You have been appointed as an assistant to the Marketing director of BlackBerry in Europe. The position was created in response to steady decline in market share by BlackBerry in light of stiff competition. You have been asked to compile a critical evaluation of the current marketing situation with recommendations for possible improvement. You have specifically been asked to include a justification and support for any possible recommendations you are making as these will need to be submitted for approval by the board. You are required to produce an academic paper consistent with your module’s learning outcomes. Therefore, it is important to support your assertions and critical discussion with appropriate concepts and frameworks from academic literature within the field of Strategic Marketing Management. The paper will include the following: 1- An executive summary 2- An introduction to the subject Strategic Marketing Management and the key challenge that blackberry is facing. 3-Critical assessment of the key principles of the current Blackberry marketing strategy in Europe. This will include a discussion of the segmentation, targeting and positioning of BlackBerry in the industry (Understanding the competitive advantage and The role of external analysis,Customer motivation analysis,Segmentation,Target marketing strategies, Positioning) 4- Critical evaluation of the strengths, weaknesses, opportunities and threats of BlackBerry. 5-Recommend solutions, with full justification for overcoming the identified threats and weaknesses. What are the practical managerial activities that support your solutions? 6-Evaluation of the marketing function in the performance of BlackBerry. What recommendations will you propose to improve the performance of the marketing performance 7- Critical evaluation of the new product development and new market development initiatives taken by BlackBerry. 8- Conclusion Use three exemples of criticisms through the report (either Benefit and Drawbacks, agree/disagree with justification, compare/contrast authors or model) Use 4 models to be critical including: Brand resonance model, BAV model and Decision process model.
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