(Research in Motion)

TABLE OF CONTENT
Introduction
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

1984
Found
ed

1988
First
wireless
data
techonology

1999
Blackber
ry was
launched

2000
2011
Global
expansion
Launched
playbook

2012
Began to
fall

Desi
Desi
gn
Financ
ial

gn

Mark
et
Isssu
es

Innovatio
n

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
Keyboar
d
(did not follow
market
demand)

Innovati
on
Issues

Outdate
d
Operati
ng
System
Lack of
Applicat
ion

STRATEGY ANALYSIS
SWOT
BCG
Matri
x

PEST
L

Fish
bone

4P
s
Porters
Five
Forces

ANALYSIS
Stren
gth
Weakne
ss
Opportuni
ties

Threa
ts

It has a strong brand

More secure than the competitors
Poor marketing strategy and failed in tablet
market
Lack of application and outdated Operating
System
Positive selling trend in tablet and
smartphone
Partnership with other companies
Expand the market
Rapid changes in technology
High competition in smartphone business

 Change of life style

Need for socializing

Social Culture

Economy

Politic

Economic crisis
Global trading

Corporate tax, labor law, trading

regulations
Government policies in data traffic
security

Legal

Technology

Company awareness towards lawsuit

Taking litigation to establish companys
proprietary rights

Rapid change in techonology offered new

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

4PS ANALYSIS
Price
Price
Reduction
Market
Penetration

Promoti
on
Pull and
Push
Methods
Pull
Method,
making
product
known
worldwide
through TV,
Radio, etc
Push
Method, by
giving price
discount

Plac
e
Open stores
in
developing
countries
Open aftersalesservice
counter
Online
selling

Produ
ct
Low-end
product
Product
Developme
nt
Create new
application
Make new
design

BCG MATRIX
Question Mark

Dog

Cash Cow

Low

High

Low

Market Growth

High

Star

Market Share

RECOMMENDATION
Product
Development
(features and the
applications)

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

Market
Segmentation

Product
Positioning

(age 18 35)

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) Blackberrys 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 PriceSensitive Global Consumers Will Shape The Next Growth Wave [online].

REFERENCE
Castaldo, 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). BlackBerrys 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]
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McCaskill, Steve. (2012). RIM Loses Another BlackBerry Government Contract Over Reliability [online].
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9
[Accessed 15 March 2015]

REFERENCE
Mintel (2014) Mobile PhonesUKFebruary 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/