...Strategy Formulation Capstone Project Contents INTRODUCTION 3 Company Background 3 Strategic Overview 3 Initial Analysis of Objectives 5 EXTERNAL ANALYSES 6 Environmental Scan 6 Political 7 Economic 7 Social 7 Technological 7 Environmental 8 Legal 8 Three Future Trends 9 Scenario 1: Shift from Hardware to Software Focus 9 Scenario 2: Cloud Computing 12 Scenario 3: Developing markets 14 INTERNAL ANALYSIS 15 Resource-Based View Analysis 15 Tangible Resources 15 Intangible resources 17 Value Chain Analysis 18 Primary 18 Secondary 20 Core Competencies Assessment 21 SWOT Analysis 23 GENERIC STRATEGIES 24 DISCUSSION & ANALYSIS 25 Where are they heading? 25 Where would they like to be? 25 How do they get there? 26 RECOMMENDATIONS 27 APPENDIX 28 REFERENCES 33 INTRODUCTION Company Background BlackBerry Limited, previously known as Research In Motion Limited is a wireless telecommunication equipment manufacturer, well known for its brand of smartphones and tablets of the same name. Originally founded in 1984 by Mike Lazardis, the company was managed with a dual CEO structure where Mr. Lazardis oversaw technical functions and partner Jim Balsillie oversaw sales/marketing. When stock prices began to falter, shareholder criticism of this leadership style caused both men stepped down for Thorsten Heins. He ran the company until November 2013, when he was replaced by John Chen, following the collapse of a deal...
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...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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...PLAN FOR THE MOBILE PHONE MANUFACTURING BUSINESS (BLACKBERRY) 1.0 EXECUTIVE SUMMARY This report provides an analysis and evaluation of the current and prospective profitability of BlackBerry, the strengths, weaknesses, opportunities and threats they have in the Trinidad and Tobago (T&T) market and how to overcome it. Bmobile, one of T&T’s mobile providers has been distributing BlackBerry for over 5 years and they have 6 main outlets but over 100 authorized partners throughout T&T. BlackBerry, T&T’s most popular Smartphone device has been chosen because of its traditional business appeal and product development in order to respond to the local pressures and sustain in a highly competitive business environment. Blackberry has been in the T&T market for 8 years and possess approximately 41% market share. Blackberry’s regional director Sean Killen recognised that they had a great customer base in the T&T market and couldn’t give customers what they needed and he said “loyal customers deserve the latest technology and hardware, the most modern and innovative navigation systems in a Smartphone. As such, in a bid to remain viable in the local mobile market, Bmobile carried out market research to determine the preference of consumers and their attitudes and perception of Blackberry. This brand of mobile phones is best known for its technological advancement and as a basis for investigation, PESTLE analysis, Porter’s competitive forces have been applied to...
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...|Quak Mei Juan |3320700 | |Tay Tristan |3320943 | Executive Summary Research In Motion (RIM), the company behind BlackBerry has gained a reputable position in global wireless innovation through the introduction of the BlackBerry solution in 1999. BlackBerry products and services are now used by millions of consumers globally to stay connected. The BlackBerry product line includes the Playbook tablet, the award-winning BlackBerry smartphone, software for businesses and accessories. BlackBerry hopes to gain more awareness from the consumers in Singapore and increase existing market share. In this proposal, we will discuss about BlackBerry’s market size, structure and potential as well as the macro-environmental trends, which consist of external factors that affect the sales revenue of the Playbook. This report consists of SWOT analysis for Playbook and its competitors Apple iPad 2 and Samsung Galaxy Tab 10.1. By performing the SWOT analysis, we are able to identify strengths, improve on weakness, and anticipate the possible opportunities and threats in contrast to competitors. Thereafter, research was done regarding reviews of the tablet in order to find out consumer needs to come up with a suitable marketing plan. We studied the market trend and narrowed down the segmentation. Subsequently, a...
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...Task 2 Internal Audit I shall perform a marketing audit on Blackberry; this involves both an internal and external examination of the company. A marketing audit can be used to identify both the strengths and weaknesses of a business and how it is affecting their ability to meet their overall aims and objectives. An internal audit is broken down into 5 main categories, these include: Resources- The resources of a business can include their Technical resources, financial resource, their organisational structure as well as their managerial skills Research in Motion has created value for its customers through R&D for the last 10 years, and they have as a result used their R&D as a distinctive advantage. As an innovator in wireless email solutions in the late 90’s they were able to establish assets such as licenses and patents related to data security, wireless transmission of data, and what they are known best for; their push email service. By securing these licences and patents it has given Blackberry an edge in the market with the features it offers, and allowed them to establish a target market which was business people and professionals, before moving into the general market. The major stakeholders of the company are two of the founding members, who currently serve as Co-CEOs of the firm. RIM performs well financially on a consistent basis, with revenue figures reaching $4.2 billion in 2011, although this is down 15% from the previous quarter. In the USA RIM...
