This document analyzes RIM's lack of success penetrating the consumer smartphone market and proposes solutions. It notes that RIM wants to capture more consumer market share but has fallen behind competitors in features and design. The document performs a SWOT analysis and recommends that RIM rebrand and reintroduce the BlackBerry Storm targeted at consumers, with an expanded marketing campaign and product line, to try to gain ground in the consumer market.

1. Team one marketing solutions

2.  Identifying the problem
 Research
 Causes / assumptions
 S.W.O.T
 Alternatives
 Solution and implementation
 References

3.  RIM has not been able to penetrate their
desired consumer smart phone market

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.  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. Market Share
4% 4%
41 %
21%
Nokia
RIM
Apple
Others
Samsung
11% HTC
20%

7.  Lack of brand breadth
 Brand reputation/history
 Not as user-friendly, eye-pleasing as its
competitors

8.  RIM is a powerful brand
 RIM is carrier friendly
 Significant penetration worldwide
 Unique strategy
 Customer loyalty

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.  Increase in demand for smart phones
 Further globalization
 Brand loyalty
 Increase in partnerships

11.  Economy
 Competition
 Decline in average selling price

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.  Advantages
 Low cost of implementation
 Excellent recognition of brand
 Ability to partner with strong service providers
 Disadvantages
 Competition
 Saturation
 Diffusion of innovation

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.  Product development

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.  Mass marketing campaign
 Advertising mediums
 Business to consumer education
 Updating current service providers
 Co branding
 Software

18.  Service providers
 Test market
 Timing
 New markets

19.  Comparability
 Lower manufacturing cost
 Higher marketing budget
 Introduction
 Discounts
 Maturity

20.  Case study
 Marketing text book
 www.rim.com
 http://forums.crackberry.com
 http://gizmodo.com
 www.wikepedia.com
 www.apple.com/ca/iphone