Re: “Blackberry’s Comeback” by Serinda Kong

This post is in response to Serinda Kong’s blog post titled “Blackberry’s Comeback” which discusses Blackberry’s new strategy with their new Passport, and how she thinks that they can now “thrive and rebuild the company’s relations with the enterprise market.”

My opinion in regards to their change in target market is like that of Serinda’s. Like she said, Blackberry is not likely to reach the popularity it once had a few years ago, and will probably never reach sales similar to Apple’s. However, Blackberry for the most part has had success in the corporate market, even before their downfall. With their Passport and new marketing strategies, it is very possible that they can gain success in their new market.

Companies such as PayPal, Youtube, and even Apple have had to change their strategies over time in order to gain more of their market share. Now they are the leading companies in their respective industries. Michael Porter’s globally accepted theories on competitive strategies emphasize the importance of a competitive strategy for every business. Many companies can produce similar products and services, but differentiations quality and/or target markets can bring a firm to the top of their industry. If Blackberry’s new strategy holds, they have a chance to be a top choice for corporate electronics.

References:

https://blogs.ubc.ca/serindakong/2014/09/25/blackberrys-comeback/

http://chargify.com/blog/6-companies-that-succeeded-by-changing-their-business-model/

http://www.fastcompany.com/42485/michael-porters-big-ideas

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