News: BlackBerry Ltd. will cut 4,500 jobs, write off more than $900-million (U.S.) worth of unsold phones and abandon parts of the consumer wireless market in an attempt to save a business in freefall.

In my analysis, one of the important reasons for BlackBerry had such a poor sale volume is that BlackBerry failed to position itself in the market.

-Failed to get into the mind of consumers: the advertisement of BlackBerry Z10 was blamed as too confused to get the information about the phone.(The advertisement: https://www.youtube.com/watch?v=C2qm5R2rt0s)

-the wrong strategy of positioning: BlackBerry used to take advantage with the unique design of full-keyboard. However, as the first carrier of the new system 10, the BlackBerry Z10 is a touchscreen phone. After  several months Z10 being sold, Blackberry started to sell the full-keyboard phone Q10 with system 10, which caused a great loss of customers. In the high-technology smart phone market, Z10 was totally defeated by iPhones and Samsung phones.

As my analysis shows, I recommend BlackBerry to focus more on the sale of Q10, because full-keyboard phones are BlackBerry’s sustainable products. Also, make a advertisement for Q10 and stop playing Z10’s advertisement because Z10’s ad is complained to be a “mass” by customers.

(The news can be found at:http://www.theglobeandmail.com/report-on-business/trading-in-blackberry-halted/article14440386/)