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Ron Basini Natanael Candreanu February 6, 2013 Strategic Management Exam

1. a.

Identifying A Companys Strategy Identify RIMs new strategy explained in the articles: Can CEO Revive BlackBerry.

In this study case RIM want to improve execution and marketing at the struggling maker of BlackBerry smartphones. RIMs strategic plan hinges on a successful rollout of next generation smartphone, dubbed Blackberry 10 and due this year. A part of the strategy is reducing the number of BlackBerry models the company makes and according to the people close to the company. An another point of strategy was to improve the plan that the customers came to buy, with only the one model BlackBerry 10 , because in the past, the company was been criticized for making too many BlackBerry models, which could confuse customers (example was the BlackBerry 7 line, for instance, comes in eight different models). Mr. Heins that took the job in this company, succeeded in instilling new focus at the company, and people said that all marching in the same direction now, toward developing the BlackBerry 10 smartphones. b. Identify RIMs new strategy that resulted in it introducing BlackBerry 10 BlackBerry 10 when came, the company introduced a new line of smartphones and an operating system with the same name. Of course when the BlackBerry was introduced on the market, their investors said that the company is not a leader on the market and the market is very competitive. If is good, not great, I will concerned. The strategy that BlackBerry was introduced on the market was the design on the smartphone, the operating system, the touch-screen, and the types of applications, that was improved, and some important people, developers, has been similarly impressed. With BlackBerry 10, RIM company started over with its operating system and the most important was rebuilt the company through acquisitions. 2. Explain RIMs new Business Model

The Business Model that was implemented was that company start over with its operating system and was rebuilt the company through acquisitions. RIM company need to prove themselves in the face of a simultaneous onslaught of marketing from Microsoft, the continued push from Apple and Google, and its Android partners. This business model is a big challenge for a big company that is RIM. Now RIM has 4,6% of the global market for smartphones in 2012. The last year company catted 5,000 jobs in a program to reduce operating costs by about 1 billion dollars a year and replaced RIMs senior Management and straightened out its balance sheet. A very important step is their acquisitions. Core operating system comes from QNX Software Systems, the design of the user interface is largely the work of the Astonishing Tribe in Sweden while other main components, like the touch-screen technology, came from smaller companies that are now part of RIM Company and the developer countries like Nigeria and Indonesia, that the company increased its subscriber base through sales of low-cost handsets. 3. Explain RIMs new strategy in terms of whether or not it seems like it is a Balanced Scorecard

Balance Scorecard has four steps: Financial (the RIM company while unprofitable remains debt-free and holds 2.9 billion in cash, because RIM catted 5,000 jobs in a program that reduce operating costs by about 1 billion a year) Customer (strategic management that improved design, software and many aspects for the BlackBerry 10 to attreat the customers) Internal business process (as I have mentioned the RIM company have been changed a many steps and decisions to improve the marketing for the company, increase the profit, increase execution and the marketing at the struggling maker of the smartphone) Learning and growth (the analysts are expecting a quarterly profit of 81 cents a share on 4.53 billion dollars in revenue. Also the investors havent been impressed. RIM shares, after failing more than 75% and wiping away some 30 billion dollars in market value through 2011, have fallen another 8%) 4. Explain the Competitive Environment RIMs management is facing with its new strategy

Competitive Environment is faciliting with the new strategy is the decision that have been make in the company and the invertors. Decision have been taked by chief executive, Thorsten Heins that vowed to improve execution and marketing at the struggling maker of BlackBerry smartphones. 5. Evaluate via a RIMs new strategy in terms of a SWOT Analysis Strengths

Continue to delivering award winning products Wide range of product design Company culture Products that attract the attention of consumers and businessmen Weaknesses

Remaining centered in Waterloo Delaying projects and launches Opportunities

Economical situation: many small companies are struggling financially. Analysts predict a tremendous opportunity for smart phones Threats

The explosive growth of competition Competition for employees Imitation phones 6. Explain which Stage or Phase of RIMs Strategic Planning Model will be most important to management in the next year to 18 months

The most important to the company is to focalized to improve their weaknesses and their threats because he has to concurred with Apple and Google and this steps is very important.

RIM needs a miracle for that luck or marketing strategies are not sufficient, given the company's latest figures because is not a leader on the market. The company has just. RIM now rely on BlackBerry OS 10, but unfortunately it only works on their terminals. OS promises much, is intuitive, fast and easy to use. Even if Blackberry 10 will be a huge success, more is needed several months to a year, which will be decisive for the future of the RIM company.