...Research in Motion and Blackberry Word count (to nearest 100) MKT 201 : 11 am section. Instructor: Professor Deepak Outline Company Overview and Project Focus Research in Motion (RIM) is one of Canada’s companies that are declared in its US official website to be “a global leader in wireless innovation, [that] revolutionized the mobile industry with the introduction of the BlackBerry® solution in 1999” (“Research In Motion”, n.d.). The BlackBerry product line includes the BlackBerry Playbook tablet, BlackBerry smartphone, and software for businesses and accessories. RIM launched the Blackberry smartphone in 1999. Indeed, RIM was a global leader with a strong position in the world market in early 2000s. RIM was first to understand that mobile application had to be simple to use. Company Mission and Vision Every company strives to satisfy its customer needs by implementing the strategies within the company’s mission and vision. A mission statement describes the firm’s objectives of the activities it plans to take. However, the vision statement includes the steps that should be taken to achieve the company’s goals and strategies. RIM’s mission statement states, “To develop socially and professionally responsible and proactive managers and leaders with holistic perspectives and competencies” (Ricketts, 2011). To denote furthermore, the mission emphasizes on hiring highly skilled employees that are able to deliver products of value...
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...------------------------------------------------- Business Strategy and Change Management BLACKBERRY Submitted by: Sharma Monika 20142256 Kaur Sandeep 20141745 Khurana Ashish 20150364 Kumar Rohit 20150599 Submitted by: Sharma Monika 20142256 Kaur Sandeep 20141745 Khurana Ashish 20150364 Kumar Rohit 20150599 EXECUTIVE SUMMARY The report is about the decline of Blackberry and factors responsible for its downfall. These factors have been precisely described below in the form of PESTEL and SWOT analysis. All the latest data collected in relation to a company Blackberry has been demonstrated in the form of charts and tables correspondence to other rivalry groups, which shows the clear picture and downfall of company in smartphone industry. The latest market data reveals the current scenario and situation of the company in today’s market. The report also demonstrates how the company struggles and make effective use of different strategies of various marketing communication means and tools to stay tuned and compete with such a challenging industry especially in India. It also shows the impact of other line products that contributes to the decline of the company. * * Table of Contents 1 Introduction 3 1.1 Market Data 3 1.2 RIM (Research in Motion) 9 2 Analysis 13 2.1 PESTEL Analysis 13 2.2 SWOT Analysis- Blackberry 16 2.3 Benchmarking 18 3 Conclusion and Recommendations 21 4 References 22 ...
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...Marketing 605 BlackBerry Marketing Campaign Analysis Research in Motion, now operating under the name BlackBerry Limited, was once the leading smartphone maker. The term BlackBerry was coined by Lexicon Branding marketing company, inspired from its keyboard resembling the drupelets of a blackberry. The motivation behind the company name switch from Research in Motion to BlackBerry Limited was to consolidate the company’s brand into a single cohesive global presence and to strengthen its recognition among its operating system, smartphones/devices, and its stock trading name. The telecommunication and wireless equipment company was founded in Waterloo, Ontario, Canada by Mike Lazaridis, who served as CEO until January 22, 2012. He was replaced by John Chen immediately. Chen wanted to change BlackBerry’s strategy by outsourcing manufacturing of its hardware to Foxconn, which is most notable for manufacturing the iPad, iPhone, Kindle, PlayStation 4, Xbox One, and Wii U. The reason behind this move is to have the company focus more heavily on software technology development. The company wants to make the brand name synonymous with work. Blackberry’s new brand focus is software and service centric, making up 54% of the company’s revenues in 2013. Blackberry Limited has a loyal consumer base, and is most recognized for its sophisticated network security system, most notably its advanced encryption capabilities, which allows for secure exchange of e-mails. This feature makes it very...
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...BLACKBERRY (SALES DECLINE) I. TIME CONTEXT: BlackBerry's share of the smartphone operating platform market dropped from 21.7% in July 2011 to 9.5% just a year later, according to comScore. Meanwhile, Apple's market share went from 27% to 33.4% in that time, while Google's share went from 41.8% to 52.2%. BlackBerry’s sales of smartphone is now continuously dropping II. POINT-OF-VIEW: In today's earnings report, BlackBerry said the $2.7 billion charge was based on the results of an analysis of its long lived assets. Separately, there were "pre-tax restructuring and legal and financial advisory charges of approximately $266 million." The $4.4 billion loss compared to a profit of $14 million in the same quarter last year. BlackBerry lost $965 million in Q2 2014, primarily because it overestimated how many new phones it would sell. Excluding all of the one-time charges, BlackBerry's operating loss was $354 million for the quarter, up from an adjusted loss of $248 million in the prior quarter and up from $114 million in Q3 2013. Despite the bad news, BlackBerry CEO John Chen struck a positive tone. “With the operational and organizational changes we have announced, BlackBerry has established a clear roadmap that will allow it to target a return to improved financial performance in the coming year,” Chen said in the earnings announcement. “While our Enterprise Services, Messaging and QNX Embedded businesses are already well-positioned to compete in their...
