RIM and Netflix Case Report - Dear Boss Research In Motion...

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Dear Boss, Research In Motion, the Canadian company that makes Blackberry once had a competitive advantage in the mobile operating software systems market. The advantage came partly from its wireless capability, two-way pager, and partly from its resemblance to a personal digital assistant (PDA). The company did not overcome its competitive inertia and try to change its operating system, but instead continued to improve on the strategies that made Blackberry market a hit during 2008. In order for Blackberry to keep up with its competitors, it must compete in its strongest area. According to RIM’s situational analysis, its strengths were: It had a QWERTY Keyboard ease trying experience; had high brand awareness given its past performance and its domination of the market once upon a time. This brand presence had an intrinsic value that reinforced its position as a viable smartphone in the market. "With a new CEO on board, RIM had an opportunity to re-position itself in the marketplace, both in short term and the long" (Maccormack, 57). RIM provided BBM service with a strong business function, and it had a reserved space on retail shelves of telecommunication companies like BellSouth. RIM’s weaknesses were: Blackberry’s lack of technological innovation. It
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