Research Proposal on Apple and Blackberry

3086 Words May 29th, 2012 13 Pages
Research Proposal
Topic – Brand Leadership : The success story of the two mobile Giants Apple and Research in Motion (RIM) and their rivalry.

Table of contents

Research Objective
Literature review
Research design

1. Introduction

The history of mobile industry is not long in the past. The first cellular phone was invented by Martin Cooper on April 3, 1973 Martin Cooper with the Motorola Dyna-TAC mobile phone. Before this most mobile phones were too large to carry and too costly.
In this thesis I’m going to research about the two major players in the cell phone industry Apple and RIM( Research In Motion). People around the world are constantly searching for
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Blackberry became the focus of RIM. They spent huge amounts of money in R and D department and introduced a number of different models in the coming years. Blackberry started capturing large amount of mobile market share. By 2009 Blackberry created a monopoly in the smart phone industry with record breaking sales.

Blackberry has lost its market share to iphone in the past two years. Apple also is facing strong competition from Samsung, LG, HTC, Windows and Andriod phones. In this research we are going investigate the question, Will blackberry regain its market share and will apple maintain its current position?

2. Research objective

The main objective of my research is to discuss the facts and figures of the two mobile companies Apple and RIM. This thesis aims at investigating the marketing strategies and the product positioning of apple and blackberry. The research will also bring out the comparison of the strategies used by these companies and the rivalry in terms of their products (i phone and blackberry). Through this research we're going to look into the future of these companies after studying their background and history.

2.1 Research Questions :

Based on my research objective, this thesis will focus on the following research questions:

1. What are unique selling propositions or unique selling points of the two companies?

2. Examine the key aspects of the companies culture and the focus on their stake holders which led to the

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