Marketing

In: Business and Management

Submitted By abinmathew
Words 2565
Pages 11
OPERATIONAL STRATEGY OF
RESEARCH IN MOTION (RIM)


BY
ABIN MATHEW
MBA B
B112

TABLE OF CONTENTS
INTRODUCTION ……………………………………………………………………………………………….. 3
HISTORY ………………………………………………………………………………………………… 3
VISION …………………………………………………………………………………………………
MISION ………………………………………………………………………………………………….
OPERATIONAL STRATEGY………………………………………………………………………………………5
CONCLUSION ………………………………………………………………………………………………….8

INTRODUCTION
Research In Motion (RIM) is a leading designer, manufacturer and marketer of wireless solutions. The company provides platforms and solutions allowing access to time-sensitive information, including email, phone, SMS, internet and intranet-based applications. Its technology also enables a broad array of third-party developers and manufacturers to enhance their products and services with wireless connectivity to data. RIM’s portfolio of products, services and embedded technologies include the BlackBerry wireless solution, and other software and hardware.The company operates offices in North America, Europe and Asia Pacific.
The company is organized and managed as a single reportable business segment, which includes the research, design, manufacture and sales of wireless communications products, services and software.The segment includes primary operations related to BlackBerry wireless solution.The BlackBerry wireless solution comprises wireless devices, software and services.
RIM generates revenue primarily from the BlackBerry wireless solution, which includes sales of BlackBerry wireless devices, software and…...

Similar Documents

Marketing

...Omar Rochell Marketing MKT/421 April 7, 2011 Nikki Jackson Introduction Marketing is exposed to someone every day, even when they do not seem realize it. Driving down the roads you see billboards everywhere and that is part of marketing. Logos people were on their shirts and signs in the middle or on the sign of football fields are all part of marketing. Even when a child is marketing themselves to their parents to borrow the car or go to a party they are marketing themselves to their parents in exchange for the car or the party. A set of activities that will benefit both parties’ objectives is my own personal definition of marketing. This paper will be defining marketing in different perspectives. Discussing the importance of marketing in a organizational success will also be discussed with examples included from different organizations. As an organization it is important to know what marketing is and how to establish success. What is Marketing “Marketing is defined as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that will have value for customers, clients, partners, and society at large.”(American Marketing Association, 2011) Marketing is a process that helps links the consumer, customer, and public to information that will help identify and market opportunities. Marketing research will generate, and evaluate different types of market actions, monitor marketing performance, and help...

Words: 1088 - Pages: 5

Marketing

...4. Why do not-for-profit organizations need to engage in marketing concept? (chp. 1) An organization that does not actual sell a “useable” product needs to market their product in order to keep their supporters giving more and get more supporters. For example World Food Programme and such will have commercials on TV where they show people what their money has been able to do for all those in need. E.g. your money has helped “Sarah” get an education and it’s has feed her siblings too and so on. They market their service so that people can see that their money is doing well for people in need. And this also gets other people’s attention. They also turn out to want to help when they see it actually helps, that it makes a different. Without the marketing these organizations wouldn’t survive very long, because people wouldn’t trust them, they wouldn’t believe that their money actually went for a good cause. 4. Define marketing strategy. (chp. 2) Marketing strategy is the process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. Marketing strategies serve as the fundamental supporting of marketing plans designed to fill market needs and reach marketing goals. Plans and goals are generally tested for measurable results. Marketing strategies are normally developed as multi-year plans, with a strategic plan detailing specific actions to be accomplished in the...

Words: 404 - Pages: 2

Marketing

...2/28/2011 Creating a  Marketing  Marketing Plan Basic Layout Executive Summary External Analysis Internal Analysis l l SWOT Objectives Marketing Strategy Marketing Strategy Marketing Plan (4P’s) Budget & Controls 1 2/28/2011 Executive Summary Brief summary of the main conclusions, objectives, strategy, l i bj ti t t implementation and required budget. Executive Summary External Analysis Internal Analysis l l SWOT Intended for management to find The plan’s major points quickly. Objectives Marketing Strategy Marketing Strategy Followed by a table of contents Marketing Plan (4P’s) Budget & Controls External Analysis • Customer Analysis – (Major) segments – Customer needs – b h i behaviour Executive Summary External Analysis Internal Analysis l l SWOT Objectives Marketing Strategy Marketing Strategy Marketing Plan (4P’s) Budget & Controls • Competitor Analysis – Strategy – Market position – 4 P’s • Market Analysis – Define market – Size growth trends Size, growth, trends • Macro environment – Demographic, technological, economic, cultural, legal Opportunities & Threats 2 2/28/2011 Internal Analysis Current situation in Company X Executive Summary External Analysis Internal Analysis l l SWOT Objectives Marketing Strategy Marketing Strategy Marketing Plan (4P’s) Budget & Controls Past & current strategies • Past & current strategies • Four P’s – – – – Current products Prices Advertising/promotions...

