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.