Blackberry Case Analysis

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Blackberry case analysis|
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By Ling,Stephenia,Yana,Mat,Mahran|
10/17/2009|

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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 product strategies in the future?
* How to keep the unique compared competitive advantages? *

company strategy
define the business mission

Research In Motion (RIM) is a leading designer, manufacturer and marketer of innovative wireless solutions for the worldwide mobile communications market. Through the development of integrated hardware, software and services that support multiple wireless network standards, RIM provides platforms and solutions for seamless access to time-sensitive information including email, phone, text messaging (SMS and MMS), Internet and intranet-based applications. RIM technology also enables a broad array of third party developers and manufacturers to enhance their products and services with wireless connectivity to data.

SWOT analyse

Environment| Evaluationg| |
| Positive| Negative|
Internal| Strengths * leading brand in the multiple wireless communication market * more than 10 years experiences in the market * own a lot of loyal business customers * excellent technology research and integrated capabilities * the ability of knowing the needs of customers * excellent marketing | Weakness * Blackberry has become the symbols of business professionals, so it is not easy for company to reach the individuals’ market * Not good at the appearance design | External| Opportunities * Because the multiple wireless market is a growing market, the demands will grow steadily. * | Threat * Powerful competence Apple’s iphone are increasing its market share * Global economic recession will cause the decrease of demand for expensive blackberry * The fast change of technology may lead to the emerge of other new products (like the ipod replace the walkman)|

Competition analysis

in the multiple wireless communication device market, iphone 3G is the powerful competitor to the Blackberry. Let’s compare the two products as follows:

| Blackberry| Iphone 3G|
Position| Business...
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