Words: 593 - Pages: 3

Marketing

...Marketing Definition University of Phoenix Hermogenes Myers MKT/421 Marketing Kathy Klotz-Guess February 2, 2012 Marketing is about identifying and meeting human and social needs (Kotler & Keller, 2012). Marketing is the performance of activities that seek to accomplish an organization’s objectives by anticipating customer or client needs and directing a flow of need-satisfying goods and services from producer to customer or client (William D. Perreault, 2011). Marketing in my view may also be defined as the process by which organizations target and relate to customers, and create strategies to use in sales and business development. Organizational success depends heavily upon effective marketing. At second glance however, marketing involves much more. Marketing exists worldwide and at a global scale. Whether formal or informal, people and organizations are involved in an immense amount of daily activities which may be perceived as marketing. Marketing is increasingly becoming known as a vital ingredient for successful business endeavors. In marketing, people’s lives are significantly affected in their day to day activities. “It is embedded in everything we do, from the clothes we wear, to the Web sites visited, to the ads we see (Kotler & Keller, 2012).” Marketing is not just about selling a product. “In fact, the aim of marketing is to identify customers’ needs and meet those needs so well that the product almost “sells itself.” This is true whether...

Words: 745 - Pages: 3

Marketing

...MARKETING MANAGEMENT Contributors:  Prof. Dr. Ashok Kurtkoti  Prof. Avinash Deshpande  Prof. Dr. Rajendra Bartakke  Prof. Dr. N.J. Chavan  Prof. Pradeep Sadarpatil  Prof. Sandip Kodgire  Prof. Swapnil Patil  Prof. Gaurav Petkar  Prof. Shripad Joshi  Prof. Sheetal Kunjir 1 Marketing Management Session Plan (31st batch PGDM) MARKETING MANAGEMENT : Session Plan Session 1 Topic Introduction: Developing rapport between faculty and students, syllabus overview, about lectures and cases, etc. Defining marketing for the 21st century The Scope of Marketing Core Marketing Concept Company Orientation Toward The Marketplace Marketing Management tasks Scanning the marketing environment , Forecast demand and conducting marketing research Components of a modern Marketing Information System Internal records Marketing intelligence Identifying the major forces The demographic environment The economic environment The socio-cultural environment The natural environment The technological environment The political –legal environment Scanning the marketing environment , Forecast demand, and conduction marketing research The Marketing Research System The Marketing Research Process Chapter No. 2/3 Chapter 1 4 11 18 24 Chapter 3 4 60 61 62 65 66 68 70 71 73 74 Chapter 3 5 82 84 2 6 Creating Customer Value and Customer Relationship Building Customer Value, Satisfaction and Loyalty Customer Perceived Value Total Customer Satisfaction Customer Relationship...

Words: 737 - Pages: 3

Marketing

...Marketing MKT 421 Marketing According to “American Marketing Association” (2013), “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customer, clients, partners, and society at large.” The American Marketing Society has grown to be the largest marketing associations in the world. The members work, teach, and study in the field of marketing across the globe. Another definition of marketing is according to “About.com Investors” (2013), “Marketing is an activity. Marketing activities and strategies result in making products available that satisfy customers while making profits for the companies that offer those products.” Organizations success lies in marketing and it is the heart of the success. The marketing introduces a product or service to potential customers. An organization can offer the best service or product in the industry but the potential customers would not know about it without marketing. Sales could crash and organizations may close without marketing. For a business to succeed the product or service that is provided needs to be known to the potential buyers. Getting the word out is important part of marketing in any organizational success. Product or service awareness is created by marketing strategies. If marketing is not used the potential customers will never be aware of the organizational offerings and the organization will not have the opportunity to...

Words: 776 - Pages: 4

Marketing

...Developing Marketing Paper Nicholas Crosby MKT/421 February 8, 2014 Henry Tran Developing Marketing Paper My definition of marketing is the act of buying and selling goods in a market or in a business matter. It will be the functions to transferring goods from the producer to consumer other known as from the seller to the buyer. Marketing is the management process through which goods and services move from concept to the consumer. It includes the coordination of the four elements which involves the four P’s in marketing. The four P’s in marketing are the Product, Price, Place and the Promotional strategy. Thomas (2006) “Marketing is outlines the specific actions you intend to carry out to interest potential customers and clients in your product and/or service and persuade them to buy the product and/or services you offer” para 5. The importance of marketing in an organizational success is that marketing is everything a company does to acquire customers and maintain a relationship with them. Carl (2002) “The ultimate goal of marketing in a organization’s is to match the company's products and services to the people who need and want them, thereby ensure more profitability” para 4. This is very important because in marketing departments in order to gain success you have to try to get the attention of people and target audiences by using slogans, packaging design, endorsements and general social media exposure. Some examples of business that use marketing are for one...

