Blackberry Essay

5680 words - 23 pages

Marketing 620: Marketing Management in a Global EconomyMarketing Plan Project: Blackberry1. Executive SummaryTwo page summary of the entire planThe University of Waterloo founded blackberry in 1984 and in 1988 they made history by becoming the first wireless data technology developer in North America. In 2002, the company started to develop the technology in phones. Data and voice BlackBerry 5810 and OEM radio that ran on GSM/GPRS wireless networks worldwide was implemented. RIM had over 4 million subscribers by 2005, the most they ever had before. They partnered up with IBM and introduce Lotus Instant Message for Blackberry. RIM had more than 150,000 employees in 2009. BlackBerry was the dominant smart phone in the corporate world. By December of a disappointing 2011, RIM is felt pressure and let the public know that the company is in the midst of considering changes in their strategies. On July 9th, 2013 Research in Motion Ltd changed the shareholders decided its name to BlackBerry Ltd. In September of 2013, the new BlackBerry Ltd. reported a big loss of nearly $1 million in the second fiscal quarter and then announced 4,500 employee layoffs. The company was considering of selling itself to companies, but by November 2013, Blackberry announced that they hired John Chen, chairman and CEO for software company Sybase to be the interim CEO.Blackberry's plan is to continue providing for government because they are the only MDM provider to who has "Authority to Operate" on U.S. Department of Defense networks. Besides the Government is also focusing on getting this technology in a number of corporate offices, with over 80,000 companies as MDM customers.Chen feels that QNX software business for BlackBerry is a prized possession. Chen has a very positive and direct approach to the direction of Blackberry. He if very focused on the now and the futures and while not worrying about what Blackberry use to be. It will not benefit the company to dwell on the past. One of Chen's strategies will be to focus on its core business moneymakers, which are enterprise, messaging, QNX and the hardware business. He will do this by creating this as a new operating structure. Keeping and expanding the contracts with the United States government seems like a great priority for the company as well. Blackberry's has had 40 millions users from the iOS and Android market that have downloaded the BBM app and will continue to ride that success and will use it as a revenue stream in the future. Both Chen and Blackberry are committed to the device market. By joining with Foxconn it can open up avenues in emerging markets. This will create faster product lifecycles by also becoming nimble and agile competitors.2. Company DescriptionHighlights of the firm's historical and recent operationsResearch in Motion, who made Blackberry was founded in 1984 by the University of Waterloo (Prathamesh, R. 2013). An engineering student who is the President and Co-CEO, along with Douglas Fregin,...

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