Garmin Is the First Company
Table of Contents
Executive Summary………………………………………………………………………2
Company Description………………………………………………………….…………2
Situation Analysis………………………………………………………………………...3 SWOT Analysis…………………………………………………………………………….3 Environmental Scan………………………………………………………………………..4 Plan Objectives……………………………………………………………………………..5 Market Segmentation and Buyer Behavior………………………………………………6 Target Markets…………………………………………………………………………….6 Industry Analysis……………………………….………………………………………….7 Competitor Analysis……………………………………………………………………….7
Strategic Direction……………………..………………………………………………..8 Business Portfolio Analysis……………………………………………………………….8 Product-Market Analysis…………………………………………………………………9
Marketing Mix Strategies……………………………………………………………….9 Product……………………………………………………………………………………..9 Price……………………………………………………………………………………….11 Place……………………………………………………………………………………….14 Promotion…………………………………………………………………………………15 Positioning…………...……………………………………………………………………17 Features and Benefits Sheet……………………………………………………………...17
Implementation………………………………………………….………………………17 Resources Required………………………………………………………………………17 Action/Timing……………………………………………………………………………..19 Gantt Chart………………………………………………………………………………..19 Quantity Analyses………………………………………………………………...………20 Organization Chart……………………………………………………………………….20
Evaluation & Control…………………………………………………………………...20 Monitored data and frequency…………………………………………………………..20 Marketing Mix modifications……………………………………………………………21
Appendix………………………………………………………………………..……….22 A. Primary Data: Marketing Research Questionnaire…………………………………22 B. Works Cited…………………………………………………………………………….23
Executive Summary Trail Tracker is a never-before-seen product that will revolutionize winter sports. Created by one of the leading creators of Global Positioning System products, Garmin is the first company to synergize electronics and trail maps. The goal of Trail Tracker is to ease the confusion of trail maps for winter
Executive Summary………………………………………………………………………2
Company Description………………………………………………………….…………2
Situation Analysis………………………………………………………………………...3 SWOT Analysis…………………………………………………………………………….3 Environmental Scan………………………………………………………………………..4 Plan Objectives……………………………………………………………………………..5 Market Segmentation and Buyer Behavior………………………………………………6 Target Markets…………………………………………………………………………….6 Industry Analysis……………………………….………………………………………….7 Competitor Analysis……………………………………………………………………….7
Strategic Direction……………………..………………………………………………..8 Business Portfolio Analysis……………………………………………………………….8 Product-Market Analysis…………………………………………………………………9
Marketing Mix Strategies……………………………………………………………….9 Product……………………………………………………………………………………..9 Price……………………………………………………………………………………….11 Place……………………………………………………………………………………….14 Promotion…………………………………………………………………………………15 Positioning…………...……………………………………………………………………17 Features and Benefits Sheet……………………………………………………………...17
Implementation………………………………………………….………………………17 Resources Required………………………………………………………………………17 Action/Timing……………………………………………………………………………..19 Gantt Chart………………………………………………………………………………..19 Quantity Analyses………………………………………………………………...………20 Organization Chart……………………………………………………………………….20
Evaluation & Control…………………………………………………………………...20 Monitored data and frequency…………………………………………………………..20 Marketing Mix modifications……………………………………………………………21
Appendix………………………………………………………………………..……….22 A. Primary Data: Marketing Research Questionnaire…………………………………22 B. Works Cited…………………………………………………………………………….23
Executive Summary Trail Tracker is a never-before-seen product that will revolutionize winter sports. Created by one of the leading creators of Global Positioning System products, Garmin is the first company to synergize electronics and trail maps. The goal of Trail Tracker is to ease the confusion of trail maps for winter
Cited: 1. 2006 Annual Report. Garmin Ltd. Olathe, 2006. 01 Dec. 2007 . 2. "Company." Garmin. 2007. Garmin Ltd. 01 Dec. 2007 . 5. Kerin, Roger A., Steven W. Hartley, Eric N. Berkowitz, and William Rudelius. Marketing. 8th ed. New York City: McGraw-Hill/ Irwin, 2006. 9. "Products." Garmin. 2007. Garmin Ltd. 03 Dec. 2007 .