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GROUP REPORT BLACKBERRY

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GROUP REPORT BLACKBERRY
London school OF commerce
Blackberry Strategic Report
In fulfillment of the strategy Management Module

Group 23

Group 23
Name ID Number
Wail M. A. Elhag
C0388iemiem0414

Mardy Nhim

C0405RCGRCG0414
Idir Moussi
L0419FAIFAI0414
Abdykerim Saparbaev
L0254DHDH1113

Isaac Nirera
C0432SEISEI0414

Thet Htar Swe
C0278SWGSWG0414

Hamza Zerroug
L0421FAIFAI0414

Meryem Hamaoui
L0400ZALZAL0414

Table of Contents
Mission statement 8
The value chain analysis of blackberry 11
Marketing strategy of Blackberry 12
Segmentation 12
Targeting 13
Positioning 13
Blackberry Product marketing mix 14
Product 14
Main features 14
Pricing 14
Place 15
Promotion plan 15
Blackberry SWOT Analysis 16
Core Competencies 16
Competitive strategy 17
Avant-garde technology 17
Sustaining Competitive Advantage 17
Sustaining Point-based Advantage 17
Overcoming competitors’ bases of strategic advantages 18
PESTEL Analysis: 20
Five force 22
Suppliers’ power: low pressure 22
Buyer’s power: high pressure 22
Industry rivalry: high pressure 22
Threat of substitution: low pressure 22
Threat of new entry: low pressure 23
The SWOT analysis of blackberry’s competitions 24
Strengths 25
Weaknesses 25
Opportunities 25
Threats 25
TOWS 26
Blue Ocean strategy 28
Cost value innovation 28
Strategy Canvas and the Four-Action Framework: 28
BCG Matrix 31
The Strategy Clock: 32
Strategic Recommendation: 32 33
Introduction 34
Kurt Lewin’s Change Management Model 34
ADKAR Change Management 35
Awareness 35
Desire 36
Knowledge 36
Ability 36
Reinforcement 36
Conclusion 37
Evaluation of real option framework for Blackberry 39
Real option framework 39
Blackberry using real option framework 39
Strategic methods and evaluation options 39
Bibliography 41
Appendix 45
PRESENTATION SLIDE 49

List of figures
Figure 1: strategic planning process 8
Figure 1:


