Blackberry has a strong financial base to supply its products to the world and G7 support for these secure products. 

The competition in this sector is such that many other companies offer their customers products almost identical to those offered by Blackberry. However, since Blackberry products are expensive compared to other companies, consumers may choose to buy cheaper products from other competitors.

There is strong competition with other big companies that produce, like blackberry, top of the range smartphones that are implanted at the international level. These companies are for example Apple, Samsung, Nokia... 

 The new competitors required a strong distribution network, a high capital, a strong brand name, advanced technologies, the industry required economy of scale and finally a high switching costs for customers. 

Buyers want to buy the best offerings available by paying the minimum price as possible. Blackberry can essentially attack the bargaining power of buyers by build a large base of buyers and quickly innovate in new products.

Blackberry has more and more competitors link to the expansion of the smartphone market. There principals competitors are Apple, Samsung and Nokia. 

1.  - There products set high standards for the market.
- Products are easy to use, almost intuitive.
- Apple’s strengths derive from the fact it sells software-differentiated hardware for a significant margin, which allows for exclusive apps and services set as defaults, deep integration from chipset to API, a focus on privacy, and total control of the developer ecosystem.
2. - Apple only reaches a segment of the market, is less incentivized and capable of delivering superior services, has less data, and can afford to take developers for granted.
- Samsung is heavily dependent upon consumer electronics sales in markets with limited potential for growth, such as the United States and Europe, for much of its revenue.

1- Strategic thrust: 

- Market penetration or expansion : take the existing product in the existing market and to attempt increased penetration.
- Product development : involves increasing sales by improving present products or developing new products for current markets.
- Market development : involve moving into new geographical markets.
2- Strategic objectives: 
- The strategic objective will inevitably be to build sales and market share. For existing products, the appropriate strategic objective will depend on the particular situation associated with the product.