Research in Motion

1. Vision and Mission Statement Vision

To be recognized as the worlds best telecommunication and wireless devices company, by infinite the possibility of the innovation and creation to produce our product and software devices; to ensure and enhance product quality as well as to satisfy our customers unlimited demand in future. RIM will provide ongoing development towards the product and customer services (including service after sales) in order to become the best in terms of customer value, employee talent and predictable growth. RIM also intends to create a strong culture in our organization so that it may achieve competitive advantage in telecommunication industry.

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.

2. SWOT Analysis Strengthens

1. 2. 3. 4. RIMs market share is 62%, which is really a big market share. RIM has successfully established in handheld market. RIMs products are innovative, unique and have good qualities that help it to retain its existing customers and attract new customers. Heavy assets that allowed RIM to manufacturing high technology products. RIM strong finances strong positions and corporate culture is the main important things why RIM is advanced in making technological products with a better quality.

Weakness 1. RIM targets only few customers, which are risky because as the competition increasing
it can take away its customers and can turn RIM as defaulter.

2. It targets niche market so its products are very high price products. 3. Applications development is slow on blackberry platform. 4. RIMs business model is not carrier-friendly. Opportunities 1. The telecommunication industry is growing explosively which is an opportunity for RIM
to establish in this industry.

2. It can grow more through expansion of the brand in new market and target new
market.

3. As it is the pioneer of smart phones so it can be the leader of that industry as well by
making continuous innovation.

4. Extend the range of third-party BlackBerry devices. Threats 1. As the industry is growing the demand of engineers for telecom is also growing so it
would be difficult to find the best talent when the engineers will be limited.

2. RIM also has very few products which is the star in present but there is no other cash
cow product which can back up its stars.

3. RIM is targeting few customers and competition is increasing as well, more and more
competitors are entering in the smart phones industry so it is the threat for RIM that they can take away its target customers. 4. RIM is facing tougher competition than ever before, from a range of suppliers. Until now, competitors have been small niche vendors, but going forward RIM will compete with large global players such as Nokia and Microsoft.

3. Market Segmentation Geographic

Country Country Region Density U.S, U.K, Germany, Australia, Indonesia, Singapore, Malaysia European, American, Asian Urban, Suburban 21 50 years old Male, Female Rp 1.000.000 Rp 5.000.000, Rp 5.000.000 Rp 10.000.000, Rp 10.000.000 Rp 20.000.000 and over Managers, professional & technical, managers, sales, IT staffs, college students College education Working class, middle class, upper middles, lower uppers, upper uppers Fashionable, easy-going Friendly, work-oriented, enthusiastic, Open-mindedness, aesthetics Quality, service, features, function, carrier size First-time user, regular user, potential user Enthusiastic, positive, interested

Demographic
Age Gender Income Occupation Education

Psychographic
Social Class Lifestyle Personality

Behavioral
Benefits User Status Attitude Toward Product

4. Five Forces Analysis New Entrants

The threat of new entrants into the market segment dominated by RIM is quite high. All the established companies in the mobile industry are possible entrants to the diversified communication services industry of RIM. Although RIM has up-to-now been able to take full advantage of its technological dominance in the market, there still remains the possibility of new companies to enter using older versions of the technology in a modernized and revamped way. A recently entrant to the market is Apple corp. with its iPhone. Because of

the dominance of RIM in its own lucrative segment it will always face the threat from new entrants.

Power of Suppliers
The bargaining power of suppliers in the manufacturing face is considerably low in this industry, for instance, processors of the same architecture used by RIM is produced by many companies such as Intel, Freescale Semiconductor, Texas Instruments, Royal Philips Electronics, Samsung and STMicroelectronics. However, as I mentioned earlier there are different suppliers for the services that RIM is offering. RIM has to utilize the networks of existing mobile operators, and in some instances where there are a limited number or only one operator, the bargaining power of the supplier is elevated.

Power of Buyers
With increased choice of new smart phones in the market, the bargaining power of buyers is rising.

