Blackberry (positioning)

This product positioning case investigates the decisions being made by Research In Motion (RIM) as it considers an extension to the Blackberry smart phone.   It evaluates data gathered from smart phones users (several brands) and the features important to those users.  Students are challenged to determine the best approach to position the Blackberry Pearl to expand RIM’s market.This product positioning case investigates the decisions being made by Research In Motion (RIM) as it considers an extension to the Blackberry smart phone.   It evaluates data gathered from smart phones users (several brands) and the features important to those users.  Students are challenged to determine the best approach to position the Blackberry Pearl to expand RIM’s market.

Managerially complex
30%

A case study is deemed managerially complex when its solution is ambiguous, unclear, or requires extensive judgment calls; it is best suited for advanced students or executive education settings.

Technically complex
30%

A case study is deemed technically complex when its solution requires extensive data manipulation, or when it requires to jungle with more than one marketing model.

Recent
30%

Some case studies depict historical problems taking place decades ago. While graduate students and executive education participants have no problem with these cases, undergraduate students might find them dated.