30-11-2012, 02:31 PM
Blackberry case analysis
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company strategy
define the business mission
Research In Motion (RIM) is a leading designer, manufacturer and marketer of innovative wireless solutions for the worldwide mobile communications market.
Through the development of integrated hardware, software and services that support multiple wireless network standards, RIM provides platforms and solutions for seamless access to time-sensitive information including email, phone, text messaging (SMS and MMS), Internet and intranet-based applications.
RIM technology also enables a broad array of third party developers and manufacturers to enhance their products and services with wireless connectivity to data.
STP(segmentation, targeting, positioning) analysis
Segmentation
According to the mobile communication market’s features, we combined the occupation, behaviour and income three factors as the multiple segments to describe the consumers of mobile communication market.
Growth strategy
Market development
• global strategy: RIM have established the global markets to sell their products.
92% percent of its revenues come from outside Canada.
• New segment: RIM are increasing the new segment ,such as individuals markets, to increase the market share.