Essay: An Analysis of the Strategic Positioning and Future Prospects for Blackberry

Sample Essay

Q1. Does BlackBerry have a distinctive market position? Why?

Answer. Black Berry’s success is primarily based on the fact that it positioned itself away from the major players such as Nokia, Motorola and Sony Ericsson. Yes Black Berry does have a distinctive market position, which has been one of the main reasons that they have fared so well over the last few years.

By differentiating themselves from their rivals, they have been protected in terms of market share and have therefore achieved a user base of around 8 million by the year 2007 (Baines, Fill, & Page, 2008, pp. 29-33). This distinctive market position has made it possible for them to grow and now they are sufficiently placed to enter into direct competition with their rivals. For example, there have been rumors circulating that a Blackberry model that uses Touch screen technology is going to be launched soon as it is in direct competition with a similar product of Apple (Malley, 2008).

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