Introduction
The generic business strategy comprises Porter’s Model of marketing strategy. Blackberry has been effectively incorporating the generic business model involves the management for the effectiveness of its value chain and supply of the products. The three generic business-level strategies which have been used by Blackberry include cost leadership, differentiation, and focus strategy (Yudina & Balashov, 2022). The three strategies are essential for gaining a competitive advantage. The cost leadership strategy is mainly used by Blackberry in different consumer markets by lowering the cost of the products. The strategy has helped the company grow its brand image and maintain efficient value chain management.
Blackberry also makes use of the differentiation strategy to promote and market its brand. This involves the production of unique commodities that are outstanding from their customers hence being able to gain a competitive advantage (Yudina & Balashov, 2022). Differentiation generic strategy also involves embracing innovativeness and rebranding to outreach new customers in the market. Furthermore, the company has been using a focus strategy to effectively position its products, segment its market niche, and target its specific market.
Generic Business Level Strategies and Value Chain
Value chain management involves the aspect of organizing the operations to help in the decision-making process as well as gain a competitive advantage. The generic strategies applied by the company help value chain management (Alwang et al., 2019). The value chain supports the cost leadership strategy to ensure that customers are satisfied with the products delivered to them. For instance, the cost leadership strategy ensures that the prices of the products are lowered to sell to the customers at a favorable price. Furthermore, the primary objective of value chain management is to improve efficiency and create value for the products and services delivered to customers. The differentiation strategy has been used to design quality and unique products that would meet the needs of their clients. Therefore, Blackberry has been using technological innovation to differentiate its products from the entire market.
Some of the primary activities of value chain management that are directly influenced by the generic strategies comprise inbound logistics, operations of an organization, outbound logistics, marketing and sales, and services provided to the customers. The inbound logistics are used by Blackberry to transform its raw material into final products which are unique and favorable to consumers (Alwang et al., 2019). The application of cost leadership strategy helps the company minimize the cost of producing their products when doing value chain management for inbound logistics.
Another component of value chain management is operations involving packaging, assembling, and matching the products produced in an organization. Differentiation strategy, as used by Blackberry, has ensured that the products are packaged uniquely from their rivals. Furthermore, through a generic focus strategy and outbound logistics, Blackberry effectively positions its products using an effective distribution channel. The generic strategies used by Blackberry also help in value chain management in terms of marketing and sales. The company is able to gain a competitive advantage by using a differentiation strategy and providing a unique product to the market.
Competitors
Blackberry is operating in the mobile and communication industry which is highly competitive. Some of the rivals with which Blackberry competes to produce mobile phones include Apple, Samsung, Motorola, Nokia, and LG (Singh & More, 2022). From the above-listed competitors, it is evident that the rivals have strong brand reputations in the industry, giving Blackberry a chance. Blackberry uses Porter’s model of generic and marketing strategies to manage the stiff competition from its rivals. A differentiation strategy is applied to ensure that the products produced by Blackberry are unique hence being able to gain a large market share.
Use of Differentiation Generic Strategy in Gaining Competitive Advantage
Blackberry uses a differentiation strategy to help in gaining a competitive advantage in the market environment. The strategy is focused on providing unique products to the global market. The uniqueness of the phones produced by Blackberry is anticipated to help the company to attain a larger market share than the competitors (Chauhan et al., 2018). The strategy’s objective is to make its products differentiated through intensive innovations that align with the consumers’ preferences. With this, the company needs to understand the trends in customers’ preferences and make products that will satisfy them. Blackberry can outshine its competitors by understanding the customers’ needs in the market.
Conclusion
Blackberry has also differentiated itself from competitors by heavily investing in advertisements. The company has been using celebrity endorsement to do marketing and promotions. Through this, the company will be in a position to gain more customers than its rivals. The company has also differentiated its brand name and logo to make it gain attention from the market. A strong brand image can easily be remembered by customers, and this makes it possible for Blackberry to gain a global completive advantage (Liloca & Stewart, 2020). Furthermore, Blackberry has offered various products that meet its customers’ unique tastes. As a result of the generic differentiation strategy, the company has been in a position to stand stiff competition from its rivals by gaining a large market share.
References
Alwang, J., Barrera, V., Andrango, G., Dominguez, J., Martinez, A., Escudero, L., & Montufar, C. (2019). Value‐chains in the andes: Upgrading for ecuador’s Blackberry Producers. Journal of Agricultural Economics, 70(3), 705–730. Web.
Chauhan, A. A., Vargas-Sánchez, A., & Moral-Moral, M. (2018). The Largest European blackberry producer: A research case study on entrepreneurship and family business. International Journal of Family Business Practices, 1(1), 19. Web.
Liloca, M., & Stewart, S. (2020). Service Products and brand determination strategy. Journal Dimensie Management and Public Sector, 1(1), 11–16. Web.
Singh, S., & More, R. (2022). Mobile phone companies increasing market share through Innovations, R&D Spending and Patents. EMAJ: Emerging Markets Journal, 12(1), 76–85. Web.
Yudina, T. N., & Balashov, A. M. (2022). New mechanisms and forms of e-commerce as a factor of improving business competitiveness: Journal of Regional and International Competitiveness, 3(1), 5–13. Web.
