1. Calculate some key profitability, activity, leverage, liquidity, and market ratios for Apple and BlackBerry over time.
2. Conduct a dynamic firm profitability analysis over time (fiscal years 2008– 2012) as shown in Exhibit 5.1. Can you find signs of performance differentials between these two firms that may have indicated problems at BlackBerry? When did BlackBerry’s performance problems become apparent?
3. Make a recommendation to Thorsten Heins, the CEO of BlackBerry, about actions he could take to improve firm performance.
4. Make a recommendation to Tim Cook, the CEO of Apple, about actions he could take to improve firm performance.