The paper "Value of the Product for the Customer" is a wonderful example of a Management Case Study. The product name is BlackBerry Bold Smartphone. This Smartphone family was launched in 2008 with the Model 9000 (Sweeny, 2009). Subsequent models like the shrunken BlackBerry Bold 9700 and the Tour 9630 were released in 2009. The 9650 and 9780 Models, refreshed with OS 6 were released in 2010. The current flagship, BlackBerry Bold 9900/9930 was released in 2009 together with the 9788 and 9790. The 9900/9930 and the 9790 Smartphone have touch-screen capabilities. Key Product Attributes The BlackBerry Bold is a Smartphone line that includes models like the; 9000, 9700, Tour 9630, 9650, 9780, 9788, and the touch-screen models, 9790 and 9900/9930.
Though these models have slightly different features from one another, they all have common features like; the effective, finger-friendly QWERTY keyboard, a long-lasting removable battery, 3G network support, brilliant and high-resolution screens, share and go media capabilities, instant messaging, Wi-Fi capabilities, GPS satellite, Bluetooth, camera and video recording, a media player that can play both video and audio formats, expandable memory, and tethered modem, among others. Type of Research Undertaken The main purpose of this report was to discover the basic consumer values for the BlackBerry Bold Smartphone product in relation to conformance to the customer needs product assortment, price and make, valued services, and relationships and product familiarity.
In this respect, qualitative research was carried out that involved in-depth interviews, participant observation, and the use of focus groups. This research was carried out by the use of these three methods; participant observation, intensive or in-depth interviewing, and the use of focus groups. Schutt (2006) defines participant observation as a qualitative method of data collection that involves coming up with sustainable relationships with the individuals from whom data is being collected, while they carry out their daily activities. In-depth interviewing, on the other hand, involves using fairly unstructured questions in which case the interviewer seeks comprehensive information about the interviewees’ opinions, perceptions, and experiences (Yates, 2004).
The Focus group involves making use of free group interviews where the focus group head encourages discussion among the participating customers on issues pertaining to customer value (Silverman, 2004). The sample size that was used was London consumers of the BlackBerry Bold Smartphone in which case six retail outlets were visited.
Theses retail outlets are; expanses UK, Clove Technology, TomTom, HTE Electronics, Shop. co. uk, and Mobile Fun. Customers visiting these outlets together with the staff and suppliers were subjected to intensive interviewing, and participant observation for over a period of five days and findings were recorded and used in developing this report. This London sample was selected given that it is central, busy, and expansive and most of the human traffic takes place in it.
In addition, it is filled with consumers from different parts of England, who were assumed to represent the opinions of consumers from their localities. Furthermore, this sample population was taken due to its flexibility of access and the ability to reach a large group of consumers within a very short time period. Purpose of Research The purpose of this research was to discover the basic consumer values for the BlackBerry Bold Smartphone product in relation to the selection of products, conformity customer needs, price and trade name, value-added services, product selection, and relationship and familiarity with products.
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