Black Berry Enter Into China Market
INDIVIDUAL COURSEWORK
INTERNATIONAL MARKETING PLAN OF BLACKBERRY IN CHINA
PREPARED BY: B00625238
DATE: 25/06/2012
Group: Tata
Msc International Business
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Word count: 2067
Introduction
Blackberry is a wireless email system that was developed in 1997 by Canada “Research in Motion” (RIM) company. It is a smart mobile phone that can receive e-mail and is equipped with a laptop standard keyboard. As the small black keyboard looks like a strawberry, it was named Blackberry. Its greatest feature is that it integrates a mobile phone, email, personal message management, and internet and wireless information services and has a very high security, and so is the perfect combination of a mobile phone and a laptop. This report will analyze Blackberry entry into the Chinese market by five aspects.
The method of entry
In 2007, Blackberry entered the Chinese market. RIM and China mobile jointly and TCL communication reached an agreement and thus, Blackberry began to be officially produced in China. In 2009, RIM established branches in Beijing. In order to expand its visibility, RIM Company has conducted a large-scale advertising campaign such as holding a press conference, a Blackberry mobile phone exhibition, cooperating with local mobile companies and professional introductions in mobile phone retail stores. • Press conference At the beginning of entry, RIM held its first press conference held in Beijing. This conference introduced the performance of Blackberry, the biggest difference compared with local mobile phones. It let consumers know its most significant function, which is the ability to receive email by wireless system of Blackberry phone itself. This feature is not available in other local phones. After this, other press conferences were held in more Chinese cities. Moreover, all have been successful. • Blackberry exhibition
In 2010, the “China international Information and Communication Exhibition” was held in Beijing, China
INTERNATIONAL MARKETING PLAN OF BLACKBERRY IN CHINA
PREPARED BY: B00625238
DATE: 25/06/2012
Group: Tata
Msc International Business
[pic]
Word count: 2067
Introduction
Blackberry is a wireless email system that was developed in 1997 by Canada “Research in Motion” (RIM) company. It is a smart mobile phone that can receive e-mail and is equipped with a laptop standard keyboard. As the small black keyboard looks like a strawberry, it was named Blackberry. Its greatest feature is that it integrates a mobile phone, email, personal message management, and internet and wireless information services and has a very high security, and so is the perfect combination of a mobile phone and a laptop. This report will analyze Blackberry entry into the Chinese market by five aspects.
The method of entry
In 2007, Blackberry entered the Chinese market. RIM and China mobile jointly and TCL communication reached an agreement and thus, Blackberry began to be officially produced in China. In 2009, RIM established branches in Beijing. In order to expand its visibility, RIM Company has conducted a large-scale advertising campaign such as holding a press conference, a Blackberry mobile phone exhibition, cooperating with local mobile companies and professional introductions in mobile phone retail stores. • Press conference At the beginning of entry, RIM held its first press conference held in Beijing. This conference introduced the performance of Blackberry, the biggest difference compared with local mobile phones. It let consumers know its most significant function, which is the ability to receive email by wireless system of Blackberry phone itself. This feature is not available in other local phones. After this, other press conferences were held in more Chinese cities. Moreover, all have been successful. • Blackberry exhibition
In 2010, the “China international Information and Communication Exhibition” was held in Beijing, China