Conducting A Case Study, Blackberry And Apple Brand Positioning

Conducting a Case Study

Case studies are generally evaluating the real-life incidents and for that particular situation help the future findings as well. The situation can draw some effect which will encourage the future study. For the conduction of a case study, choosing problem is the concern issue that needs to be highlighted at first (Klodner 2013). Then research over the problem is important for the development of the case study. A case study also states the information about the situation and analyzes data issues for the development of the organization. More research can be modified over the structure of the case study and for this reason evaluation of that case can be modified by the information are gathered by the situation (Tirunillai and Tellis 2014). There are certain effect also stated in the case study and that will be analyzed by the findings of that study. So the limitation and the understanding of those works are important and relevant to determine the dimension of the case study (Giachetti 2018). Logical thinking and background of the study is important to understand the case study and this is the reason behind the proper establishment of the case study. Research, problem analysis, understanding of opinion, modified buildup and evaluation of questions are the main objectives and procedures of conduct a case study.

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Blackberry is one of the successful brands that identify their target market and customers for better market expansion. The innovative design that was introduced was the first executive phone in market (Larivière et al. 2013). The newly incorporated marketing plan and communication strategy improved the position of the company in midst of contemporary mobile market (ijbmi.org 2016). The changed scenario of Blackberry and the inclusion of “Lifestyle Segment” in phone provide them information about the quality lifestyle and healthy manners. The positioning of the company was quite better on those situations as the company had to compete against Samsung, Nokia, LG and Apple (ijbmi.org 2016).

Andik Matulessy and Ni Luh Adiansunyani are two concern journalists those who had worked over the material and evaluated that telecommunication leadership has the rapid progress through the invasion of Blackberry in late 1990s’ time period (ijbmi.org 2016). The production of the company and the innovative nature of the company have been stated over the journal. The introduction of the company along with the current market specification has been discussed in this journal and thus ultimately provides a good idea (ijbmi.org 2016). The strategic influence that has been discussed in the particular journal has the idea to maintain the brand culture for the company. After a long delay BlackBerry, attempted to re-enter the business market try to issue new phones with innovative concepts (Mohd Suki 2013). The phones deals with new technologies and those preferring Smartphone have the facility to improve their market as the Android version of those phones is the key need in this contemporary generation.

Blackberry Brand Positioning

The data is primary where 100 respondents have taken in between the age of 21- 40 years. People used BlackBerry mobiles knows about the phone culture and innovation and they are very friendly to that phone (ijbmi.org 2016). The satisfaction level of customers and loyalty issues are the findings of the research that provides proper dimension in the business research methodology. The loyalty of that brand and the innovative nature of the brand is the prime discussed concern in the journal and that has suggested a good relationship of company with customers. The positive image of the brand and the loyalty has been shown in between the participants and reflect the positive response as well (Jaswal et al. 2016). 57.7% people are loyal to the brand and that shows the contemporary market expansion of BlackBerry (ijbmi.org 2016). Method of customer satisfaction is the prime concern for the company so loyalty maintenance and positive innovative changes are the concerned process that evaluates the company standard and functions.

Importance of the Questions and Estimated Conclusion

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The required questions are to be asked in that situation to evaluate the brand positioning of BlackBerry and identify their strong areas in business. Brand allegiance contains the purpose of mental procedures which demonstrates that when customers are loyal to certain products, consumers will vigorously select the brand, engage with the product and grow a positive boldness to the brand (Jain and Pant 2015). In case of analyzing the performance certain questions are liked to ask to those participants.

  • Does the commitment that BlackBerry provided imposed in their products?
  • What are the policies BlackBerry has implemented for enduring their product sustainability?
  • What are possible designs that BlackBerry has imposed for the enhanced Brand Positioning?
  • What are the revised manufacturer changes and cost reduced acuity that BlackBerry has been imposed in the market? Does it engage more people in the company?
  • What are the technological uses that have been introduced by the company for their better product commitment?

These questions are relevant as well as important in case of product comparison in between BlackBerry and other companies and to understand the brand culture of BlackBerry. Most of the earlier people voted BlackBerry for better service and loyalty. The innovative change that was introduced by the company on that time was impactful and first by any company market (Sata 2013). Reversion analysis presented in the planned research, which is an association between the brand appearance and customer gratification with loyalty for having BlackBerry products (ijbmi.org 2016). There is optimistic connection between the band appearance with loyalty over the buying situation of a BlackBerry, more optimistic appearance, the advanced the level of brand allegiance, and there is a positive connection between consumer gratifications with loyalty provided by a BlackBerry devices (Jun et al. 2017). Therefore it can be concluded that most of the organizations are considered their brand positioning as one of their dimension in business so in that case BlackBerry need to focus over the customer satisfaction and loyalty for the better stretch of their business expansion (Tirunillai and Tellis 2014).

