Blackberry's Strategy And Competitive Strategy: Blackberry

6950 Words 28 Pages
Register to read the introduction… When the iPhone was launched, BlackBerry had a better quality phone on the market and had larger sales in the market and great brand reputation but soon they were falling due to the lack of marketing. BlackBerry spent and continues to spend significantly lower amounts ($41.3 million) on marketing, about 10 times lower than Apple ($400 million) and 8 times lower than Samsung ($334 million) in 2012 (Bennett, 2013). While BlackBerry shares something in common with Apple that their devices are ran on their own operating system, BlackBerry users have a negative experience. The lack of customers to BlackBerry means the less likely app developers will spend money on developing an app specifically for BlackBerry which means BlackBerry customers have lower amounts of apps available to them. Another BlackBerry weakness is seen by the lack of presence in the tablet market. BlackBerry tried to launch their PlayBook tablet but that was an unsuccessful effort since it captured only a small market share, resulting in losses for the company. Without this presence in the tablet market it is hard for BlackBerry to compete with competitors like …show more content…
Porter, a Harvard University professor, developed an article in 1979 which discusses the five competitive forces that shape strategy within a particular industry (Porter, 2011). Porter makes the assumption that all industries are not the same in terms of profit potential and some may be much more attractive than others (Coulter, 2010). He created the five forces model to help businesses further understand all aspects of an industry beforehand, so that the best possible strategic decision can be made (Porter). (Porter) states that “industry analysis and looking at the competitive environment is the starting basic discipline of any strategy formulation process”. The five forces that evaluate the opportunities and threats in greater detail within an industry include current rivalry, potential entrants, bargaining power of buyers, bargaining power of suppliers and substitute products (Coulter). The mobile operating system (OS) industry is a very complex technological industry, which already includes the existence of four superpower companies. Using Porter’s five forces model, the mobile OS industry will be evaluated, specifically highlighting Android, iOS, Windows Phone (WP) and BlackBerry

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