This paper is about Customer Satisfaction. The essay describes the company history and profile, as well as the explanation of the product and the strategy, includes the findings and analysis of the research (which have analytical character) and contents an executive summary. Detailed overview can allow getting the main ideas, advantages and disadvantages of a big amount of thoughts and arguments. Indubitably, to start discussing this theme some basic terms should be explained. This work is dedicated to the specific topic. It consists from summarizing and analyzing the information and thoughts that are given in different works about this theme. The essay sheds light on the main argument of the definition and determining different terms.

Talking about customer satisfaction it should be concerned several areas: consumer behavior, managing employee discipline, organizational behavior of employees, planning and strategies of the company and other. Indubitably, we should learn a lot of conformed to this theme literature in order to understand all the difficulties. However, these definitions are not new, each of us, at least, once has heard them. This work is dedicated to the learning of the meaning consumer behavior; consumer satisfaction and strategies of the chosen company. Using different literary sources, scientific researches and own points of views the author tries to light this problem as fully and detail as possible. In  this  essay  the  problem  of  consumer behavior is  briefly  reviewed,  but  from  the  other  side  it  is  stated  on  the  level  needed  for understanding  main  topic  points.

The company I have chosen is the Blackberry’s mobile phones company, which is well known, successful and impetuously developing.




The Profile and History of Blackberry’s mobile phones company

The core focus of the first paragraph is on the determining main standpoints of such questions: the product/service profiles for Blackberry mobile phone; who is the targeted customer/consumer for the selected product/service; and will the targeted customer/ consumer purchase the product/service, and other; as I am going to show through this paper. One of the most popular products among modern society, especially among youth is a mobile phone. While the variety of kinds of this product increases, the consumers’ needs and requirements increase and transform too. Blackberry’s mobile phones are extremely popular among people and definitely are highly qualified in their possibilities, which are used by nearly 3 million users in United States of America. Such mobile phones are created, produced and manufactured by a Canadian Company. Recent sources states that about 1 million government employees are traditionally users. Canada is another one of the key market of the company.

In generally, the characteristics and completely overview of the Blackberry’s mobile phone should be briefly described. It is a wireless handheld device introduced in 1999, which supports mobile telephone, push email, internet faxing, web browsing, text messaging and other wireless information services. This mobile phone is the same size as a PDA, with a mini keyboard, which let people receive and reply to emails. This cell phone is connected to a network, which helps customers to read the message and reply it. However, you can hear a signal, when the new email arrives. The cell phone network is connected and it supports GSM, GPRS and UMTS. Blackberry mobile phone handsets are, however, equipped with connectivity options like 802.11b/g enabled Wi-Fi Alliance Certifications, WMM and Wi-Fi access to BlackBerry Enterprise Server, WPA/WPA2 Personal and Enterprise, Direct IP web browsing over Wi-Fi, Wi-Fi access to BlackBerry Internet Service. In addition, such cell phones are equipped with a full QWERTY keyboard. Unfortunately, such cell phones have no memory extension, no 3G compatibility, no camera and not much style, as well. Certainly, multimedia functions are rather low in contrast to other phones. There are lot of functions and characteristics of BlackBerry cell phones, which do them very attractive and needed. For example, it is a voice activation dialing function, voicemail attachment playback, long-lasting battery, which allow you to keep the conversation going with a long-lasting battery that, however, powers your BlackBerry smart phone during the day.