Person Conducted the Study

Apple is one of the renowned companies in the world thus their range products are incredible in comparison to any business organization. Apple brand positioning and product strategy analyzes the range of products the introduced by Apple, the largest mobile making company in the world (Payne 2017). Tim Cook, the CEO of the company has focused on the brand differentiation in mobile market and brings innovative changes in mobiles so that Apple can grasp up the whole business market of mobile. In the early periods, Apple’s product was important from the point of view of customers as the innovative thinking that Apple has found is not compared by any of the brand and they are providing focus on their customer taste and culture (Jun et al. 2017). In the early decades, Apple’s brand was very much that of a challenger, bringing easy to use computers to consumers and small businesses in a way that as focused on the needs of the positioning and their existence in market.

Wan Rasyidah Abd Razak, Nur Hamizah Ahmad Zawawi are those two journalists, who have made an impactful evaluation of Apple brands positioning (ijbmi.org 2017). The Company projects, productions and markets mobile announcement and media strategies and transportable digital music systems are the innovative changes in company that has already made in their business strategies. The diversified software, facilities, accessories, interacting explanations and third-party digital content are the additional option that has for the company to grow their business in terms of evaluates the marketplace of the company (Kuuru and Tuominen 2016). In this journal, effective development of their products and improved strategies for the sustainable market condition are the selected way for the company (ijbmi.org 2017). Apple and its affiliates were planned, produced and traded electronics and software goods and also deliver linked services to their goods and applications, as this is the strong professional maintenance that company is making their relation with the customers and to retain them for the development of the organization.

Primary method also applied for the evaluation of the company. The announcement of participant and their review over the company is important in this scenario. The branding strategy of Apple is the most convincing strategy that they has applied in their business and for that reason the range of corporate market they has hold is incredible (Maarit Jalkala and Keränen 2014). Apple brand reflects the approach of innovation, imagination and design. They have blended all this approaches and comply over their business. The Brand development strategy of Apple based on the internal and external business experience and establishes their advertisement for the development of the company. The company has three types of brands like Corporate, unique and range. All these brands have established the strategic influence of Apple in external market (ijbmi.org 2017). Most of the companies are doing their best moral development to finding a proper strategy so that they can enhance their business in the external and internal market as well, for Apple; the strategy is corporate branding strategy, as the strategy has mixed with the emotional involvement with products (Maarit Jalkala and Keränen 2014). Products have been placed by the assimilation of emotional attachment and people have not detached their live from those products.

Methodology of the Study

Importance of the Questions and Estimated Conclusion

 Apple brand strategy focused on the emotion, thus the lifestyle, imagination and innovation that produced by Apple is important through the advanced technology .This is the kind of enormous challenge that they have taken in between them to produce better architecture brand which is considered as the technologically leading brand too. Apple loves to make the real sense of community and for this reason they have diverse market and people from every culture love their brand (ijbmi.org 2017). This is also a good marketing strategy that Apple has implemented in this competitive business scenario to sustain their brand image in this market (Maarit Jalkala and Keränen 2014). The questions that have been asked to participants are the evaluation of their market position and to sense their brand culture.

  • What are the strategies that Apple has taken to enhance their market positioning?
  • What are the possible reasons for high price rate that Apple has accessed?
  • What are the recommended implications that Apple needs to impose in their brand for better market orientation?
  • Does Apple marketing strategies are well- constructed rather than other technology companies?
  • Does Brand positioning or architecture really affect the marketing strategy?

Therefore all those questions are the indicative manner of identifying the market positioning of Apple and for that reason, these questions have created a base where the answer of the company evaluation has been made. Company growth is depending on creating value for the people culture and market research process. The aim of those questions is to experience the brand positing an argument over the positioning strategy (ijbmi.org 2017). Data collection in terms of answers provides the concept of brand position and their differentiate manner of progress (Maarit Jalkala and Keränen 2014).

 The comparison between these two brands or company can be done in  ajudgmental manner as both the companies have the reputation to dominate other companies at their peak times. Thus they have to maintain some strategy for the sustainable growth of the company (Lieven and Hildebrand 2016). In case of Price comparison, both these companies have high range devices however the executive phones are first introduced by BlackBerry and that was reason people love to use BlackBerry on that time but now the market of BlackBerry has fallen up and Apple has sustain their business by the innovative nature and accumulate innovation in their product (Nam, Joshi and Kannan 2017).

Figure 1: Perceptual Map of Gap Positioning of Apple and BlackBerry

(Source: Created By Author)

The gap that has been created by these two companies is not only based on the revenue generation through the brand positioning of a market but also highlighted the innovative thinking, technological enhancement and functional ability of these companies (Wu, Chen and Dou 2017). The innovative changes that companies have imposed in their sections are the only reason for their gap in the business market.

