Market Analysis Of Rim Playbook

2. Executive Summary
In this report we will be discussing the consideration and development of a strategy to introduce the RIM PlayBook into the Canadian securities industry. The report will go into great detail and back up by published literature from industry professionals.
After doing a situation analysis the report reason out the following; Playbooks internal strengths are a well-designed software system, enterprise make water with existing BES infrastructure, and RIMs powerful brand name. On the contrary the Playbook is lacking variety of applications, Blackberry tethering, and has only a single expeditious platform. Playbooks external opportunities are; Well-established relationships with businesses, offerings for mobile workers, easiness to be integrated into corporate systems, integration to blackberry Enterprise Server Environment, and over 50 million drug user subscriber base. With external threats coming from tough competition, existence of sovereign rival, iPad, and finally elastic demand according to the price.
Conducting a market strategy for the Playbook, the report segmented the market into two categories; the ain tablet and the corporate tablet. The report concluded that the focus should be on RIMs corporate relationship with businesses.



The market strategy took into account the Playbooks professional status and went unless into utilizing the close ties to businesses that RIM has fostered in its previous years. RIM already has much support from corporate players already agreeing to purchase the tablets erst they are available. Playbook is better positioned for businesses and productivity-centric consumers therefore the primary target for the Canadian launch will be towards the corporate tablet instead than the personal tablet.
After carrying out many marketing calculations, with regards to choosing a price for the Playbook and a launch strategy the report concluded the following; a Soft launch strategy should be used because it best fits our target and...If you want to get a full essay, order it on our website: Orderessay



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