Who is the targeted customer/consumer for the selected product/service? Traditionally, BlackBerry service is more specifically dedicated to companies. However, the devices are very widespread among businesses, where they are primarily used to provide email delivery to roaming employees. In this case, you can be helped with the BlackBerry Enterprise Server function of the BlackBerry cell phone. Unfortunately, some companies and organization forbade the using of these mobile phones, fearing about communications being intercepted. In contrast, the editor of Blackberry, Research In Motion (RIM), argues that all the traffic that the Blackberry servers encrypt from the start till the end is installed in companies. It is equipped with the same level of security as a traditional VPN that is necessary to be exactly installed and configured. A Blackberry handheld lets users fulfilling their communication needs, and also gives customers the feeling of a phone conversation being under control and does not offer. As Kelsey (2009) stated that the professional Blackberry is an “all in one” terminal, phone/PDA/messaging, which design is optimized to allow users to manage emails on the go and to access various applications; the original BlackBerry device had a monochrome display, but all current handsets have color displays. All the models of these cell phones are all-rounder phones, which can be owned by any group people. The consumers of such product are mostly students, businesspersons, executives or even homemakers. It is easily used by all types of people.  The multitude of features coming with them can help one in different aspects of life. Owing the Blackberry mobile phone let customers make their life more meaningful.

The Blackberry mobile phones strategy

Kotler and Keller (2011) has mentioned that product and marketing strategy of mobile telephone services is connected with the overall orientation strategy which is classified into product orientation strategy, market or consumer orientation strategy and competitor orientation strategy. Mobile telephony industry has been noted for its product orientation strategy based on the success of critical factors or competencies and the product development strategy is highly based on the constant rapid and innovative factors. BlackBerry has developed highly innovative and technology-centric products and services. Hence, Blackberry’s development programs were definitely executed to a certain extent. One of the greatest positive factors of the marketing strategy of BlackBerry mobile phones is that the real impact on the strategies of promotion should be examined despite the completion backdrop evolving and its severity. It is the market segmentation strategy that plays a great role in the market area and Blackberry’s development as well. The significant place is occupied by the psychographic and the geographic segmentation market strategies. The demographic segmentation strategy is the most popular among firms, focusing on gender, age and marital status, lifecycle studies and centric approach of customers. Next, geographic segmentation identifies the market taking in account its geographical characteristics. Companies identify where they will occur and only after that they target potential consumers. In conclusion, psychographic segmentation that is based on several characteristics: societal mores, cultural values, interests, attitudes and lifestyles. Blackberry mobile phone Company focuses its attention on these characteristics to make a niche market capability successful.

According to Wills, Samli & Jacobs (1991) globalization has not only shrunk international borders between countries but also shortened product life cycles on numerous occasions. The purchasing specialist’s functional environment requires such special skills as an understanding of the variables that impact on product lifecycles of both locally produced and imported goods. This is more so in respect of change management programs at the organizational level. One more significant factor of the successful strategy is the focusing on taking under control the internal and external relations. In addition, the work of logistic team cannot stay without attention, because it places emphasis on the credentials of the supplier, not on the price. Eventually, the supply chain team must have the core focus on the objective of the evaluation process of supply chain controlling in a direction that factors of non-price have an attention during the supply process. Thus, it leaves a room for marked divergence or even variance far from the predefined criteria.

Kotler and Keller (2011) has found that when the marketing mix – price, product, place, promotion and by extension people, process and physical evidence – is considered against the current level of market concentration ratios there are a lot of opportunities on the marketing front available to the average mobile telephone service.  Indubitably, the most ideal strategy of price for Blackberry mobile phone Company is market penetration. And to a deeper, the perfect brand image of the Blackberry phones leads to a demand among youth and professionals.

Consumer behavior: the definition and main points

According to Perner (2000), consumer behavior involves the psychological processes that consumers go through in recognizing needs, finding ways to solve these needs, making purchase decisions (e.g., whether or not to purchase a product and, if so, which brand and where), interpret information, make plans, and implement these plans. It is also can be defined as the study of describing when, why, how, and where people do or do not buy products. The elements are blended from psychology, social anthropology, sociology and even economics. It helps to understand the characteristics of consumers; rather they are in-group or individually, the decision-making process and people wants, according to demographics and behavioral variables. It tries to assess influences on the consumer from groups such as family, reference groups, friends and society. Maslow divided all human needs in to five groups (levels).  According to this hierarchy lower needs should satisfied at first, in the other way, the higher needs will not be satisfied at all. Lower level – physiological (food and water, breathing, sleeping, sex, homeostasis) and safety (personal and financial security, health and well-being, at last, safety net against accidents/illness and their adverse impacts), on the higher level are love and belongings (family, intimacy, live and friendship), esteem and self-actualization (the need for privacy, sense of humor, morality). The main mission of every company is to make products, which could satisfy the client and his needs. The customer plays the three distinct roles of user, payer and buyer.

