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Selected Case

published: 29 Jan 2018

  • Topic: Strategy
  • Industry: Personal navigation devices
  • Region: Global

The case reviews the history of Garmin from its founding in 1991 until 2008. After 17 consecutive years of growth and positive income, Garmin was a top player in the fast-growing personal navigation devices (PND) industry with a strong cash position, but was facing multiple new challenges in the business environment: the advent of alternative global navigation satellite systems, the burgeoning penetration of smartphones, the reshuffling of the digital map data market, and increasing consolidation and competition in the PND industry. Case A explores the options available to Garmin to weather the storm ahead.

Pedagogical Objectives:
The case allows discussion of strategy formulation and implementation in mature and declining industries, and analysis of strategies in response to technological disruption and strategic (re)positioning.

Garmin, Personal Navigation Devices Industry, Industry Decline, Disruption, Global Positioning, Gps, Satellites, Digital Maps, Digital Maps, Satellite Networks, Smartphones, Ecosystems, Industry Change, Repositioning