This is a group project for MKTG 1102. What you'll see is a shortened version of the areas to which I contributed. I was also responsible for formatting and creating the layout for the report.
Research in Motion (RIM) is a global leader in wireless innovation, allowing millions of customers around the world stay connected to the people and content that matter most throughout their day (RIM 2011).
Once the leader in the smartphone market with its BlackBerry products, RIM is now suffering from loss of market share to the competition, primarily Apple and Android. Creative Copy has been contracted by RIM to formulate a marketing plan that will help the company gain back lost market share, increase profits and, in turn, increase shareholder value.