Garmin will position itself as the premier Global Positioning System (GPS) Company. Garmin will achieve this position by incorporating new technology 3.5 Positioning
that its competition does not possess. The GPS device will be marketed to Businesses, insurance companies, and for personal use. Garmin will be delivering a superior product which will benefit their customers in their daily activities. Garmin is the best source for selection and price of GPS technology equipment and services. Customers will be impressed with, and return for, the great existing and new technology being incorporated into the devices, value-oriented pricing, quality, ease of use, and excellent customer service. With the unstable economy and consistently rising gas prices, Garmin’s GPS will direct customers to their desired location, while eliminating traffic congestion spots saving costumers time and money and realize the greater value for the dollars they invest.
The single object is to position Garmin as the premier source for Global Positioning Systems (GPS) technology in the domestic market as well as the international market, maintaining and increasing the majority of the market share. The market strategy will seek to first create customer awareness regarding the products and services offered, develop that customer base, establish connections with targeted markets and work toward building customer loyalty and referrals. Garmin will communicate their marketing strategy through their in-house advertising agency.
Gamin’s three main marketing strategies are:
1. Increase awareness and image.
2. Leverage existing customer base.
3. Create new customer base.
One of Garmin’s main marketing strategies is to increase awareness and image by informing those not yet aware of what Garmin has to offer. This can be accomplished through a referral program that offers discounts and services for each referral. Garmin can build a relationship...
References: Lendino, J. (2012). Garmin vs. TomTom: Which GPS Should I Buy? Retrieved from http://www.pcmag.com/article2/0,2817,2409093,00.asp
O’Brien, K. J. (2010). Smartphone Sales Taking Toll on G.P.S. Devices. Retrieved from http://www.nytimes.com/2010/11/15/technology/15iht-navigate.html
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