Blackberry vs Iphone Study Case

2198 WordsAug 28, 20109 Pages
Case Study #1 BlackBerry’s Rise in Brand Power The Dueling Marketing Strategies of RIM versus Apple Presented by Team Mpyreon: Natasha Gowda Courtney Szabo Ying Ying Choi Chris Hauk Geoff Salt MKTG 1102 Set 1J ATTN: Professor Anne-Marie Webb Hughes Submission Date: October 19, 2009 2 Table of Contents Problem Identification…………….………………………………………………Page 3 Case Findings……………………………………………………………………….3 to 5 a) Facts…………………………………………………………………………...3 b) Research………………………………………………………………………4 c) Assumptions…………………………………………………………………..5 SWOT Analysis………………………………………………………………………….5 Alternatives………………………………………………………………………....6 to 7 Solution and Plan of Action…………………………………………………….………8 Application of Course…show more content…
The mainstream consumer market is a target for acquiring new customers where RIM will penetrate this segment by incorporating changes in consumer expectations. RIM can offer smartphone products with additional multimedia components 5 to suit consumers’ interactive lifestyle. To continue long-term growth, RIM will target the next generational cohort, “Tweens”, who are adept to technology, social media and have considerable influence on their parent’s consumer behavior (Grewal, 2009). c) Assumptions-The following assumptions are based on a forecasted increase in competition, response to changing consumer needs, and market trends:  The BlackBerry is entering the maturity phase in the product life cycle  RIM will continue to expand their product lines and services to grow  RIM will continue to expand into foreign markets and build partnerships  An increased number of competitors will enter the smartphone market  There will be an increased demand for smartphones in the coming years  Consumer expectations of smartphone devices will change  The average selling price of mobile communication devices will decline  RIM will continue to partner up with software developers and add applications SWOT: Research in Motion RIM Strengths Weaknesses Internal -Comprehensive offering and portfolio -Growing brand image and brand loyalty -Strong financial performance -Strong research and development -Dependence on few customers in the business and government

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