Internal Factor Evaluation
Company: Blackberry
Group 張睿宏、韋榮威、王奕心
No Key Internal Factors (strengths)
Weight
Rating
Weight score
1
Good reputation and image
8%
3
0.24
2
High security of its server
8%
4
0.32
3
Well-designed Qwerty keyboard
7%
3
0.21
4
Many technology patents
8%
4
0.24
5
High brand loyalty in Professional fields
10%
4
0.4
6
Good brand recognitions
9%
3
0.27
Key Internal Factors (weaknesses)
1
Poor financial situation
9%
1
0.09
2
Low market shares
8%
1
0.08
3
Unstable management team
9%
2
0.18
4
Poor marketing strategies
8%
2
0.16
5
Product lacks diversification
9%
2
0.18
6
Narrow target continents
7%
2
0.14
Total weight score
100%
24.1
No
Key Internal Factors(strengths)
Weight
Rating
Weighted
score
1
Good reputation and image
8%
3
0.24
2
High security of its server
8%
4
0.32
3
Well-designed Qwerty keyboard
7%
3
0.21
4
Many technology patents
8%
4
0.24
5
High brand loyalty in Professional fields
10%
4
0.4
6
Good brand recognitions
9%
3
0.27






Good reputation and image - we viewed this factor as minor strength and the
third high weight, because 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- we viewed this factor as major strength and the third
high weight, because Blackberry’s users in Professional fields still liked to deliver
their important resource by BES system due to high security of its
server .however , the BES system limited BlackBerry handheld devices to contact
to another devices(every BlackBerry had unique ID).
Well-designed Qwerty keyboard- we viewed this factor as minor strength and
the forth high weight, because 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.
Many technology patents-we viewed this factor as major strength and the third
high weight, because 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-we viewed this factor as major
strength and the highest weight, because the users in Professional fields have
most proportion of Blackberry’s revenue. Furthermore, they seldom switched
their devices to another companies’ products due to several factors which
attracted them very much, such as High security of its server, Push Mail and so
on.
Good brand recognitions- we viewed this factor as minor strength and the
second high weight, because Blackberry lost their major strengths in recent
years. However, the name of “Blackberry” still replaced High security, Welldesigned keyboard and fast push mail.
No
Key Internal Factors(strengths)
Weight
Rating
Weighted
score
1
Poor financial situation
9%
1
0.09
2
Low market shares
8%
1
0.08
3
Unstable management team
9%
2
0.18
4
Poor marketing strategies
8%
2
0.16
5
Product lacks diversification
9%
2
0.18
6
Narrow target continents
7%
2
0.14
Total weighted score
100%
2.41
 Poor financial situation-Financial situation could directly related to its operating
and investing development. 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. The stock price is going
lower, too.
2014
2013
2012
Net income
(5,873)
(646)
1,164
Earnings per share
(11.18)
(1.23)
2.23
 Low market share-The BlackBerry’s market share have decreased about 20% in
four years.
 Unstable management team-From 2011 to 2013 Blackberry had laid off up to
9000 employees, replacing numerous executives and change CEO for two times.
The unstable management team makes this company always in an uncertain and
confusing situation.
 Poor marketing strategies- 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-Blackberry’s product have low diversification, they
always only have one our two model in a new system generation. It makes its
advantages become not so special in the market
 Narrow target continents-Most of theirs subscribers is in Europe, Middle East
and North America. Comparing other competitor, such as Android or Apple,
Blackberry is not famous in Asia. Also for the different language type, the QWERT
keyboard was not for Chinese user and the Blackberry HQ didn’t have official
system version in Chinese or Japanese. It makes the development of Blackberry in
global market be limited.
$12,000
1561
$10,000
2114
$8,000
1349
1259
$6,000
4502
$4,000
3805
$2,000
2896
2102
$0
2013
North America
Europe, Middle East and Africa
2014
Latin America
Asia Pacific