Blackberry
Table of Contents:
Executive Summary 2
Company Background 3
Market Structure 3
Key economic indicators 4
Employment 4
Pricing Strategy 4
Product Range 5
Markets 5
Profitability 6
Weekly share price graph 7
Analysis of Research in Motion Ltd weekly share price 7
Core Philosophy at Research in Motion Ltd 8
Advertising Strategy for Research in Motion Ltd 9
Executive Summary:
The following case study was conducted to provide an economic overview of the current performance of Research in Motion Ltd. This case study includes detailed information on the company’s background, its market structure, summary of the company’s employment, pricing strategy, product range, markets and profitability , analysis of the company’s share price between October 1st and February 4th , its corporate responsibility and its advertising strategy for its new smartphone, the Blackberry Z10.
Company Background:
Research in Motion Ltd is a company founded by Michael Lazaridis in 1984. The company is based in Waterloo, Ontario, Canada where its global headquarters are located and has many other headquarters all over the world. RIM is world renowned for its wireless communications solutions and has been a market leader in the field for many years. RIM in 1999 produced its first product, the Blackberry 850 pager which allowed its users to receive push email messages anywhere they were. This in turn led to RIM releasing the Blackberry 957, which was RIM’s first smartphone and due to the company introducing new security features to its devices such as encryption lead to an increased interest in the use of the products by businesses and government offices. For the next few years RIM concentrated its efforts into catering this market alone until in 2008 it realised its first device for the consumer market, the Blackberry Pearl 8100. This line of phones proved a huge success but since then with the emergence of Apple’s IPhone and
Executive Summary 2
Company Background 3
Market Structure 3
Key economic indicators 4
Employment 4
Pricing Strategy 4
Product Range 5
Markets 5
Profitability 6
Weekly share price graph 7
Analysis of Research in Motion Ltd weekly share price 7
Core Philosophy at Research in Motion Ltd 8
Advertising Strategy for Research in Motion Ltd 9
Executive Summary:
The following case study was conducted to provide an economic overview of the current performance of Research in Motion Ltd. This case study includes detailed information on the company’s background, its market structure, summary of the company’s employment, pricing strategy, product range, markets and profitability , analysis of the company’s share price between October 1st and February 4th , its corporate responsibility and its advertising strategy for its new smartphone, the Blackberry Z10.
Company Background:
Research in Motion Ltd is a company founded by Michael Lazaridis in 1984. The company is based in Waterloo, Ontario, Canada where its global headquarters are located and has many other headquarters all over the world. RIM is world renowned for its wireless communications solutions and has been a market leader in the field for many years. RIM in 1999 produced its first product, the Blackberry 850 pager which allowed its users to receive push email messages anywhere they were. This in turn led to RIM releasing the Blackberry 957, which was RIM’s first smartphone and due to the company introducing new security features to its devices such as encryption lead to an increased interest in the use of the products by businesses and government offices. For the next few years RIM concentrated its efforts into catering this market alone until in 2008 it realised its first device for the consumer market, the Blackberry Pearl 8100. This line of phones proved a huge success but since then with the emergence of Apple’s IPhone and