Blackberry Strategy

3697 Words Mar 17th, 2010 15 Pages
BlackBerry’s strategy to gain market share in the mainstream market and
The use of promotions to achieve its goals

Team JMARCS
Bozak, Dasgupta, Feng, Kumar, Sharma, Tu
SET: 1G MKTG-1102 Instructor: Don Linder October, 22, 09

Introduction:
Research In Motion (RIM) is a leading designer, manufacturer and marketer of innovative wireless solutions for the worldwide mobile communications market. (Reseach In Motion)
RIM was founded in 1984. RIM now has offices in North America, Europe and Asia Pacific.

BlackBerry is a line of wireless handheld devices that was introduced in 1999 as a two-way pager. In 2002, BlackBerry was released, which supports push e-mail, mobile telephone, text messaging, internet faxing, web
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RIM saw 1.4 percent jump in market share, which brought their number to 18.7 percent. Apple saw the biggest jump from 2.8 percent in 2008 to 13.3 percent in Q2 2009. (Gartner)

• Gartner says “Apple’s expansion into a larger number of countries in the past year has produced a clear effect on sales volumes, as have the recent price adjustments on 8GB 3G iPhone.” (Gartner)

Assumptions:
RIM has the necessary financial resources or the means by which to promote its product. RIM also needs to have enough financial reserves to absorb lower profits due to aggressive promotions.

SWOT Analysis:
We have quotes from our research accompanying the statements below. These quotes are designed to further illustrate the meaning of the statements.
Strengths

• Global prominence and financial stability of the BlackBerry brand in North America provides a strong platform for product innovation. "Over 35 percent of 2007 revenues were from global sales outside North America. Between 2001 and 2007, the company grew its workforce from about 1250 employees to more than 7000 employees." (Grewal, 2009) • RIM 's BlackBerry offers a varied set of products to identify the needs of the different segments of users. RIM has a strong line up of smart phones such BlackBerry Curve and BlackBerry Pearle with the popular QWERTY keyboard. The new series include clean and sharp BlackBerry Bold and BlackBerry Storm. RIM has also introduced BlackBerry App World where you can
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