Blackberry is a global market leader in the provision of products in the telecommunication products. TSTT is equally a leading provider of services and solutions in the same sector. In this sense, these are two parties which old positions of influence in the telecommunications industry. The dominance of TSTT in the republic of Trinidad and Tobago offers an explanation why the RIM group offered to partner with it in marketing its products. Through the holding of a cultural event, TSTT supports the RIM Company in marketing its products in the country.
The company; RIM has also engaged in market segmentation in a bid to better the saleability of its products. In this proposal, a study is to be carried out through the use of questionnaires with a view to ascertaining whether indeed the marketing strategies are effective in the Caribbean country. Through the literature reviewed in this paper, it is hypothesised that using a cultural event in conjunction with the TSTT, and the use of market segmentation, the RIM group is expected to improve on its market standing in the republic of Trinidad and Tobago.
A cultural event like the one organise by TSTT and sponsored by RIM plays a significant role towards pulling the potential customers as it serves as a huge attraction. Market segmentation equally plays a key role as it differentiates the different sections of the market and helps in making customised products. it is on this basis, that this paper proposes a research to determine the effects of the marketing strategies. AIM AND OBJECTIVES Aims
In this research paper, there are four aims; to find out whether the marketing strategies employed by TSTT in Trinidad and Tobago has helped blackberry to improve on its market share in the country, the other aim is to examine whether market segmentation and the use of cultural events help increase market dominance of a product, another aim is to expand on existing knowledge in relation to marketing, and the main aim of the research is to determine whether the adoption of cultural events to market Blackberry’s products has positively or negatively impacted on the market share of the company.
Research Question In addressing this research problem, an examination into the efficacy of the marketing strategies adopted by Blackberry in conjunction with TSTT is done. Simply put, this paper analyses whether the strategies are effective or not. Research Objectives To determine the effectiveness of both market segmentation and the cultural approach towards marketing. To determine whether using TSTT in marketing products by Blackberry in Trinidad and Tobago leads to the desired outcome. LITERATURE REVIEW
Through the use of the Trinidad and Tobago Carnival Friday event, where Caribbean culture and Soca music are showcased, TSTT and RIM joined efforts towards brining a new idea in marketing their products (Alyssa, Jessi and Thai, 2009). The Bmobile Blackberry International Soca Monarch was initially carried out in 1993. It has since evolved to become an annual event in the country of Trinidad and Tobago. The event which is usually held in every carnival Friday in the country s a huge attraction in the country.
In the 2010 event, the organisers plan to take it a notch higher as not only local musicians ill be competing as also international music powerhouses are invited and are to take part. This will see participants competing for both Power Soca and Groovy awards. The aim by the two companies is to offer incentives with a view to generating world wide interest in the new brand and genre (Datamonitor: Research In Motion Limited, 2009).
In the semi final category of last year’s competition, Play Whe and Bmobile claborated to give their customers an opportunity to vote for the individual they thought was the best candidate for the groovy award through the use of text messages. This feature saw a commendable subscription as around eight thousand and five hundred individuals registered in less than twenty four hours. Shivonne Churche won the vote by 23 percent (Alyssa, Jessi and Thai, 2009).
The TSTT enterprise sales Efective Analyst, Lorraine Stele gave advice requiring that the individuals who make Power Soca finals be rewarded through the use of a new Bmobile Blackberry Bold 9700 phone types (Alyssa, Jessi and Thai, 2009). In addition to above, all devoted customers were in for a treat as they stood to win Bmobile Blackberry handsets if they purchased tickets to these events. To wrap up the deal, those customers who purchased silver tickets stood to walk away with a free twenty dollar Bmobile Top-UP plus their tickets.
On the other hand, the customers purchasing platinum and gold tickets were to receive a free fifty dollar Top-Up and their tickets. The Telecommunications Services of Trinidad & Tobago takes great pride on the basis of its association with major cultural events in the country (Alyssa, Jessi and Thai, 2009). Market segmentation A market is differentiated by a number of factors, such factors as; age, sex, class, and other influence purchasing attributes of individuals.
The TSTT with its vast experience in the telecommunications sector chose to segment the market with a view to increasing sales in the country (Alyssa, Jessi and Thai, 2009). Through market segmentation, blackberry focused on producing two types of mobile phones; the ones for the old generation and the other for the younger generation. This increases sales from the two segments of society as segmentation implies that the company is advised on the needs of the customer base. The need to satisfy the different sets of the population also necessitates the approach taken by RIM.
AS TSTT found the younger generation was in need of fashionable gadgets while the old generation was business oriented, as a result, the Blackberry Company was advised to tackle this by specifically making provisions to offer the equipment (Alyssa, Jessi and Thai, 2009). TSTT is the leading telecommunication solutions provider in the country. The association with the company attained by RIM augurs well for marketing both companies’ products. For the corporate clientele, Blackberry Enterprise Server offers a machine integrated with Microsoft Exchange and IBM Lotus.
This is to enable system security. It also ensures proper functioning in regards to exchange of corporate data (Dhruv, 2009). In reference to small businesses ad individuals, Blackberry internet made it possible for its users to access a substantial amount of corporate and personal emails through Microsoft exchange, Domino, Lotus and ISP (Alyssa, Jessi and Thai, 2009). TSTT, the Telecommunications service of Trinidad and Tobago presents the most advanced and largest communication solutions offering entity in the country.
