A Strategic Proposal for Blackberry Limited
Based on your business analysis review and report, develop a strategic proposal that recommends
possible changes that the organisation should consider in the future. It will include a small project plan
outlining key elements to move forward. Approximately 1200 words.
Just like the existing organizations, BlackBerry Limited also faced arbitrary changes in its reign.
At one point, the company experienced a maximum level of performance, but later dropped as
other advanced and more innovative technology companies emerged. There is a developing need
for the business to improve its products continually and compete in the world of technological
advancements. This action is doable through the implementation of projects and taking
initiatives. Hence, a mini project plan is proposed by the company to attract the approval of
stakeholders in accepting changes in the company’s strategy.
Keywords: BlackBerry Limited, changes, mini project plan, stakeholders
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A Strategic Proposal for Blackberry Limited
- Outline Purpose
This proposal is primarily intended to voice out helpful strategies to senior management
of BlackBerry Limited. This paper will further elucidate the steps and requirements for each
strategy, as well as propose a mini project plan. Moreover, this article will inculcate the vision of
BlackBerry Limited in the pursuit of this proposal.
Organizational change and adaptation are needed for organizations to remain competitive
(Balogun & Hope Hailey, 2008) in the business world. However, management and
understanding of change are one of the most challenging aspects affecting many firms today
(Tiplic, 2008). Some accept change while others resist it. Similarly, BlackBerry prospered once
but later fell. The company exerted effort to surprise the public when it released its new model.
Projects or initiatives are examples of organizational change (Fountain, n.d.). BlackBerry must
revitalize itself by improving its project, designs, marketing, and implementation. Accepting this
change is vital as it will enable the Company to thrive in the competitive world. Resistance, on
the other hand, is a form of dissent (Giangreco & Peccei, 2005) and slows down or terminates
change efforts (Lines, 2004). It is proposed to the senior management to allow change in
BlackBerry Limited s this will enable it achieve a competitive edge in the world of technology.
BlackBerry envisions to bring unmatched productivity and security services to all mobile
devices with BlackBerry experience (BlackBerry, 2015). Moreover, it aims at giving users an
unprecedented ability to work impeccably and securely across any instrument. As what CEO
John Chen said, current and former BlackBerry users demand flexibility and compromise from
their devices, matching it with their lifestyle (BlackBerry, 2015). Addressing these needs mainly
include a transformation of the company’s workforce and partnerships. This proposal thus
purports change by considering four major strategies.
- Key Steps/Phases/Resources/Timelines
Strategy Steps Phases Resources Timeline
training for all
1 -2 weeks,
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or mini projects
demand for their
2-3 months, or
changes to new
products in the
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Table 1. Strategic Plan
- Managing the Change
BlackBerry will take initiate operations strategically so as not to disrupt the ongoing
climate in the company. Recruitment of new employees may result in giving old employees a
notion of layoffs. Thus, the company will inform staff beforehand about changes. This step will
engender support and commitment needed.
- Mini Project Plan for Incorporating Changes in BlackBerry Limited
This project plan pursues the following:
- To enhance employee competitiveness through strategies such as training, recruitment,
outsourcing, strategic partnership, and open innovation.
- To improve productivity and demand for BlackBerry devices through the company’s
6.2 Strategy to Manage the Change
For the change to occur, there are necessary concept shifts that are needed. People will
have to think differently to pursue the goals of the project or BlackBerry in general.
6.2.1 Engagement. Accepting change in an organization is tough for employees.
Managers should know the importance of readiness in embarking change (Mutihac, 2010).
Mutihac also mentioned the importance of developing a proper, organized, and organization-
wide system of internal communication to enable implementation and practice of change.
Communication is an essential measure in engaging staff and stakeholders since it enables
visibility of success.
6.2.2 Communication. The most efficient way to reach stakeholders is through personal
communication (e.g. through scheduled business meetings). The proposal will be presented and
openly discussed. It is also necessary to open up partnership projects to gain the interest and
commitment of stakeholders.
6.2.3 Resistance. Potential barriers are deemed unavoidable, and there are still
possibilities that the stakeholders will resist the project.
Cognitive Resistance and Behavioral Resistance. Mutihac (2010) believes that others
perceive change as difficult because of the need to learn new tasks, programs, routines, and even
unlearn what was viewed previously as normal. The company can address this form of resistance
by communicating effectively to stakeholders the goals of the project, as well as by assuring
them that they will do the project hand in hand.
Since there will be changes in the company’s structure and processes, there will also be
variations in the contracts. BlackBerry will make arrangements to align changes to existing
agreements. Otherwise, stakeholders might terminate the relationship with the company.
Stakeholders are necessary since their shares and connections are of great assistance to while still
6.4 Estimated Resources Required
Different materials and resources will be utilized in the conduct of the project. Training
materials are needed such as brochures, additional programs, and technological facilities.
Psychological tests are also necessary as well as communication letters and publicity materials.
These mentioned needs will be communicated to the senior management through a
communication letter and a board meeting.
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6.5 Specific Activities that needs to be Carried Out
The management will give incentives to down line management teams who complied to
changes in the company. BlackBerry Limited may also reward employees by giving them a
vacation leave or whichever is rewarding for them. After all, everyone is part of the project’s
success. On the part of the stakeholders, BlackBerry Limited may reward them by proposing
additional project plans or enriching alliances with other companies.
6.6 Impact, Risks, and Contingencies
Risks associated with the engagement in the project includes the possibility of employees
to backfire because of resistance to change. Moreover, there is also a risk regarding the
communication. Stakeholders may have strong convictions and reject the project proposal
despite its feasibility and the persuasion of BlackBerry Limited.
- Sign off/Approval
This proposal entitled “Mini Project Plan for Incorporating Changes in BlackBerry
Limited,” submitted by _______________ (name and position) of
______ (organization/department), on the the day of __ (month), is
hereby accepted and granted approval to proceed.
Needless to say, despite the arbitrary challenges that BlackBerry Limited faced, it can
still claim back its title as the global leader in mobile communications (BlackBerry, 2015). This
plan will only be possible if the company will allow itself to accept changes and take initiatives
in the world of innovative technology. Although there are risks associated with such acceptance,
still, the benefits outweigh its costs. Moreover, a mini project is necessary to test such claim.
Thus, the researcher suggests a proposal for incorporating changes in BlackBerry Limited. Upon
approval of the plan is the authorization to proceed.
Balogun, J. & Hope Hailey, V. (2008). Exploring strategic change. Harlow, England: FT
Prentice Hall Financial Times.
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BlackBerry. (2015). BlackBerry. (2015). ‘BlackBerry outlines vision to bring unmatched
productivity and security software and services to all mobile devices with blackBerry
Fountain, J. E. (n.d.). ‘Challenges to Organizational Change: Facilitating and Inhibiting
Information-Based Redesign of Public Organizations.’ National Center for Digital
Government Kennedy School of Government / Harvard University
Giangreco, A., & Peccei, R. (2005). ‘The nature and antecedents of middle manager resistance to
change: evidence from an Italian context.’ International Journal of Human Resource
Management, 16(10), 1812-29.
Lines, R. (2004). ‘Influence of participation in strategic change: resistance, organizational
commitment, and change goal achievement.’ Journal of Change Management, 4(3), 193-
Mutihac, R. (2010). ‘Managing resistance and the use of internal communication in
organizations undergoing change.’ Aarhus School of Business.
Robbins, S., & Coulter, M. (2012). Management. New Jersey: Prentice Hall.
Tiplic, D. (2008). Managing organizational change during institutional upheaval. Oslo: BI,
Norwegian School of Management, Dept. of Leadership and Organizational