Research In Motion


Feedback & Departmentalization

02/01/2013 - 05/01/2013

 Distribute an evaluation tool to provide feedback on upper management; start data collection
 Set up a framework for departmentalization and lead executives in those areas
 Provide employees with a feedback survey to determine issues within working environment; start data collection

Improvement & Training

05/01/2013 - 08/01/2013

 Determine the results/issues and create and finalize solutions to problems
 Train and familiarize the new executives with their specific areas
 Compile findings and create solutions to the areas of improvement


08/01/2013 - 11/01/2013

 Provide the findings and implement solutions into managers daily working lives
 Enable the new executives with full power in their new roles
 Implement the solutions to fix the problematic working conditions

Evaluation of Changes

11/01/2013 - 02/01/2014

 Conduct initial evaluation of managerial changes
 Provide initial feedback and evaluation to the new executives on how they are performing
 Evaluate how the new working conditions are being handled and if anything is not working as planned

Strategy and Execution


02/01/2013 - 05/01/2013

Eliminate the handhelds that are not producing enough profit


05/01/2013 - 09/01/2013
  1. Market and Consumer Research
  2. Apply this to new products being developed

Decision & Execution

09/01/2013 - 12/01/2013

Product Quality & Limitations

Patents, Suppliers, & Technicians

02/01/2013 - 06/01/2013

 Identify the patents of interest for company
 Research new suppliers and current ones to find out who can provide the best quality contracts

 Hire skilled technicians for research and development of technologies

Apply for Patents; Contracts, & Blueprint

06/01/2013 - 09/01/2013

 Apply for the desired patents
 Narrow down the potential company’s for available contracts
 Develop a blueprint for new prototypes

Final stage: Patents, contracts, prototype

09/01/2013 - 12/01/2013

 Utilize patent technology into the prototypes
 Decide on which company to sign a contract with
 Finish prototype with complete compatibility

Product Specifics & Bugs

12/01/2013 - 06/01/2014

 Start laying down specific qualities about the product
 Ensure that the bugs and issues are worked out of the new product

Production & Launch

06/01/2014 - 01/01/2015

 Launch and begin production


Environmental Scan

02/01/2013 - 05/01/2013

 Thoroughly scan the environment: attention to detail on competitor intelligence, forecasts, and benchmarking
 Begin building a framework of how to better allocate funds towards marketing efforts
 Researching and analyzing potential target market niches that RIM can enter

Marketing Plan & Evaluate

05/01/2013 - 06/01/2013

 Information from environmental scan is analyzed and examined to create a marketing plan
 Present budget adjustment to financial department for approval and work out problem areas on budget.
 Decide if the current primary target market is too competitive to stay in. If too competitive, prepare to migrate to a different target market.

Budget approval, Implementation, & Team

06/01/2013 - 09/01/2013

 After approval of budget, implement changes and allocate money to desired areas required for marketing efforts
 Permitted that the current target market is too competitive, inform marketing department executives on the new ideal target market
 Generate ideas on new and innovative marketing techniques to appeal to the new target market
 Hire and form a marketing team that shares the same vision of RIM

Ad Development and Testing

09/01/2013 - 01/01/2014

 Developing advertisements at target market
 Testing created advertisements with focus groups ensuring the advertisements are effective
 Preparing for launch of marketing campaign

Marketing Campaign

01/01/2014 - 04/01/2014

 Launch new marketing campaign which includes advertisements, and public relations all aimed at the new target market.
 Attend technology conferences in order to achieve maximum exposure to consumers
 Push aggressive sales strategy once product is available for product.