Introduction
- Blackberry is the former Research in Motion Limited “RIM”
- It was established in 1984
- Blackberry is the manufacturer and distributor of smartphones
- Blackberry holds a relatively large market share
- Blackberry faces competition from different manufacturers
- Blackberry is loosing market share because of stiff competition
Current Organizational Analysis
Strengths of Blackberry
- Ability to diversify its products;
- Ability to deliver quality service to customers;
- Ability to embrace value chain management;
- Ability to deliver special satisfaction to customers.
Weaknesses of Blackberry
- Inability to embrace emerging technologies at the right time;
- Manufacturing of products that are harmful to the environment;
- Negligence of corporate social responsibility.
Opportunities of Blackberry
- Unexploited markets;
- Emerging markets in Africa and parts of Asia;
- Stable economic growth in major economies,
- Increased demand for luxurious products;
- Economically empowered youths around the world;
- Developing IT industry.
Threats of Blackberry
- Challenges in adopting new technology;
- Slow adoption of technology;
- Stiff competition from rival firms;
- Availability of similar products in the market;
- Limited market, especially in Arab world;
- Legal threats.
Porters Five Forces
Blackberry should :
- Produce products that rival those of competitors;
- Introduce products to counter possible threats;
- Develop different lines of products;
- Satisfy different markets;
- Produce high-end products with qualities;
- Blackberry should have several distributors.
Analysis of the External Business Environment (PESTEL)
- Stable governments enhance conducive business environment;
- Economic recession affect Blackberry’s operation;
- Purchasing power influence revenues of Blackberry;
- Social and cultural patterns affect Blackberry;
- Technological environment influence Blackberry;
- The legal environments guide Blackberry;
- Geographical environments poses challenges to Blackberry.
Data to Support Organizational Deficiencies
Table Showing Sale and Distribution of the smartphones.
Graph showing Blackberry’s and Apples shipments.
Recommended Organizational Changes
Blackberry should:
- Move some of its activities online;
- Offer additional benefits to customers;
- Embrace emerging trends in the market such as social media;
- Improve its corporate social responsibility;
- Increase its partnership with suppliers;
- Address needs of employees and clients;
- Develop project management teams.
