Blackberry Powerpoint

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Blackberry Powerpoint

  1. 1. Team one marketing solutions
  2. 2.  Identifying the problem  Research  Causes / assumptions  S.W.O.T  Alternatives  Solution and implementation  References
  3. 3.  RIM has not been able to penetrate their desired consumer smart phone market
  4. 4.  Traditional BlackBerry users  BlackBerry would like to capture market share in consumer market  RIM thinks of their company product as a stepping stone in the long term development of smart phones
  5. 5.  BlackBerry released in 1999  Iphone released in 2007  BlackBerry’s first touch screen phone was the storm  Released the storm to become an Iphone killer  Product breadth, RIM and Iphone
  6. 6. Market Share 4% 4% 41 % 21% Nokia RIM Apple Others Samsung 11% HTC 20%
  7. 7.  Lack of brand breadth  Brand reputation/history  Not as user-friendly, eye-pleasing as its competitors
  8. 8.  RIM is a powerful brand  RIM is carrier friendly  Significant penetration worldwide  Unique strategy  Customer loyalty
  9. 9.  Lack of product breadth compared to competitors  Rely on vendors to support and service their products  Lack of reach to the consumer market
  10. 10.  Increase in demand for smart phones  Further globalization  Brand loyalty  Increase in partnerships
  11. 11.  Economy  Competition  Decline in average selling price
  12. 12.  Advantages  Greater value for customers  Sales volumes increase  Save money on advertising costs  Disadvantages  Dependence on operators & carriers  Focusing efforts on market penetration  Unbalanced promotions
  13. 13.  Advantages  Low cost of implementation  Excellent recognition of brand  Ability to partner with strong service providers  Disadvantages  Competition  Saturation  Diffusion of innovation
  14. 14.  Advantages  Adds value for consumers  Creates value for RIM  Improved brand awareness  Disadvantages  Cost of research and development  Competition of future technology  Consumer bias`s
  15. 15.  Product development
  16. 16.  RIM should introduce a new product to the blackberry line targeted to the consumer segment  Re brand and re introduce the storm  Product extensions  Reverse engineering
  17. 17.  Mass marketing campaign  Advertising mediums  Business to consumer education  Updating current service providers  Co branding  Software
  18. 18.  Service providers  Test market  Timing  New markets
  19. 19.  Comparability  Lower manufacturing cost  Higher marketing budget  Introduction  Discounts  Maturity
  20. 20.  Case study  Marketing text book  www.rim.com  http://forums.crackberry.com  http://gizmodo.com  www.wikepedia.com  www.apple.com/ca/iphone

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