The aim of this assignment is to examine the theme of customer perceived by value and its marketing implications for how organisations become and remain competitive.
The essay is using two leading products which operate in the mobile phone industry. These are Research in Motion (RIM) and Apple and their retrospective products: a) the Blackberry and b) the iPhone. Both companies have a strong branding position in the market. They seek to create value through the manipulation of technology and in offering features that are of satisfaction to the customers.
Table of Contents
1. Introduction
2. Theories of Customer Value
3. Current Value Proposition of Blackberry
3.1 Extrinsic and Intrinsic Features
4. Apple’s value proposition
4.1 The synergy between features within single devices
4.2 Cost and Design
5.
6. New value proposition for RIM
6.1 Mission
6.2 Objectives
6.3 Market Strategy
6.4 Marketing Programmes
6.4.1 Internal knowledge capabilities
6.4.2 Creating potential for differentiation
6.4.3. Allocating the necessary budget to achieve milestones
6.5 The implementation stage
6.5.1 Internal implementation of the value proposition
6.5.2 External implementation of the value proposition
7. Conclusion
8. References
9. Appendices
Appendix 1
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Téléchargez vos propres textes! Gagnez de l'argent et un iPhone X. -
Téléchargez vos propres textes! Gagnez de l'argent et un iPhone X. -
Téléchargez vos propres textes! Gagnez de l'argent et un iPhone X. -
Téléchargez vos propres textes! Gagnez de l'argent et un iPhone X. -
Téléchargez vos propres textes! Gagnez de l'argent et un iPhone X. -
Téléchargez vos propres textes! Gagnez de l'argent et un iPhone X. -
Téléchargez vos propres textes! Gagnez de l'argent et un iPhone X. -
Téléchargez vos propres textes! Gagnez de l'argent et un iPhone X.