Importance of the Questions and Estimated Conclusion

There are certain methodologies that both the companies have imposed in their business and implementing those approaches company has structured their vision and mission for the future. Most of the companies varied their pricing policy and settle their business in this competitive business scenario. But in case of Apple, they have used a Brand strategy that imposed in their business process to enhance their market. The marketing strategy also highlighted product innovativeness and through the target market survey, a proper evaluation of the products can be generated (Rossiter 2014). There are certain questions that can evaluate both companies product and determine their brand position as well.

  • What is the different brand strategy that initiated by Apple and BlackBerry?
  • Does the pricing reduce strategy is the only way to grab the marketplace?
  • What are the possible changes that both the companies have implemented for their future business generation?
  • Determine the possible strength of Apple that can provide them a competitive advantage than BlackBerry?

These are the questions that can evaluate the differentiation between Apple and BlackBerry in their brand positioning in the market (Dissanayake and Amarasuriya 2015). From the response of people and proper evaluation has been made and that capitalize expand of business.

References

Dissanayake, D.M.R. and Amarasuriya, T., 2015. Role of brand identity in developing global brands: A literature based review on case comparison between Apple iPhone vs Samsung smartphone brands.

Giachetti, C., 2018. Vertu: An Internal Nokia Start-up Creating the Luxury Mobile Phone Industry. In Smartphone Start-ups(pp. 113-136). Palgrave Macmillan, Cham.

ijbmi.org 2016 Brand Image, Customer Satisfaction And Brand Loyalty Of Blackberry Mobile Phone Retrieved from: https://www.ijbmi.org/papers/Vol(5)9/version-3/G05934952.pdf [Accessed on 22nd November 2017]

ijbmi.org 2017 Brand Positioning by Apple Inc. Retrieved from: https://www.ijbmi.org/papers/Vol(6)5/version-1/H0605014850.pdf [Accessed on 22nd November 2017]

Jain, V. and Pant, S., 2015. Positioning Generation Y for effective mobile communication: The case of three cities in India. Transnational Marketing Journal, 3(1), pp.1-25.

Jaswal, R., Novo, J., Ponton, A., Smith, K. and Tan, D., 2016. Section D200 Strategic Analysis for: BlackBerry Ltd.

Jun, S.P., Jun, S.P., Park, D.H. and Park, D.H., 2017. Visualization of brand positioning based on consumer web search information: Using social network analysis. Internet Research, 27(2), pp.381-407.

Jun, S.P., Jun, S.P., Park, D.H. and Park, D.H., 2017. Visualization of brand positioning based on consumer web search information: Using social network analysis. Internet Research, 27(2), pp.381-407.

Klodner, d., 2013. Designing Brand Positioning (Doctoral dissertation, Masarykova univerzita, Ekonomicko-správní fakulta).

Kuuru, T.K. and Tuominen, P., 2016. Creating a conceptual framework for corporate brand positioning. In Business Challenges in the Changing Economic Landscape-Vol. 2 (pp. 177-195). Springer, Cham.

Larivière, B., Joosten, H., Malthouse, E.C., Van Birgelen, M., Aksoy, P., Kunz, W.H. and Huang, M.H., 2013. Value fusion: The blending of consumer and firm value in the distinct context of mobile technologies and social media. Journal of Service Management, 24(3), pp.268-293.

Lieven, T. and Hildebrand, C., 2016. The impact of brand gender on brand equity: findings from a large-scale cross-cultural study in ten countries. International Marketing Review, 33(2), pp.178-195.

Maarit Jalkala, A. and Keränen, J., 2014. Brand positioning strategies for industrial firms providing customer solutions. Journal of Business & Industrial Marketing, 29(3), pp.253-264.

Mohd Suki, N., 2013. Students’ demand for smartphones: Structural relationships of product features, brand name, product price and social influence. Campus-wide information systems, 30(4), pp.236-248.

Nam, H., Joshi, Y.V. and Kannan, P.K., 2017. Harvesting Brand Information from Social Tags. Journal of Marketing.

Payne, B., 2017. Brand Positioning and its Usefulness for Brand Management: the Case of Apple Inc. Newcastle Business School Student Journal, 1(1), pp.51-57.

Rossiter, J.R., 2014. ‘Branding’explained: Defining and measuring brand awareness and brand attitude. Journal of Brand Management, 21(7-8), pp.533-540.

Sata, M., 2013. Factors affecting consumer buying behavior of mobile phone devices. Mediterranean Journal of Social Sciences, 4(12), p.103.

Tirunillai, S. and Tellis, G.J., 2014. Extracting Dimensions of Consumer Satisfaction with Quality from Online Chatter: Strategic Brand Analysis of Big Data Using Latent Dirichlet Allocation.

Tirunillai, S. and Tellis, G.J., 2014. Extracting Dimensions of Consumer Satisfaction with Quality from Online Chatter: Strategic Brand Analysis of Big Data Using Latent Dirichlet Allocation.

Wu, J., Chen, J. and Dou, W., 2017. The Internet of Things and interaction style: the effect of smart interaction on brand attachment. Journal of Marketing Management, 33(1-2), pp.61-75.