Case Study Of Blackberry

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Since the release of its first device in 1999, Blackberry (formerly Research in Motion) has boasted of success and fame. It reached a time when blackberry devices were nicknamed ‘crack-berry’ by its enthusiastic customers compared the devices to cocaine for their addictive nature. However by the end of the year 2010, an important turn of events has changed these blossoms to a world of uncertainties. Losses and a constant decrease in revenue generation has been the case ever since.
There has been a decrease in sales of Blackberry devices in the last three to four years. This factor, coupled with the fact that the mobile phone smartphone market has been progressively expanding worldwide shows that the company needs to address this intriguing …show more content…

Among the biggest failings that the company has experienced during this bumpy road is the attempt to venture to the tablet market through its Playbook. The high pricing of the device led to poor its poor reception by customers. All these factors played a role in the drop of sales and subsequent decrease in revenue generation in the company. Below are some of the effects that this problem has caused.
Losses
The Company has been experiencing both financial and non-financial losses for example the decrease of the number of Blackberry online subscribers. In the 3rd quarter of fiscal 2014, the company recorded a loss of about $4.4 billion.
Because of the decrease in sales, the company has in a number of occasions been forced to cut-off prices of the devices. In 2013 for example, prices of its highest-priced handset in India (Blackberry Q10) were lowered by 11% of the original pricing. Other mobile handset prices that were cut off include the Blackberry Z10 whose price reduction was around 40% less than the launch price (Press Trust of India, 2013).
The table and scatter gram below show revenue generation trends of the Blackberry Company since fiscal 2012. The amounts are in billions of …show more content…

The top managers have authority over the future of the company. They determine the future of the company by setting the strategic plans. Innovation acts as a carrier of the strategic plans from the present status of the firm to the projected destination. Without innovation, the company will remain in the status quo. Innovation will exploit the opportunities that are available effectively and efficiently. For instance, innovators would develop mobile applications that are relevant and meet the customer needs and the continuous dynamic market trends. In addition, the innovators would generate ideas to making the products unique and conforming to the company’s identity and philosophy. Blackberry Company should ensure that young and top notch creative innovators are hired and thus a blend of the young generation and the old balances the staff volume. Another way to keep up with competition is by encouraging the development of new business ideas. The company may have an incubation centre where raw business ideas are natured to reality. This would ensure competitiveness is guaranteed even for the

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