The findings and analysis of the research

Human Resources Management functions

In the problem of the customers’ satisfaction there are many factors that make it possible. One of them is Human Resource Management. Firstly, the primary function of human resource management is to increase the effectiveness and contribution of employees in the attainment of organizational goals and objectives. I believe this factor plays great role in the success of Blacberry mobile phone Company. It should consider all the areas of HRM: EEO and Affirmative Action, Human resources planning, recruitment, and selection, Human resources development, Compensation and benefits, Safety and Health, and employee and labor relations. Hence, these aspects work together to perform the primary function. All aspects are important. Also this paper will explain how the HRM role can be optimized for shaping organizational and employee behavior.

First question is what is EEO (or Equal Employment Opportunity) and what an Affirmative Action is. Someone can think that principles of Equal Employment Opportunity and Affirmative Action are same, but it is not true. EEO prohibits discrimination against any applicants in a process of hiring and training / professional development process. Hence, the Affirmative Action addresses past practices of any cases of discrimination (for individuals with minorities and disabilities).

However, it is important to mention that organizations that employs a diverse workforce benefit from it, because those companies that have utilize and value such workforce (both men and women, people of different race and generation, religion or belief) are better equipped and informed to understand the demographics of the marketplace they serve. The necessity and importance of these two principles are great because diversity is extremely problematic term. As far as I am concerned, the meaning of diversity is various. So, what kind of diversity are organizations, scientists and policy makes talking about, and is their activity in keeping with the right term? To avoid this problem in future some researches divided meanings of diversity into different categories.  First, diversity can be used as a description of employee inequality. Such differences are included: social group difference (sexual orientation, gender, disability, age, and race/ethnicity); individual difference (education, lifestyle, appearance, work style, personality). Second Diversity can be understood like organisational policy approach, which means utilising and valuing employees’ inequality. It consists of managing diversity and equal opportunities (diversity management, diversity policy). At last, third way of understanding diversity is as a conceptual structure.  Diversity brings benefits such as improving of solving the problems and better decision making, greater and more interesting results, finding new ideas, which caused the enhancing of product development, and makes it more successful and let to be useful to all types of customers. For organizations, it means having ability to compete in world markets. In conclusion, these two principles are both have main goal – fairness.

Good recruitment and selection is next factor of human resource management, but less important than previous.  Basic sources of recruitment are next:

–       Advertising;

–       Careers officers;

–       Agencies for unemployed;

–       University appointment boards

–       Internal introductions and internal promotion;

Increased turnover of the labor can be the result of recruiting people, which are wrong for the company and lowers the morale in the workforce. Managers should spend a lot of time on recruitment exercises that are necessary for the systematic process of assessing the role to be filled.  The system must be effective, efficient and fair. Organizations should adapt their policies of recruitment and retention in order to let them compete effectively for staff. Some organizations use external expert consultants that help with recruitment and selection, because selection can be the expensive mistake. Small firms exist to ‘head hunt’ in order to attract existing employers with good reputation to the recruiting employer. Those who select and recruit must be trained how to judge the applicants’ suitability. Definitely personal skills in such judgment are the most significant, however, techniques to judgment aiding contents selection testing:

–       For attainments;

–       For aptitudes;

–       General intelligence.

