Blackberry vs Iphone Study Case
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 Concepts……………………………………………Appendix A
References……………………………………………………………………………….11
3
Problem Identification
In order to retain and grow smartphone market share, how can Research in Motion adapt its product strategies to control the next generation of their consumer target market segments, while strengthening their enterprise markets?
Case Findings
a) Facts
Research in Motion (RIM) pioneered the development of the smartphone market in 1998 with the BlackBerry, positioned in government and enterprise target markets. Recognized as the ‘all-in-one’ portable wireless communication device, BlackBerry has gained a competitive edge with its wide portfolio of smartphone products: BlackBerry Curve, Pearl, Tour and Bold series. As Blackberry enters the maturity phase, RIM can’t rely on the sales of current enterprise segments to retain market shares. Therefore in 2008, the BlackBerry Storm series was introduced to cater to the mainstream consumer segments. However, the Storm resulted in low customer satisfaction rates and the Storm2 was launched as an improvement in October 2009. Notably, RIM is the fastest growing company in the world with 14 million BlackBerry users in over 135 countries (case reference). The company’s revenue reached a value of $11, 065 million
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 Concepts……………………………………………Appendix A
References……………………………………………………………………………….11
3
Problem Identification
In order to retain and grow smartphone market share, how can Research in Motion adapt its product strategies to control the next generation of their consumer target market segments, while strengthening their enterprise markets?
Case Findings
a) Facts
Research in Motion (RIM) pioneered the development of the smartphone market in 1998 with the BlackBerry, positioned in government and enterprise target markets. Recognized as the ‘all-in-one’ portable wireless communication device, BlackBerry has gained a competitive edge with its wide portfolio of smartphone products: BlackBerry Curve, Pearl, Tour and Bold series. As Blackberry enters the maturity phase, RIM can’t rely on the sales of current enterprise segments to retain market shares. Therefore in 2008, the BlackBerry Storm series was introduced to cater to the mainstream consumer segments. However, the Storm resulted in low customer satisfaction rates and the Storm2 was launched as an improvement in October 2009. Notably, RIM is the fastest growing company in the world with 14 million BlackBerry users in over 135 countries (case reference). The company’s revenue reached a value of $11, 065 million
References: Abkowitz, Alyssa. Hempel, Jessi. Thai, Kim. How BlackBerry Does It. (2009). Fortune, 160, (4), pg.92-100.Retrieved October 2009, from Business Source Complete. Anderson, Thomas M. What You Need to Know About Smartphones 2.0. (2009). Kiplinger’s Personal Finance, 63, (11), pg.79.Retrieved October 2009, from Business Source Complete. Chang, Rita. Media, marketers, Mad Ave just mad for Apple iPhone. (2009). Advertising Age, 80, (28), pg.3-22.Retrieved October 2009, from Business Source Complete. Cleverly Simple. (2009). Economist, 392, (8651), pg.80-81.Retrieved October 2009, from Business Source Complete. Datamonitor: Apple Inc. (2009). Apple Inc. SWOT Analysis, p.1-11. Retrieved October 2009, from Business Source Complete. Datamonitor: Research In Motion Limited. (July 2009). Research In Motion Limited SWOT Analysis, p1-10. Retrieved October 2009 from Business Source Complete. Grewal, Dhruv. Marketing, Canadian Edition. McGraw-Hill Irwin, Canada, 2009. RIM Launches BlackBerry Apps Store. (2009). TelecomWeb News Break, pg. 1-3.Retrieved October 2009, from Business Source Complete. RIM Unveils Latest iPhone Challenger; ‘Enhanced’ BlackBerry Storm2 Incorporates Touch Screen Similar to Apple Smartphone. (2009). Toronto Star, pg. B.4.Retrieved October 2009, from ProQuest databases. RIM Announces Widget SDK for the BlackBerry Platform; Enables Third Party Software Developers to Build Wed-Based Applications for BlackBerry Smartphones. (2009). Marketwire. Retrieved October 2009, from ProQuest databases.