Garmin at the Crossroads

Published 29 Jan 2018
Reference 6356
Topic Strategy
Region Global
Summary

Garmin at the Crossroads (Case A) reviews the history of Garmin from its founding in 1991 until 2008. After 17 consecutive years of profitable growth in the personal navigation devices (PND) industry, Garmin was a top player with a strong cash position. However, challenges loomed with the advent of alternative global navigation satellite systems, increasing penetration of smartphones, the reshuffling of the digital map data market, and the industry’s consolidation. The case explores the options available to Garmin to weather the storm. Case B (Garmin 2019) describes the changes in the industry in the following decade, how Garmin responded, and the resulting performance.

Teaching objectives

The two-part case generates discussion of strategy formulation and implementation in mature and declining industries, and analysis of strategies in response to technological disruption and strategic (re)positioning.

Keywords
  • Garmin
  • Personal navigation devices industry
  • Industry decline
  • Disruption
  • Global positioning, GPS
  • Satellites
  • Digital maps
  • Industry maturity
  • Satellite networks
  • Smartphones
  • Ecosystems
  • Industry change
  • Repositioning
  • Q21718