Business Environment and Strategic Management: Strategic Analysis of Research in Motion - Essay Example

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Research in Motion (RIM) is a principal creator, producer and dealer of wireless solutions for the wide-reaching global mobile communication marketplace. Mike Lazaridis and Jim Balsillie founded the organisation in 1984. …
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Business Environment and Strategic Management: Strategic Analysis of Research in Motion
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Download file to see previous pages 2.0 Industry Analysis........................................................................................ 2.1 The Economics of the competitive industry.................................. 2.2 The social environment................................................................. 2.3 The technological environment..................................................... 2.4 Porter’s Five Forces analysis......................................................... 2.5 The most significant strengths and weaknesses of analyses.......... 3.0 Analysis of strategic capabilities at RIM................................................ 4.0 Evaluation of future strategies for the organization.............................. 5.0 Implementation of strategic change........................................................ 6.0 Conclusion................................................................................................ References Bibliography 1.0 Introduction Research in Motion (RIM) is a principal creator, producer and dealer of wireless solutions for the wide-reaching global mobile communication marketplace. Mike Lazaridis and Jim Balsillie founded the organisation in 1984. These individuals retained leadership of the organisation until recently, when on January 22, 2012 Thorstein Heins replaced them as CEO (‘Thorstein Heins’ 2012). For the financial year 2012, the annual revenue of RIM was of $18.4 billion, while its net profit was $1.2 billion. Therefore, the earnings per share of Rim for 2012 were $2.22 per share. This marks a startling decrease from the 2008, $132 per share, high (Nasdaq: Rimm, 2012). In 1999 the organisation released the first version of the BlackBerry Smartphone (Sweeny, 2009, p. 9). This device would come to be the organisation’s cornerstone product through to the present day. The organisation gained a solid reputation for offering the industry’s best security and project manageability. Indeed, President Obama is even a recognised BlackBerry user who follows the platform’s high security standards (McQueen, 2010, p. 3). Today, however, the organisation finds itself in a critical struggle to maintain market share in an increasingly competitive Smartphone industry, where Apple’s iPhone and Google’s Android platform have emerged as primary players (De la Merced, 2012). Research in Motion also competes with Motorola, Nokia and Samsung, a competitive industry where market share is difficult to increase as new competitive innovations continue to be released regularly. Research in Motion hopes to improve some of its recent losses of profit and market share with the release of the Blackberry 10 in January 2013. Because many of the product conceptions offered by competition are homogenous in that they maintain many similar features and benefits, differentiation through marketing becomes critical to obtaining new target market attention and subsequent long-term brand loyalty. Offers the current CEO of the organization, “If we (RIM) want to serve the consumer market effectively, we can’t do it on a me-too approach” (Reed 2012, p.2). Thus, to obtain the desired target market interest, differentiation through marketing function is one critical opportunity to achieve competitive advantage among homogenous technology competition. Utilising the BCG Matrix, Research in Motion’s SBU would be considered a dog, whereby there is low market share and little margin for growth in a highly saturated and mature market environment. Again, this reinforces the necessity of utilising marketing effectively to gain market share since like product offerings from major competitors conflict establishing a differentiated and unique brand conception in the minds of desired target consumers. In terms of recent developments, the next generation systems ...Download file to see next pagesRead More
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