RIM (Research In Motion) is leading designer and manufacturer for worldwide mobile communication market founded in 1984 based in Waterloo, Ontario.
Business mission defines the organisation’s basic function in society in terms of products and services. Business vision defines where the organisation wants to be in the future. Black Berry mission statement is to be the best phone company in the world and for everyone to enjoy their unique service and phone. They are now focusing on “business choices for business people”. However distinction between a business user and the consumer is blurred. RIM will release its latest BB Fusion software, which will enable companies to securely manage any mobile device within their network.
“Strategic planning” assists efficiency and efficacy. The intended strategy should have precise intentions and detailed actions. The emergent Strategy must have order and consistency in actions over time. Environment factors determine strategy.
- Internal Environment o SWOT analysis: The objective of SWOT is to identify and convert threats into opportunities and Weaknesses into Strengths.
Strengths and Weaknesses are internal while and can be controlled by the organisation while Opportunities and Threats are external.
▪ Strengths the organisation’s capabilities or existing competitive advantage. eg. BB has a well-known brand name, their products are of high quality, it has good customer service, and their products were innovative initially. They have established technological skills, distribution channels.
▪ Weaknesses: aspects of organisations’ activities that it does not excel in. eg. BB’s cheap, old-fashioned phones, deteriorating customer service due to limited phones being around, low customer retention, unreliable product/service , low market share of 3%
▪ Opportunities: aspects in the business environment that the organisation can capitalise upon or take advantage of. eg. Known brand name, changing customer tastes, liberation of geographic markets, changes in politics, lower taxes, change in population-age structure.
▪ Threats: aspects that pose a challenge or hamper the organisation from achieving its objective. eg. Competitors: Apple 40% market share compared to BB 5% in 2013, government legislations, natural disasters, etc. Changing customer’s tastes, technological advances, changes in government politics, tax increases, change in population, age structure, new distribution channels
o McKenzie’s 7 Ss ▪ Strategy The plan devised to maintain and build competitive advantage over the competition E.g. BB product development
▪ Structure The way the organisation is structured and who reports to whom. Tall vs. Flat. A flat organisation structure refers to an organisation structure with few or no levels of management between management level and employees. E.g. BB has flat structure
▪ Systems The daily activities and procedures that staff members engage in to get the job done
▪ Shared Values “Superordinate goals” when the model was first developed, these are the core values of the company that are evidenced in the corporate culture and the general work ethic. E.g. Organisational culture
▪ Style The style leadership adopted
▪ Staff The employees and general capabilities
▪ Skills Competencies of employees, the way managers behave in achieving organisational goals Due to Strategic changes in company in 2012, CEO resigned and many leadership teams changed