Corporate strategy should be based on the ongoing analyses of the internal and external situation facing an organization. A SWOT analysis is a commonly used assessment tool that can inform strategic decisions. This case uses the situation at BlackBerry Limited (formerly known as RIM) to highlight how to perform a comprehensive SWOT analysis and use the results to make strategic decisions to keep abreast of changing industry factors. Several questions are addressed in the case: What is required to conduct a productive SWOT? How can SWOT data be used to direct strategy? These questions are answered in the context of BlackBerry's experience, as BlackBerry employee, Jamal Obu, compiles a SWOT and analyzes it to guide strategic planning and help the company regain its market share. Case Learning Outcomes By the end of this case study, each student should be able to: 1. Apply Porter's Five Force Model to better understand the external forces that affect a company's strategy. 2. Recognize the importance of reviewing the internal strengths and weaknesses and external opportunities and threats that affect an organization. 3. Learn to use the SWOT as an assessment tool to develop future strategies for an organization. The Case Jamal Obu had been working at BlackBerry Limited for five years as a marketing analyst when he was asked to conduct a strategic environmental assessment for BlackBerry by the vice president of Marketing. Although BlackBerry once enjoyed the bulk of the mobile phone market, by 2015 BlackBerry was struggling. The competitive advantage that BlackBerry enjoyed was due in large part to their small phone with little buttons that looked like blackberries. However, Apple and Samsung developed cell phones with touchscreens and digital keyboards that made the BlackBerry cell phones appear ancient. Jamal's boss wanted a strategic environmental assessment in order to guide the company in their strategic planning. BlackBerry was caught completely off-guard by the rise of Apple's iPhone and they needed to devise a strategic plan to recapture market