Balanced Scorecard - Rim

Topics: BlackBerry, Smartphone, Marketing Pages: 10 (3043 words) Published: March 17, 2012
Research In Motion:
A Balanced Scorecard Analysis

Company Profile3
Recent Accomplishments4
Recent Problems5
Competition and Market Status6
Implementation of Planning Process8
RIM’s Perspectives9
Customer Perspective10
Financial Perspective10
Learning and Growth Perspective11
Internal Process Perspective12
Balanced Scorecard13
Kaplan and Norton Alternative Strategy Choice13
Attachment 1: Five year stock comparison of RIM, Apple, and Google16

Research In Motion
Company Profile
Research In Motion Limited (RIM) was founded in 1984 and is headquartered in Waterloo, Ontario, Canada but has multinational operations with offices in North America, Asia-Pacific and Europe. The company is a leader in Smartphone and wireless technology and the parent company of BlackBerry products. RIM is involved in all aspects of its main product line from design through manufacturing and marketing wireless solutions geared toward providing a wireless voice and data solution to businesses worldwide. Presently, the company’s research and development efforts are focused on several areas (Research in motion, 2010): * Developing core technology and platforms for next generation wireless interfaces and networks, including evolution of 3G and 4G wireless networks. * Evolving the functionality, security and performance of its BlackBerry wireless solution and BlackBerry Smartphones; * Developing new devices for current and emerging wireless network technologies and market segments; * Building device software including compilers, Java Virtual Machine, radio code, and BlackBerry applications; * Developing server and desktop software for corporate, institutional and prosumer environments; * Developing infrastructure systems to provide the underlying support for wireless network and Internet connectivity; * Providing a platform and tools for third party software developers and enterprises to write and wirelessly enable applications; * Improving manufacturing and testing technologies; and

* Developing accessories to be used with BlackBerry Smartphones. NOTE: According to the RIM Corporate website, RIM does not have a vision/mission statement that is publicly available. Due to a lack of information, the Mission Statement was crafted by the writer of this report from general RIM knowledge and company press releases. Mission Statement| Research In Motion Limited strives to be the world leader in designing, manufacturing and marketing wireless consumer and business-to-business electronic access technology for the rapidly emerging mobile personal communications market. ("Press release: Research," 1998)| Market| The company markets and sells its BlackBerry wireless solutions primarily through global wireless communications carriers, and third party distribution channels, its primary market segment are companies and business professionals. (Research in motion, 2010)| Slogan| RIM’s slogan is "Always Connected", BlackBerry’s is “For those who need tools, not toys” (Research in motion, 2010)| Products| RIM’s product portfolio includes the BlackBerry wireless solution, the RIM Wireless Handheld product line to include the BlackBerry Smart Phone and BlackBerry Playbook Table as well as software development tools and other software and hardware. (Research in motion, 2010)| Company Size| Estimated to be 17,500 full time employees ("Yahoo finance," 2012)| Primary Product Revenue Source| RIM’s primary revenue stream is generated by the BlackBerry wireless solution, which includes sales of BlackBerry wireless devices, software, and services. (Profile: Research in, 2012)| Recent Accomplishments

Over the past few years RIM has succeeded in launching a number of new devices, increasing its subscriber base over from 14 million in 2008 to 25 million in 2009 and 41 million in 2010, introducing new technology to extend current capabilities to both end users...
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