(Research in Motion)

TABLE OF CONTENTIntroduction

Market Issues Analysis

Strategy Analysis

Strategy Recommendation

OVERVIEW

Blackberry was awarded the product of the year in

2000 ;

Used by the American and British Intelligent

agencies and the government

Become the most popular smartphone in 2000s

INTRODUCTION

1984Found

ed

1988First

wireless data

techonology

1999Blackber

ry was launched

2000 – 2011

Global expansionLaunched playbook

2012Began to

fall

Market

Isssues

Financial

Design

Innovation

Design

FINANCIAL ISSUES

From 2012 to 2013, Blackberry almost had

40% drop in revenue and in this case, its device

decreased 51% in the world market and 35.5%

in the UK.

Blackberry concentrates on traditional

enterprise devices such as purchased by large

companies or government.

Design Issues

• Screen Size

• Keyboard

• (did not follow market demand)

Innovation

Issues• Outdated Operating System

• Lack of Application

STRATEGY ANALYSISSWOT

PESTL

4P’s

Porter’s Five

Forces

Fishbone

BCG Matri

x

ANALYSIS• It has a strong brand• More secure than the competitors

Strength

• Poor marketing strategy and failed in tablet market

• Lack of application and outdated Operating System

Weakness

• Positive selling trend in tablet and smartphone

• Partnership with other companies• Expand the market

Opportunities

• Rapid changes in technology• High competition in smartphone business

Threats

Politic• Corporate tax, labor law, trading

regulations• Government policies in data traffic

security

Economy• Economic crisis• Global trading

Social Culture

• Change of life style• Need for socializing

Technology • Rapid change in techonology offered new

various features and entertainment• Fail to innovate in anticipating the consumer

needs

Legal

• Company awareness towards lawsuit• Taking litigation to establish company’s

proprietary rights

Price • Price

Reduction• Market

Penetration

Promotion

• Pull and Push Methods

• Pull Method, making product known worldwide through TV, Radio, etc

• Push Method, by giving price discount

Place

• Open stores in developing countries

• Open after-sales-service counter

• Online selling

Product

• Low-end product

• Product Development

• Create new application

• Make new design

4P’S ANALYSIS

BCG MATRIX

RECOMMENDATIONProduct Development(features and the applications)

Market PenetrationFocus on developing country and sell middle/low-end mobile phone

Market Segmentation(age 18 – 35)

Product Positioning Focus on customer needs

Opening more after-sales service

REFERENCE

Andersen, Kelsey and Billdt, Ryan. et al. (2010). Analysis of the Diversified

Communication Services Industry. Pacific Lutheran University School of

Business

Brady, Diane and Miller, Hugo. (2010). RIM's BlackBerry: Failure to

Communicate [online]. Available from:

http://www.bloomberg.com/bw/magazine/content/10_42/b4199076785733.htm

#p3

[Accessed 16 March 2015]

BGR. (2013) Blackberry’s Risky Pricing Strategy has Backfired [online].

Available from: http://bgr.com/2013/06/28/blackberry-pricing-strategy-analysis

[Accessed 19 March 2015]

Bright Hub. (2012) A brief history of Blackberry [online]. Available from:

http://www.brighthub.com/office/collaboration/articles/8041.aspx [Accessed 15

March 2015]

Business Insider (2013). Smartphone Market Forecast: How Price-

Sensitive Global Consumers Will Shape The Next Growth Wave [online].

Available from:

http://www.bullfax.com/?q=node-smartphone-market-forecast-how-price-sensiti

ve-global-c

[Accessed 16 March 2015]

REFERENCECastaldo, Joe (2012). How management has failed at RIM [online]. Available from:

http://www.canadianbusiness.com/technology-news/how-management-has-failed-at-rim/ [Accessed 16 March

2015]

Dediu, Horace. (2011). Is RIM's management the cause of its failure? [online]. Available from:

http://www.asymco.com/2011/05/30/is-rims-management-the-cause-of-its-failure/ [Accessed 15 March 2015]

Epstein, Zach. (2013). BlackBerry’s decline illustrated in a single chart [online]. Available from:

http://bgr.com/2013/09/24/blackberry-market-share-chart-us/ [Accessed 15 March 2015]

Gustin, Sam. (2013). The Fatal Mistake That Doomed BlackBerry [Online] available from:

http://business.time.com/2013/09/24/the-fatal-mistake-that-doomed-blackberry/ [Accessed 15 March 2015]

Marketline. (2014). BlackBerry Limited Does it have a future in the consumer market? [online].

Available from: http://advantage.marketline.com/Product?pid=ML00017-009 [Accessed 16 March 2015]

McCaskill, Steve. (2012). RIM Loses Another BlackBerry Government Contract Over Reliability [online].

Available from:

http://www.techweekeurope.co.uk/workspace/blackberry-government-contract-rim-us-99809#lc3ysAU0l3WQBkb

F.99

[Accessed 15 March 2015]

REFERENCE

Mintel (2014) Mobile Phones–UK–February 2014 [online]. Available from:

http://academic.mintel.com/display/695304/ [Accessed 19 March 2015]

Mintel. (2014), The Consumer – Factors That Influence Purchases- UK-February

2014 [online]. Available from: http://academic.mintel.com/display/695318/?highlight

[Accessed 18 March 2015]

Pew Research Center. (2014). Mobile Technology Fact Sheet. [online]. Available from:

http://www.pewinternet.org/fact-sheets/mobile-technology-fact-sheet/ [Accessed 15 March

2015]

Research In Motion. (2014). Annual Information Form Fiscal 2014. [Online]

available from:

http://uk.blackberry.com/content/dam/bbCompany/Desktop/Global/PDF/Investors/Governa

nce/Annual_Information_Form_Fiscal_2014.pdf

[Accessed 15 March 2015]

Sherter, Alan. (2013). For BlackBerry leaders, success paved way for failure

[online]. Available from:

http://www.cbsnews.com/news/for-blackberry-leaders-success-paved-way-for-failure/

[Accessed 16 March 2015]