Discuss about the Business Analysis Organizational Change and Management.
This report is about the business analysis of Blackberry. In order to get the desired level of success in the business of the company, the company needs to analyze the efficiency of the business operations and key resources for satisfying their customers. In this context, the value proposition, customer relationship and key resources of the organization have been analyzed in this paper aligned with the business operations of the company.
The high level of security of the products of the products of the company is the most important value added o the business. The demands of the Blackberry device in the corporate sector are very high due to this factors. The Effective design and high security systems of the device is making it different from the other similar types of products. In this context, the military officers have the high demand of the products for the security purposes (Sambamurthy & Zmud, 2012). The medium and large size of business organizations are also like the product as they need to send confidential messages or documents securely. The mobile phones allow the users to do all the activities like internet surfing, gaming, efficient messaging, emailing through a single device. This is also a mentionable value added to the area of the mobile phone use.
The company is conducting the business in both the B2B and B2C methods. Therefore, they have both the individual end users and the commercial organizations as their customers. In the section of the B2B business, the company has the corporate business organizations as their customers (Calantone, Vickery & Dröge, 2015). These are the potential customers, who make a huge amount of sale of the products. In this section, the middle and large firms are also a valuable customer segment (Tallon, Kraemer & Gurbaxani, 2015). At the present situation, maximum end user customers prefer to buy the products from the retail shops rather than direct from the company, as the number of stores in local areas are limited. The particular product is very helpful for the military officers. Therefore, a huge portion of business is conducted with the military officers. Furthermore, the end user individual customers of the company are also a valuable customer segment of the company.
The company uses efficient advertising policies for developing a good relationship with the customers. They used to provide advertisements regarding the utilities of the products and services of the company in the internet and telecommunication retailers. The internet advertisements allows the company to understand the customers’ needs and perception regarding the products and services of the company (Middleton, 2012). The company also provide effective mobile plans through the collaboration with the telecommunication retailers. The most effective strategy used for the customer relationship management is the warranty policy of the company. they used to provide efficient level of support to the customer in case of any faulty in the products of the company.
The key resources are the building blocks that can describe the most essential assets required for making a business model operable. Resources are the major elements with the help of which, companies generally develop their products. Therefore, in case of Blackberry smart-phones as well as services, there are few key as well as the most significant resource which are the building blocks for the development of the products or services of Blackberry Ltd (Lin & Ye, 2012). One of the key resources of Blackberry, the Communication Service Providers such as Telstra, Vodafone and Optus can electronically transport information. On the other hand, Sim cards are the most important resources to make the blackberry smart-phones or services work. Apart from that, BBM coverage is also a very important as well as significant resource for the Blackberry smart-phones and services.
Every product must have few key activities. In case of the Blackberry smart-phones, these phones have few key features or key activities which can be the unique selling point for the products or services of this organization (Tuten & Urban, 2014). These are as follows:
The key partnership of a particular business is the partnership which is made while two commercial entities from an alliance, which may either an exclusive contract that has a limit for the two companies to only that one relationship or be a really loose relationship where both entities retain their independence as well as at the liberty for generating more partnerships (Arthur, 2011). Hence, in case of Blackberry, the major key partners are as follows:
Provider of Communication Service – Telstra, Vodafone, Optus are the major partners of Blackberry in the context of the communication service provider concern.
Social Media – Social Media has become the major partner of all kinds of businesses all over the world. Therefore, Twitter, Facebook are the major or key media partners of Blackberry (Financial Documents – United States, 2016).
Game Creator – these key partners of Blackberry provide the scopes to the consumers for playing as well as downloading on the phones.
Samsung – as a key partner of Blackberry, Samsung provides a scope for implementing the operating system of Samsung to the phone of Blackberry (Financial statements for BlackBerry Ltd – Google Finance, 2016).
Telecommunication Retailer – This key partner of blackberry gives the opportunity for selling phones outright or selling it with the mobile plans.
As the company have is conducting both the B2B and B2C business, they are using both the direct and indirect distribution channels for their business operations. In the area of the direct marketing the company is using their own stores to sell the products to the end users of the mobile devices. On the other hand, the company is using other retailer organizations as their business partners. The corporate telecommunication organizations are also using as the indirect distribution channel of the company (Kovach, 2015). The company is providing collaborative service with other telecommunication service providers such as Tesla, Optus and Vodafone. The stores of Samsung company is also an indirect distribution channel of the company as the company is using the operating system of Samsung in their phones and the products are available in the Samsung stores.
