amp Statistics University of Phoenix November 25 2013 BlackBerry Research Blackberry Research 2 Learning Team C has identified BlackBerry Inc as the company of interest for further research BlackBerry was founded in 1984 by a pair of engineering students Mike Lazaridis and Douglas Fregin who introduced various communication devices to the market These products were extremely popular in August 2007 when the stock was listed at 236 The company always had an edge over competition until recently it started to stumble BlackBerry has just introduced a new phone called the BlackBerry Z10 creating a new smart phone in hopes of saving the company from a financial demise The company needs to move towards a massmarket model appeasing the market39s late majority instead of being the innovators of old focusing on the early adopters Being an innovator usually entails selling fewer products because you are only appealing to the early adopters and early majority This is a strategic question that needs to be addressed because BlackB erry has become more stagnant other companies are more agile and will be overtaken in their position in the market The team will identify the product and services discuss the dilemma provide a purpose statement for the necessary research and draft research questions addressing the problem and purpose statement Products and Services BlackBerry offers innovative communication products such as two way pagers email devices key board phones as well as the new BlackBerry Z10 Among the product lines are Play Book tablet smart phones and software accessories A common accessory is the BlackBerry Mini Stereo Speaker that allows the user to receive an important call while on the run or wirelessly play music from a Smartphone Delaney 2013 The BlackBerry Innovation Dilemma Blackberry Research 3 The BlackBerry innovation dilemma identified is that no new BlackBerry products have been introduced to the market since 2009 Vauhini Vara August 2013 New rivals have emerged and redefined the market with more creative products giving BlackB erry no other choice but to face its greatest challenges The team is conducting this research to understand BlackB erry s innovation dilemma The reason why the team look to BlackB erry as an innovator is because the company was for years one of the world s most innovative builders of communications products However the story of its past six years has been one of missed opportunities First the company failed to recognize that the iPhone could hurt its success It overlooked the threat of lowcost competitors in Asia Recently executives threw the company s little remaining energy into a new line of highend smartphones that failed to resonate with consumers having arrived far too late with too little to offer Vauhini Vara August 2013 For a company that launch many mass communications devices that were purchased in mass by corporations and government agencies the consumerization of business technology was already underway and the company had failed to come to grips with it when BlackB erry users returned home and pulled off their ties they picked up iPhones which were a lot more fun to use Soon they wanted to use iPhones at work Simultaneously companies realized that workers would be happier and more productive buying the device of their choice and the firms themselves spared the expense of providing their employees with phones and would save money Vauhini Vara August 2013 The BlackBerry Z10 is a new phone that has many features that mimic the Apple iPhone except for some operational and external designs it mimics the operational features of a Windows 8 computer yet with some of the iPhone application features Further research of the Blackberry Research 4 consumers needs wants and desires in a smart phone is needed to refine a new product to rescue a company in pearl of going out of business Purpose Statement The purpose of this report is to describe the main issues related to Blackberry and how the issues can be resolved This research will show how Blackberry can be one of the top cell phone manufacturers providing products and services to customers all over the world Research Questions Addressing the Dilemma 1 How can we increase sales revenue and consumer base 2 Do we need improved or increased focus on customer satisfaction 3 What are our marketing and customer service strategies 4 How can we enhance the Blackberry brand appeal to individuals and professionals 5 What do we need to do to effectively compete with other cellular phone manufacturers 6 What are the company39s future plans to stay on top of technological advances Conclusion From our research so far on blackberry the future seems precarious because the company s present predicament seems quite intense and this will not be helped in any way by the Blackberry Research ultra competitive nature that exists in the cell phone market place Whatever steps the company can take they have to do it quickly because as each day and month pass by money and customers keeps exiting into the arms of the new cell phone innovators Although BlackBerry has multiple problems we believe it is not totally hopeless they just simply have to find a way to address their serious dilemma As we continue to analyze these problems our team will present some workable solution which we are absolutely confident will transform this company again into the leadership position it once held Blackberry Research References Delaney B 2013 The fall of BlackBerry Time 132 3 3940 BBSCNWcom 2013 A Short History of the BlackBerry Retrieved on November 16 2013 from httpWwwbbscnwcomashorthistoryof theblackberryphp
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