Threat Substitutes
New technology advancements pose serious substitution threats. The EDGE and 3G technologies pose the immediate threat to RIMs market control. Although the BlackBerry also uses these new mediums of transfer, they offer easier ways for new players to enter the wireless email market. Nonetheless, RIM is well positioned in its own market and has the precedence of being able to integrate its devices into new or different technological platforms.

Industry rivalry
The industry is marked by strong competition between individual companies. There is always pressure on smart phone manufacturers and other mobile makers to produce something better, faster and cheaper. The result is an industry that constantly produces advanced technology, which forces companies to invest heavily in R&D.

5. Value Chain Analysis (VCA)

Primary Activities Inbound Logistic

Automated Receiving Systems RIM has implemented sophisticated automated receiving systems to speed up the receiving process and reduce facility footprint and storage space requirements.

 Delegate Raw Materials Acquisitions

RIM works its OEM (Original Equipment Manufacturer) partners to delegate the raw materials acquisition process but provides some supervision for quality control purposes. Utilize OEMs Economic of Scale RIM outsources production to third-party OEM partners to utilize their economies of scale while removing the burden of production management from the firm Internal Design The design and conceptualization of current and future product is done internally at RIM, utilizing industry-leading industrial design teams and engineering. Economical/Stylish Packaging In order to save money on shipment an entice customers Blackberry use eye-catching packaging that takes up less physical space and weight less. This reduces shipping costs and environmental effect while attracting customers to the firms products. Worldwide Blackberry Store To control the firms brand image RIM sells Blackberry products through first-party retail establishments and through authorized retailers. Direct shipment Blackberry.com online orders are shipped directly to consumers form storage facilities in China. This minimizes inventory buildup in more costly warehouse locations in the Canada. RIM marketing the companys products and solutions in order to generate revenue, and increase the market and mind share for the organization. Planning, developing, implementing and executing the companys go-to-market and sales strategies and programs, including product advertising/promotion; telemarketing; ecommerce marketing; specific product/product line marketing; and multiple channel programs Planning, developing and coordinating all internal and external communications programs Building awareness of RIM services and products in all key segments Creating content, setting style and supporting all company websites Assessing, analyzing and maintaining the supply to demand ratio Creates the first and last impressions our customers have of our business. Deliver a consistently superior experience across all areas where the customer is engaged. Provide BlackBerry device, software, account, and technical support to millions of end-users.

Operations

Outbound Logistic

Marketing and Sales

Services

Support Activities General Administration

RIM general administrator tracks and reconciles global benefits invoices, ensures financial guideline compliance, prepares monthly reports and participates in continuous improvements projects. RIM Human Resources team consists of dynamic, forward thinking professionals who are located in each region. Being passionate about RIM allows the team to be creative and resourceful when finding the right people to join our team. This passion also drives us to enhance our skills of driving employee engagement on a global scale. The Recruitment Specialist establishes and fosters a consultative relationship with RIM hiring managers through close working relationships with various business units. Research and Development BlackBerry smart phone plans to open a research and development operation. RIM has more than 30 million subscribers. In the third quarter of 2009, it shipped more than 10 million devices. Patent Filling Blackberry believes in the importance of protecting its intellectual capital by filling patents in U.S and worldwide for its inventions and innovations. Positive Relationships with Suppliers

Human Resource Management

Research, Technology and System Development

Procurement

RIM works closely with its key suppliers to benefit all parties involved.

6. Competitive Advantages
1. 2. The device is a slim design, with a fully functional QWERTY keyboard (the same as on a PC) and large screen. The blackberry listens for new data and notifies the user when this arrives by sound or vibration. The user also would receive a copy of the email on the office PC, and mark it as read to avoid confusion. The Blackberry Enterprise Server software (BES) is installed on the mail servers in the corporate business network. This allows communication over the Internet to deliver data. Blackberry is popular for sending email, Internet browsing, video and music. Pay as you go options are also available over the more expensive contract phone.

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