As previously stated by Joseph, BlackBerry was once a leading corporation in the technological market. However, the products created by their competing companies, such as Apple and Androids, resulted in BlackBerry losing their market share.  Trout and Ries, indicates how “challenge[ing] the [leading company in the market] head on” (Trout and Ries) is a mistake; therefore, in order for BlackBerry to regain its position, Fairfax must change the company’s focus back to corporations and businesses. In the past, BlackBerry only specialized in products for corporations; thus they became very successful.  Subsequently competing companies entered the market and began targeting the workers in these businesses. The workers in these businesses began to use these products over BlackBerry; hence, BlackBerry began to chase after the consumer market. BlackBerry’s focus on consumers resulted in losing the interest of their previous customers, corporations, because they began to release products that would be of more use to consumers than businesses. In order for BlackBerry to regain its position, the company must recreate similar products that made them leaders in the past; therefore, they need to develop products that will target corporations, because they were the group who made Blackberry leaders.

https://www.youtube.com/watch?v=c2iP4Jq28UQ

Bibliography:

Ries, Al, and Jack Trout. “Product Positioning.” Product Positioning. N.p., n.d. Web. 29 Sept. 2013. <http://www.quickmba.com/marketing/ries-trout/positioning/>.

“Still in a Jam.” Still in a Jam. The Economist, 28 Sept. 2013. Web. 29 Sept. 2013. <http://www.economist.com/news/business/21586869-going-private-will-not-solve-companys-problems-still-jam>.