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...Apple Inc. was founded on April 1, 1978 by Steve Jobs, Steve Wozniak and Ronald Wayne and is a Multinational Corporation that develops, design and sells computer software, personal computers and other hand held electronics. Apple’s headquarter is based in the United states in the state of California while there are 394 retail Apple Stores worldwide along with their online Apple Store and iTunes Store. As of 2012, Apple has attained annual revenue of $156 billion dollars and has a total of 72,800 employees. In terms of revenue, Apple is the world’s second largest information technology company just behind Samsung while they are the world’s third largest cellular phone maker behind both Samsung mobile and Nokia. In 2008, fortune magazine named Apple the most admirable company in the United States and throughout the world from2008 through 2012. Although Apple is quite a vibrant and admirable company, they have received numerous criticisms about their labor and business practices as most or all of its products are manufactured outside of the United States. Apple have a wide range product line which they offer to the public but their best known products lines are the Mac line of computers, the iPad tablet computer, the iPhone smart phone and the iPod music player. Apple operating system which is the software that is installed in its computers and electronic devices are called OS X and iOS operating system. Apple also has its trademark iTunes media browser which is only found on Apple’s...
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...Research in Motion’s Blackberry Storm | Case Study #1 | | Presented by Simona Antolak, Lianne Hung, Adrian Ver, Michelle Noble, Meghan Hardy and Dexter Holmes.SLAMM’D Inc. | | Set D | 10/22/2009 | | Problem: What product strategies should Research in Motion use to differentiate the Blackberry Storm from the competition to increase sales? Facts relating to the case: Who: Research in motion, the developers of Blackberry. Mike Lazaridis, Doug Fregin and Mike Barnstijn. When: Sales figures of 2009. Where: Canadian-based company in the global market. Why: The sales of Blackberry have not met the competition’s. What: * Apple has dominance over the consumer market for smart phones. * Other competitions are entering the same market such as Sony, Microsoft, HP, Google Android, and others. Research: See Appendix A, B and C for information on Storm and its competitors. Blackberry Marketing Budget: RIM spent $29.8 Million dollars in 2007. In 2008 RIM spent 6% of its revenue ($6,009,395,000) on Research and Development and 14.7% of its revenue on Marketing, Selling and Administration. Target Market: The target market for the Storm is young professionals from ages 20 to 40. They are business-savvy and technologically-savvy people who require access to their information at their fingertips for their daily activities. Blackberry has recently found that there is potential in the younger market for students that have interest in the capabilities...
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...Date: A Marketing Plan for Blackberry Bold 9900 in the Hispanic Market Executive summary The population of the Hispanics in the United States is growing tremendously. In 2010, the population hit 50 million constituting of 16.3% of the total united state population. At that time, it became the second largest group in terms of population. The population grew by 43% since 2000 and projections for the trend are high in the coming years especially in Los Angeles, New York, Chicago, Miami and Texas. Economically, the contribution of Hispanics in the gross domestic product in United States rose by $338 billion from $862 billion in the year 2007 to $1200 billion in 2012. This growth increased their buying power by close to 10% of all the United States buying power. As at 2010, 31% of mobile consumers in United States owned a Smartphone. The demand for smart phones is likely to grow massively especially within the Hispanic market which accounted for 27% usage among the Hispanics by then. On Smartphone usage, apple accounted for 29%, android phones accounted for 27% and other mobile phone products accounted for 18% usage among the Hispanics. According to this data, it is conclusive to say that any marketer who does not recognize the potential of this target market is missing a great opportunity. Hispanics are educated and their lifestyle is modernized. They are therefore technology oriented and they consume upscale goods. This is a marketing plan for Blackberry Bold 9900 in the Hispanic...
