Research Proposal on Apple and Blackberry
Research Proposal
Topic – Brand Leadership : The success story of the two mobile Giants Apple and Research in Motion (RIM) and their rivalry.
Table of contents
No.
Topic
Page
1.
2.
3.
4.
5.
Introduction
Research Objective
Literature review
Research design
Bibliography
3.
5.
6.
10.
16.
1. Introduction
The history of mobile industry is not long in the past. The first cellular phone was invented by Martin Cooper on April 3, 1973 Martin Cooper with the Motorola Dyna-TAC mobile phone. Before this most mobile phones were too large to carry and too costly.
In this thesis I’m going to research about the two major players in the cell phone industry Apple and RIM( Research In Motion). People around the world are constantly searching for new gadgets to meet their desires, especially smartphones. There is no dearth of cellular phones available in the market today. The two most common phones people tend to choose - to get the best are RIM's Blackberry and the Apple iphone. Consider it a battle for hearts and minds than for thumbs and ears. Apple launched the iphone in 2007, Based on the iPod, it was effectively an entire computer that happened to make phone calls. Blackberry was introduced in 1999 by a Canadian company, Research In Motion . Smartphones are the new generation of phones which can not only make calls, but also surf the internet, keep a calendar, look at the weather, give you GPS driving directions and serve you with millions of applications. Iphone is a media lovers dream come true, movies and music can't get better but the privacy RIM offers with a severe encrypted e-mail system is exemplary for lawyers and businessmen. Apple reported selling 6.9 million iPhone 3Gs during its last quarter, while RIM sold 6.1 million BlackBerrys in roughly the same period. Target markets for the iPhone and BlackBerry overlap as well as there isn't much difference in the pricing of the 4S and the Torch 9860. The Iphone is sleek, elegant an all over touchscreen while the
Topic – Brand Leadership : The success story of the two mobile Giants Apple and Research in Motion (RIM) and their rivalry.
Table of contents
No.
Topic
Page
1.
2.
3.
4.
5.
Introduction
Research Objective
Literature review
Research design
Bibliography
3.
5.
6.
10.
16.
1. Introduction
The history of mobile industry is not long in the past. The first cellular phone was invented by Martin Cooper on April 3, 1973 Martin Cooper with the Motorola Dyna-TAC mobile phone. Before this most mobile phones were too large to carry and too costly.
In this thesis I’m going to research about the two major players in the cell phone industry Apple and RIM( Research In Motion). People around the world are constantly searching for new gadgets to meet their desires, especially smartphones. There is no dearth of cellular phones available in the market today. The two most common phones people tend to choose - to get the best are RIM's Blackberry and the Apple iphone. Consider it a battle for hearts and minds than for thumbs and ears. Apple launched the iphone in 2007, Based on the iPod, it was effectively an entire computer that happened to make phone calls. Blackberry was introduced in 1999 by a Canadian company, Research In Motion . Smartphones are the new generation of phones which can not only make calls, but also surf the internet, keep a calendar, look at the weather, give you GPS driving directions and serve you with millions of applications. Iphone is a media lovers dream come true, movies and music can't get better but the privacy RIM offers with a severe encrypted e-mail system is exemplary for lawyers and businessmen. Apple reported selling 6.9 million iPhone 3Gs during its last quarter, while RIM sold 6.1 million BlackBerrys in roughly the same period. Target markets for the iPhone and BlackBerry overlap as well as there isn't much difference in the pricing of the 4S and the Torch 9860. The Iphone is sleek, elegant an all over touchscreen while the
Bibliography: Kotler, P (2008). Principles of marketing 5th ed p, 157 Kotler, P (2008). Principles of marketing 5th ed p, 159 Kotler, P (2008). Principles of marketing 5th ed p, 06 Aaker, D (2000). Brand Leadership p, 7 Sweeny, A (2009) Planet Blackberry available at http://books.google.ca/books?id=KGrtBbPlR7EC&lpg=PP1&dq=Research%20In%20Motion&pg=PP1#v=onepage&q&f=true [last accessed 7th feb 2012] Research in Motion available at http://en.wikipedia.org/wiki/Research_In_Motion#History [last accessed on 7th of feb 2012] Roll. M, (2002). Branding and Marketing in emerging markets available at http://www.venturerepublic.com/resources/Branding_and_Marketing_in_Emerging_markets.asp [last accessed 6th feb 2012] Apple .Inc available at http://en.wikipedia.org/wiki/Apple_Inc. [last accessed 7th feb 2012] The journal of marketing (1983) available at http://www.jstor.org/stable/1251125?seq=3 [last accessed 7th feb 2012] A unique selling point, smallbusinessmarketing.co.uk at http://www.small-businessmarketing.co.uk/unique-selling-point/ [last accessed on 7th feb 2012]