The Strategic Management Process
Major Goals
Blackberry has set various long-term and short-term goals to help it reach its mission of being the world’s leading end-to-end mobility solutions leader, offering the most trusted and secure mobile solutions. One of the major goals that the company intends to meet in the short term is making its devices profitable in the market. The second short-term goal is to increase awareness of its products to the global market and reach as many young people as possible due to their propensity to purchase smartphones. The third short-term goal is to establish and position itself in the smartphone market to successfully compete with other companies in the market field. Blackberry’s main long-term goal is to be at the top of major competitors in the telecommunications industry.
The company has been making major changes to its operational strategy and culture to meet its long-term and short-term goals. Blokdyk (2020) argues that an effective operational strategy needs to be aligned with the company culture to ensure that everyone in the organization is working towards achieving a common goal. It is also acquiring the resources required to meet the goals and remain competitive. The main resources needed to make devices profitable and establish and position itself in the smartphone market to successfully compete with other companies in the market field and be at the top of major competitors in the telecommunications industry are high-quality raw materials to manufacture high-quality hardware. The resources needed to increase awareness of the company’s products in the global market are a dedicated marketing team and access to social media platforms. Do you need urgent assignment help ? Get in touch with us.
Changes in Strategy
Blackberry changed its strategy from being a software and hardware development company to outsourcing hardware development to focus on developing software. Currently, the company specializes in the Internet of Things and enterprise software. The company has also changed its market penetration strategy from differentiation to cost leadership. Blackberry has also started entering emerging markets such as Asia and Latin America using a combination of cost leadership and a price-centric approach. The company sets its products’ prices lower based on the competitors’ pricing. This strategy has helped the company gain a short-term competitive advantage, particularly when customers in the markets are extremely conscious about price due to low disposable income levels. According to Rajagopal (2013), setting lower prices in emerging markets increases sales because income levels dictate purchases. Therefore, high income increases disposable income, thus increasing salaries. Setting lower prices in emerging markets allows Blackberry to increase brand awareness and secure a customer base before competition increases.
Blackberry’s changes in strategy resulted from a combination of emergent and intended changes. According to Lura & Arta (2020), emergent changes are ongoing adaptations, accommodations, and alterations that create significant change without prior planning, while intended changes are planned changes made to respond to specific conditions. Blackberry changed its strategy from selling software and hardware to only selling hardware due to emergent changes. The company faces stiff competition from other major brands such as Samsung, Apple, and Microsoft. Therefore, they opted to focus on developing hardware and outsourcing hardware to other companies because the hardware sector had less competition. The company changed its market penetration strategy from differentiation to cost leadership and a price-centric approach to increase brand awareness in emerging markets. Venturing into emerging markets gave Blackberry an advantage over its competitors because it would set low prices based on the income levels of targeted customers and secure a large customer base before competitors ventured into the market.
References
Blokdyk, G. (2020). Operational Strategy A Complete Guide – 2020 edition. 5starcooks.
Lura, & Arta. (2020). Models of Change in Organizations: The Case of XYZ Construction. International Journal of Economics and Business Administration, VIII (Issue 3), 407-415. https://doi.org/10.35808/ijeba/525
Rajagopal. (2013). Marketing Decision Making and the Management of Pricing: Successful Business Tools. IGI Global.
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Question 
Continuation on Order#45723 – Blackberry
For this module, complete or answer the following:
The Strategic Management Process
1. Identify the major goals of the company. What are its short-term versus long-term goals? What resources must the firm acquire to achieve its long-term goals?
2. Trace any changes in strategy that you can identify over time. Try to determine whether the strategic changes of your selected firm are a result of intended strategies, emergent strategies, or some combination of both.
Paper Details:
Submit the assignment in Microsoft Office format.
Format the assignment using APA formatting and writing style.