Вы находитесь на странице: 1из 18

ô 



 

Blackberry case analysis


By Ling,Stephanie,Yana,Mat,Mahran
YY
 



c YY 

 
 

       

gable of Contents
ô    
ô
 

     
  
ô       

  

     
ô   
9rror! Bookmark not defined.

 
!c"          #
$
    $
!  %
c   %
&   
'
 (  '
      )*
  +))
c   
))
c )
c )
   ),
 ( ),
   
),
    )$


c Y 

 
 

       

Case background

RIM Company history




RIM is the fastest growing company in the world




Year RIM 9 ents Blackberry features Consumer


Y  ©      
     
  
Y © !   © -    

Y ©   
 © ·     
©  +  +
©  

©  - 

Y ©      
+ 

Y ©  
%,* © +  (       
© (   
   
©     
Y © ).,* 
   
 © $*** 
  ©   /  © ]( )  
©  
 ©        
ô (%* ©   © ]( ),   
©  
c  ©   (  
%).* ©   



Critical problem the RIM faces


 +   (             
 !        
 (    0   ·

© P  
     
© M
    
  



c GY 

 
 

       

company strategy

define the business mission




     1 


    (             
        (  
             (     
  (           +  
 
         (        
 (

  
           
 
2ô

Competition analysis

           (    &     
 
1       ·


Blackberry Iphone G
Position         (  
Feature c         3      
     
Price  
Market share  
Sales olumn  4)'   .**$


c Y 

 
 

       

5 1       (     

Spec  iPhone BlackBerry Bold


 /  .[m x .m x .m %m+. m+,,m
6   %/ .oz


"  ]  up to Ygig storage )   78+  
    #
 
   Hour talk time ,   
9    : - 8;&8 Quad-band HSDPA9D9
6 3  <( ;
] ô  iFi, Bluetooth, PS, USB ia mini-USB
ô  
; 
   G touchscreen %*=.*  -   
2 ·22ôc 22ô Audio: .Ggp, MPG, MA (.wma.asf), MA
cc>2   ProMA Y, MIDI, AMR-NB, Professional
"   ). #2  AACAAC+eAAC+; Video: Di  , Di  [ &  are
   
  233 62>? partially supported,  iD is partially supported,
> ·( ( H.G, H. and MVG
   !  
     
     c 
ô    .  +  .  + with flash
<  Touchscreen, Apple MoJo  -     7    
6  Mobile Safari ; 1  
    
c        
8   BlackBerry == email power
  


c [Y 

 
 

       

" g analyse


9n ironment 9 aluation
c  ( 9  (
Internal     6   
©         ©  
 
 
                  
©   )*
 +     
 
  
   (  1 
©     
   © 9     
   © 6     ô   
© +    
     ;(  
       © 6 !     
©   
     ©    + A;
     
© +     ©     
  1 
© c          6    
      ©   ô  2    
      2     
© ] 
      © 5   
  -  -  © !    (     
©    
       

   
   
    
© &     
6  @    9 
2  
© 5 
3     
9xternal ]     !  
© &     (  © c   2 1 -
  
         
©       
  
©  

 © ô    ô  /   
© !
     6   8- 
© &  ô      © ô     
  (

  /;(     (     
©    8 --8  (    

     ô   © &        
© 2(  
 
-!  c         
 2     c  + ( 

© A;       
 © !    


      
  " -  
  #
© c c  


c Y 

 
 

       

"gsegmentation, targeting, positioning) analysis


"egmentation
2        1         (   
    multiple segments          
 

Segment method Segments Demand

´ ]ccupation Business professionals © : 


      
  /      
   
© 2 B
c       "Bc#
  
© ( 0     
 (      
©    -      
      
     
© c (  - -      
            
©  
    
    (    
 

 

´ VALS:beha iour Inno ators : © c              


segmentation ©        (   

  ©        
© 5   -  ©              
© ô      
© >
  (   ©     
       
© c       
  (      
  
 

´ Income 2(4$****C
  © c  + (    
© c      
© 
 

c Y 

 
 

       

gargeting


 
 (               (  
     

  
  
Blackberry
  
 
 
( 


ositioning


 
     (   (   (     (     (  
!    
           
