The RIM and BlackBerry 8320
Research in motion (RIM) also referred to as BlackBerry Company identifies itself as a primary manufacturer and provider of BlackBerry Smartphones and email services. The company also develops business softwares that allow BlackBerry Smartphones mobile access to email, apps internet among others. It designs, manufactures and markets innovative wireless solutions for a global mobile communication market. The company develops integrated hardware, software and offer services that support multiple wireless network standards. RIM’s technology also allows third party developers and manufacturers that modify their products and services with wireless connectivity to data.
RIM’S organizational mission
The organization follows a mission that aims at making Blackberry the most popular Smartphone with a global presence. This according to its mission can be achieved by expanding their products to more countries in the world. RIM has maintained its mission goal and it currently commands a 20.8% sales share of Smart phones like the blackberry curve 8320 in the world. The company’s consumer blackberry internet service can be found in 91 countries in the world. In these countries, over 500 mobile services use the consumer blackberry service in various mobile technologies. The mission of the organization still remains, and RIM has positioned itself in a manner that makes it a key player in the international market (Mahran, 2009).
Product Market growth strategies pursued by RIM with Blackberry
RIM follows a global strategy that establishes a global market for a Blackberry. Approximately 92% of the company revenues come from outside Canada. RIM pursues a growth strategy by concentrating in wireless communication industry as well as venturing into global markets. The company has increased its new segment to increase the market share through venturing into individual markets (Mahran, 2009). New strategic business units which serve as profit centres can be developed (McGrath, 2001). The units operate independently and support each other. The marketing mix utilized combines a product, price, place and promotion. RIM has also researched and developed new products in order to meet new market demand such as the blackberry storm, blackberry peral, and blackberry curve and blackberry 800 series. Product diversification has helped to meet developing market needs through the different features and elegant designs. Adjustments need be made in the creation of new product lines, value based pricing and branding.
Positioning Blackberry 8320 in the marketplace
Blackberry curve can be positioned as a stylish Smartphone based on its features. Is serves as a hand held mobile device that can act as a personal assistant. It contains a sleek new twist on a classic style that keeps the user on the edge of what's crucial. Blackberry 8320 will ensure consumers receive all information instantly, browse the web through WIFI connections and organize the day among other services. The phone model can be considered the best breed of design offering excellent performance (Mahran, 2009). It targets a consumer oriented market share.
Distinguishing features of Blackberry 8320 from its competitors
Blackberry curve 8320 holds advantages over its competitors, and this makes it easy to distinguish it from them. Some of these features of RIM blackberry 8320 compared to other blackberry competitors include the following. The Smartphone weighs lighter i.e. (110 g vs 136g), TODO: vs-st-title with a camera of 2MP. It works with headphone (1.0 vs 0.8) and contains a memory card slot that can accept a micro SDHC and micro SD. It also contains a processor of 312MHZ vs 1.2GHZ. Other competitors of RIM BlackBerry curve 8320 include iOSs, window phones, Symbian OSs, windows mobile and Android phones. The Smartphone has an excellent reception it is smaller, cooler, and easy to use compared to its competitors.
Measures of marketing performance appropriate for BlackBerry
Marketing performance describes the analysis and improvements of efficiency and effectiveness of marketing. Blackberry performance and market share can be analyzed using the net promoter score. This requires customer referral to their friends, and it shows the willingness of customers to recommend a product. Collection of appropriate data should be ensured through the utilization of such avenues as social media. A customer satisfaction analysis can be used to gauge customer loyalty. A measure of market performance can also be done through analysis of consumer dissatisfaction. Blackberry should identify target markets where new headways can be made. Celebrity endorsement can also be used as a marketing tool that measures effectiveness and efficiency.
Measures of marketing performance for Microsoft Windows Mobile
Windows mobile include Smart phones that operate on a mobile operating system developed by Microsoft. Measurement of marketing performance can be done through analysis of hardware and software compatibility, device management and support Lifecycle. Measuring performance can be done through integration with any mobile measurement metric. Mobile companies use performance metrics such as attribution, lifetime value, and downstream conversions among others. Mobile ISs can be introduced into sales, marketing and service organization (Brenner, 2007). The metrics used include processor which determines how fast a system process data. Internal memory determines how quickly the system moves objects through memory. Its graphics indicate compatibility and express frames per second.
Brenner, W. Schierholz, R. & Kolbe, L,. M. (2007). Mobilization of customer relationship management: A journey from strategy to a system design. Business process management journal 13.6
Mahran et.al (2009). BlackBerry case analysis. Case Western Reserve University
McGrath, M. (2001). Product Strategy for High Technology Companies. McGraw Hill