SWOT ANALYSIS OF

BLACKBERRY
GROUP 1 / 3 MRK 5

AKMALLUDIN R. H.
CHYNTIA D. A.
IMAN SYAUKI B. M. R.
RAHMADHANI T. A.
INTRODUCTION
BlackBerry is a mobile phone that has the capability of push e-mail, phone, sms,
surf the internet, BlackBerry Messenger (BBM), and various other wireless
capabilities. The use of this device is phenomenal, to become a necessity for
fashion. BlackBerry was first introduced in 1999 by a Canadian company,
BlackBerry. Its ability to convey information via wireless data network from mobile
phone company services to reach the world.
 PROBLEMS ON BLACKBERRY COMPANY

• Experience the worst service interruption

10 Oct 2011

• Profit decreases about 82 percent equal to 70 billion

June 2011

• The company laid off its 2000 employees

July 2011

• RIM lost its worldwide market share due to the popularity of iPhone from
2012 Apple Inc product. and smart phones with Android operating system
STRENGTHS

• Reputation in producing highly secure mobile devices.

• Consumer loyalty to Blackberry, both corporate and business customers.

• The brand recognition is high.

• Have various awards in device security

WEAKNESSES
• Loss of brand loyalty among non-corporate customers.

• Public perception of the Blackberry as a luxury device.

• It is highly dependent on government and corporate contracts.

• Limited to innovation ability.

OPPORTUNITIES
• Launch unique Hub features on BlackBerry devices.

• The possibility of an increase in demand from consumers of the government

segment.

• Increase the number of apps available for Blackberry devices.

• Expanding marketing to small business class consumers as well as large

corporations.
THREATS
• Declining average selling price.
• Increased competition in smartphone segment.

• Involvement in legal issues.