   !
 
       2      
     (      
          

! 
   
         
 
 
 
       
      (
 ?   
   +     (     (+      

c  Y 

 
 

       

rowth strategy

Market development
© global strategy· (            
      (   outsideô  
© New segment·    new segment    (       
   

 Business professional s

   

 
  c  
  



  

Indi iduals


 




 



c Y 

 
 

       

      
3  )-)
          8        


     
 

     
     
(    
    (     
    
  



© 2(           ·


p 8         
    
   
p 8           
     


c YY 

 
 

       

Market mix

^  
        
  
  

© c 

© c

© c
   
© c ^  

c  c  c  c  

D   D ( - D &  D  


  
  

roduct strategy


  





c YYY 

 
 

       

© Product di ersitification·       (         


   
© 
item Different features Customers needs
Blackberry storm  .,E    c     
 
(  ,***  
.c   ( 
  
8
    
    


Blackberry cur e 2       






     
 1    
 
 
Fô (G%'**
  
Blackberry peral 8 H
     
     

  
( 
 (
 
I   
     
      
 


Blackberry bold       J 8    
        
    

+

Blackberry tour 6        & < (
   
  
8       
Blackberry  series  

    
 
ô   
 
     
    / &c
 
  
    
 
 
   (
  
 
 
 

c YY 

 
 

       

© Product inno ation


p         (   

p 
© 9xtensi e product lines
 
       "$)**$.**%$**%%**#
 
ô ( c    
 
 ·  
© ;(        
© c 
 

rice
c    ô      + 

©  
 .!',,*$,***4
©  
ô (!%,.*,****4
©  
! !' *$,***4
©  
 !'***%****4
©  
ô (!%'** ****4
©  
c 3   ****4
©  
%%**  ,***4

c YGY 

 
 

       

lace


^     


 ^          !"

      #

$^   


           %& ^   
    ^   ^            '   #

ireless Companies that carry blackberry products:

North America:

©  
© ~()~ $*~)+) ,   
© §*
© )++-*+* 
© Ë
© ,)++,-
© + Ë ,--.*, * )~*,)
© (,*$*~)+) 
© Ë ,
© )+. ,   
© ) + 

9urope:

© ,) )~ )+
© ,+*,Ë( -
© , -
© , - )
© +c* )+),-.*, * 
© )- 
© )~ ( -
© ).~ )+c~ (.)
© (),)++
© X)~)  )+),-

Asia:

© -*+))

c YY 

 
 

       

promotion
brand value


©       
©      
©       
©      
©      (  

brand strategy
    C  
    

 0 

©      
©   (( 
©   



 
   +  

          

        (        (  !     
         (         

   E   E



 
      ·
©  ;    
) ô              (  (  ! 
      ·

 
F G  388 4 ' 
ô (  . 
  4,'*    <   
8   
  "    
        K#<  
3 &     1    L 






c Y[Y 

 
 

       



©      1 
.                (  (   
 
 ·

 
F G  388 4$' 
ô (  . 
  388 
F  (   ô  2     
    
  ,  
F      
F
c     .  4,'*    <  
 
8     "    
     
   K#<  3 &     1    L K











c YY 

 
 

       

Recommendation


         ô      (     

   2       


          

  (            3    1

(    ô     


          
 

 

        


        ô 
   

   (        (


           

         ( (  (     -      ! 

ô  (
 
     9            

         (


       

    (  

Maintain the old consumers


©       
© (   
©       

Attract the new client marketing target


© c   
© 2(  
R c    /       
R   
   

roduct Development:
© ;           
© ;    
   
R 5      
R 5 0 
      

c YY 

 
 

       

R  
     

R 6     +  (   
©       "    #
©      2  !  

roduct launch
© >    (    +    /  
  
©   (   
©        +     
R 3             
R 3         

All sided customer services


© + (    (          
©     

9xpand traditional markets and explore potential markets


©   (    
 +  
© 9
         + 


c Y Y 


Вам также может понравиться