This is a case study roughly covers Blackberry's strategic blunder.

1. Leadership and Strategic Management
Azlini Manshor EFC 140257
Kanchana Ramnaidu EFC 140270
Norshakila Yusof EFC 140312
Suhantine Devi Mahalinggam EFC 140332
Sasikumar A/L Gengatharan EFC 140325
Muhammad Zulkamal Safi’n EFC 140300
A CASE STUDY ON STRATEGIC BLUNDER:
BLACKBERRY : “FALL OF THE TITAN”

2. OUTLINE OF PRESENTATION
 INTRODUCTION
 STRATEGIC BLUNDER ; GLORY vs DOOM
 SWOT ANALYSIS
 PORTER 5
 STATISTIC ANALYSIS
 RECOMMENDATIONS
 LESSON LEARN & CONCLUSIONS

3. INTRODUCTION

4. EVOLUTION OF BLACKBERRY
 VIDEO

5. GLORY OF BLACKBERRY
 Made wireless email a killer app that every salesperson and
traveling executive absolutely needed to have to get their
work done.
 It gives devices with batteries that lasted a full week,
connectivity that made email feel real-time even over very
slow networks
 Established a standard of security that protected even the
most sensitive information with comprehensive policy support
from a central management console
 Great email and great security were the hallmarks of the
BlackBerry solution and no one else in the first decade of this
millennium even came close to matching them.
 The term “Crackberry” became so popular to describe the
addictive nature of the service that it was selected as the
2006 Word of the Year by Webster’s New World College
Dictionary.
 But the world changed.

6. DOOM OF BLACKBERRY
According to Gustin, 2013;-
Did not foresee the Smartphone revolution
Emergence of the “app economy” blindsided BlackBerry as
there was massive adoption of devised utilizing iPhone and
Android software
The company failed to anticipate that smartphones would
change significantly
BlackBerry failed to respond to the changing needs of the
consumer
Quite late in releasing a touchscreen device, which was also
seen as inferior to the iPhone and Samsung smartphones
While BlackBerry thought of its devices as creative and e-mail-
enabled, Google and Apple were busy working on powerful
mobile computers and strived to ensure that Web browsing and
sending e-mail as consumer-friendly as possible.

7. SWOT ANALYSIS

8. PORTER 5 FORCES

9. PORTER 5 FORCES

10. STATISTIC ANALYSIS

11. STATISTIC ANALYSIS

12. RECOMMENDATIONSMARKETING TURNAROUND HUMA N RESOURCE
TURNAROUND
Success of BBM can be used to brand BB products Re-assure the people of their
value to the organization
Focusing on its original image: business
communication/business people
Employee security
Going with the strategies implemented by John
Chen
Step up
Moving towards emerging markets Compensation & rewards
Marketing the “security feature” No dual CEOs
Actualize a new promotional campaign and use
friendly advertisement
Generate commercial that are attractive and
more memorable
Enter into laptop sector
Start a ‘software’ based company, launch
corporate –focused apps that sync with Apple,
android devices

13. CONCLUSION
1. Change the strategies
2. Follow the updated technology
5. Enhance the customer service
3. Able to compete & introduce
new innovation
4. New Design of the Phone (more
attractive & friendly user

14. REFERENCES
 Mahapatra, Lisa (November 11, 2013). "Android Vs. iOS: What’s The Most Popular
Mobile Operating System In Your Country?". Retrieved 16 July, 2015.
 Dhaka and Shibaloy (3 November 2012). "The path through the fields". The
Economist(The Economist Newspaper Limited). Retrieved 17 July,2015.
 Aswin Kumar, C.W. ; http://www.sfu.ca/sheppard/478/syn/1131/Group, retrieved
on July 15,2015.
 Sean Silcoff, Jacquie Mcnish & Steve Ladurantaye (2013). How BlackBerry blew it:
The inside story
 Ali Moussi (2014). Mini-Case study: The downfall of Blackberry.

15. THANK YOU
Q & A