Rim-Case-Study-1-
Research in Motion’s Blackberry Storm
Case Study #1
Presented by Simona Antolak, Lianne Hung, Adrian Ver, Michelle Noble, Meghan Hardy and Dexter Holmes.
SLAMM’D Inc.
Set D
10/22/2009
Problem:
What product strategies should Research in Motion use to differentiate the Blackberry Storm from the competition to increase sales?
Facts relating to the case:
Who: Research in motion, the developers of Blackberry. Mike Lazaridis, Doug Fregin and Mike Barnstijn.
When: Sales figures of 2009.
Where: Canadian-based company in the global market.
Why: The sales of Blackberry have not met the competition’s.
What:
• Apple has dominance over the consumer market for smart phones.
• Other competitions are entering the same market such as Sony, Microsoft, HP, Google Android, and others.
Research:
See Appendix A, B and C for information on Storm and its competitors.
Blackberry Marketing Budget:
RIM spent $29.8 Million dollars in 2007. In 2008 RIM spent 6% of its revenue ($6,009,395,000) on Research and Development and 14.7% of its revenue on Marketing, Selling and Administration.
Target Market:
The target market for the Storm is young professionals from ages 20 to 40. They are business-savvy and technologically-savvy people who require access to their information at their fingertips for their daily activities. Blackberry has recently found that there is potential in the younger market for students that have interest in the capabilities of the product. Although it is not their key focus, they are working to attain a higher market share with this demographic.
SWOT:
Strengths:
• Worldwide leader in cutting-edge technology
• Expanding global consumer base
• Has developed an established brand
• Has a loyal market share Weaknesses:
• Canadian companies are perceived as conservative businesses that cannot venture outside of their borders and are shadowed by our larger by population U.S. neighbour.
• Managing the company`s explosive
Case Study #1
Presented by Simona Antolak, Lianne Hung, Adrian Ver, Michelle Noble, Meghan Hardy and Dexter Holmes.
SLAMM’D Inc.
Set D
10/22/2009
Problem:
What product strategies should Research in Motion use to differentiate the Blackberry Storm from the competition to increase sales?
Facts relating to the case:
Who: Research in motion, the developers of Blackberry. Mike Lazaridis, Doug Fregin and Mike Barnstijn.
When: Sales figures of 2009.
Where: Canadian-based company in the global market.
Why: The sales of Blackberry have not met the competition’s.
What:
• Apple has dominance over the consumer market for smart phones.
• Other competitions are entering the same market such as Sony, Microsoft, HP, Google Android, and others.
Research:
See Appendix A, B and C for information on Storm and its competitors.
Blackberry Marketing Budget:
RIM spent $29.8 Million dollars in 2007. In 2008 RIM spent 6% of its revenue ($6,009,395,000) on Research and Development and 14.7% of its revenue on Marketing, Selling and Administration.
Target Market:
The target market for the Storm is young professionals from ages 20 to 40. They are business-savvy and technologically-savvy people who require access to their information at their fingertips for their daily activities. Blackberry has recently found that there is potential in the younger market for students that have interest in the capabilities of the product. Although it is not their key focus, they are working to attain a higher market share with this demographic.
SWOT:
Strengths:
• Worldwide leader in cutting-edge technology
• Expanding global consumer base
• Has developed an established brand
• Has a loyal market share Weaknesses:
• Canadian companies are perceived as conservative businesses that cannot venture outside of their borders and are shadowed by our larger by population U.S. neighbour.
• Managing the company`s explosive
References: Blakely, L. (2008). Apple’s Advertising Budget: Revealed! Retrieved October 10, 2009 from: http://industry.bnet.com/technology/1000574/apples-advertising-budget.htm Hempel, J. (2009). Smart Phone Wars- Blackberry’s plan to win. CNN Money. Retrieved October 11, 2009 from: http://money.cnn.com/2009/08/12/technology/blackberry_research_in_motion.fortune/index.htm Wireless Phone Advertisers Spent $4 Billion on Ads in ’07 (2008). Marketing Vox. Retrieved October 10, 2009 from: http://www.marketingvox.com/wireless-phone-advertisers-spent-4-billion-on-ads-in-07-038856/ White, B. (2009). RIM’s Blackberry Storm a success, but not a homerun. Retrieved Oct. 11, 2009, from: http://www.bloggingstocks.com/2009/01/26/rims-blackberry-storm-a-success-but-not-a-homerun/