Louis S. Latimer
MGMT530 – Marketing Strategies
May 6, 2012
Southwestern College Professional Studies
Table of Content
I. Executive Summary 3
II. Situation Analysis 4
a. Internal Environment7
b. Customer Environment13
c. External Environment 16
IV. Marketing Goals and Objectives21
V. Marketing Strategy22
VI. Product Strategy23
a. Core competency comparison chart25
b. Point of Difference Feature Chart 26
I. Executive Summary
Research in Motion (RIM) was founded on March 7, 1984 in Waterloo, Ontario, Canada. While they are known primarily for their flagship product line of BlackBerry Smartphones, RIM also manufactured other devices; primarily wireless modems. The BlackBerry revolutionized the way in which business is conducted, not only in the United States, but throughout the world. BlackBerry devices allowed the business professional to move away from their desk, but still be able to conduct business anywhere in the world (Blackberry 2012). Because of this, RIM has seen a very high level of success, and has begun to expand further into technologies for the business world. Several other companies have also taken note of the rapidly growing mobile device market, notably Apple and Google. Rim now faces an uphill battle for relevancy in the very market it created.
II. Situational Analysis
Over the last two years, RIM has gone from a market leader, investor darling, and a top innovative company to being described by analysts as “A has been,” ‘Ripe for a buy-out,” and “Left in the dust” (Geller 2011). Understanding how and why this happened is important, but more important is determining how RIM can get back on track and rise from the blows it has sustained.
A Brief History ... from Concept to Canada's Most Valuable Company This entire section needed several In-Text Citations. * 1984 - Two engineering students - Mike Lazaridis (University of Waterloo) and Douglas Fregin (University of Windsor) - co-found Research in Motion. * 1988 - RIM's wireless foray takes off. The technology is mainly used for business communications, such as processing credit-card sales. * 1992 - Jim Balsillie joins RIM, putting $250,000 of his own money into the company. * 1996 - RIM introduces its first wireless handheld, the Inter@ctive Pager. * 1997 - RIM is listed on the Toronto Stock Exchange as a publicly traded company, raises more than $115 million from investors and is ranked as one of Canada's fastest-growing technology companies. * 1999 - RIM is listed on the NASDAQ exchange. The company raises another $250 million to develop its BlackBerry technology. RIM introduces the BlackBerry 850 Wireless Handheld, putting together e-mail, wireless data networks, and a traditional - if tiny - QWERTY keyboard so successfully in a hand-held device that demand for it explodes. Lexicon branding creates the Blackberry name
* Nov. 13, 2001 - A group of Illinois-based inventors files a lawsuit in a U.S. Federal Court, accusing RIM of building its wireless e-mail network by infringing on patents held by an American patent-company, NTP Inc. of Virginia. 5years later, Research in Motion and NTP finally announce a settlement of their long-running patent dispute. RIM agrees to pay NTP $612.5 million US to settle all claims and for a "perpetual, paid-up license going forward." * 2004 - Research in Motion celebrates its 20th anniversary as the BlackBerry surpasses two million subscribers worldwide. * 2005 – Blackberry passes 4 million subscribers
* June 2007 – Apple launches the iPhone
* Oct. 4, 2007 - RIM announces that its BlackBerry subscriber list has passed the 12-million mark. * Oct. 23, 2007 - Alcatel-Lucent announces an agreement to distribute BlackBerry smartphones in China. The news sends RIM shares...