Tag Archives: Blackberry

BlackBerry Has a Brand New Phone


Apple isn’t the only company with a new phone. BlackBerry released its new Passport phone this month as well. Competing directly with Apple and Samsung, the new phone has a square screen and a physical keyboard that doubles as a touch-sensitive swipe pad. But while Apple and Samsung phones are geared towards the personal market and video content, the new Passport phone is focused on work productivity.

BlackBerry’s target users appear to be the “power professionals” – people who are well-educated, well-paid, and employed in industries such as health care and finance which require more secure communications. The new phone is also being offered at a price lower than iPhone 6; Passport retails for $599 without a mobile plan compared to $649 for iPhone 6.

The question is whether BlackBerry can gain market share against its entrenched rivals.

Group Activities and Discussion Questions:

  1. Discuss the importance of clearly defining a target market.
  2. Show BlackBerry’s Web site and products: http://us.blackberry.com/
  3. For BlackBerry’s Passport phone, what is the target market? How does this compare to the target market of Apple and Samsung?
  4. Divide students into teams and have each team develop a profile of a target market for Passport. Include demographics, psychographics, behaviors, values, attitudes, etc.
  5. What are the key differences in marketing to companies vs. individual consumers?
  6. Based on the target market profile, what makes this product unique for these customers?

Source: Bloomberg News, Wall Street Journal, other news sources

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Most Disliked Companies in America


There are companies that everyone loves, and then there are the ones that are intensely disliked, even hated, by consumers. Most of the companies consumers dislike are on the “bad” list for reasons of quality, customer service, stock performance, poor management decisions, and generally bad employment practices.

Which companies are the most disliked in America? Some of these may surprise you, but most will have consumers nodding their heads in agreement. The company, 24/7 Wall St., analyzed metrics for customer satisfaction, stock performance, and employee satisfaction, using data from the Consumer Reports Naughty and Nice list, the American Customer Satisfaction Index, management decisions in the past year, and more.

Top (or should it be bottom) ten companies include familiar brands: McDonald’s, Abercrombie & Fitch, Electronic Arts, Sears, DISH, Walmart, JP Morgan Chase, Lululemon, BlackBerry, and JC Penney.

Group Activities and Discussion Questions:
1. Divide students into teams. Have each team agree on a top ten list of companies they cannot stand.
2. Build a complete list of the hated companies on the white board. Note the differences and which lists contain the same companies.
3. What companies are on the classes’ top ten most disliked list?
4. Show the lists compiled by 24/7 Wall Street and Consumerist.
5. Class discussion: what put these companies on the disliked list? What can these companies do to improve their images?
6. Assign each team one of the disliked companies. What would the students suggest to get these companies onto a list of most admired companies?

Source: 247Wall Street.com, Brandchannel.com, Consumerist.com

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