Human resource planning must be highly complicated. A straightforward planning leads firms to:

–       Development of the promotion and career policies;

–       Development of the flexible workforce (in order to meet requirements changes);

–       Controlling of the staff costs whilst;

–       Assessing recruitments needs that will exist in future;

–       Formulating programs for training;

–       Anticipation and probably avoiding of redundancies.

Management is seemed to have a responsibility for the human resource plan producing, and senior management is responsible for supporting it. A human resource plan producing contents many processes that in result lead to the successful development and activity of the organization. This factor of the human resource management is probably on the second place of the general importance and significance for the whole process and activity of the organization. It is explained by the usefulness of such planning that can prevent problems and difficulties in future and give the main direction for the development and activity of the organization.

Human Resource Development (or it is also called HRD) it can be defined as the framework that helps employees to develop their organizational and personal skills, abilities, and of course knowledge. Human Resource Development contents such opportunities as employee career development, employee training, management and development performance, key employee identification, organization development and coaching, mentoring and tuition assistance, and others. Human Resource Development lead to accomplishment of individual employees and organization work aim in customers’ service. Both within and outside the workplace opportunities for employee development and human resources development can lead the organization to success. This factor is, on my opinion, are as important for the reaching the primary goal as the Human resources planning is. HRD can be informal as manager’s coaching of the employee. Human Resource Development may be even formal as a college course, training in the classroom and effort of the organizational planned change.

The compensation and benefits maybe take the third place in the list of important factors of human resource management and in job quality. This area is probably the most specialized in Human Resources Management. It often has the role of the Human Resources Controlling, sets procedures and the compensation policies, and rules around wages and salaries, variable pays and benefits. This function of the Human Resources Management is connected with the market competitors. The area of compensation and benefits plays great role in processes that are under the line management attacks every day. It is known that about half of employees, which work in non-profit organizations have an access to the benefit plan of employees (disability or life insurance or medical plans). The most important term in this area is Total Cash (that includes Variable pay and Fixed pay), which is the cash that is earned during the whole year.

Employee Health and Safety is an area that is important too. Employers have a responsibility to provide a healthful and safe workplace for people who work at their organizations. The responsibility of the health and safety assuring is shared between such organizations: The Occupational Safety and Health Administration (or it is also called OSHA), and an agency of the United States Department of Labor. They set and enforce standards, provide education, training and outreach, establish partnership, encourage the improvement of the safety and health of the workplace. The health and safety of workers lead to reduced medical expenditures, fewer faulty products, lower compensations of insurance costs, lower expenditures for overtime benefits. Safety and health of workplace also result in increased morale and productivity, reduced turnover, higher products quality, better relation in labor and management areas, better human resources use. Employees and their families definitely benefit from such factor of the Human Recourses Management: incomes of the family and employees are protected, and their lives are less stressful and hampered by the injury. All the described factors of the Human Resources Management play great role in the whole process. However, some of them are more or less important (for example, if the planning is bad, the development will be not successful too).

What does influence on product’s consuming?

Why do people buy mobile phones, in general? They need to be connected with other people; they have to use internet or other different functions. Blackberry’s mobile phones are able to satisfy all these requirements and even can suggest much more.  As it has been mentioned before, all the models of these cell phones are all-rounder phones, which can be owned by any group people. It can be definitely said that Blackberry’s mobile phones deserved trust, respect to high qualify, and good organization, employees’ discipline. One can think that mobile phones are on the top of development. But it rather wrong opinion, because there are some steps, which can help you to raise the attractiveness and usefulness of your cell phone. Such steps will be reviewed below. Improving the phone battery, you should try to keep your battery charged to two bars or higher, when you notice you are having signal problems. When you have problems with the signal, you should mention that rather than making calls from deep inside buildings try moving outside or to a window to replace your call or you can install a cellular repeater in order to pick up low cell signal with an antenna. Moreover, there are different advises, which were created in order to help you to deal with signal problems. However, even if providers chose the third route (maintain current quality and reliability and increase their number of users), companies could begin to offer premium services for customers willing to pay extra for additional quality or reliability. Definitely, before the technology makes its way into mobile phones, which could happen in the United States of America market in two years, customers perhaps may see it integrated into laptop computers that wirelessly access the Internet. The media function, the battery function or Internet connection can and must be improved in recent years.