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...Case 1: Blackberry Benjamin Lieu Kari Morrison Jaskaran Sanghara Vivian Ou Calvin Sawyer Gloria Wong JK and the Implementers From Set 1K Buddy FMGT 1K MKTG 1102 Instructor: Jeff Collier 10/19/2009 INTRODUCTION In 1992, Research In Motion (RIM) introduced a two-way pager as their first product. Since then, RIM has released numerous devices, none more popular than their Blackberry product line. The Blackberry line boasted all-in-one capabilities. Partnered with voice and data transmissions, it became the mobile device that could do it all. However, existing mobile device companies are still in direct competition and RIM will need to continue developing their technology to win dominance in the Smartphone market. PROBLEM How can RIM develop Blackberry to overtake its competitors in terms of sales and market shares? KEY FINDINGS The first Blackberry was introduced in 1998 as a wireless hand held computer. In 1999, Blackberry's lines of products were equipped with voice and data transmission. This led to an explosive demand. RIM's employees grew from 1250 in 2001 to 7000 in 2009. They have a new and expanded target market. ASSUMPTIONS A prevalent assumption we’ve made is that RIM will continue to have enough capital and resources necessary to pursue new technologies and innovations. This is important because research and development requires large amounts of investments. Another is that existing RIM customers will continue to be loyal to the Blackberry brand...
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...Abstract The purpose of this study is to analysis changes management in the RIM Company. The study investigated how well the external and internal changes in RIM and analysis the environment remote effects on the company transformation. The research design included literature review, data collection, data analysis and recommendation. It is no longer the era of BlackBerry, as one of famous company in Canada. Before the iPhone launched on, BlackBerry seems like a legendary brand in cell phone industry, since they create the convenience EMAIL push service. Likeness, just five years ago, “BlackBerry” was virtually synonymous with “Smartphone.” It was well on its way to becoming a generic trademark, like Kleenex or Band-Aid, that would seemingly forever be associated with its entire sector (Thierer, 2012). In order to research how the BlackBerry can be changed and manage the change, the paper as qualitative research to analysis the external and internal changeability. The process of writing paper is followed the Lincoln and Guba’ evaluative criteria (1985) that based on credibility, transferability, dependability and conformability. The data collections use searching journals, web source, and online library. The PEST analysis implement on data analysis. Background of the company BlackBerry Ltd (formerly known as Research In Motion Ltd) is telecommunication and wireless equipment company headquartered in Waterloo, Canada. It started operations in 1984 with a vision...
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...4.705 Marketing Management Assignment Marketing Strategy For Research In Motion Table of Contents 1. Executive summary 3 2. Value Based Marketing Strategy 4 3. Marketing mix strategy 4 a) Product 5 b) Place 6 c) Price 6 d) Promotion 6 4. Driving forces of change in the mobile industry 7 5. Changes in Competitive Landscape 8 6. Understanding customer behavior 9 7. SWOT analysis 10 8. Recommended Marketing mix strategies for RIM 13 9. Target Market for Blackberry 14 10. References 15 Executive Summary Research In Motion (RIM) is one of the world’s leading manufacturer of wireless devices and also known for their smartphone and tablet range, Blackberry. It was found in 1984 by Mike Lazaidis in Canada. Initially RIM was in to wireless equipments until 1999 when they started creating Blackberry series. Blackberry is now widely used as a smartphone which is used mainly by corporate and business people. But it also attracts a broad range of users from teenagers to other professionals. It is widely available in many countries with offices operating around the world. Recent falling of stock has forced RIM to construct an all new market strategy in order to be in a highly competitive market. It has been analyzed that it is high time RIM should constitute a better marketing plan, which will focus mainly on Value based...
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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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...Chulin Deng BA 3103 Critical Analysis Paper 1 According to the article “BlackBerry Posts Loss as Phones Go Unsold”, BlackBerry performs a poor performance. Business has a quarterly loss in 2013 for $965 million. The revenue had drop 45% that down to $1.57 billion from $2.86 billion compares with a year earlier. BlackBerry lost $248 million, or 47 cents a share, and analysts forecast 49 cents a share loss for the quarter ended August 31. The net loss is $235 million which excluding inventory charge and restructuring charges in the latest quarter. The cash position also down to $2.6 billion from $3.1 billion at quarter-end. Smartphone maker report a hefty operating loss of nearly $1 billion charge on inventory of unsold phones. Fairfax Financial Holdings to take the company private for about $4.7 billion, or $9 a share. As a former mobile king, BlackBerry faces to exit the handset business. This report will conduct a situation analysis of potential causes of declining sales and profits of Black Berry. And also would identify internal company and external environment for the poor performance. A particular reason of the sales declining is BlackBerry cannot satisfy enough to the market and product demand for customers. Sales declining imply to revenues declining. BlackBerry recognized most phone’s revenue is from the older models, which means the new phones are not much attract to customers. Ian Austen (2013) noted that BlackBerry could soon be leaving the business of making...
