SWOT ANALYSIS. Business & Marketing Research Paper (Research Paper Sample)

2011Cape Breton UniversitySubmitted by: Karam Abusafi 20055446Submitted to:Dr. Jacquelyn ScottResearch In Motion “The company behind the BlackBerry product line Research In Motion (RIM), a global leader in wireless innovation, revolutionized the mobile industry with the introduction of the BlackBerry® solution in 1999”
Table of Contents
Table of Exhibits........................................................................................................................................3
Executive Summary ..................................................................................................................................4
Introduction..............................................................................................................................................5
A Brief Overview of RIM...........................................................................................................................6
Governance Structure of RIM ..................................................................................................................7
External Environment...............................................................................................................................9
Financial Performance..............................................................................................................................13
Stock Price................................................................................................................................................15
Corporate Philanthropy.............................................................................................................................16
Financial Strategy......................................................................................................................................17
Marketing Strategy...................................................................................................................................17
R&D Spending...........................................................................................................................................18
Leadership ................................................................................................................................................19
SOWT Analysis...........................................................................................................................................20
BCG Matrix ............................................................................................................... ................................23
TOWS Analysis...........................................................................................................................................25
Partnerships and Alliance......................................................................................................................... 27
Competitors Analysis............................................................................................................................... 28
Performance Measurement......................................................................................................................29
Time to Change ........................................................................................................................................ 29
Recommendation and Implementation ...................................................................................................31
Conclusion.................................................................................................................................................34
Appendices................................................................................................................................................35
Table of Exhibits
Exhibit 1: Annual sales growth
Exhibit 2: Geographical Revenue
Exhibit 3: International Revenue
Exhibit 4: Blackberry Shipment
Exhibit 5: Market Share of Smartphone, August 2011
Exhibit 6: Stock Price of RIM
Exhibit 7: Financial Performance of RIM
Exhibit 8: BCG chart of RIM
Exhibit 9: SWOT / TOWS analysis
Exhibit 10: ROE, ROA, and ROIC of Apple, Google and RIM
Exhibit 11: EPS and FCF of Apple, Google and RIM
Exhibit 12: Financial Ratios
Exhibit 13: Blackberry market collapse by region
Exhibit 14: Share price 2007-2010 RIM and Apple
Exhibit 15: Factors of competition between RIM and its rivals
Exhibit 16: Suggested strategy implementation
Executive summary
This paper provides inclusive strategic analysis on Research In Motion (RIM) and its Blackberry devices, also it provides strategic recommendation for the firm’s current situation. The main goal of this paper is to understand the industry where RIM competes including the wireless industry for Telecommunication market. First, external analysis of the industry was performed followed by growth analysis of the industry in general and the firm in particular.
A company overview and its products and services were provided as part of the internal analysis followed by an illustration of RIM’s current business, financial and marketing strategies. In addition, Key conditions, and financial analysis were also performed for the company. The SWOT and TOWS analysis and BCG matrix analysis of the company were provided based on the company existing strategy compared with its main competitors in the wireless market. Key competitor analysis was used to evaluate RIM’s performance in comparison to its rivals. After analyzing all that, it was suggested that RIM follow a combined set of strategies in order to maintain a long term success.