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...appeal to consumers is the BlackBerry phone. BlackBerry is a line of wireless handheld devices and services designed and marketed by a Canadian company called “Research in Motion” (RIM). The first BlackBerry device, an email pager, was released in 1999. In 2003, the more commonly known smartphone BlackBerry was released, which supports push email, mobile telephone, text messaging, Internet faxing, web browsing and other wireless information services. The President of the United States, Barack Obama, became known for his dependence on a BlackBerry device for communication during his 2008 presidential campaign. This was seen by some as akin to a "celebrity endorsement," which marketing experts have estimated to be worth between $25 and $50 million. Traditionally, BlackBerry phones have been targeted to business professionals. They were not originally priced or developed for the everyday cellular user. The full keyboard allows for users to send detailed messages quicker and easier than touch screen devices, which is a major perk for consumers. The BlackBerry also targets business professionals with wireless connectivity ability on the go for faster paced Internet connections when the user needs it most. Unfortunately, in a market increasingly driven by the wishes of the retail consumer, these added benefits have not weighed in the favor of BlackBerry and its executives have struggled to wean the company from its heavy corporate focus. BlackBerry targeted big companies who...
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...Research Project Part 4: Sampling Process and Data Analysis QNT 561 Applied Business Research & Statistics University of Phoenix December 9, 2013 Blackberry Business Research Plan Blackberry was once the leadership in the cell phone industry, but today they are one of the least recognized manufactures for cell phones. Team C will discuss how we plan to increase their revenue by indentifying what customers want and need to choose Blackberry, Inc. as their cell phone provider over any other manufacture. We have administered a survey and we will analyze it to see what customer think about Blackberry products. Furthermore, we will explain the final results of the survey and the various ways in which the survey will help us determine the changes the company will need to undertake to make Blackberry Inc. once again the leading manufacturer in their industry. The Sample Process The population will consist of former, current and possible future customers. Surveys will be emailed, mailed or telephoned to the previously mentioned population. The purpose of the survey is to determine the following: 1. How can we increase sales, revenue, and consumer base? 2. Do we need improved or increased focus on customer satisfaction? 3. What are our marketing and customer service strategies? 4. How can we enhance the Blackberry brand appeal to individuals and professionals? 5. What do we need to do to effectively compete with other cellular phone manufacturers? 6. What are the company's...
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...intermediary between programs and the computer hardware, although the application code is usually executed directly by the hardware and will frequently make a system call to an OS function or be interrupted by it. Operating systems can be found on almost any device that contains a computer—from cellular phones and video game consoles to supercomputers and web servers. Examples of popular modern operating systems include Android, BSD, iOS, Linux, OS X, QNX, Microsoft Windows, Windows Phone, and IBM z/OS. All these, except Windows, Windows Phone and z/OS, share roots in UNIX. Smartphone A Smartphone, or smart phone, is a mobile phone built on a mobile operating system, with more advanced computing capability and connectivity than a feature phone. The first smartphones combined the functions of a personal digital assistant (PDA), including email functionality, with a mobile phone. Later models added the functionality of portable media players, low-end compact digital cameras, pocket video cameras, and GPS navigation units to form one multi-use device. Many modern smartphones also include high-resolution touchscreens and web browsers that display standard web pages as well as mobile-optimized sites. High-speed data access is provided by...
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...Research in Motion’s Blackberry: an Innovation or Communication Crisis? This report deals with Research in Motion (RIM) a global leader in innovative wireless technology, who revolutionized the Smartphone industry in 1999 with the introduction of the Blackberry. (RIM, 2012)The specific product that will be the focus of this report is their new offering, the Blackberry Torch 9810. (RIM, 2012) 1.0 Marketing Issue Research In Motion (RIM) has failed to capitalize on the BlackBerry market share to employ an effective marketing strategy. This was evident when Torch 9810 was released to compete with iPhone and Android phones; the lack of a consistent strategic marketing direction resulted in a dismal sales performance of the model (Goldfayn, 2012). RIM was unable to effectively market the technical advantages (Brodkin, 2011) of Torch 9810. Furthermore, it may have alienated BlackBerry users by RIM’s failure to have an effective integrated marketing communication (IMC) campaign to inform customers as to what and why such features were present in Torch 9810 (Dvorak, 2011). As a company that deals in products of dynamically continuous innovation, the Torch 9810 could have been such if it was marketed more effectively (Rubin, 2012). 2.0 Target Market An effective target segmentation for an organisation in order to satisfy consumers needs and wants should include demographic, psychographic and behaviour (West, Ford and Ibrahim, 2010). RIM should target consumers’ evaluation criteria with...
