Research in Motion Limited (Rim) Strategic Analysis

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Table of Content

Page Acknowledgement3

Executive Summary4

Project Outline5

Industry Life Cycle7

Key Success Factor (KSF)8

Industry Analysis (Porter’s Five Forces)10

SWOT Analysis

Internal Factor Analysis Summary (IFAS)13

External Factor Analysis Summary (EFAS)15

Strategic Factor Analysis Summary (SFAS)17

TOWS Matrix19

Assessment of Current Company’s Performance22

Review of Option for Future Direction24

Recommendation for Implementation of strategies25

The Usefulness of Strategies Management Models27

List of reference29

(Total word count: 4,093 words)


Firstly, I would like to thank my supervisor, Mr. G V Nathan, for his guidance and support in this last three months throughout ASM lessons. He has given me a lot of viewpoints and examples to finish this report properly. Without his help, it was impossible to finish this project only by myself. In addition, I would like to thank him also for the corrections and comments of this project, so that I can deliver this project in timely manner. Lastly, I would send my best regards to all of those people who has helped and supported me in the process of completion of this project.

Executive Summary

RIM is a Canadian telecommunication company that has designed and developed a line of mobile e-mail and smartphone devices called BlackBerry in 1999. BlackBerry is primarily known for its ability to send and receive Internet e-mail wherever mobile network service coverage is available, or through Wi-Fi connection. RIM has released a variety of devices running on GSM, CDMA, and iDEN networks. In 2006, Research In Motion (RIM) and Information Appliance Associates have reached a licensing agreement whereby RIM will offer a complete version of PocketMac for BlackBerry. In 2008, RIM was named one of “Canada’s Top 100 Employers” and was featured in Maclean’s Newsmagazine. Furthermore, RIM has announced in 2009 that they were expanding their global operations by opening an office and training facilities that was included of the new office features training facilities, research and development centre, strategic partner marketing centre, and technical support services. Recently, the world has named RIM as the fastest growing company with a growth of 84% in profit over the three years.

The purpose of this project is to analyze the strategy that being used by one of the smartphone companies, RIM Company, during the years of its operating. In this project, I’m using several strategic management models such as, industry life cycle, key success factors, porter’s five forces, SWOT analysis, SFAS matrix, and TOWS matrix. Each model gave all of the key points that could be useful for the company. After understand about those 6 models, I talked about the assessment of this company based on its efficiency, effectiveness, and return to investors. There will be also a review of future directions. Besides that, I gave my recommendation for implementation of new strategies for RIM Company to adopt. Last but not least, I have explained the usefulness of those 6 strategic management models.

(300 words)

University of Bradford / MDIS

Applied Strategic Management

Project Outline

Name: Mega Puspa Dewi

Student UB Number: 09033840

Batch no.: BBMD2 0932 A

Selected Company : Research In Motion (RIM) Ltd.

Brief of company
Research In Motion (RIM) was founded in 1984 in Waterloo, Ontario, Canada. RIM is the designer and manufacturer of the award-winning BlackBerry smartphones. The first BlackBerry was launched in the next 15 years, which is in 1999. Nowadays, BlackBerry commands a 62.4% share of smartphone sales in the world which put BlackBerry in fifth most popular device manufacturer. Reason for selecting Research In Motion (RIM) Ltd.

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