Spring 2024 BUS 497A Case Analysis 2 Blackberry COPY

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Los Angeles Pierce College *

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497A

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Marketing

Date

Apr 3, 2024

Type

docx

Pages

6

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Case Analysis #2 Once a leader in the mobile phone market, BlackBerry found itself in fierce competition with Apple and Samsung, who have revolutionized the mobile phone market with touchscreens and digital keyboard innovations. Jamal Obu, a marketing analyst at BlackBerry, faces challenges as he strategically assesses the struggling company. Using SWOT analysis to better understand the company’s position he creates a plan to regain the market share for BlackBerry. We will be exploring the components of a SWOT analysis, a SWOT analysis itself, and strategic recommendations, and evaluate his research with suggested areas of improvement. The SW of the SWOT analysis stands for the strengths and weaknesses and the OT stands for the opportunities and threats. A SWOT analysis is a key tool that is used to evaluate factors both inside and outside an organization, which have an impact on strategic decision-making. The SW part of the analysis focuses more on the internal factors in which understanding these aspects can help in assessing the current state of the organization, what its capabilities are, and areas where improvements can be made. Identifying strengths allows organizations to leverage their advantages while recognizing weaknesses helps address and reduce internal issues. This internal focus is important for effective strategic planning and resource allocation. Additionally, the OT focuses more on external factors which are outside the control of the organization. Recognizing and analyzing these factors is essential for adapting to the external environment and staying competitive. Identifying opportunities allows the company to capitalize on external trends, market changes, or any emerging technologies. At the same time, understanding threats helps companies develop strategies to mitigate potential risks and challenges. In the case of BlackBerry, strengths include its brand recognition, popularity in the Canadian market, historical success, and a substantial portfolio of valuable patents. These
strengths can be seen as advantages in the competitive landscape. On the downside, areas contributing to weaknesses are declining subscriber numbers, outdated physical keyboard preferences, financial setbacks, and marketing challenges. This contributes to the intense rivalry BlackBerry faces in the cell phone industry. Furthermore, opportunities for BlackBerry include diversifying product formats, potential sales of the company or its parts, and exploring new aggressive strategies in the cell phone market. Meanwhile, threats include fierce rivalry from industry giants like Apple and Samsung, market share erosion, and the need to adapt to rapidly evolving technology trends. Based on the SWOT analysis, there are many areas where Jamal should propose a strategy such as diversifying its products, adapting its platform, creating cost optimization and efficiency, looking into strategic alliances, expanding their market globally, investing in research and development, improving marketing strategies, boosting employee morale and innovation, and strategically review its patents. BlackBerry should consider innovating its products beyond smartphones. They can branch out into wearable devices and secure communication solutions to increase their share in emerging technological fields. Additionally, adapting their products to various platforms such as Android, iOS, and Windows may improve their compatibility and increase the number of users. Implementing cost-cutting measures, streamlining operations, and proper resource allocation can improve the financial health of the company. Areas such as research and development and marketing may be good areas to consider. Furthermore, alliances and collaboration with other industry players may help strengthen BlackBerry’s position in the market and increase accessibility to additional resources that could improve the company. Expanding the market in emerging segments with competitively priced products can gain market share for BlackBerry potentially creating growth. Moreover, as mentioned in the SWOT analysis,
BlackBerry was lacking with their outdated technology, so to stay on top of the game in the market they could allocate some resources to research and development to stay ahead of technological advancements. If they focused on developing cutting-edge features for their products it could help maintain a reputation for innovation in the mobile phone industry. They can also improve their marketing efforts by highlighting their strength of security features and user-friendly technology. They can re-establish their brand appeal among existing and potential customers. Employees are key stakeholders in a company so prioritizing employee engagement and morale through training programs, recognition, and involvement in decision-making within the business can foster a culture of innovation in the company to encourage creativity and development of new, market-leading products. Lastly, exploring opportunities to monetize their vast patent portfolio through licensing or partnerships can create potential sales of specific patents to generate additional revenue. While Jamal’s SWOT analysis of BlackBerry is comprehensive with valuable insights, some areas could use additional information. These areas include market research, customer feedback, financial analysis, brand perception and reputation, and the threat of substitutes. As far as market research goes, Jamal could look into understanding the trends, customer preferences, and emerging technologies in the mobile phone industry. The company could gather data on competitor strategies, market share, and customer feedback and use it to benchmark BlackBerry against industry leaders. With customer feedback, they could identify specific areas of improvement, preferences, and areas that aren’t doing well for the company. Analyzing whether BlackBerry’s customers can threaten to seek alternative products could affect BlackBerry’s pricing strategy. Additionally, evaluating the role of the intermediate customers, such as retailers and distributors to determine their influence on BlackBerry’s end customers. An analysis of the
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