In the last few years, the market share of RIM has continued to decrease and the low revenues have pushed its stock to a new seven-year low, raising questions about the company’s ability to survive against its relentless competitors such as Apple’s iPhone or Google’s Android who have clearly taken over the leadership of the smartphone market. Without a significant management and strategy change, Blackberry will not be able to regain old power and to lose its current image of being untrendy and out-of-date. Having examined in detail the causes of Blackberry’s downfall of popularity, this report aims to show opportunities for RIM to increase market share again by adopting and implementing a different brand positioning strategy.
Table of Contents
1 Introduction
2 Analysis of the brand
2.1 Ideology
2.2 Capability
2.3 Consumer
2.4 Environment
2.5 S.W.O.T. Analysis
2.6 Current Positioning
3 Strategic future positioning options
4 Implementation Strategies
4.1 Internal Brand Management
4.2 New Product Development
4.3 Corporate Social Responsibility
4.4 Marketing Communications Mix
5 Conclusion
Objectives and Core Themes
This report aims to analyze the decline of the BlackBerry brand and propose a comprehensive repositioning strategy to recover market share. The primary research question centers on how Research in Motion (RIM) can adapt its business and brand strategy to regain its competitive standing in an evolving global smartphone market.
- Analysis of RIM's current internal and external brand factors.
- Evaluation of future strategic positioning options.
- Development of a "Green" brand strategy centered on solar innovation.
- Implementation tactics spanning internal management, product development, and communication.
Excerpt from the Book
2.4 Environment
Since 2010, the major trend in the UK mobile phone market has been the ascendancy of smartphones, seeing a growth of 44% in volume and leading to an overall market value growth of 6%. As a result, the competition in this particular niche has become very high (Euromonitor, 2011).
Furthermore, the smartphone category is pushed by the ongoing development of the smartphone “ecosystem”. The increasing number of apps developed for smartphone operating systems will continue to improve their functionality. For the manufacturers, good operating systems will therefore be key to a successful performance in the UK (Euromonitor, 2011). Hence, the growth of freestanding operating systems and smartphone-only companies is another trend to be observed. Last year, Android OS was the only system showing significant growth, RIM and Apple OS installations remaining more or less at the same level as the following diagram illustrates (Arthur, 2012).
Chapter Summaries
1 Introduction: This chapter highlights the crisis facing Research in Motion (RIM) and sets the stage for a strategic repositioning to stop the brand's downfall.
2 Analysis of the brand: This section uses the passion point model to examine internal ideology and capability, as well as external consumer and environmental factors affecting BlackBerry.
3 Strategic future positioning options: This chapter evaluates four distinct potential strategies for the brand, ultimately recommending a shift toward becoming a "green" solar-powered smartphone leader.
4 Implementation Strategies: This section details specific activities to launch the new brand strategy, covering internal employee engagement, CSR initiatives, and innovative marketing communications.
5 Conclusion: This final chapter synthesizes the proposed strategy, emphasizing how the shift to solar innovation and a "green" image can restore BlackBerry's market relevance and competitive edge.
Keywords
BlackBerry, RIM, Smartphone, Repositioning, Solar Energy, Green Strategy, Market Share, Brand Management, Innovation, Competitive Advantage, B2C Market, Consumer Behavior, Internal Branding, Sustainability, Corporate Social Responsibility
Frequently Asked Questions
What is the core focus of this study?
The study focuses on the decline of the BlackBerry brand and proposes a strategic repositioning to revive its competitiveness in the smartphone industry.
What are the primary themes discussed?
The main themes include brand analysis, strategic positioning options, sustainability as a competitive differentiator, and internal/external brand implementation.
What is the ultimate research objective?
The objective is to identify a viable strategy for Research in Motion to increase market share and regain its lost market authority.
Which methodology is used to evaluate the brand?
The study utilizes Edwards and Day’s passion point model to evaluate internal and external brand factors, alongside a S.W.O.T. analysis.
What is covered in the main body?
The main body covers a critical analysis of current brand performance, an evaluation of four strategic alternatives, and a tactical implementation plan.
Which keywords best define this work?
Key terms include BlackBerry, repositioning, solar energy, green strategy, market share, and brand management.
Why did the author choose a "green" strategy for BlackBerry?
The author identifies solar innovation as a unique, untapped niche that responds to sustainability trends and offers a way to differentiate from existing market leaders.
What role does internal branding play in the proposed solution?
Internal branding is crucial to align employees with the new "green" vision, ensuring they are passionate and knowledgeable ambassadors of the change.
How would the proposed strategy affect the consumer image of BlackBerry?
It aims to shift the perception of the brand from being "out-of-date" to being the most innovative, future-oriented, and environmentally responsible player in the market.
How does the author plan to overcome the competition?
By moving into the solar energy sector, BlackBerry would offer a feature competitors do not have, thereby creating a new competitive advantage rather than trying to replicate the exact features of Apple or Android.
- Quote paper
- B.A. Jennifer Kint (Author), 2012, Stopping RIM's downfall. A repositioning of the Blackberry brand, Munich, GRIN Verlag, https://www.hausarbeiten.de/document/273847