The potential risk of the company’s business is the operating system of the device. After introducing the Android OS in the market, the popularity of the other OSs dropped drastically. The existing OS of the Blackberry phones is Java based (Skipworth, 2010). This is not able to attract new customers towards it. In order to reduce the risk the company is working for introducing touch screen Android based mobile phones in the market.
Another business risk of the company’s business is the high cost of the mobile phones. The handsets of Blackberry company are very costly compared to the other mobile phones. However, the value propositions of the products are not so effective in the present market. Other competitors are providing advance services in less price (Vodafone, 2016). The company is trying to develop new models which can be provided with lot of advance facilities in reasonable price.
Conclusion:
The value proposition of the company is good enough with respect to the high end security of the messaging and document delivery services. The customer relationship management strategy of the company is also good for the business, but the company is facing problem with the old Java based Operating System. As the technology is being updated rapidly and many competitors of the company is present in the same market, the company need to update their technology and compete efficiently with the others for remaining in the market. B2B and B2C customer relationship management strategy is efficient but need to develop new strategies with respect to the new updates of the devices.
BlackBerry Smart Phone need to expand their market area and expand the outsourcing for increasing the reliability of the operating system. The Java based OS is no longer able to has a high demand. Therefore, the company need to adopt the android based OS for conducting a well business in the smart phone market. They can also adopt the IOS from Apple for making more reliable smart phones and attracting new customer towards it.
The touch screen technology and efficiency of the cameras of the device need to be updated for competing with the other company’s smart phones. The number of applications supported by the Blackberry mobile phones is very less. In order to compete with the other mobile phone developers they should increase the range of supported applications.
References:
Arthur, C. (2011). BlackBerry service crash affects BBM messaging for millions. The Guardian. Retrieved 26 August 2016, from https://www.theguardian.com/technology/2011/oct/10/blackberry-outage-affects-bbm-services
Calantone, R. J., Vickery, S. K., & Dröge, C. (2015). Business performance and strategic new product development activities: an empirical investigation.Journal of Product Innovation Management, 12(3), 214-223.
Financial Documents – United States. (2016). Us.blackberry.com. Retrieved 24 August 2016, from https://us.blackberry.com/company/investors/documents.html
Financial statements for BlackBerry Ltd – Google Finance. (2016). Google.ca. Retrieved 24 August 2016, from https://www.google.ca/finance?q=NASDAQ%3ABBRY&fstype=ii&ei=jbEEVcmOHea1igLrrYHYDg
Kovach, S. (2015). BlackBerry hasn’t given up on smartphones yet. Businessinsider.com.au. Retrieved 24 August 2016, from https://www.businessinsider.com.au/blackberry-hasnt-given-up-on-smartphones-yet-2015-5?r=US&IR=T
Lin, F., & Ye, W. (2012). Operating system battle in the ecosystem of smartphone industry. In Information Engineering and Electronic Commerce, 2009. IEEC’09. International Symposium on (pp. 617-621). IEEE.
Middleton, C. A. (2012). Illusions of balance and control in an always-on environment: A case study of BlackBerry users. Continuum: Journal of Media & Cultural Studies, 21(2), 165-178.
Sambamurthy, V., & Zmud, R. W. (2012). Managing IT for success: The empowering business partnership. Financial Executives Research Foundation.
Skipworth, H. (2010). BlackBerry vs Apple: Which is better for business users?. Telegraph.co.uk. Retrieved 25 August 2016, from https://www.telegraph.co.uk/technology/mobile-phones/7750578/BlackBerry-vs-Apple-Which-is-better-for-business-users.html
Tallon, P. P., Kraemer, K. L., & Gurbaxani, V. (2015). Executives’ perceptions of the business value of information technology: a process-oriented approach. Journal of Management Information Systems, 16(4), 145-173.
Tuten, T. L., & Urban, D. J. (2014). An expanded model of business-to-business partnership formation and success. Industrial marketing management, 30(2), 149-164.
Vodafone.co.uk.(2016). Retrieved 26 August 2016, from https://www.vodafone.co.uk/brands/blackberry/
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