Blackberry Case Analysis

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Blackberry Case Analysis

By | September 2012
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Lymms|
Blackberry case analysis|
[Type the document subtitle]|
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By Ling,Stephenia,Yana,Mat,Mahran|
10/17/2009|

[Type the abstract of the document here. The abstract is typically a short summary of the contents of the document. Type the abstract of the document here. The abstract is typically a short summary of the contents of the document.]|

Table of Contents
Case background3
RIM Company history3
RIM is the fastest growing company in the world3
Critical problem the RIM faces3
company strategy4
define the business mission4
SWOT analyse4
Competition analysis5
STP(segmentation, targeting, positioning) analysis6
Segmentation6
Targeting7
Positioning7
Growth strategy8
Market development8
Strategic business units9
Market mix10
Product strategy10
Price12
Place12
promotion13
brand value13
brand strategy13
Recommendation14

Case background
RIM Company history

RIM is the fastest growing company in the world

Year| RIM Events| Blackberry features| Consumer|
1984| * began the small entrepreneurial business| | | 1992| * The first product| * two-page pager| |
1998| * first blackberry| * : wireless hand * six lines of text * display, * basic e-mail| | 1997| * toronto stock exchange| | |
1999| * balckberry 850| * explosive demand , * voice and date transmission * Internet limited| Business professionals| 2001| * 1250 employees| | |
2009| * 7000 employees * Blackberry Curve8330 * Blackberry Pearl 8120| * organizer, * contact manager, * a computer, * an internet device, * a telephone| * Over 14 million consumers * Over 135 countries|

Critical problem the RIM faces
RIM Has experienced high development in the mobile communication and entertainment market. To keep its leadership in the market, they have to think about following questions:

* What kind of...

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