1. Blackberry(RIM) Research In Motion Limited Group Members 韋榮威 張睿宏 王奕心

2. Internal Factor Evaluation(IFE) Research In Motion Limited (RIM)

3. IFE NoKey Internal Factors (strengths) WeightRating Weight score 1Good reputation and image8%30.24 2High security of its server8%40.32 3Well-designed Qwerty keyboard7%30.21 4Many technology patents8%40.24 5High brand loyalty in Professional fields10%40.4 6Good brand recognitions9%30.27 Key Internal Factors (weaknesses) 1Poor financial situation9%10.09 2Low market shares8%10.08 3Unstable management team9%20.18 4Poor marketing strategies8%20.16 5Product lacks diversification9%20.18 6Narrow target continents7%20.14 Total weight score100% 2.41

4. Good reputation and image 0.08 3  Blackberry still kept good reputation and image to people. While 3G smartphone and network widespread, unfashionable QWERTY keyboard and unique BES system didn’t attract everyone. High security of its server 0.08 4  Blackberry’s users in Professional fields still liked to deliver their important resource by BES system due to high security of its server. Well-designed Qwerty keyboard 0.07 3  Qwerty keyboard was more easy to type than other cellphone devices in the past.Nowadays,3G smartphone with touch screen gradually made Qwerty keyboard fall into disuse. Strengths

5. Many technology patents 0.08 4  these patents still brought some profit, such as BlackBerry PIN. While this factor didn’t impact the whole company very much. High brand loyalty in Professional fields 0.1 4  the users in Professional fields seldom switched their devices to another companies’ products due to several factors which attracted them very much. Good brand recognitions 0.09 3  Nowadays,3G smartphone with touch screen gradually made Qwerty keyboard fall into disuse. Strengths

6. Poor financial situation 0.09 1  The Financial Statements shows that the net income decreasing obviously in three years and the Operating expenses in such us research and marketing expense is also go down so much. Low market shares 0.08 1  The BlackBerry’s market share have decreased about 20% in four years. Weaknesses

7. Unstable management team 0.09 2  From 2011 to 2013 Blackberry had laid off up to 9000 employees, replacing numerous executives and change CEO for two times. Poor marketing strategies 0.08 2  Blackberry is too late to develop new technology or devices to attract new customers. They also lack of marketing strategies to increase their market share. Product lacks diversification 0.09 2  Blackberry’s product have low diversification, they always only have one our two model in a new system generation. Weaknesses

8. Narrow target continents 0.07 2 Most of theirs subscribers is in Europe, Middle East and North America. Blackberry is not famous in Asia.

9. External Factor Evaluation(EFE) Research In Motion Limited (RIM)

10. EFE NoKey External Factors (Opportunity) WeightRating Weight score 1 Growing demand of smartphones, compared with the past 15%10.15 2 Rising awareness of information security 14%40.56 3 Developing communication technology,such as IOT,wireless technology 11%30.33 4 Possible increase in demand from government 11%40.44 Key Internal Factors (Weaknesses) 1 Rapid technology change makes them hard to catch up with 14%20.28 2 Increasing market share of competitors 14%10.14 3 The changes of user’s habits 11%20.22 4 App manufacturers are not enthusiastically in BlackBerry World 10%20.20 Total weight score100% 2.32

11. Growing demand of smartphones,compared with the past 0.15 1  People rely on cellphones more  Potential customers Developing communication technology, such as IOT, wireless technology 0.11 3  A variety of innovative technology  Productive patent company Rising awareness of information security 0.14 4  The prevalence of computer virus  Independent system Opportunities

12. Possible increase in demand from government 0.11 4  Information security  Lower elastic than the public Opportunities

13. Rapid technology change makes them hard to catch up with 0.14 2  Inability to response when changes came  Apple saved their company on the verge of bankruptcy Increasing market share of competitors 0.14 1 Weaknesses

14. The changes of user’s habits 0.11 2  Small screen(3*4) to QWERTY keyboard  Bigger touch screen phone with pop-up keyboard App manufacturers are not interested in BlackBerry World 0.10 2 Weaknesses  High barrier for the third party App manufacturer

15. Competitive Profile Matrix CPM Critical Success Factors (CSFs)

16. CPM

17. Market share 0.15 1/2  Once a leader in the global smartphone market, BlackBerry has lagged behind competitors Samsung and Apple and lost market share steadily.

18. Global expansion 0.15 2/3 Market share 1.5%, loss 1.9% in a year (2014,In five major European markets)

19. Financial situation 0.12 1/3 BlackBerry Limited Stock Chart Financial situation could directly related to its operating and investing development. Operating expenses in research and marketing expense is also go down so much.

20. Consumer loyalty 0.10 3/2

21. Technology patent 0.09 4/2  BlackBerry’s patent portfolio was the butt of much speculation, worth somewhere between $5 billion and $200 million in published estimates. Product uniqueness 0.08 3/2  The BlackBerry operation system is really different with his competitor, this factor provide a high security system. Sales distribution 0.08 2/4  BlackBerry mostly use Internet and local distribution to sell their product, they only have really few physical store in each continents.

22. Customer service 0.08 1/3  BlackBerry only have really few store, so customers only can depend on local distributer to solve their problem, such us repairment. Organization structure 2/3 0.08  From 2011 to 2013 Blackberry had laid off up to 9000 employees, replacing numerous executives and change CEO for two times. Price competitive 0.07 2/3  Blackberry have higher prices due to special system and high security of its server, there number of products is less than HTC so much.

23. CPM

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