Strategic Management in Blackberry Company

Strategic Management

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Strategic direction that the company has followed in the past and the way in which strategic
thinking........................................................................................................................................3
TASK 2............................................................................................................................................4
Use an appropriate model of your choice to review the external environment of the company. 4
A critical discussion of the company's competitive advantage among its direct competitors.....5
The probable industry scenarios facing the company within its existing market domains.........6
TASK 3............................................................................................................................................6
The extent to which the company is facing strategic drift...........................................................6
Whether their mission and vision statement are aligned to the demand of the marketplace.......7
The company strategic capabilities..............................................................................................7
Use the Business Canvas Model..................................................................................................8
TASK 4..........................................................................................................................................10
Explore strategic choice model to sustain competitive position................................................10
TASK 5..........................................................................................................................................12
Resource implications of the selected strategy..........................................................................12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Strategic management refers to the systematic management of the resources in order to
attain the overall goals and objective of an organisation. It is an essential branch of company that
is concerned to develop the objective or strategies on the basis of prime vision. This basically
assist the overall company to reach out the objective by taking corrective measures in order to
reduce the chances of deviation (Ertek and et. al, 2017). The aim of this tool is to outperform the
task and gain the dominance over the competitors and direct the overall manpower in right
direction. For the better understanding of topic Blackberry company has been selected which was
established in the year 1991 and became the well known brand in terms of the Indian formal
wear. The company mainly deals to design the outfit for men and has expanded its business by
opening approximately twenty one franchise store and vast present in the multi brand outlet.
This report cover topics like clear understanding of the strategic concept and competitive drivers
that can impact the competitive position. Along with that present the relevant use internal
analysis to prepare the desirable conclusion. Further, present the strategic choice model that can
help the company to sustain its competitive position and application of suitable strategic
implementation model are covered in this report.
TASK 1
Strategic direction that the company has followed in the past and the way in which strategic
thinking
Strategic direction encompasses the use of ideas and concept that help to develop the
consistent strategy over the certain period of time. This maintain the stability where business can
explicitly use the capacity to carry out the overall performance of firm and attain the
predetermined output. It comprises of the vision, mission, ideology as well as internal culture
that may differ from one firm to another but enhances the future of firm. In terms of the
Blackberry clothing which is considered as a premium brand of India that effectively cater the
formal requirement of the men. Usually the loyal customer base prefer the brand due to to its
supreme quality and the variants it offer in terms of colour and pattern to the client (Hong, Shin
and Lee, 2016). This is basically the result of strategic direction and strong vision that effectively
helped the firm to expand its operations in the diverse geographical areas of India.

Blackberry is owned by the Mohan clothing Co, that started its operation in 1991 and was
clear in terms of strategic direction. Like, in the past 5 year or from the beginning it has
successfully adopted the skimming pricing strategy under which it immensely pay attention in
the quality of set and set the high prices. Certainly it act as a major expansion drive that help
company to get the advantage of word of mouth publicity and till 2019 it has constantly opened
over hundred exclusive stores. In comparison to the past where company used to only focus on
men but now it has successfully expand its product portfolio. For instance, it adopted the
rebranding exercises under which company added the casual collection and multiple range of
outfit for women as well. So practices the modification and valuable changes by determining the
adequate strategic direction is the useful exercise for Blackberry brand in terms of catering the
demand of huge audience effectively. Thus, the strategic direction of the firm is to gain the
dominance within the geographical market due to which it has become one of the largest
manufacturer that has certainly enriched and fulfil the overall demand effectively (Johnsen,
2016).
TASK 2
Use an appropriate model of your choice to review the external environment of the company
External environment cover the macro analysis under which the company before
operating its operations or diversifying in any new market need to anticipate the dynamic
environment. It comprises of various external factors like economical change of technology
advantage that need to be potentially focuses in order to determine the favourable strategy before
expanding the operations (Kantur, 2016). Thus, explanation of the market with the help of PEST
analysis is explained below:
Political factor: It consist of the legal framework, trade regulation as well as political
condition of the environment which needs to be favourably analysed by the manager of
company. As these factors can not be controlled or changed by the Blackberry company but they
can bring the modification in the business process. As Blackberry which is the highly recognised
brand serve the Indian market which is the emerging market due to which its political conditions
are bit unstable. So before carrying out any major operations like diversification of plan it need
to analyse the market effectively to retain its goodwill.