The case presents a standard segmentation and targeting challenge facing Netlink in the early days of the smart phone market. Students are asked to explore the essential elements of a segmentation study and the challenges faced in analyzing data collected and providing management insight based on the analysis. This case can be coupled with the related positioning case.
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.
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.
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.