Blackberry Smartphones and Other Competitors

Blackberry Smartphones and Other Competitors Term Paper example
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Marketing
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BLACKBERRY SMARTPHONES AND ITS COMPETITORS Name Course title Instructor’s name Name of Institution Date of Submission Executive Summary The mobile phone industry has in the recent past demonstrated innovative developments in technology and mobile applications…

Introduction

Consumers are attracted to the features that a smartphone brand exhibits such as touch screen capability, music, fast internet speeds, camera and expansive storage. The opinions that consumers of smartphones provide reveal that there are psychographics that determine the smartphone they prefer such as its popularity among peers. It is therefore reflective that competitive advantage and improved market performance is achieved by mobile phone companies by providing features that meet the needs and preferences of consumers as well as effective marketing strategies. Introduction Advancement in information and communication technology has had a significant impact in the mobile industry. Developments in the mobile industry emanate from creativity, innovativeness and customer needs motivated design of phones (Parsons 2012). More notable is the introduction of the smartphone technologies and mobile applications. This has resulted from the changes in the preferences and needs of consumers. In return mobile companies have demonstrated increased competition which is driving the various strategies in marketing which are employed to achieve a competitive advantage within the market (Strategic Direction 2009). This paper presents an analytical report on the Blackberry smartphone versus Samsung, iPhone and HTC which comprise of its main competitors. ...
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