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... Question: 1 The biggest task for any of Blackberry in today’s era is to implement the effective marketing strategy with the endorsement of accurate marketing mix. Through initiatives & marketing strategies company attempts to capture maximum returns - this entire practice refers to value based marketing. Here Blackberry is in consistent effort to create a strong brand which influences consumers to give constructive feedback. Value based marketing starts with escalating correlation of sales and marketing. One of the core concepts of Marketing is Holistic Marketing concept, where everything matters in marketing is acknowledged. Wider and incorporated outlook is essential for the developing, implementing and designing marketing strategies for Blackberry. For RIM it’s inevitable to see the challenges from brand’s viewpoint but it’s not complete without considering consumer’s perspective. Once the market’s needs have changed, Blackberry should shift with it. [pic] • The complex market of phone industry forces Blackberry to deliver variety of differentiated products with fast pace in global market. All products should be distinguished with each other with the means of functionality and should be able to engage customer with unbeatable features and designs. Here the Holistic Approach comes in light and it binds customers, network of suppliers, internal team & partners in a single knot. Blackberry should see the larger picture to increase brand value...
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...the critical aspects you have discovered from the application of your chosen models to the industry and to Blackberry. Strengths 1. Highly secure phones; The primary RIM’s competitive advantage is its very secure mobile phones. The company released its phones with secure encrypted network that allowed sending emails between phones without possibility of stealing the information. This became the USP (unique selling proposition) of Blackberries and was a very attractive feature for corporates and governments that other phones didn’t have. As a result, BlackBerry became no.1 choice for enterprises and governments 2. Strong focus on narrow customer segment; Unlike other mobile phones and smartphones companies, BlackBerry tries to appeal for a narrow customer segment – governments and corporates. The result is a more focused approach to satisfying the needs of this narrow segment, something that other businesses rarely do. Weaknesses 1. Inability to market the brand; BlackBerry’s brand was known for the market long before Apple’s iPhone launch or Samsung’s Galaxy success. When the iPhone was launched, RIM had a better quality BlackBerry phone in the market, enjoyed larger sales and greater brand reputation but was unable to build on that due to poor marketing efforts. It spent and continues to spend significantly lower amounts ($41.3 million) on marketing, about 10 times lower than Apple ($400 million) and 8 times lower than Samsung ($334 million) in 2012, according to CNET...
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...former co-CEO of BlackBerry The first BlackBerry device, the 850, was introduced in 1999 as a two-way pager in Munich, Germany. The name BlackBerry was coined by the marketing company Lexicon Branding. The name was chosen due to the resemblance of the keyboard's buttons to that of the drupelets that compose the blackberry fruit. In 2003, the more commonly known smart phone BlackBerry was released, which supports push email, mobile telephone, text messaging, Internet network. BlackBerry first made headway in the marketplace by concentrating on email. RIM currently offers BlackBerry email service to non-BlackBerry devices, such as the Palm Treo, through its BlackBerry Connect software. The original BlackBerry device had a monochrome display, but all current models have colour displays. All models, except for the Storm series and the all-touch Torch 9850/9860 have a built-in QWERTY keyboard, optimized for "thumbing", the use of only the thumbs to type. The Storm 1 and Storm 2 include a Sure Type keypad for typing. Originally, system navigation was achieved with the use of a scroll wheel mounted on the right side of phones prior to the 8700. The track wheel was replaced by the trackball with the introduction of the Pearl series which allowed for 4 way scrolling. The trackball was replaced by the optical track pad with the introduction of the Curve 8500 series. Models made to use iDEN networks such as Nextel and Mike also incorporate a push-to-talk (PTT) feature, similar to a two-way...
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...key partner for his company. According to an industry trade publication, Bradlow told the crowd that if he were running RIM, he would "go to the 43rd floor and find a window." He went on to say the most likely outcome for RIM is a sale. A Telstra spokesperson told Canadian Business that Bradlow "immediately apologized unreservedly" for his remarks, but the damage was done. RIM has fallen so far that not even its carrier partners can resist making jokes at its expense. And RIM keeps giving its detractors more fodder. On June 28, the company announced an incredibly bleak set of earnings, including its first quarterly loss in more than seven years. BlackBerry shipments plunged 41% from the year before. Nearly one-third of its workforce-5,000 employees-will be laid off. CEO Thorsten Heins delivered one more bombshell, too: BlackBerry 10, the operating system that will supposedly revive the company, will be delayed yet again, until early 2013. RlM has experienced an incredible and bewildering fall from grace. The company's share price provides the most visceral evidence: it peaked in 2008 at $149.90, and has since crashed by 95%, dropping to less than $8 at press time. There is no doubt that a series of poor decisions and missed opportunities led RIM to this point. Former co-CEOs Mike Lazaridis and Jim Balsillie underestimated the significance of the iPhone when it debuted in...
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