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

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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. 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 paper highlights external forces impact on BlackBerry through PESTEL analysis, which will provide insight into the factors affecting the company and the mobile industry at large (Johnson et al 2008). The result of the analysis will then help in formulating a development and management strategy that would give thrust to Blackberry and propel it to a competitive position. Objectives of the research Highlight the external forces that impact BlackBerry and the entire mobile phone industry using PESTEL analysis. Determine factors that affect the operations of mobile phone companies Create an effective development and management strategies that would drive BlackBerry to competitive position in the mobile phone market. Predict future changes in technology among other areas that would impact the mobile phone industry. 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, p. 23-42) and Tallberg (2007, p. 654) have paid particular attention to the mobile handset market and the competition that has emerged in the recent past. The two researchers reached the conclusion that new market ...Show more

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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…
Author : aufderharlamar
MOBILE INDUSTRY ENVIRONMENT USING THE PESTEL ANALYSIS. A CASE STUDY OF BLACKBERRY essay example
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