营了个销

From Canada RIM
BlackBerry
营销2班：孙霞、刘若男 郑喜玲、王旭冉
CONTENT
Case Background
reasons for RIM adjust its strategy
SWOT analysis
measures to strengthen competitive competency
measures to strengthen competitive competency

prominent their competitive advantages, maintain the advantages of the high-end business machines’s differentiated
SWOT analysis
S O
W T
Weaknesses
More and more parallel BlackBerry flood the market of smart phone,as well as a small amount of the cottage,these machine often can not guarantee the quality, serious damage to the BlackBerry brand. The brand awareness of BlackBerry in the Chinese market is still relatively low The price is a little high , most consumers is difficult to accept
control the sales channels strictly to ensure the security of the channels


develop more suitable mobile phone products for Chinese
ThemeGallery a Design Digital Content They can greetisthe market of China & Contents mall developed by with a more open system Guild Design Inc.
RIM's corporate headquarters in Ontario, Canada
Case Background
introduction of BlackBerry
a smart phone,provide a complete mobile business solutions for businesses and individuals integrates mobile phones, e-mail, personal information management, Internet and wireless information services
ThemeGallery a Design Digital Content & a return visit tois aregular phone or mail Contents mall developed by and product maintenanceGuild Design Inc.
build a appropriate customer base , and then choose the right agent , aims to grasp customers better


Establish contact with customers in the shortest possible time
SWOT analysis
S O
W T
Opportunities
Mobile phone users were getting younger and younger. Fashion and reflection of the personality are the characteristics of the young people, so they also pay more attention to the phone which can display their own personality style when they choose phone . Multifunction products have appeared into battle, and mobile phone concern tilt to high-end technology and price .
Case Background
introduction of BlackBerry
has a very high security the perfect combination of mobile phones and laptops
Case Background
RIM to adjust strategy for Chinese market
三
The latecomer did not achieve an impressive performanceamid the fierce competition
SWOT analysis
S O
W T
Strengths
Black Berry has always been high-end business image,the safety and practicality have been the header in the same industry The design of BlackBerry focuses more on the practicality of the products, it wons the majority of consumers because of its humance More and more consumers concerned about the BlackBerry
Case Background
introduction of RIM The RIM company is a communications company in Canada, established in 1984, do networked infrared LED display board for General Motors.
Simmons Lee, managing director of RIM China, said "China is the largest smartphone market in the world and it is a key focus area for our company. RIM aims to be a very strong player in this market,"
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measures to strengthen competitive competency
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Strengthen the customer experience of the brand, the pursuit of quality and functionality of the product
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Thank you!
reasons for RIM adjust its strategy
一
China is the largest smartphone market in the world and it is a key focus area for Rim
二
When RIM, which owns smartphone brand BlackBerry , officially entered the Chinese market, market share of BlackBerry have been declining.
Case Background
Global Development
Blackberry cooperation with China Mobile in 2006 irry licensed officially in October 2009
SWOT analysis
S O
W T
Opportunities
With the rapid development of communication, the consumer demand of mobile phone is increasing, there is still a large market potential in China. As the constantly development and applications of new business in phone, the market share of mobile phones’s replacement are gradually increased, and that becomes a new impetus to the market development.
SWOT analysis
S O
W T
Threats
Mobile phone market has become a class fast moving consumer goods market when it goes into the development of high-speed . The mobile phone companies, such as MOTOROLA , implement to implement low-cost strategy . RIM faces to the big competition from Apple's iPhone (Apple Inc.) And Google (Google Inc.) Android operating system products.