Report on Blackberry Multinational Company
Added on 2020-04-13
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Running Head: BLACKBERRY COMPANY REPORT 1BLACKBERRY COMPANY REPORTAUTHORS NAMEUNIVERSITY OF AFFILITION
BLACKBERRY COMPANY REPORT 2INTRODUCTIONBlackberry is a multinational company based in Canada that specializes in the internet of things and enterprise software. Formerly the group was identified as Research in Motion (RIM). The Company was well known to the public for smartphone and tablets development branded as Blackberry. Under the management of chief executive officer John S Chen, the company transitioned to production of enterprise software and services (En.wikipedia.org, 2017). The product under enterprise software is used by business owners globally. Some of its software’s include, blackberry UEM, QNX real-time operating systems and AtHoc crisis communication platform. When John S Chen took over the company, he had a different strategy for the companywhich included concentrating on software technology and contract out manufacturing to Foxconn. Currently, the business model strategy involves coming up with authorizing partnership with device producer such a TCL Communication and amalgamating Blackberry software collection. Over the years the company had a different achievement that comprises of: It was the first developer to come up with wireless technology.it was the first company outside Scandinavia to develop Mobitex wireless products connectivity. The company introduced its firstMobitex protocol converter.COMPANY ANALYSISIn September 2011, the company suffered a massive outage, affecting many of its consumers. The sluggish growth pressed the company to adopt a strategy that laid off 2000 of its employees in 2011.The outage happened during that time that Apple was preparing to for its iPhone 4S launch, this triggered qualms of mass defection from the policy. By October 2011, the RIM uncovered, prospect blackberry smartphone new platform that would be based on similar QNX as a play book (Editorial, 2017). The platform was renamed blackberry after the RIM had been accused of brand breach regarding name BBX. Blackberry has placed more emphasis on its complete strategic refurbishment. First, the company is targeting the niche market as opposed to its previous focus on mass customer market. The company has presented long track record in the high competency of its security systems and skills. The company is shifting its focus to targeting enterprise and enterprise facility as opposed to safeguarding its spot in a competitive and saturated smartphone market. With regards to this market perspective, Blackberry services and products are valued and well differentiated from competitor’s brands.
BLACKBERRY COMPANY REPORT 3When blackberry released blackberry enterprise service 12, it was enough evidence of the strategic shift taken by the company (Guides.library.ubc.ca, 2017). The product is software that allows mobility management to manage the mobile devices securely. Strategic direction promises the company good return for the various reasons. First, the original success of blackberry was built on its relevance and security within a business context. Secondly, with security becoming a major issue of concern recently, with the growth of data connectivity, it becomes harder to ignore security measure to curb cyber-attacks. However, the market being very competitive, blackberry requires to identify trends, adapt quickly and innovate ways it can meet the consumer demand, for it to maintain a competitive advantage,INDUSTRY ANALYSISBlackberry operates in an industry that covers a broader number of sectors that is technology industry. Technology industry relates to the company that provides communication services to the consumers. Computer service and enterprise resource planning, computer hardware and software, internet and telecommunication have impacted ion people lives either on the positive orthe negative (Anon, 2017).These industries are the backbone of the technology industry.Blackberry operates in communication tools industry. The industry caters to consumers demand in services and electronic apparatuses to enhance communication. The products range from the mobile handset to telephone network infrastructure .these products may operate through wired connections or in wireless connection to the public communication network. Blackberry holds a market share of 5% (Moorman).SWOT ANALYSIS AND COST BENEFITStrengthThe company has highly secure phone that is its main strength. This has enabled the company to be on the competitive edge. The company has a mobile phone that offers highly encrypted secured network that has provided a secure plat for communication without fear of cyber-attacks.Secondly, the company strength has been its focus on the small consumer segment (Jurevicius,
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