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    Blackberry was formerly known as RIM and was founded in 1986 in Canada. It first launched smartphones in 2000 and reached its peak in 2011 with over 80 million active users worldwide. Currently, Blackberry develops enterprise software and services involving IoT. The document outlines Blackberry's strengths, weaknesses, opportunities, threats and proposes a plan to win in target markets with a focus on product development, marketing and organizational restructuring.

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    Sample Presentation 2

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    Buttercup. for him
    22 views8 pages
    Blackberry was formerly known as RIM and was founded in 1986 in Canada. It first launched smartphones in 2000 and reached its peak in 2011 with over 80 million active users worldwide. Currently, Blackberry develops enterprise software and services involving IoT. The document outlines Blackberry's strengths, weaknesses, opportunities, threats and proposes a plan to win in target markets with a focus on product development, marketing and organizational restructuring.

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    Blackberry was formerly known as RIM and was founded in 1986 in Canada. It first launched smartphones in 2000 and reached its peak in 2011 with over 80 million active users worldwide. Currently, Blackberry develops enterprise software and services involving IoT. The document outlines Blackberry's strengths, weaknesses, opportunities, threats and proposes a plan to win in target markets with a focus on product development, marketing and organizational restructuring.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    22 views8 pages

    Sample Presentation 2

    Uploaded by

    Buttercup. for him
    Blackberry was formerly known as RIM and was founded in 1986 in Canada. It first launched smartphones in 2000 and reached its peak in 2011 with over 80 million active users worldwide. Currently, Blackberry develops enterprise software and services involving IoT. The document outlines Blackberry's strengths, weaknesses, opportunities, threats and proposes a plan to win in target markets with a focus on product development, marketing and organizational restructuring.

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    of 8

    *

    By Saqib Kadri
    * Blackberry ,formerly known as RIM –
    Research in Motion company , Canada
    based firm. Formed by Mike Lazaridis and
    Douglas Fregin in year 1986.

    * First company to launch smartphones in


    the year 2000. Device named BB 957 80MN+ active
    users world
    Launched wide year. #1
    * Reached to its peak of having having powerful BB Smartphone in
    year 2011.
    more than 80MN++ active users in year Bold device
    41% MS
    Launch of BBM
    2011 and turnover over 2.5BN$++. in year 2005.
    series. Sales
    reached 55MN
    First Instant devices for
    messaging year 2010.
    * Currently Blackberry develops Enterprise
    Launch of
    service on
    Mobile Phones
    Revenue
    5.5BN$$
    Software solutions and services involving first BB
    IoT. mobile phone
    BB 957 in
    Year 2000
    * TCL, has the global rights to design and
    manufacture Blackberry branded phones

    *
    Blackberry Playbook
    product failure

    No product differentiation
    during the period 2010-2012
    BB OS 10 lacked
    innovation
    BB World Apps
    insufficient for
    consumers
    Failed to embrace the change
    of taste/trends in consumers

    Failed in adequate
    marketing strategies in
    target countries

    *
    •Blackberry global strong brand •Lack of innovation in BB OS
    •Strong relationship with •Lack of Apps in BB world
    worldwide carrier .Failed to attract developers
    •Secured platform due to poor OS interface
    •Push email technology •Product differentiation
    •BBM •Focus only on corporate users
    •High pricing strategy

    Strength Weakness

    Opportunities Threats

    •Expand Tablet and wearable •Competitor Platforms Android


    market share and iOS
    •Rejuvenate BBM with new •BB Internal environment slack
    features to attract 100MN+ and gloomy
    users
    •Foldable devices zone
    •Integrate new Third party AI
    based Apps in BB devices

    *
    •To be the world’s best provider for
    mobility solutions through continuous
    What is our winning Aspiration ? innovations
    •Customers data is safe and secured
    •Re launch the products in Far East Asian
    Where will we win ? markets – Indonesia, Malaysia, Singapore.
    •Middle East Carriers build strong relation
    •Reintroduce BBM messenger with new
    calling features and integrate with
    How will we win ? carriers
    •Set up own distribution channel in target
    countries and partner with Carriers retail
    stores in ME.
    • Partner with New Harmony OS will benefit in target
    countries
    What processes need in place ? • Keep BB push email tech and BBM messenger as core
    feature

    •Need to restructure organization to


    Organization Restructure ? Circular Organization

    •250-300MN$
    What Budget need ? •Budget allocation for Marketing and
    Product Development strategies

    *
    * Circular Format of
    Organization will
    Marketing empower low level
    management to micro
    level decisions
    Production
    Sales
    * Efficient decision making
    CEO
    and Logistics

    process , as approvals
    and decisions are made
    promptly.

    Research &
    * Open share of opinions
    Services
    Development within organization

    *
    * Budget spending to be
    split in 3 phases
    * Initial allocation on
    Product and
    development, Marketing
    • Allocate 50MN$
    and Internal Organization
    restructuring
    on Product and • Allocate 50MN$
    • Allocate 20MN$
    Software to setup
    in marketing of
    development distribution
    Phase I Phase offices in Far Phase products in ME

    * Engaging in target
    • Allocate 30MN$ Markets
    East Markets
    - 35% on marketing
    and Product
    II – 40% • Allocate 50MN$ III – • Allocate 30MN$
    in running
    Budget Launch Budget for planning to
    re engage with
    25% rewards and

    countries Indonesia,
    • Allocate 20MN$ loyalty
    ME Telecom
    Org. programs
    Carriers
    Restructuring

    Singapore, Thailand etc.


    * Middle East Carrier
    reviving relation by
    bundling device and
    data plans

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