Marketing Strategy for Blackberry

Topics: BlackBerry, Supply chain, Sustainability Pages: 13 (3578 words) Published: March 20, 2013
Objective Regain blackberries 20% lost market share, and improve overall net profit vs. last year by 13% Offer the services that have already been introduced by competing company, and also work on providing customers with innovative applications Summary

Built to keep your 
business moving
Where multiple devices ownership models, applications and
operating systems exist, BlackBerry® perfectly balances end user and corporate needs to keep your business moving.

Blackberry is a brand that was created by Research in Motion’s (RIM) Founder Mike Lazaridis in 1996, providing wireless web enabled devices across multiple networks. RIM is a Canadian based company founded in 1984 that formally worked with RAM and Ericsson, developing a two way paging system and wireless email network.

The company’s goal and vision is clear: “to provide solutions for the worldwide mobile communications market, including the software that allows the BlackBerry Smartphone to provide mobile access to email, applications, media and the Internet.” (RIM website:

Since the creation of Blackberry, it commands over 20% of the world’s Smartphone sales, available in over 91 countries on over 500 mobile service operators. Blackberry has sold over 100 million devices and still trumps the Iphone is sales since its development. 

With the development of the New Blackberry Torch we see the progress that Blackberry has made. Not only does Blackberry dedicate so much time and funds to research and development, but they have successfully built the brand strong and have reached different demographics in the past 5 years than any other company.

There is no doubt that Blackberry has been, and will continue to be, the leader in research and development in wireless realm.

Research In Motion (RIM), a global leader in wireless innovation, revolutionized the mobile industry with the introduction of the BlackBerry solution in 1999. Since then, BlackBerry products and services have continued to change the way millions of people around the world stay connected. With the launch of BlackBerry® 10, we have re-designed, re-engineered and re-invented BlackBerry.  Not only did we introduce a new mobile experience to our global community of BlackBerry users, but we are also introducing a new name for the company. Research In Motion now operates globally under the iconic name BlackBerry.

Corporate Responsibility
Global Growth.
BlackBerry is a company driven
by ideas. We believe that innovation
and collaboration will foster
sustainable growth for our business.
BlackBerry and its subsidiaries and affiliates ("BlackBerry") are committed to offering the best tools for communication and social collaboration and working towards minimizing our environmental impact. BlackBerry strives to act responsibly and expects the same of our partners and suppliers. Corporate Philanthropy

BlackBerry seeks to make a positive impact in our communities, engaging the talents and resources of our people and partners to harness the power of technology. BlackBerry strongly believes in the importance of education and works to inspire the next generation of minds, particularly in the areas of science, technology, engineering and math. Outreach efforts are concentrated on students at public elementary and secondary schools. Proud2Be program

BlackBerry supports employee efforts to give back to communities through Proud2Be, a set of internal programs which present several opportunities to support our communities through fundraising drives and volunteerism. Through the Volunteer Recognition Program and the Child and Youth Active Living Program, BlackBerry donated to 294 organizations around the world. Through these programs and a variety of corporately supported events and activities, employees volunteered more than 14,800 hours in fiscal 2012.

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