Words: 367 - Pages: 2

Marketing

...Marketing is the process of communicating the value of a product or service to customers, for the purpose of selling that product or service. Marketing can be looked at as an organizational function and a set of processes for creating, delivering and communicating value to customers, and customer relationship management that also benefits the organization. Marketing is the science of choosing target markets through market analysis and market segmentation, as well as understanding consumer behavior and providing superior customer value. From a societal point of view, marketing is the link between a society’s material requirements and its economic patterns of response. Marketing satisfies these needs and wants through exchange processes and building long term relationships. Organizations may choose to operate a business under five competing concepts: the production concept, the product concept, the selling concept, the marketing concept, and the holistic marketing concept.[1] The four components of holistic marketing are relationship marketing, internal marketing, integrated marketing, and socially responsive marketing. The set of engagements necessary for successful marketing management includes capturing marketing insights, connecting with customers, building strong brands, shaping the market offerings, delivering and communicating value, creating long-term growth, and developing marketing strategies and plans.[2] Marketing may be defined in several ways, depending......

Words: 270 - Pages: 2

Marketing

...Assignment #1: Marketing Models Page 1 Assignment #1: Marketing Models Natasha Silver Dr. Kevin Tullis Marketing 506 January 24, 2014 Assignment #1: Marketing Models Page 2 1. Develop an argument regarding the significance of marketing to organizational success in the 21st century. The significance of marketing to an organizational success in the 21st century is imperative. In order for a business to remain successful in a business environment a firm must market their brand in order to create awareness and attract consumers regarding their services. Marketing plays an important role in creating a solid position in a competitive century. The 21st Century has seen numerous changes within the economy due to the innovation and development of technology. Marketing gives business the art formula of developing, advertising, and distributing goods and services to consumers as well as businesses. According to the text “The future of Business”, Marketing revolves around the anticipation, identification, and satisfaction of the consumer. Without marketing, businesses and firms can offer products and services but would have a hard time selling to potential buyers” (Gitman & McDaniel, 2008). Marketing is a major tool used by businesses in order to communicate with customers and allow businesses to focus on ways to increase sales. In order for a business...

Words: 1000 - Pages: 4

Marketing

...~WELCOME~ Sunderland Business School University of Sunderland MBA MARKETING MANAGEMENT Module Code: PGBM 15 ~Module Introduction ~ ~Concepts of Marketing Management~ Presented by: Frankie Lim Frankie Lim L1 Module Introduction & Concepts of Marketing Management L1-1 Lecture Outline (PGBM 15) • Welcome & Getting to know each other • • Learning Outcomes Teaching & Learning Methods • • • • Assessment Methods Content Synopsis Concepts of Marketing Management Questions & Clarifications L1 Module Introduction & Concepts of Marketing Management L1-2 Frankie Lim LEARNING OUTCOMES • Upon successful completion of this module, students will have demonstrated • Knowledge • K1. That they can interpret and evaluate the merits of particular marketing concepts when applied to selected business situations. • K2. That they can evaluate the potential impact of factors in the external environment on the marketing activities of organisations • K3. That they can understand the major decisions that organisations confront in satisfying market-place needs. • K4. That they can analyse the significance of marketing planning in organisations. • Skills • S1. How to conduct research using relevant marketing journals and business documentation Frankie Lim L1 Module Introduction & Concepts of Marketing Management L1-3 TEACHING AND LEARNING METHODS • Directed reading will provide students with an insight into the relevant theories and concepts...

Words: 1308 - Pages: 6

Marketing

...In order to write a marketing mix essay, students need to research the marketing mix strategy of the given company or product through interpretation of evidence. The evidence can be recorded data, artifacts, maps, pictures, etc. The main work involved in writing a marketing mix essay is to write about the main aspects and limitations of marketing mix.  Marketing Mix Essay: Tips to Write The following tips are useful for writing a strong marketing mix essay: * The essay must be written according to the required format and standards prescribed by the professor. * The essay must focus on the main aspects and limitations of marketing mix of the given company’s product. * The essay should be comprehensively referenced.  * The essay should be completely free of any plagiarism. * The essay must be of good quality with necessary evidence. Marketing Mix Essay: Useful Points Marketing mix essays can be written easily if the students consider the following points: * Be aware of the purpose of the analysis. * Analyze the overall marketing strategy of all the essential elements such as “product, price, placement and promotion” of the given company.  * Students can get the market mix analysis information using market source such as business or market survey reports, company's website, marketing data on newspapers, etc. They can also get the market mix analysis information using academic source such as marketing and advertising academic journals...

