Critical Analysis Paper

864 words - 4 pages

Chulin Deng
BA 3103
Critical Analysis Paper 1

According to the article “BlackBerry Posts Loss as Phones Go Unsold”, BlackBerry performs a poor performance. Business has a quarterly loss in 2013 for $965 million. The revenue had drop 45% that down to $1.57 billion from $2.86 billion compares with a year earlier. BlackBerry lost $248 million, or 47 cents a share, and analysts forecast 49 cents a share loss for the quarter ended August 31. The net loss is $235 million which excluding inventory charge and restructuring charges in the latest quarter. The cash position also down to $2.6 billion from $3.1 billion at quarter-end. Smartphone maker report a hefty operating loss of nearly $1 ...view middle of the document...

The reason of revenue declining of BlackBerry is it has a lower market share. BlackBerry has not change their product style and business strategy while customers are seeking the new products constantly, market share would be affected and would cause revenue going down. Joseph Palenchar (2013) noted that “the old days saw BlackBerry’s market share in global smartphone shipments peak in 2009 at 20% and fall to 5% in 2012, marking the company’s lowest level since 2003.” (para. 3) “Increase the chances that BlackBerry can regain some of its lost market share during the make-or-break year of 2013” (para. 9) Revenue is declining because the market is becoming smaller. With Apple, Samsung’s products are growing deeply in customers’ impression, BlackBerry is standing in the behind position compare with those two brands. BlackBerry is not enough strong to attract those Apple and Samsung’s customers to choose its products even they produce the new products.
A poor financial performance reflects BlackBerry Company is going down. In the article of “Company Overview”, the author stated a SWOT analysis of BlackBerry. In the weaknesses of company, the author described the revenues decreased primarily due to lower shipment volumes and lower average selling prices of hardware products. The company’s revenues declined from $19,907 million in FY2011 to $11,073 million in FY 2013. (p.6) Continuous decline impacts the company’s profits and margins. In 2013, RIM recorded the operating loss of $1,235 million compared with operation profit of $1,497 million and $4,636 million in 2012 and 2011. It also suffers a decline in the cash position which from $4,009 million in...

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