Research In Motion
Case Study Report
MKTG 1102 – Set K Anne Marie Webb-Hughes The Zen Group (Group B) Allysa Bikowski Sam Bryant Sarah Crossin Jeron Dillon Kevin Giles Theresa Lawson David McConville October 22, 2009
Problem Identification Research in Motion (RIM) will face considerable challenges moving forward. The most relevant questions at hand for the company are, “How can RIM successfully gain a more significant market share of the consumer market?” and, “How will RIM maintain its brand dominance within the business market?” Key Findings RIM, founded in 1984, is the pioneer of smartphone technology and the developer, manufacturer and marketer of the most popular portable ...view middle of the document...
The second major issue RIM faces is its lack of market share in the consumer market. According to Schonfeld (2009), RIM owns only 21% of the consumer market in the United
States, while Apple users represent 50% of the consumer market. Apple represents RIM’s principle competitor, but several other manufactures are competing for market share in the smartphone consumer market, including Palm, Microsoft, Sony, Hewlett-Packard and Samsung. Assumptions For the purposes of this marketing plan, it will be assumed that the findings of our research, including statistics and trends, are accurate and up to date. Some of the facts mentioned earlier pertain to the United States market. In these cases, it is assumed that findings are somewhat representative of global trends. There are also some assumptions to be made regarding the cost of the chosen solution, as an approximation of total cost was derived from the information that was readily available, namely RIM’s public financial reports. Target Market By employing the behavioural segmentation technique, which separates consumers based on their usage of products, the target market for portable communication devices can be separated into two major types of users. The first target market is business professionals. Our research indicates that RIM is a well positioned brand for this particular target market. The second major target market is the consumer market. RIM has a smaller market share of this segment, but appears to be attempting to improve its position in this area. Moving forward, RIM will attempt to maintain its strong position in the business market and aim to control a more substantial piece of the consumer market. SWOT Analysis
Strengths Customer loyalty Brand dominance in business market Some patents on products. Diverse product line of phones Award winning service
Weaknesses Less market share in consumer market Limited product line (ie only phones) Less applications than principle competitor (Apple) Technology is too complex for some potential users. Not as “trendy” as Apple 2
Technologically advanced Innovative strategies (ie industry pioneer and leader) Industry-leading research and development Partnerships with service providers all over the world (300 networks in 120 countries) Involved with designing, manufacturing and marketing of its products. Product is used all over the world. Opportunities Room for growth in all markets, especially consumer market. Room for growth in applications and accessories markets Cobranding opportunities, as seen with main competitor Apple (with Oracle) Business trends place a demand on wireless smart phones. Tech-savvy younger generation may be more willing consumers Green marketing opportunities
Prohibitive price for some consumers. There may be a service gap based on the product’s high expectations and a failure to meet these expectations. Growth is slowing. Company may be entering...