BAMG 30700 Study Guide - Midterm Guide: Mobile Phone, Zodiac Aerospace
18 May 2018
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Process Analytics Study Guide
• The Motorola Blackberry:
o Answers to these supply chain questions were not encouraging because the
biggest issues with the blackberry were focused on them
▪ moving forward with this device was not aligned to strategic objectives
with the cellular phone division and its supply chain strategy was too far
because it did not leverage existing suppliers
o Research in Motion (RIM
▪ existing Blackberry) ended up creating this device
▪ forged partnerships with several wireless carriers and many software and
hardware companies along the way
o Although Motorola had this initial idea, it did not decide to take it to market
because of the risks associated with the supply chain
▪ killed a project that could have transformed the company by sticking with
existing products that had questionable market demand
▪ Eventually, the company split into two divisions
o Overall ideas:
▪ 1. Producing a new product that is unlike existing products means that
new supply chains have to be developed with either existing vendors or
new ones whose components have to be qualified
▪ 2. These complex supply chains take years to set up and mature
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