Blackberry

Blackberry’s Rise in Brand Power The Dueling Marketing Strategies of RIM versus Apple

TEAM ZEBRA
Lavreet Randhawa Echo Lin Thach Duong Dustin Korotana Natasha Colusso Marco Dall’Antonia

SET FMGT 1A MKTG 1102 Jeff Collier October 19, 2009

Introduction RIM and Apple are the two dominant companies in Branding for their market place. RIM currently dominates the corporate side of business professionals. Apple is currently dominating consumer markets with their new innovative Iphone. Problem How will Blackberry successfully dominate the market place and the target markets against Apple? How can Blackberry gain a leadership position in the mobile phone sector? As well as, how can Blackberry grow its sales and market share? Key Findings Blackberry: Founded in 1984 Headquarters located in waterloo, Ontario Controls over 55% of the US Smartphone market Global market share was at 16% for 2008. The Blackberries have grown market share to 19% in the first half of 2009. Revenue rose to $3.53 billion from $2.58 billion a year earlier. Sales are up about 40 percent compared to a year ago. Is expanding its product portfolio to include a wide selection of devices and interfaces that appeal to a range of customers at different price points. This includes 2.5G models that are smaller, lighter, lower cost, and have better battery life than other 3G models. Apple: Founded in 1976 Headquarters located in Cupertino, California Controls 23.3% of US Smartphone market Global market share was 7% for 2008. Apples market share has grown to 13% in the first half of 2009 Sales of 5.4 million units in the second quarter of 2009 Hoping to have iPhone in China within one year In General: Smartphone’s offer the biggest opportunity for manufacturers. It is the fastest-growing market segment and the most resistant to declining ASPs U.S. Smartphone sales grew 47% in Q2 Physical, rather that touch screen, keyboards shipped on 35 percent of handsets sold in the quarter Smartphone sales... [continues]

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