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M AN LO TH
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INTEGRANTS:

MARA JOS MORA

VANESSA MARISCAL

MAYRA SANCHEZ

JOS LUIS REYES

SILVANA SUAREZ

HISTORY OF THE COMPANY

Mike Lazaridis founded RIM in 1984 while a student at the
University of Waterloo in Ontario, This industry is characterized by
rapid change in technology, leading to shorter product lifecycle.
Lazaridis determined that the future of his company would be in
wireless communications in 1987, when he was hired as a
consultant for Ericsson to write software for a recently purchased
wireless data system called Mobitex.
By 1997, RIM worked with RAM Mobile Data and Ericsson to turn
Mobitex into a two-way paging and wireless email network.
RIM designed, manufactured the popular line BlackBerry product
that had recently reached 14 million subscribers worldwide.

MISION

Research In Motion (RIM) is a leading designer,

manufacturer and marketer of innovative
wireless solutions for the worldwide mobile
communications market.
RIM technology also enables a broad array of
third party developers and manufacturers to
enhance their products and services with
wireless connectivity to data.

VISION
To be recognized as the
worlds best telecommunication
and wireless devices company,
by infinite the possibility of the
innovation and creation to
produce our product and
software devices; to ensure and
enhance product quality as well
as to satisfy our customers
unlimited demand in future.

KEY QUESTION

How to maintain and wide its

market in front to the attack of
their competitors?

GENERAL ENVIRONMENT

RIM was a world leader in the mobile communications

market.
RIM had more than 100.000 enterprise customers and
estimated 42 percent market share of converged
devices and significantly higher market share of data
only devices, in North America.

INDUSTRY
In an industry driven by engineering innovations and
evaluated on technological advances.
RIM designed, manufactured and marketed the very
popular line of BlackBerry products that had recently
reached 14 million subscribers worldwide and had
just over $6 billion in revenue.
In particular, organizations that relied on sensitive
information, such as the U.S. government and large
financial institutions, were early and loyal adopters of
BlackBerry and RIMs largest customers.

COMPETITION

ECONOMICAL
Depressed economic environment in the U.S. that made
many smaller firms and technology starts up were hostile
financially.
LEGAL
Software piracy and product imitation were more common in
developing countries where IP protection laws lagged the US
or Canada.

STRENGHTS

WEAKNESSES

Leader in the mobile

communication market.
Were early and loyal of B.B. with
organizations of government &
financial institutions.
Is a brand recognized in the market
by the publicity with celebrities
Products of good quality.
Expansion geographic.

Shortage of physical space at

RIMs Waterloo Campus.
Human Resources is limited.
Dont have a plan of
contingence to the
competitors.
Is focus too few consumers
like the government,
organizations and
professionals
RIM could no longer continue
to grow locally.

PORTER ANALYSIS

SWOT

SWOT

TOWS

IFE-MATRIX
Strength

Weight

Ratio

Total

- Leader communication market.

0,10

0,40

- Pioneer in Software.

0,05

0,15

- Advertising of celebrities

0,10

0,30

- Products of good quality.

0,20

0,80

- Expansion geographic.

0,05

0,15

Weight

Ratio

Total

- Shortage of physical space.

0,05

0,10

- Human Resources.

0,15

0,45

- Contingence to the competitors.

0,15

0,45

- Focus too few consumers.

0,10

0,20

- RIM could no longer continue to grow locally.

0,05

0,10

TOTAL

1,00

3,10

Weakness

EFE-MATRIX
Opportunity

Weight

Ratio

Total

- Technology market.

0,20

0,80

- Diversification

0,10

0,40

- Alliances

0,05

0,15

- Acquisitions

0,05

0,10

- Popular handhelds.

0,10

0,40

Threat

Weight

Ratio

Total

- Competence.

0,10

0,30

- Government Regulation.

0,10

0,20

- Change of Technology.

0,15

0,45

- Software piracy and imitation.

0,10

0,20

- Key competitors has global expansion.

0,05

0,15

TOTAL

1,00

3,15

ANALYSIS

According To the box of strategies for the case, is

chosen the first square that indicate that the RIMs
Company should Grow and Built.

SPACE-MATRIX
Y
A
X
I
S

X
A
V
I
S

Financial (FS)

Environmental (ES)

(+6 best, +1 worst)

(+5) Sales
(+6) Income
(+5)Earnings per Share
(+4) Cash Flow
(+4) Operations Margin
Average = +4,80

(-1 best, -6 worst)

(-3) Technological Changes

(-2) Laws
(-5) Competitors
(-3) Barriers to Entry
(-3) Demand Variability
Average = -3,20

Competence Advantage (CA)

Industry Strength (IS)

(-1 best, -6 worst)

(-2) Technology
(-4) Strategies Alliances
(-2) Market Share
(-3) Customer Loyalty
(-2) Reputation
Average = -2,60

(+6 best, +1 worst)

(+5)
(+6)
(+5)
(+4)
(+2)

Growth Potential
Financial Stability
Position in the Market
Technology
New Alliances
Average = +4,40

FINANCIAL RATIOS
REVENUES 2004-2008

6009395

3037103

2065845
1350447
594618
2004

2005

2006
YEAR
REVENUE

2007

2008

EARNINGS PER SHARE

EARNINGS PER SHARE 2004-2008
2.31

1.98

1.14
1.01

0.33

ALTERNATIVES

RECOMENDATION

After the analysis presented above, we

suggest the first strategy. Which is Investment
in technology innovation to create new
products. Because the technological innovation
and market provided that it does not lose
ground in this competitive market.