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A MICRO AND MACRO ANALYSIS OF THE MOBILE INDUSTRY ENVIRONMENT USING THE PESTEL ANALYSIS. A CASE STUDY OF BLACKBERRY - Coursework Example

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A MICRO AND MACRO ANALYSIS OF THE MOBILE INDUSTRY ENVIRONMENT USING THE PESTEL ANALYSIS. A CASE STUDY OF BLACKBERRY

As Husso (2011, p. 79) points out in his research, scholars have taken a key note of the change in the dynamic mobile environment that has threatened to push most organizations out of the market. Currently, most researchers have established that new market entrants, change of technology, and development of new government regulations have all heightened the competition. Consequently, the organization has engaged in research driven strategic management to react to the changes in the market force and to remain profitable in this industry. This research forms part of the development strategy and it's main focus is to define a management strategy that would give thrust to Blackberry and propel it to a competitive position. Literature Review The mobile industry is one of the market environments that have garnered a wide range of research from scholars across the world. Ryan (2006, p. 45) expressed the competition that exists within the mobile industry and recommended that all mobile industries switch to modest business strategies to survive in the competitive market. This scholar pointed out that competition has reduced the cost mobile products so much that business priced-market strategies have become obsolete in this market. The research of Ryan has been followed by numerous researches seeking to evaluate various aspects of the mobile industry environment. Researchers such as Kim (2004, Pp. 23-42) and Tallberg (2007, P. 654) have paid particular attention to the mobile handset market and the

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competition that has emerged in the recent past. The two researchers reached a conclusion that new market entrants and the development of new mobile products have put mobile supplier in a bad bargaining position. The recommendation of these authors is that organizations adopt better differentiation strategies and redefine their business with more supply chain management strategies to roll out their products in the market. More research has focussed on the increase in the number of mobile service providers that have resulted from the increase in the number of wireless devices hence necessitating more service (Fernandez & Usero, 2009, Pp. 339-347). More recent research by Husso (2011, P. 2-12) focussed on Nokia, one of the dominant sellers of handheld devices, and came up with a conclusion that both the macro and the micro environmental factors had changed considerably and the organization had to shift to new business strategies. Although a wide range of research has been conducted, there seems to be a research gap as far as the mobile handset industry is concerned. Most research seems to have been diverted to the mobile operator sector and those that have seen scanned the handset mobile environment has only captured a few elements of the market environment (Husso, 2011, Pp. 3-4). This research intends to use the PESTEL model to scan the macro-environment and the Porter’s Five Forces (PFF) Model to evaluate the micro environment factors. The PESTEL model covers the political, the Economic, Social, Technological, Environmental and Legal aspects of the environment which are macro-environment elements (Rothaermel, 2012, pp. 56-61). The PFF model assesses the customer and supplier bargaining power, entry of new supplier and new products, and the intensity of competition in the market enviro

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MOBILE INDUSTRY ENVIRONMENT USING THE PESTEL ANALYSIS. A CASE STUDY OF BLACKBERRY Name: Course: Date: A Micro and Macro Analysis of the Mobile Industry Environment Using the Pestel Analysis. A Case Study of Blackberry Introduction Blackberry is one of the multinational electronic product suppliers in the world that has managed to dominate in the market for a long time now in the history of the mobile industry…
Author : kutchterrill
A MICRO AND MACRO ANALYSIS OF THE MOBILE INDUSTRY ENVIRONMENT USING THE PESTEL ANALYSIS. A CASE STUDY OF BLACKBERRY essay example
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