research in motion - blackberry
DESCRIPTION
Research in Motion, Blackberry, Marketing Case StudyTRANSCRIPT
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(Research in Motion)
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TABLE OF CONTENTIntroduction
Market Issues Analysis
Strategy Analysis
Strategy Recommendation
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OVERVIEW
Blackberry was awarded the product of the year in
2000 ;
Used by the American and British Intelligent
agencies and the government
Become the most popular smartphone in 2000s
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INTRODUCTION
1984Found
ed
1988First
wireless data
techonology
1999Blackber
ry was launched
2000 – 2011
Global expansionLaunched playbook
2012Began to
fall
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Market
Isssues
Financial
Design
Innovation
Design
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FINANCIAL ISSUES
From 2012 to 2013, Blackberry almost had
40% drop in revenue and in this case, its device
decreased 51% in the world market and 35.5%
in the UK.
Blackberry concentrates on traditional
enterprise devices such as purchased by large
companies or government.
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Design Issues
• Screen Size
• Keyboard
• (did not follow market demand)
Innovation
Issues• Outdated Operating System
• Lack of Application
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STRATEGY ANALYSISSWOT
PESTL
4P’s
Porter’s Five
Forces
Fishbone
BCG Matri
x
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ANALYSIS• It has a strong brand• More secure than the competitors
Strength
• Poor marketing strategy and failed in tablet market
• Lack of application and outdated Operating System
Weakness
• Positive selling trend in tablet and smartphone
• Partnership with other companies• Expand the market
Opportunities
• Rapid changes in technology• High competition in smartphone business
Threats
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Politic• Corporate tax, labor law, trading
regulations• Government policies in data traffic
security
Economy• Economic crisis• Global trading
Social Culture
• Change of life style• Need for socializing
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Technology • Rapid change in techonology offered new
various features and entertainment• Fail to innovate in anticipating the consumer
needs
Legal
• Company awareness towards lawsuit• Taking litigation to establish company’s
proprietary rights
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Price • Price
Reduction• Market
Penetration
Promotion
• Pull and Push Methods
• Pull Method, making product known worldwide through TV, Radio, etc
• Push Method, by giving price discount
Place
• Open stores in developing countries
• Open after-sales-service counter
• Online selling
Product
• Low-end product
• Product Development
• Create new application
• Make new design
4P’S ANALYSIS
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BCG MATRIX
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RECOMMENDATIONProduct Development(features and the applications)
Market PenetrationFocus on developing country and sell middle/low-end mobile phone
Market Segmentation(age 18 – 35)
Product Positioning Focus on customer needs
Opening more after-sales service
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REFERENCE
Andersen, Kelsey and Billdt, Ryan. et al. (2010). Analysis of the Diversified
Communication Services Industry. Pacific Lutheran University School of
Business
Brady, Diane and Miller, Hugo. (2010). RIM's BlackBerry: Failure to
Communicate [online]. Available from:
http://www.bloomberg.com/bw/magazine/content/10_42/b4199076785733.htm
#p3
[Accessed 16 March 2015]
BGR. (2013) Blackberry’s Risky Pricing Strategy has Backfired [online].
Available from: http://bgr.com/2013/06/28/blackberry-pricing-strategy-analysis
[Accessed 19 March 2015]
Bright Hub. (2012) A brief history of Blackberry [online]. Available from:
http://www.brighthub.com/office/collaboration/articles/8041.aspx [Accessed 15
March 2015]
Business Insider (2013). Smartphone Market Forecast: How Price-
Sensitive Global Consumers Will Shape The Next Growth Wave [online].
Available from:
http://www.bullfax.com/?q=node-smartphone-market-forecast-how-price-sensiti
ve-global-c
[Accessed 16 March 2015]
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REFERENCECastaldo, Joe (2012). How management has failed at RIM [online]. Available from:
http://www.canadianbusiness.com/technology-news/how-management-has-failed-at-rim/ [Accessed 16 March
2015]
Dediu, Horace. (2011). Is RIM's management the cause of its failure? [online]. Available from:
http://www.asymco.com/2011/05/30/is-rims-management-the-cause-of-its-failure/ [Accessed 15 March 2015]
Epstein, Zach. (2013). BlackBerry’s decline illustrated in a single chart [online]. Available from:
http://bgr.com/2013/09/24/blackberry-market-share-chart-us/ [Accessed 15 March 2015]
Gustin, Sam. (2013). The Fatal Mistake That Doomed BlackBerry [Online] available from:
http://business.time.com/2013/09/24/the-fatal-mistake-that-doomed-blackberry/ [Accessed 15 March 2015]
Marketline. (2014). BlackBerry Limited Does it have a future in the consumer market? [online].
Available from: http://advantage.marketline.com/Product?pid=ML00017-009 [Accessed 16 March 2015]
McCaskill, Steve. (2012). RIM Loses Another BlackBerry Government Contract Over Reliability [online].
Available from:
http://www.techweekeurope.co.uk/workspace/blackberry-government-contract-rim-us-99809#lc3ysAU0l3WQBkb
F.99
[Accessed 15 March 2015]
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REFERENCE
Mintel (2014) Mobile Phones–UK–February 2014 [online]. Available from:
http://academic.mintel.com/display/695304/ [Accessed 19 March 2015]
Mintel. (2014), The Consumer – Factors That Influence Purchases- UK-February
2014 [online]. Available from: http://academic.mintel.com/display/695318/?highlight
[Accessed 18 March 2015]
Pew Research Center. (2014). Mobile Technology Fact Sheet. [online]. Available from:
http://www.pewinternet.org/fact-sheets/mobile-technology-fact-sheet/ [Accessed 15 March
2015]
Research In Motion. (2014). Annual Information Form Fiscal 2014. [Online]
available from:
http://uk.blackberry.com/content/dam/bbCompany/Desktop/Global/PDF/Investors/Governa
nce/Annual_Information_Form_Fiscal_2014.pdf
[Accessed 15 March 2015]
Sherter, Alan. (2013). For BlackBerry leaders, success paved way for failure
[online]. Available from:
http://www.cbsnews.com/news/for-blackberry-leaders-success-paved-way-for-failure/
[Accessed 16 March 2015]
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