Blackberry vs. Apple Essay

2185 Words Apr 5th, 2012 9 Pages
Case Study #1 BlackBerry’s Rise in Brand Power
The Dueling Marketing Strategies of RIM versus Apple

Presented by Team Mpyreon: Natasha Gowda Courtney Szabo Ying Ying Choi Chris Hauk Geoff Salt MKTG 1102 Set 1J ATTN: Professor Anne-Marie Webb Hughes Submission Date: October 19, 2009

Table of Contents

Problem Identification…………….………………………………………………Page 3 Case Findings……………………………………………………………………….3 to 5 a) Facts…………………………………………………………………………...3 b) Research………………………………………………………………………4 c) Assumptions…………………………………………………………………..5 SWOT Analysis………………………………………………………………………….5 Alternatives………………………………………………………………………....6 to 7 Solution and Plan of Action…………………………………………………….………8 Application of Course Concepts……………………………………………Appendix A
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In FY2009, the company’s revenue grew by 84.1% over 2008 (Datamonitor, 2009). RIM has grown by expanding into foreign markets where it held 18.7 percent of the global smartphone market share in 2009 (Toronto Star, 2009). Strong financials attract investors and allow RIM to grow with introduction of new products and solutions. However, RIM faces a threat to its global share and revenue as various competitors enter the market and launch new products.

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b) Research The smartphone market is forecasted to rise 19% throughout years 2009 to 2011. Although mobile phone sales decreased by 9% in early 2009, the smartphone movement increased by 13% despite the economic crisis (Datamonitor, 2009). Smartphone consumers have proved that they value entertainment and multi-media applications in their mobile devices. These trends present an opportunity for RIM to grow their product lines by focusing more on mainstream consumer needs. Competitive Analysis: Globally, RIM holds 20% of the smartphone market share. Although this is a rather substantial portion of the available market, RIM faces threats from close smartphone competitors and is constantly rivaling to stay on top. Smartphone competitors consist of: High Tech Computer (HTC), Apple, Nokia, Google’s Android, Samsung and Palm. Apple’s smartphone net sales for the fiscal year end September 2008 was $11.8 billion. In 2009, research shows that Apple smartphones seized 13.3% of the

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