Marketin Analysis of Rim

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1.1. Introduction.........................................................................................................................2 1.2. Marketing analysis..............................................................................................................2 1.3. Environment Analysis.........................................................................................................3 1.3.1. Economic...................................................................................................................3 1.3.2. Demographic....................................................................................................….....3 1.3.3. Natural....…….............................................................................…………..……....4 1.3.4. Technological………………..……………..……….........................................…...4 1.3.5. Legal Political………………………………….......................................................4 1.4. Competitor Analysis………………………………........................................…................5 1.4.1. Strengths and Weaknesses of Direct Competitors………..................……………...5 1.4.2. Market positioning …………………........................................................................6 1.5.Customer analysis:..............................................................................................................7 1.5.1.The roles of buying centre……………………….…………………........................7 1.5.2. Purchase decision making process analysis………………….......………………..8 1.5.2.1.Business people….………….…….…......................................................9 1.5.2.2 Youngsters……………………..….………………….….........................9 1.5.3. The decision type for product……………………………….....................................9 1.6.Brand Analysis...............................................................................................................9 1.6.1. The 4Ps.......................................................................................................................9 1.6.2. Up-selling and Cross-selling opportunities....................................................................11 1.6.3. Customer loyalty............................................................................................................11 1.7. SWOT analysis..................................................................................................................12 1.8. Conclusion.........................................................................................................................13 1.1. Introduction

This report analysis RIM’s marketing strategies for Blackberry mobile phones. RIM’s innovation in the mobile phone market has helped them to gain significant market share worldwide. Blackberry’s instant messaging application was one of the main reasons for this success. However, RIM has used different strategies for market penetration and this report has tried to analyse some of their main marketing activities. This includes the 4P’s,strategic positioning, customer loyalty and etc. issues which affect customers’ purchase decision-making process.

1.2. Marketing analysis
Marketing is the process of creating, distributing, promoting, pricing the goods and services and ideas to facilitate satisfying exchange relationships with customers in a dynamic environment as it defined. In another words, it is a places of transaction of goods and services for suppliers and customers which focus on products for customer need. Mobile phone market is a sample of marketing which is a place for mobile phone companies making exchange with customers who are willing to have mobile phone services. For example : blackberry phones company provide contracts for customers and also sell blackberry phones and provide service like insurance and repair services. Basically, there are...
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