Marketing case study - Blackberry: channel strategy building

Docs en anglais | 5 pages | 26-06-2008 | Format : | Note : Non noté |

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Résumé

In 1984, M. Lazaridis and D. Fregin found Research In Motion, an electronics and computer consulting company focused on wireless cutting-edge technologies. Their expertise in designing and manufacturing power-efficient and compact data communication products enables them to successively enter Toronto stock exchange and the NASDAQ. In 1999 Research In Motion, small Canadian company, launches a very innovative service through its Blackberry product, mainly targeting professional users. It was rapidly a success and in end 2001 almost 50000 units had been sold. The service keeps performing well even during the 2000s IT recession.

After exposing key information concerning RIM's activities and the positioning of its Blackberry products, we will show to what extent their distribution channels have matured from an "evangelistic"early phase method to more financially driven volume programs and we will expose the main challenges for Blackberry in 2001. Eventually, we will decide which distribution strategy should be use for RIM to remain sustainable on is North American market and on new one.

This reflection has been guided thanks to a Harvard Case Study.

Table of contents:

I) Context overview: key points from the case study

1.1. An innovation depending on technological improvements and Infrastructure
1.2. Two different customer types, two different relationships to the product
1.3. Threats to Blackberry's position

II) Distribution channel strategies, one of the 4 marketing "Ps"

2.1. Promotion and Distribution
2.2. GSM/GPRS networks offer new opportunities: Entering Europe and Asia/Pacific

III) Recommendations: which channel to use from 2001?

3.1. Direct sales as the most effective way to sell a product
3.2. Overcoming these limitations: carrier-based distribution strategy
3.3. The right model: a hybrid one

Conclusion

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