BlackBerry Torch 9800 Review

The Marketing Environment - Cool, Calm, Collected

 

Imagine an atmosphere of extreme success, longevity, and developments. This environment is ideal for any entrepreneur or small business in the market yet; few ever achieve this heightened success. One such company who has grown tremendously and still maintains strong market share: Blackberry. In this environment, marketing is an essential and crucial necessity that has been utilized from the creation and development of Blackberry by Research In Motion.

When Blackberry set out in the late 90’s, it wanted to create a user-friendly device that enabled the consumer to run 24-7; and that it did.  The target market for the brand was traditionally business professionals and the everyday cellular user was not a part of their market. Fast forward 15 years and you’ll find Blackberry has opened its target market to Generation Y and beyond. Helping them to hold their established and loyal customers and gain a deeper market penetration for new customers in a competitive environment.

Consumers want a phone that works and works well. Performance is crucial and if you intend on having any bit of success, you should start at product development. Research in Motion has invested a considerable amount of money and time into this area. With product development, goods have the ability to reach newer markets, ultimately creating new initiatives and objectives within the organization.

Blackberry, most recently, teamed up with MetroPCS to offer the Blackberry Curve and service, giving Blackberry a new market: Low Income families and individuals who couldn’t afford the old Blackberry price tag. Until recently, devices still had a hefty price tag affixed to them thus distancing themselves from consumers who couldn’t buy. By providing the Blackberry device and services with MetroPCS, Blackberry joined the 2.8 Core Market consumers and 4.6 million customers and was able to tap into an even larger consumer base. Considering 51 percent of MetroPCS’ customers are under 34 years of age, Blackberry made a smart move in this effort.

The environment is simple at Blackberry and anyone that is a part of the organization can attest to this. Devices are faster, thinner, and cheaper than in times past and loyalty is formed through those efforts. Holding fast to core values and objectives while serving the consumers needs is equally profitable and successful with Blackberry. As long as their marketing environment is strong and creative, they will continue to blossom.

In Deepwater: Social Irresponsibility

We would imagine that corporations and businesses in today’s world would uphold social and moral standards but that isn’t always carried through. Some corporations emphasize their involvement in the community, dedication to reliable products, and social responsibility. The most recent blunder in the media happened approximately 250 miles southeast of Houston, in 4,132 feet of water on the Deepwater Horizon Oil Rig.

After the rig had caught fire, 13 crew members abandoned the rig and were rescued with no major injuries. The same cannot be said about the 11 crew members that lost their lives in April 2009. The break in the pipe released oil into the gulf destroying eco-systems, harming wildlife, and drastically halting the surrounding local fishing industry.



A disaster like the Deepwater Horizon rig cost millions of dollars and angered many around the globe. This sort of action, although not foreseen, was irresponsible on BP’s behalf who managed the rig. The irresponsibility wasn’t related to the disaster itself, but by the response of former BP CEO Tony Hayward on the event. It seemed that his interests were ultimately with the rig and BP, not with the environment it was destroying.

People were outraged by the lack of social sympathy shown and quickly voiced their outrage. Hayward, as of October 1^st 2010, will no longer be the CEO of BP and some credit this happening to Hayward’s irresponsibility. This is a perfect example of how corporate irresponsibility can be found in one’s negligent actions or reactions and not always from defective or harmful products on the market.