Marketing for BlackBerry Name Institution Course Date 2 An Overview of the brand's background The Canadian mobility solutions was once a market leader in the industry with their Blackberry products. As a leader on smartphone manufacturing, their first gadgets had a thumbing keyboard that was received very well by the consumers. For this reason, the brand grew exponentially, becoming a household name. Their most significant and most crucial clientele were the government and big corporate firms (Hill, 2). Their Unique Selling Proposition for these market niche had been its superb security features that were incomparable to any in the market. Nevertheless, there was a considerable market shift with the advent of more sleek and sexier tablets and smartphones that caught the brand flatfooted. As a result, the firm recorded the worst sales since inception that lead its share value shedding by over 80% by the end of the year 2011 (Financial Times, 1). Current marketing plan Blackberry's current market plan is a result of bowing to market pressure, where more of the windows and android platforms are preferred. Since 2016, the firm has continually been rolling out marketing strategy after another under the leadership of John Chen as the CEO. As a result, current mobile-based solutions by Blackberry has enabled it to recapture a considerable market share of about 5.9 percent (Hochmuth, 3). Firstly, the brand began by halting the manufacturing of on their handset device that was not p ...
Purchase document to see full attachment