Garmin Is the First Company

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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 sport enthusiasts; with Trail Tracker, one can see their current location and trail options, the overall mountain trail map, trail closures, temperature and wind conditions, and an emergency button. This device aims to create convenience through its immediate accessibility on the slopes. Currently, if one became lost on a mountain they have to stop, take off their gloves, open a trail map, figure out their current location, try to remember which runs are open, and look for a route. All of these stresses are alleviated with the Trail Tracker: with one press of a button one can see their current location and assess multiple options. Not only does Trail Tracker provide GPS services, it also creates confidence for skiers and snowboarders with the emergency button. When pressed, the Trail Tracker sends a signal and location to the Emergency Center ensuring a prompt rescue. The durable design coupled with the large joystick and buttons make Trail Tracker easily worn on the forearm on top of a jacket so no gloves have to be taken off or pockets unzipped. The services that this device provides are invaluable—once a skier tries this product, they will never want to ski the mountain again without it.

Garmin aims for this product to become an essential device for all winter activities. As its reputation and popularity grows, Trail Tracker will become an indispensable commodity for all major ski resorts to sell and rent to their customers. It will instill confidence in its users and ease the stress of navigating large ski resorts. Trail maps are notorious for their complexity and their impracticality, and with the production of Trail Tracker no one will ever lose their way on the slopes again.

Company Description
What first began as a brainstorming session of engineers around a card table in 1989 has currently matured into Garmin, a provider of devices using a Global Positioning System “to create navigation and communication devices that can enrich our customers’...
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