Marketing

Market Analysis

Andrew Kirkendall

MKTG 333

November 2, 2010

Table of Contents

Introduction……………………………………………………………………………………2

Research in Motion Profile…………………………………………………………………...2

Company Description………………………………………………………………………....2

Marketing Strategy……………………………………………………………………………3

Core Competencies…………………………………………………………………………....4

Competitive Advantages……………………………………………………………………...6

Direct Competition……………………………………………………………………………7

Apple…………………………………………………………………………………..7

Google Android……………………………………………………………………….8

Indirect Competitors…………………………………………………………………………9

Competitors Marketing Strategies………………………………………………………….10

Apple………………………………………………………………………………….10

Android………………………………………………………………………………10

Core Competency Comparison Chart……………………………………………………..11

Competitive Barriers………………………………………………………………………..11

RIM’s Point of difference…………………………………………………………………..12

Point of Difference Feature Chart………………………………………………………….12

General Customer description………………………………………………………….…...13

Segmentation………………………………………………………………………………....13

Conclusion…………………………………………………………………………………...13

Works cited………………………………………………………………………………….14

Introduction

The smartphone market is one that is rapidly expanding. Once solely the tool of those involved in high priority business has now moved to not only all others in the business world, but also to the general public. Because of this, it is very important to fully understand the market for smartphones, and specifically the biggest player in the market, Research in Motion (RIM) and its primary product line, the BlackBerry.

Research in Motion Profile

Research in Motion was founded on March 7, 1984 in Waterloo, Ontario, Canada. While they are known primarily for its flagship product line of BlackBerry Smartphones RIM also manufactured other devices; primarily wireless modems (3). The BlackBerry has revolutionized the way in which business is conducted, not only in the United States, but throughout the world....