Using the Internet helps to find and get necessary data. In addition, the term “digital divide” refers to the gap between individuals, households, businesses and geographic areas at various socio-economic levels, regarding to their opportunities to access information and communication technologies and their use of the Internet. Thus, students need to have more information quickly and fully. In order to satisfy their needs they should only have the mobile phone with many functions. It can be, for example, Blackberry mobile phone or another one.

Elements that do organization successful

To be successful every organization (including Blackberry Mobile phones’ company) should control employee discipline. The discipline process is not only public, but also private process. According to Logan (2001), rules and regulations are essential in the operation of any organization. However, the word discipline has a negative connotation. However, it can also mean a state of orderliness in which the members of a department or a team behave themselves according to set standards of acceptable behavior. The ultimate purpose of these standards of behavior is not to infringe on the rights of the individual worker but to promote an efficient, pleasant, and safe workplace.

It is believed the diversity affects the organization’s success and profitability. Organizations that employ a diverse workforce benefit from it, because those companies that have utilize and value such workforce (both men and women, people of different race and generation, religion or belief) are better equipped and informed to understand the demographics of the marketplace it serves. Thus, this company is more likely to succeed than a company that has limited circle of employee demographics. Diverse organizations are more successful and profitable when they have a normal amount of communication within them. It can be explained by the fact that people from various cultures receive information in messages using different ways. Lack of communication inside the diverse workplace can lead to great challenges.

Determining the “hot stove” rule, should be mentioned that it is definitely effective way to incorporate all sets of the rules? When you touch a hot stove, the reaction is immediate, with warning, consistent, and impersonal. It is stated, when you touch a hot stove, you know consequently that you have done something wrong. Indubitably, an employee must be quickly told if employee is failing to meet expectations. Typically, the fact that employee is burned is a function of the stove, not who he is. Therefore, the discipline is seemed to be applied in a particular situation might reflect the offense, not the person who did it. The “hot stove” rule is obvious effective. Obviously, there are two opposite approaches to terminations: “just cause” and “at will”. While the employee is allowed to stay on the job, it is the great chance of implication that performance challenges have been overcome. In conclusion, I believe the last several methods that I have described can help to improve and optimize the role and effectiveness of the company and eventually make it more productively.


In conclusion, Blackberry’s mobile phones are able to satisfy all these requirements and even can suggest much more. The product is definitely good and helpful, highly qualified and widespread. While the variety of kinds of this product increases, the consumers’ needs and requirements increase and transform too. By reasons given above, in a contemporary world we faces with deeply another kind of products and standpoints. There are for nowadays a big amount of various theories, written by different authors, which contains an explanation of consumer behavior and making product successful. I think this information will change soon through the time.

The significant place in strategies of Blackberry mobile phone Company is occupied by the psychographic and the geographic segmentation market strategies, the demographic segmentation, geographic segmentation strategy and others. All they lead the selected company to the popularity and success among mobile phones market.

In order to succeed Blackberry Mobile phones’ Company controls employee discipline, consumer behavior, managing employee discipline, organizational behavior of employees, planning and strategies of the company and other. These all factors lead to customers’ satisfaction. It can be definitely said that Blackberry’s mobile phones deserved trust, respect to high qualify, and good organization, employees’ discipline.  Such position has been earning during centuries.

And to a deeper, the satisfaction of customers – is a primary function and goal of any organization (in general). Thus, all forces and activity of company are directed on reaching these aims. Blackberry mobile phone Company is a good example of a company that step by step came to the success using lots of various strategies and methods, improving and developing its production and level of services.

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