Blcakberry

Case Outline

Working title of the case:
Research in motion- entering a new era
Industry and business setting:
RIM entered to the market as the pioneer with BlackBerry the smart phones that hitthe technology in communications
Main character (decision-maker(s)); job title(s):
The main character of this case is Jim Balsillie, the co-CEO of the company Research in Motion.
Relevanttheory to be applied:
In order to maintain an important place in the market, RIM has created a wide variety of new devices that are dirigidoa to consumer needs, these devices are easy to use and has anumber of features, the most widely used mobile office is

They also used segmentation strategies to attract more consumers. We analyzed the different needs of a variety of market segments.

Thebusiness seegmento also wanted to remain connected through the Internet, access the company network, voice communication, personal organization and functions of programming, among other features.
Anotherimportant area that received attention from RIM was the "prosumer industry."
People belonging to this segment generally use their devices to communicate with their bosses and colleagues in theircompanies, and also for entertainment. As these devices help increase productivity and to enjoy during their free time.

This company, RIM uses strategies such as the renewal of its product line,adding features to attract attention to the news potential customers.

Envisioned case issue(s) or problem focus:
The problem with RIM is faces with the competition from other companies and brands,technology moves very fast and always each company wants to be in the lead. Because of this, RIM had to do a lot of strategic plans to enter a market as crowded.
Synopsis of the case:
Research InMotion, is a major Canadian company engaged in the manufacture of electronic devices, analysis of their business environment and decided to apply different business strategies in order to gain position...