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By: Luc Lavers, Jess Pomeroy, George Kennedy, Matt Weir, Letian Shan, Lu Wenyue

By: Luc Lavers, Jess Pomeroy, George Kennedy, Matt Weir, Letian Shan, Lu Wenyue. 1. Company Profile. Led by President and CEO Thorsten Heins Research In Motion is a wireless equipment and telecommunications company that is based in Canada.

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By: Luc Lavers, Jess Pomeroy, George Kennedy, Matt Weir, Letian Shan, Lu Wenyue

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  1. By: Luc Lavers, Jess Pomeroy, George Kennedy, Matt Weir, Letian Shan, Lu Wenyue 1

  2. Company Profile • Led by President and CEO Thorsten Heins • Research In Motion is a wireless equipment and telecommunications company that is based in Canada. • The company was founded by Mike Lazaridis (University of Waterloo) and Douglas Fregin (University of Windsor) in 1984. • Headquarters in Waterloo, Ontario. • Many offices around the world in North America, Asia, and Europe

  3. Product Launch • “GO PRO” launch • RIM went without a CMO from September-March 2011 • Boulben stepped up to be RIM’s newest CMO • The Playbook launch was one of RIM’s worst • Adobe Flash was not enough for consumers

  4. The Marketplace: Demand

  5. The Marketplace: Competitors Apple: iPad Samsung: Galaxy Tab CEO - GeesungChoi Headquarters Seoul, South Korea Founded - 1969 • CEO - Tim Cook • Headquarters Cupertino, California • Founded - 1976

  6. Capacitive 4-point multi- touch screen 4G LTE WIFI 7 inch display 1080p HDMI output 1080p HD video 16, 32, 64 GB Flash 1 GB RAM 0.94lb

  7. 2011 2010 2012

  8. The Broader Environment Economic Forces Demographic Forces Original target market business Corporate vs. User Friendly Bringing out the PLAY in Playbook New approach to advertising for different target market • The Playbook launched near the end of the 2008 recession. • When RIM cut the Playbooks massive price, the sales improved significantly. • The cheaper price helped RIM sell their excess supply of Playbooks.

  9. Government Forces and Social/Cultural Forces Worldwide market share Android Market Share in Canada

  10. SWOT Analysis

  11. Recommendations • After analysing the tablet market and RIM’s input into it, we agree that RIM’s Blackberry Playbook should remain in the tablet industry. • With new markets opening in different parts of the world it could allow RIM to gain new market share. • Also after viewing our SWOT analysis we understand that the weakness and threats to RIM can be fixed or do minimum impact in the long run. • RIM has solid strengths and their opportunities can help them improve. • Moreover, RIM has a loyal customer base and with a predicted increase in demand in the industry, it shows likelihood for new customers and higher profits.

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