Marketing Plan

In developing a marketing plan, it is important to analyze a company’s strengths as well
as weaknesses. A marketing plan should seek to capitalize on the company’s strengths while
minimizing the weaknesses. Blackberry’s major strength lies in its good and strong reputation.
On the other hand, its main weakness is the fact that it faces stiff competition in the market from
companies such as Apple and Samsung (Perween, 2019). The company needs to revive its
fortunes by investing in marketing. In generating new customers, the company will need to
embrace social media marketing. Its rivals have invested heavily in social media marketing and
as a result, capturing new consumers mandates the company to have a high social media
presence (Jacobson, Gruzd, & Hernández-García, 2020). The company will run promotions on
its social media pages and will feature various giveaways. Social media marketing has been
proven to increase brand loyalty as well as increase sales (Han et al., 2019).
The company needs to capture new market segments. It needs to popularize its products
and services among young people aged between 20 and 35. Most young people are not familiar
with Blackberry’s products and services. By focusing on young people, the company can fuel
growth and build sustainability. The company needs to invest in paid media advertising. It needs
to invest in search engine optimization (SEO) over the next five years (Hanson & Kalyanam,
2020). The Internet has become an important tool in the digital age. As a result, the long-term
plan should be to increase visibility on the Internet. The company will hire influencers and brand
ambassadors who will ensure that the company is popularized over the Internet.

3

References

Han, Y., Qu, S., Wu, Z., & Huang, R. (2019). Robust consensus models based on minimum cost
with an application to marketing plan. Journal of Intelligent & Fuzzy Systems, 37(4),
5655-5668.
Hanson, W. A., & Kalyanam, K. (2020). Internet marketing and e-commerce.(Student ed.).
Thomson/South-Western.
Jacobson, J., Gruzd, A., & Hernández-García, Á. (2020). Social media marketing: Who is
watching the watchers?. Journal of Retailing and Consumer Services, 53, 101774.
Perween, S. (2019). Problems and Prospects of Mobile Phone Industry in India-A Comparative
Study of Blackberry and Micromax. Editorial Board & Paper Review Committee.