The employment of a top class IP –based Next Generation Network augments this position. Total Communications Solutions, is a colloquial expression referring to Broadband both fixedline and 4G wireless, cellular, IPTV entertainment, Metro Ethernet, Security, among other Enterprise Services (Alyssa, Jessi and Thai, 2009). Thorough the use of ‘bmobile’ and ‘blink’ networks, the Telecommunications service of Trinidad and Tobago has been in a position to offer a wide range of services in the telecommunications industry.
It is the major driving force behind the high penetration levels telecommunication services have enjoyed in the region. The envisaged position of TSTT is achieving global levels regarding communication systems (Simple, 2009). This is held true as virtually, communication solutions in developed countries are also in Trinidad and Tobago. TSTT used its leveraged position to stage two of the biggest conferences held in Trinidad and Tobago; the Commonwealth Heads of Government Meeting and Fifth Summit of The Americas.
Through the launch of big investments as reflected by the more than seven hundred Trinidad and Tobago dollars invested over the past three years, one gets the picture of the array of activities the company engages in towards the attainment of its dominant position in the Caribbean region. With an agency of the stature enjoyed by TSTT, any company aspiring to advertise or market its products should give serious consideration to it as it leads in the marketing segment in Trinidad and Tobago.
It is thus little surprise, the Blackberry Company chose to work with TSTT in a bid to market its products in Trinidad and Tobago (Alyssa, Jessi and Thai, 2009). Research in Motion is an undisputed leader in the telecommunication production field (Alyssa, Jessi and Thai, 2009). Research in Motion designs, manufactures and markets its products through innovative oriented strategies. The company produces integrated hardware and software services which work with multiple wireless networks. The company also provides seamless applications like email; SMS, phone, intranet and internet based ones.
The sole purpose of drawing segments in a business is to facilitate a sales program focus or pay attention on prospects presented by sub sets. If done in a proper manner, it helps in raising sales and thus increasing on the revenues of a business (Gupta, 2005). If market segmentation is to succeed, then it must take it account several aspects. In the first place, a category or categories must be established. The offering being made by the company in question must meet the various categories’ needs (Day, 1980).
The first attribute which must be observed relates to strategic considerations. While doing the segmentation, the mission, operational oversight, and objectives of an enterprise must be accounted for (Baumol, Panzar and Willig, 1982). The TSTT and the Blackberry group for obvious reasons aim to achieve success in their operations, towards this end, the companies must strategise. Segmentation deals with the goal of achieving success by meeting the various demands coming from the differences in preferences in the market (Burton, 1997).
Market segmentation makes possible the satisfaction of the psychological needs on the basis of the above points. Thus market segmentation plays a critical role in the growth of the company using the mechanism (Dickson and Ginter, 2002). Segmentation helps a business strengthen market position as the group benefiting from customised services tends to feel cared for in terms of product and service provision. Through market segmentation, a company is in a position to produce mass customisation. This also permeates a company to draw a difference between itself and competitors (McDonald and Dunbar, 2004).
The provision of a chance to nominate a winner in the Friday cultural event presents a good opportunity to colonise the minds of customers (Saunders and Harris, 1994). The impact in this case is psychological. By getting customers participate in such events, a culture is set in which the customers get a feeling of a family. In achieving this feat, the company is assured of a guaranteed market. RESEARCH DESIGN This study shall involve the use of both primary and secondary methods of data collection.
Administration of questionnaires shall be used as the primary method of collecting data in relation to the research question. This shall be supplemented by the use of probing to allow for the collection of accurate and valid data. Additional information shall also be obtained from secondary sources such as books and related previous studies into this area. The use of secondary source of information has the merit of providing in-depth information on the topic under study which in turn helps the researcher to come up with responsive recommendations.
The collected data shall be analyzed and represented through the use of score tables, pie-Charts and graphs. Method To carry out a research of this nature the use of questionnaires is highly considered. The validation of measures to be used and the concepts serving the aims of the research are quite crucial. Due to the task at hand, the questionnaire in this case shall be divided into two parts. The first part will be geared towards obtaining information regarding the sales the Blackberry Company; RIM, has made over the past i. e. before the implementation of the strategies.
Information on sales after sales will also be sought. This information will be obtained from the RIM staff trough filing questionnaires. Part two of the questionnaire will seek information from individuals who hold a keen interest in phones. This will focus on looking for the business elite and the youth. Such people are expected to offer information relating to how they are affected by marketing strategies. For example, the youth will be required to answer whether a cultural event sponsored by a company influences the choices they make regarding purchases.
The respondents will be required to be familiar with the telecommunications dynamics and fully understand the market issues. This is expected to cover behaviour in the period beginning 2010 to 2011. The target population should consist of 100 individuals; 10 workers of RIM and the rest users of mobile phones. The questionnaires will be mailed to respondents so as to cut on costs. Through the use of the null hypothesis, the non bias response rate will be calculated. If responding and non-responding equals, that represents the null hypothesis.
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