SWOT Analysis for Blackberry

Blackberry brand performance is affected by strengths and weaknesses that influence its ability to realize opportunities presented by the external environment while avoiding threats inherent in such an environment. Blackberry strengths arise mainly from its enterprise solutions that offer high security for its corporate customers. The enterprise solutions for instance have enabled Blackberry to receive favorable customer base in the fortune 500 companies (Datamonitor, 2011). Due to its security features, governments such as the U.K. have retained Blackberry as the sole smartphone through which restricted data may be communicated (Datamonitor, 2011). A second strength of Blackberry is a strong brand recognition. For instance, Interbrand (2011) places Blackberry among the top five Canadian brands with a global reach. Through distribution partners and operators located in diverse geographical regions, Blackberry has been able to offer its services to more than 175 countries thus increasing the level of its brand’s recognition (Datamonitor, 2011).

Blackberry’s weaknesses lie in increased share losses in the North America, Glitches in product launches and service outages, patient infringement claims and ineffective leadership. RIM has lost considerable market share to competitors such as Apple and Google who have introduced the competing products long after RIM’s introduction of the Blackberry (Dvorak, Vranica & Ante, 2009). Such market share loss has meant that RIM cannot compete from the position of the dominant player necessitating it to adapt to a challenger marketing approach (Chris, 2011). Blackberry has also experienced service outage in the recent past, a factor that could reduce customer confidence in the reliability of its systems (Herbst, 2011). Further, numerous litigation regarding patent infringement curtails the extent to which the entity can compete effectively (Silver & Weinberg, 2009). RIM has also experienced ineffective leadership that has led to the resignation of core staff in marketing and developer relationship departments (Sharp, 2011). Such loss of core talent in the two departments limits the extent to which the entity can achieve a consumer-centric strategy to reap opportunities presented by the consumer market.

Opportunities presented by the market include enhancing its consumer market by providing applications that support the preferences of such a market. Developing application that allow extended uses such as video sharing offers an opportunity for the entity to entice non-business consumers. In the corporate customer segment, increasing adoption of cloud computing provides Blackberry with the opportunity to enhance the use of the enterprise solutions (Datamonitor, 2011). Additionally, the entity could use social medial channels to enhance the effect of its market communications and receive customer feedback on its products. On the other hand, intense competition in the smartphone market limits the extent to which the entity can recapture its lost market share (Chris, 2011; Datamonitor, 2011). Another threat posed by external environment is the rapid technological changes that render the available devices and applications obsolete thus necessitating high investment in research and development to ensure survival (Datamonitor, 2011).

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