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...Zandi, Cameron 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...
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...9000 f: +44 20 7551 9090 e: euroinfo@datamonitor.com Americas 245 5th Avenue 4th Floor New York, NY 10016 USA t: +1 212 686 7400 f: +1 212 686 2626 e: usinfo@datamonitor.com Asia Pacific Level 46 2 Park Street Sydney, NSW 2000 Australia t: +61 2 8705 6900 f: +61 2 8088 7405 e: apinfo@datamonitor.com Research In Motion Limited ABOUT DATAMONITOR Datamonitor is a leading business information company specializing in industry analysis. Through its proprietary databases and wealth of expertise, Datamonitor provides clients with unbiased expert analysis and in depth forecasts for six industry sectors: Healthcare, Technology, Automotive, Energy, Consumer Markets, and Financial Services. The company also advises clients on the impact that new technology and eCommerce will have on their businesses. Datamonitor maintains its headquarters in London, and regional offices in New York, Frankfurt, and Hong Kong. The company serves the world's largest 5000 companies. Datamonitor's premium reports are based on primary research with industry panels and consumers. We gather information on market segmentation, market growth and pricing, competitors and products. Our experts then interpret this data to produce detailed forecasts and actionable recommendations, helping you create new business opportunities and ideas. Our series of company, industry and country profiles complements our premium products, providing top-level information on 10,000 companies, 2,500 industries and 50 countries. While...
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...NEW PRODUCT DEVELOPMENT On Apple’s New Product Development Strategy Posted on January 1st, 2010 by daniel Michael Malone from ABC News wrote an interesting article on Apple’s iPhone and its overall new product development strategy, with interesting strategic lessons for new product development and business in general. Google Nexus Offers Little Competition to Apple iPhone Why Google’s New Smartphone Won’t Knock Apple Off Its iPhone Throne COLUMN By MICHAEL S. MALONE, ABC News Jan. 1, 2010 Whether the marketplace is ready or not, the Big Guns in consumer electronics are about to make their move at the dawn of the New Year. Next Tuesday, Google is expected to announce its long-rumored Nexus One smartphone. It is undoubtedly designed to run the Google Android operating system for cellphones, which the search giant introduced more than a year ago. Android was envisioned as a major breakthrough in cellphones because it offered an "open" operating system i.e., one that other companies could use and design applications for. At the time, this strategy was compared to that of Microsoft Windows, which broke the market hegemony of Apple’s decidedly non-open OS in the mid-1980s and within a decade, turned Apple into a niche company. This time around, the new Android phones were supposed to break the hegemony of the Apple iPhone. So far, it hasn’t quite worked out that way with Android. A number of cell phone companies notably Motorola, HTC, and Samsung have adopted Android...
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...BLACKBERRY HISTORY 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. The original BlackBerry devices, the RIM 850 and 857, used the DataTAC network. In 2003, the more commonly known convergent smart phone BlackBerry was released, which supports push email, mobile telephone, text messaging, Internet faxing, Web browsing and other wireless information services. BlackBerry gained market share in the mobile industry by concentrating on email. BlackBerry began to offer email service on non-BlackBerry devices, such as the Palm Treo, through the proprietary BlackBerry Connect software. The original BlackBerry device had a monochrome display while newer models installed color displays. All newer models have been optimized for "thumbing", the use of only the thumbs to type on a keyboard. 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 device models prior to the 8700. The track wheel was replaced by the trackball with the introduction of the Pearl series which allowed 4-way scrolling. The trackball was replaced by the optical track pad with the introduction of the Curve 8500 series. Models made to...
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...Towson University | Blackberry | Consumer Profile Analysis | | Anna Chapman, Tyra Enoch, Bradford Bauer, David Stup | 12/13/2011 | Executive Summary Recently, Blackberry has fallen short in their technology innovation. This has allowed competitors to enter the market with newer innovations and better research to please consumers. By initially only targeting the business professional, Blackberry eliminated their appeal to a large chunk of the market. The new proposed target market of young professionals, 18-25, was evaluated through focus groups. The focus groups allowed insight into consumer demands, which included reliability for use in everyday life. The launch and creation of the Blackberry Sport can meet the consumer demands in style as well as technology advancement, which ultimately may make Blackberry the top smartphone once again. Table of Contents Executive Summary1 Blackberry Introduction3 Company Overview4 Current Target Market; Benefit Segmentation4 Identification of New Target Market6 Focus Group Research7 Analysis of New Target Market10 Common Consumption Behaviors10 Target Market Decision Making Process12 Product Modifications and Recommendations14 Works Cited19 Blackberry Introduction Research in Motion, the forefront of enterprise mobile communications in this decade was founded with the business professional in mind. Founded in 1984 the company was based off a product called Blackberry. Charging a fee for a pager like device...
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