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MOBILE INDUSTRY ENVIRONMENT USING THE PESTEL ANALYSIS. A CASE STUDY OF BLACKBERRY - Essay Example

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Masters
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Marketing
Pages 7 (1757 words)

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MOBILE INDUSTRY ENVIRONMENT USING THE PESTEL ANALYSIS. A CASE STUDY OF BLACKBERRY Name: OSINOWO ENIOLA Student ID: OSIEP1304 Course: INTRODUCTION TO RESEARCH METHODS Word count: 938 Date: 30/10/13 A Micro and Macro Analysis of the Mobile Industry Environment Using the Pestel Analysis…

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

Commonly known as Research in Motion, the company started in 1984 and took the world by storm in 1999 with the introduction of blackberry solutions. It continued to produce advanced models of blackberry solutions while partnering with technological and telecommunication companies such as MTN, Yahoo, AOL among others. Blackberry has proved a superior communication device especially during the 9/11 crisis, in which it was able to send messages where other devices had failed. In addition, during the anthrax scare, blackberry also emerged a superior means of wireless communication, and the two incidences earned it a reputation for security and reliability. BlackBerry recorded a revenue of $18.435 billion and profit of $ 1.164 billion in 2012. The company’s main competitors are Google Inc., Nokia OYJ, Apple Inc., and Samsung Electronics Co., Ltd. However, the mobile industry environment has considerably changed, and the intensity of competition has greatly put the supplier at a lower bargaining end. As Husso (2011, p. 79) points out in his research, scholars have taken a keynote of the change in the dynamic mobile environment that has threatened to push most organizations out of the market. Despite the fact that the company is performing well financially, it is not immune to the pressures of external forces. ...
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