This article briefly discusses the strengths, weaknesses, opportunities and threats of Blackberry in a similar fashion as we did for our first assignment. As the fall of blackberry has been largely attributed to the release of their touchscreen Z10 handset, the article highlights how Blackberry should stop assimilating to other smart phones; staying away from all the fancy apps and touch screens. Instead, they should cherish their traits that set them apart from other smartphones, including the functional, physical key board that provides a much more functional alternative than the competitors. By limiting Blackberry’s target demographic to those in a corporate setting (as many emails are sent and received everyday, a physical key board is more functional), they could eliminate the distracting apps and differentiate from the competitors. Although this is a smaller demographic than they had targeted in the past, it is much easier to grow in a smaller market because there is often less competition, and operations are much simpler. Once they begin to establish themselves on a smaller scale, I believe it is possible in time for Blackberry’s popularity and strength to be reestablished.
Article: http://www.theglobeandmail.com/report-on-business/for-a-start-blackberry-needs-a-cultural-revolution/article14599159/

This is another article summarizing the rise and fall of Blackberry, it helps to provide insight on the SWOTs of the past and present: http://www.theglobeandmail.com/report-on-business/the-inside-story-of-why-blackberry-is-failing/article14563602/?page=all