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.