Bibliography: Andriopoulos, C. & Dawson, P. M. B., 2008. Managing Change, Creativity and Innovation. s.l.:SAGE. Ballard, B., 2014. betanews. [Online] Available at: http://betanews.com/2014/08/20/blackberry-creates-new-technology-solutions-unit-for-key-assets/ Blackberry, 2012. BlackBerry World. [Online] Available at: http://appworld.blackberry.com/webstore/content/81193/?lang=en BlackBerry, 2013. [Online] Available at: http://uk.blackberry.com/company.htm Botelho, B., 2013. searchconsumerization.techtarget. [Online] Available at: http://searchconsumerization.techtarget.com/news/2240202589/BlackBerry-layoffs-to-RD-manufacturing-staff-imply-strategy-shift Burnes, B., 2004. Kurt Lewin and the Planned Approach to Change: A Re-appraisal. Journal of Management Studies, 4(4), pp. 309-325. Cheng, R., 2013. How BlackBerry is fixing its once 'broken ' brand. [Online] Available at: http://news.cnet.com/8301-1035_3-57585099-94/how-blackberry-is-fixing-its-once-broken-brand/ Davis, M., 2013. BlackBerry Supplier Diversity Policy. [Online] Available at: http://uk.blackberry.com/content/dam/bbCompany/Desktop/Global/PDF/Investors/Governance/Supplier_Code_of_Conduct_April_2013.pdf Dibb, S., Simkin, L., Pride, W. M. & Ferrell, O. C., 2012. Marketing: Concepts and Strategies. s.l.:Houghton Mifflin. Ferrell, O. & Hartline, M., 2012. Marketing Strategy, Text and Cases. s.l.:Cengage Learning. Gersmann, H., 2011. BlackBerry maker hits bottom of green electronics rankings‎. [Online] Available at: http://www.theguardian.com/environment/2011/nov/09/blackberry-greenpeace-electronics Graetz, F. & Smith, A. C., 2010. Managing Organizational Change:. Journal of Change Management, 10(2), p. 135– 154. Gruman, G., 2014. The Tizen Smartphone Flopped and Open Source is to Blame. [Online] Available at: http://www.infoworld.com/article/2608617/smartphones/the-tizen-smartphone-flopped----and-open-source-is-to-blame.html Harjani, A., 2013. 25 CNBC. [Online] Available at: http://www.cnbc.com/id/100915961#. Hiatt, J., 2006. Prosci Research Publishes ADKAR(R): a model for change in business, government and our community. New York: PR Newswire Association LLC. IDC, 2014. Smartphone Vendor Market Share, Q2 2014. [Online] Available at: http://www.idc.com/prodserv/smartphone-market-share.jsp interbrand, 2012. Best Global Brands 2012. [Online] Available at: http://www.interbrand.com/en/best-global-brands/2012/Best-Global-Brands-2012.aspx Johnson, G., Scholes, K. & Whittington, R., 2008. Exploring Corporate Strategy. 8th ed. Essex: Pearson Education Limited. Johnson, G., Whittington, R. & Scholes, K., 2011. Exploring Strategy. 9th ed. Essex: Prentic Hall. Jurevicius, O., 2013. startegic managment insight. [Online] Available at: http://www.strategicmanagementinsight.com/swot-analyses/apple-swot-analysis.html Kandasamy, I., 2014. creately. [Online] Available at: http://creately.com/diagram/example/gsv8l5hs3/SWOT+Analysis+of+Apple Kang, Y., 2009. Real Option Valuation of product innovation. s.l.:Diplomica Verlag. Kim, W. C. & Mauborgne, R., 2005. Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant. Boston: Harvard Business School Press. King, M., 2011. Millions missing out on cheaper mobile phone deals, says Which?. [Online] Available at: http://www.theguardian.com/money/2011/aug/25/millions-missing-out-cheaper-mobile-deals Kotler, P., 2010. Principles of Marketing. s.l.:Pearson Education. Lewis, B. D., 2009. The Impact of Laws and Regulations on Mobile Technology. [Online] Available at: http://www.isaca.org/Journal/Past-Issues/2009/Volume-4/Pages/The-Impact-of-Laws-and-Regulations-on-Mobile-Technology1.aspx Matthews, B., 2013. Critical Analysis of RIM 's Marketing Strategy of Blackberry. [Online] Available at: http://prezi.com/t8ql2ri2enyh/critical-analysis-of-rims-marketing-strategy-of-blackberry/ Militzer, L., 2012. PREZI. [Online] Available at: http://prezi.com/plpnoj6kq0co/samsung-swot-analysis/ Morison, M., 2010. Kurt Lewin three step model change theory. [Online] Available at: https://rapidbi.com/kurt-lewin-three-step-change-theory/ Neate, R., 2013. Apple investigates new claims of China factory staff mistreatment. [Online] Available at: http://www.theguardian.com/technology/2013/jul/29/apple-investugates-claims-china-factory Porter, M., 1998. Competitive Advantage '. NewYork; USA: Simon & Schuster Ltd. Rugman, A., 2009. the Oxford Handbook of international business. s.l.:Oxford Handbooks Online. Savvas, A., 2013. computerweekly.com. [Online] Available at: http://www.computerweekly.com/news/2240087215/RIM-launches-Blackberry-channels-to-distribute-developers-apps SUMMERS, N., 2013. TNW. [Online] Available at: http://thenextweb.com/mobile/2013/12/30/blackberry-ceo-says-firm-well-positioned-future-nimble-agile-responsive/ The Guardian, 2011. News of the World followed Prince William after royal phone hacking probe began. [Online] Available at: http://www.theguardian.com/media/2011/nov/09/news-of-the-world-prince-william The Guardian, 2014. BlackBerry buys encrypted voice firm Secusmart. [Online] Available at: http://www.theguardian.com/technology/2014/jul/30/blackberry-secusmart-encryption-acquisition-security The Guardian, 2014. China restricts smartphone chat apps. [Online] Available at: http://www.theguardian.com/world/2014/may/28/china-restricts-smartphone-chat-apps The Guardian, 2014. Xiaomi to export cheap smartphones to emerging markets. [Online] Available at: http://www.theguardian.com/technology/2014/apr/23/xiaomi-export-cheap-smartphones-emerging-markets The Nielson Company, 2014. MOBILE MILLENNIALS: OVER 85% OF GENERATION Y OWNS SMARTPHONES. [Online] Available at: http://www.nielsen.com/us/en/insights/news/2014/mobile-millennials-over-85-percent-of-generation-y-owns-smartphones.html Toitech, 2014. The Times of India. [Online] Available at: http://timesofindia.indiatimes.com/tech/it-services/BlackBerry-Enterprise-Service-10-has-lowest-TCO-Strategy-Analytics/articleshow/34885549.cms Yueh, L., 2014. Is the smartphone market approaching maturity?. [Online] Available at: http://www.bbc.co.uk/news/business-29339251
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