A Strategic Audit of Research In Motion with Strategy Recommendations

A Strategic Audit of Research In Motion with Strategy Recommendations

I. Current Situation

Current Performance

Research In Motion completed another successful year with significant growth in finances and product development. In 2008, the company was highlighted with revenue growing 98%. They earned $6.01 billion in 2008 compared to $3.04 billion in 2007. The customer base for RIM became much stronger as the blackberry subscriber account base reached over 14 million people. Several new phones were introduced and RIM shipped the 25 millionth blackberry smart phone in 2008. The blackberry brand grew more powerful and saw over half of the subscriber accounts in the forth quarter come from non-enterprise customers. With the addition of over 80 new carrier partners around the world, they launched several software applications and solutions for the blackberry. In particular, they launched the Blackberry Professional Software for small and mid-sized business markets and Blackberry Unite for the home and small office/home office. In addition to the several product developments they also become the first mobile platform to receive Common Criteria Evaluation Assurance Level 2+ security certification. (RIM Annual Information Form)

Strategic Posture

Mission and Vision

Research In Motion does not have a mission and vision statement that is publicly available. According to their annual report; “RIM is a leading designer, manufacturer and marketer of innovative wireless solutions for the worldwide mobile communications market.” Also in the annual report they include; “Through the development of integrated hardware, software and services that support multiple wireless network standards, RIM provides platforms and solutions for seamless access to time-sensitive information including email, phone, text messaging, Internet and intranet-based applications, RIM technology also enables a broad array of third party developers and manufacturers to enhance their products and services with wireless connectivity to data.” (www.rim.net)

Strategies

• Extend Technology Leadership: maintaining its leadership by concentrating on the development of two-way wireless technologies and enabling applications, protecting its intellectual property and encouraging the adoption of its platform by wireless network providers and customers, and licensing the Blackberry to key handset and service vendors.