Words: 484 - Pages: 2

Marketing

...Assessing the Market Place: Developing Marketing Strategies & a Marketing Plan I studied several topics during the period of this course but Developing Marketing Strategies & a Marketing Plan was one of my favorite topics. The title of the topic caught my attention right away. I really enjoyed all the other topics but this topic was by far the most enjoyable and helpful. I also chose this topic because it taught me a lot. I learned about developing marketing strategies, the marketing plan, and the growth strategies. This information will one day be of much use in my future career as a business manager. During this course I had the opportunity to learn about marketing, I enjoyed every topic but Developing Marketing Strategies & Marketing Plan was not hard to choose as my favorite topic because it was indeed the most interesting topic. This topic caught my attention and I was not disappointed after I read the section. As I read this section on my book it was very pleasant to be able to understand and define marketing strategy as well as other new contents about marketing itself. I was able to learn different marketing strategies that focus on aspects of the marketing mix to create and deliver value and to develop sustainable competitive advantages. I learned about customer excellence, operational excellence, product excellence, location excellence, and the multiple sources of advantage. I also learned the marketing plan that describe its elements and that the...

Words: 440 - Pages: 2

Marketing

...Discussion Question I  - Discussing the Issues (See the instruction/rubrics) This a two-part question Answer the question, “What is marketing? and  in doing so discuss the concept of customer value and its importance to successful marketing. How are the concepts of customer value and relationship marketing linked? Marketing is managing profitable customer relationship. Marketing can also be defined as an organizational function and a collection of processes designed to plan for, create, communication, and deliver value to customers and to build effective customer relationships in ways that benefits the organization and its stakeholders. Marketing involves serving a market of consumers. Companies and competitors research the market and interact with consumers or potential consumers to understand their needs and wants they create and send their market offering and messages to consumers, either directly or through marketing intermediaries. The concept of customer value is built on the fact that customers form their own expectations about the value and satisfaction that various market offerings will deliver and buy accordingly. Attracting and retaining customers can be a difficult task. Customers usually purchase goods from a company that offers the highest customer perceived value. Everyone knows that satisfied customer’s buys again and again and tell others about their experiences. The concepts of customer value and relationship marketing linked when businesses and......

Words: 253 - Pages: 2

Marketing

...Marketing is an expansive area of expertise that encompasses many different areas, skills and job descriptions. According to Merriam-Webster, broken down to its basic form, marketing is defined as: “The activities involved in making people aware of a company’s products and making sure that the products are available to be bought.” Working in a marketing position involves showcasing a company in a positive light, showing why customers should purchase products and drawing in a targeted audience to consider goods and services. But what does a marketer do? Unfortunately there isn’t one set job description for everyone in this position. But we connected with marketing pros to give you a sneak peek at three common types of marketing. Taking a closer look at these options will help you determine if this field is right for you. 1. Digital marketing Digital marketing is just what it sounds like: marketing that’s gone digital! This type of marketing utilizes the internet and all things technology to get the word out about products, services or companies. Digital marketing has a slew of benefits, according to Don Crow, CEO of Verge Pipe Media. He says two of the most obvious advantages are scale and cost. “Considering 70 percent of all phones today are smartphones, it's increasingly important that brands and organizations think about how to connect with consumers on this increasingly important digital device,” Crow explains. There are many jobs that fall under the...

Words: 864 - Pages: 4

Marketing

...Measuring and Communicating the Value of Marketing Activities and Investments Introduction Marketing has now come be considered as one of the primary functions of any organization and in the recent years organizations of have spent increasing amounts of money on their marketing efforts. However, while the marketing function has gained more focus and funds, marketing managers face an unavoidable question: how to justify their expenses? The need to measure the effectiveness of marketing efforts is crucial now more than ever. In a world where organizations face global competition and a pressure to continually optimize their investments, only those marketing efforts that create real value and add to organizations profits deserve marketing investments. But in order to recognize the value added by the marketing efforts marketing managers should be able to measure marketing performance and tie it up to the organization’s overall financial performance. As a response to this growing problem, marketing managers have come up with a range of methods and framework to effectively measure and communicate the value created by marketing efforts. This paper explores some of these measures and the managerial implications for marketing managers in Nepal. Background The different frameworks put forward by marketing managers in order to measure marketing performance significantly vary in both method and reasoning. While one school of thought has argued that the value created by...

Words: 2034 - Pages: 9