Blackberry Right Strategy

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TABLE OF CONTENTS

INTRODUCTIONPAGE 1

RESEARCH IN MOTION REBRANDS ITSELF AS BLACKBERRYPAGE 1

STRATEGIC POSITIONING OF BLACKBERRYPAGE 2

RESEARCH AND DEVELOPMENTPAGE 3

THE EXTERNAL ENVIRONMENT (PORTER)PAGE 4

THE EXTERNAL ENVIRONMENT
(GENERAL INDIRECT ENVIRONMENT) (PESTEL)PAGE 5

SWOT ANALYSISPAGE 5

RECCOMENDATIONS PAGE 6

CONCLUSION PAGE 7

REFERENCE PAGE PAGE 8

INTRODUCTION 
The implementation of correct strategy in an organization is of vital importance. The reason for this is that strategy helps an organization to reach goals and it helps an organization to prosper. The correct Strategy and implementation also helps an organization to have a competitive advantage over its rivals. An organization with a competitive advantage can dictate terms to its rivals and can buy of niche markets supplying similar products. The aim of this assignment is to form an analysis of the strategic positioning of blackberry’s firm. This assignment will compare blackberry to its arch rivals and will review if blackberry’s performance is better than its rivals or not. We will also explain the reason behind the rebranding phase from the change of Research in motion to Blackberry. We will assess if we agree with the current strategies or not, and give a reason to why we think so.

RESEARCH IN MOTION REBRANDS ITSELF AS BLACKBERRY
CEO Thorsten Heins announced that his company will no longer be known as Research in Motion at a Blackberry event. He stated that it will be rebranded as “BLACKBERRY”. "We have reinvented the company, and we want to represent this in our brand," Heins said. "One brand. One promise. Our customers use a BlackBerry, our employees work for BlackBerry, and our shareholders are owners of BlackBerry." (Website 1). Blackberry is also changing its stock symbols to reflect the change. It will be listed as BBRY in NASDAQ and BB in TSX.* It’s out with the old and in with the new as RIM rebrands itself with a new name, a new operating system and a new phone. It’s a bold step for a company that made several missteps after ruling the smartphone segment and believes it must start over from scratch with new products and a new brand. By changing its name and launching an excellent operating system that runs on impressive phones, BlackBerry is doing more than writing a new chapter. It’s starting a new book. The importance of this cannot be overstated as the company that once defined the smartphone segment struggles to remain relevant in the era of Google and Apple. Even though Blackberry is turning this new leaf through Rebranding they must not forget that whilst they were regrouping their competitors were constantly improving. Samsung and Apple in particular have become so dominant in the mobile industry. They managed to get into the cell phone industry through their Brand names Samsung and Apple which are world renown and very reliable products. Once in they took the world by storm by releasing A grade products in the Smartphone industry and have just made their Brands stronger. Blackberry needs to recognize their presence and start becoming much more innovative than they have been in the past. They need to ensure that they build a strong brand to compete and become better than the likes of Samsung and Apple.

STRATEGIC POSITIONING OF BLACKBERRY
Strategic positioning is the overall intended objectives and approach to a situation. Most business managers will carefully develop a well thought out strategic position and take considerable steps to communicate it to staff clearly so that all parts of the business can be operating towards the firms stated goals. Blackberry has to realise that they are competing in a high velocity market which is turbulent. What this means is that the technology is improving at such a rapid pace that they have to keep up to the pace otherwise they will fall back in the race to supremacy in the phenomenon of Smartphones....
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