Research in Motion - Blackberry
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Transcript of Research in Motion - Blackberry
(Research in Motion)
TABLE OF CONTENTIntroduction
Market Issues Analysis
Strategy Analysis
Strategy Recommendation
OVERVIEW
Blackberry was awarded the product of the year in
2000 ;
Used by the American and British Intelligent
agencies and the government
Become the most popular smartphone in 2000s
INTRODUCTION
1984Found
ed
1988First
wireless data
techonology
1999Blackber
ry was launched
2000 – 2011
Global expansionLaunched playbook
2012Began to
fall
Market
Isssues
Financial
Design
Innovation
Design
FINANCIAL ISSUES
From 2012 to 2013, Blackberry almost had
40% drop in revenue and in this case, its device
decreased 51% in the world market and 35.5%
in the UK.
Blackberry concentrates on traditional
enterprise devices such as purchased by large
companies or government.
Design Issues
• Screen Size
• Keyboard
• (did not follow market demand)
Innovation
Issues• Outdated Operating System
• Lack of Application
STRATEGY ANALYSISSWOT
PESTL
4P’s
Porter’s Five
Forces
Fishbone
BCG Matri
x
ANALYSIS• It has a strong brand• More secure than the competitors
Strength
• Poor marketing strategy and failed in tablet market
• Lack of application and outdated Operating System
Weakness
• Positive selling trend in tablet and smartphone
• Partnership with other companies• Expand the market
Opportunities
• Rapid changes in technology• High competition in smartphone business
Threats
Politic• Corporate tax, labor law, trading
regulations• Government policies in data traffic
security
Economy• Economic crisis• Global trading
Social Culture
• Change of life style• Need for socializing
Technology • Rapid change in techonology offered new
various features and entertainment• Fail to innovate in anticipating the consumer
needs
Legal
• Company awareness towards lawsuit• Taking litigation to establish company’s
proprietary rights
Price • Price
Reduction• Market
Penetration
Promotion
• Pull and Push Methods
• Pull Method, making product known worldwide through TV, Radio, etc
• Push Method, by giving price discount
Place
• Open stores in developing countries
• Open after-sales-service counter
• Online selling
Product
• Low-end product
• Product Development
• Create new application
• Make new design
4P’S ANALYSIS
BCG MATRIX
RECOMMENDATIONProduct Development(features and the applications)
Market PenetrationFocus on developing country and sell middle/low-end mobile phone
Market Segmentation(age 18 – 35)
Product Positioning Focus on customer needs
Opening more after-sales service
REFERENCE
Andersen, Kelsey and Billdt, Ryan. et al. (2010). Analysis of the Diversified
Communication Services Industry. Pacific Lutheran University School of
Business
Brady, Diane and Miller, Hugo. (2010). RIM's BlackBerry: Failure to
Communicate [online]. Available from:
http://www.bloomberg.com/bw/magazine/content/10_42/b4199076785733.htm
#p3
[Accessed 16 March 2015]
BGR. (2013) Blackberry’s Risky Pricing Strategy has Backfired [online].
Available from: http://bgr.com/2013/06/28/blackberry-pricing-strategy-analysis
[Accessed 19 March 2015]
Bright Hub. (2012) A brief history of Blackberry [online]. Available from:
http://www.brighthub.com/office/collaboration/articles/8041.aspx [Accessed 15
March 2015]
Business Insider (2013). Smartphone Market Forecast: How Price-
Sensitive Global Consumers Will Shape The Next Growth Wave [online].
Available from:
http://www.bullfax.com/?q=node-smartphone-market-forecast-how-price-sensiti
ve-global-c
[Accessed 16 March 2015]
REFERENCECastaldo, Joe (2012). How management has failed at RIM [online]. Available from:
http://www.canadianbusiness.com/technology-news/how-management-has-failed-at-rim/ [Accessed 16 March
2015]
Dediu, Horace. (2011). Is RIM's management the cause of its failure? [online]. Available from:
http://www.asymco.com/2011/05/30/is-rims-management-the-cause-of-its-failure/ [Accessed 15 March 2015]
Epstein, Zach. (2013). BlackBerry’s decline illustrated in a single chart [online]. Available from:
http://bgr.com/2013/09/24/blackberry-market-share-chart-us/ [Accessed 15 March 2015]
Gustin, Sam. (2013). The Fatal Mistake That Doomed BlackBerry [Online] available from:
http://business.time.com/2013/09/24/the-fatal-mistake-that-doomed-blackberry/ [Accessed 15 March 2015]
Marketline. (2014). BlackBerry Limited Does it have a future in the consumer market? [online].
Available from: http://advantage.marketline.com/Product?pid=ML00017-009 [Accessed 16 March 2015]
McCaskill, Steve. (2012). RIM Loses Another BlackBerry Government Contract Over Reliability [online].
Available from:
http://www.techweekeurope.co.uk/workspace/blackberry-government-contract-rim-us-99809#lc3ysAU0l3WQBkb
F.99
[Accessed 15 March 2015]
REFERENCE
Mintel (2014) Mobile Phones–UK–February 2014 [online]. Available from:
http://academic.mintel.com/display/695304/ [Accessed 19 March 2015]
Mintel. (2014), The Consumer – Factors That Influence Purchases- UK-February
2014 [online]. Available from: http://academic.mintel.com/display/695318/?highlight
[Accessed 18 March 2015]
Pew Research Center. (2014). Mobile Technology Fact Sheet. [online]. Available from:
http://www.pewinternet.org/fact-sheets/mobile-technology-fact-sheet/ [Accessed 15 March
2015]
Research In Motion. (2014). Annual Information Form Fiscal 2014. [Online]
available from:
http://uk.blackberry.com/content/dam/bbCompany/Desktop/Global/PDF/Investors/Governa
nce/Annual_Information_Form_Fiscal_2014.pdf
[Accessed 15 March 2015]
Sherter, Alan. (2013). For BlackBerry leaders, success paved way for failure
[online]. Available from:
http://www.cbsnews.com/news/for-blackberry-leaders-success-paved-way-for-failure/
[Accessed 16 March 2015]