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BlackBerry Ltd S.W.O.T

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by

Ray Boom

on 12 October 2014

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Transcript of BlackBerry Ltd S.W.O.T

S.W.O.T Analysis

Date:
Anujan R.
Dimitra W.
Jeremy D. H.
Rayyan K.
Usama A.
Company:
Analysts:
Course:
BlackBerry Ltd.
BAF-3M8
October 17th 2013
- Introduction -
Started from the Bottom...
... Now we're here!
S.W.O.T Analysis

- Strengths -
Intangible Asset Value
Favoured by the Corporate and Federal Sectors
Trusted encryption security
- Weaknesses -
- Opportunities -
- Threats -
- Action Plan -
- Purpose -
- Company
Background -
Patents

Security
Software
Advantages
Increasing BES service use

More potential for growth
Intangible assets may be overvalued

unique intangible assets
inflate the company value
No Debt Status
Blackberry is debt free
Cash and investments balance of $2.6 billion
Advantages
Limitations
Increased working capital
Accounts payable at 1 B
Competition from Apple/Samsung
"Pentagon to open up network to Apple/Samsung devices in 2014"
NOT Application Friendly
Outdated Java based OS
Lack of native software
Unattractive designs
Strictly controlled Apps
Incapable with modern designs
Limitations
Advantages
Company Structure
Two CEOs with separate departments
Poor Marketing
Poor focus on Efficiency and Timeliness
Lack of communication
(ie. Release Dates)
Limitations
Advantages
Improves overall security of environment
Weakens commercial market share
Scares away casual customers
Portrays company as outdated and not innovative

Growth of Tablet
& Smartphone markets
Growth in Number of Total Users
Blackberry can strengthen position & capture larger market share

Tablet market expected 50% growth (2011 – 2015)
Estimated worth: $100 billion by 2015
Third World Markets
#2 best-selling brand in KSA(July 2013)
BBM in KSA - one of the highest customer use rates in the world
“BlackBerry has a strong international brand and we believe that there is still plenty of room for growth in this industry”
– Khaled Kefel
Exploring new options
Advantages
Limitations
larger target market, even if they maintain the same market share percentage they will increase revenues
They have to cater their products to the interests of the new markets in order to increase sales
Advantages
larger target market,
-->increase revenues
Cater their products to the interests of the new markets to increase sales
Mike Lazaridis & Doug Fregin deal *
Apple IPhone 5,
Samsung Galaxy S3 & S4
Vs.
Blackberry Z10
Blackberry is losing market share
Increased need for innovativeness
Negative publicity
Media Influence
Fairfax deal

Share Prices
Bad Public Reputation
Can improve public relations
Decreased brand equity
Constraints
Stakeholders
Action Plan
Tasks
Stakeholder Perspective
Disadvantages
Stakeholder
Perspective
Stakeholder
Perspective
Keeps business-minded approach
Stakeholder Perspective
Political
Economic
Social
Technological
Investment Canada Act
Canadian shareholders complaints
Marvin Pearlstein Manhattan lawsuit
Lack of modern apps
Media's image of BlackBerry
Outdated design
Great deal of competition
Credit needs to be payed back
Blackberry-Fairfax due diligence for consortium
Keep Satisfied
Monitor
Manage Closely
Keep Informed
Interest of Stakeholders
Level Of Power
Objectives
a. Satisfy shareholders by increasing profits


b. Cater products to businesses and government; stop focusing on John Doe customer.
b. Go private
go private only by choice, not a takeover
a. Reassure stakeholders about company sustainability through media conferences, etc.
c. Release BBM for Android and Apple devices
Updated, Improved, and Re-designed
d. Shift focus back to corporations and government, with a focus on security
e. Sell existing Blackberry Z10 inventory to decrease future losses
Lower prices
Success Criteria
c. Increased brand equity w/ businesses and businessmen

a. Increased profits
b. Growth in contracts w/ telecommunications companies
Resources and Time Frame
c. Contracts with United States and Canadian federal government

a. $2.6 Billion cash and
b. $3.5 Billion Intangible
Time Frame: By the end of the Second Quarter Fiscal 2015
assets
investments
Founded in 1985 by Mike Lazardis
Revolutionized communication
First smartphone in 1999
Enhanced encryption capabilities
Blackberry is currently leading in many markets, world wide
Variety of BlackBerry Products
Large customer base
Cost effective phone and plan
Engaging with ODMs to build new BlackBerry products.
Licensing its BlackBerry 10 platform to other manufacturers
Strategic alternatives :
Prem Watsa – (Fairfax deal) *
possible joint ventures,
partnerships
sale of the company
Limitations
Stakeholder Perspective
Stakeholder Perspective
Advantages
Limitations
Customers will benefit from competitive pricing
Stakeholder Perspective
Advantages
Limitations
Stakeholder Perspective
H
L
L
H
Customer:
Customer Loyalty
Investors:
increase interest
overvalued
Shareholders:
money will spent
Better spent marketing
Shareholders:
encouragement
Investors:
Mask over Credit
Motive to invest
Employees:
Job Security
Shareholders:
Phone Failure -> Losses
Average customers:
did not provide the desired type of phone
Business/Government Customers:
maintained security
Telecommunications Companies:
failed to supply a marketable phone
Shareholders:
delayed launch times and communication problems
-> increased costs, decreased profits

Telecommunications Companies:
unpredictable release date made phone marketing difficult
created units capable of working alone (capably autonomous)

allowed separate divisions to focus on tasks and responsibilities
little to no communication between sections

product launches and development delayed due to communication errors
inter-company cooperation not developed
Shareholders
Shareholders
Profit increases
Employees
increased employment
Job security at risk
Investors:
release return sooner
Customers:
wider communication range(BBM)
Shareholder:
begin looking elsewhere
Consumers:
advantages due to competitive pricing
Employees:
Job Security Risk
Government:
Employement

Shareholders and Investors:
Look to invest somewhere else
Customers:
Look towards other companies
Employees:
Motivation
Job security
Government:
Employment
Conclusion
Asses the different factors effecting the business

Determine the Strengths, Weaknesses, Opportunities, Threats

Conclude with a plan of action to betterment of the company
Canadian Government
Investors

Employees
Consumers
Shareholders
Competitors
Full transcript