Garmin at the Crossroads

Case Solution

Metin Sengul, Javier Gimeno, Phillip DeBruin

Garmin at the Crossroads (Case A) looks back at Garmin’s history from its founding in 1991 to 2008. After 17 consecutive years of profitable growth in the personal navigation device (PND) industry, Garmin was one of the top gamers with a strong cash position. However, with the advent of alternative satellite navigation systems globally, the increasing spread of smartphones, the reorganization of the digital map data market, and the consolidation of the industry, challenges were in the foreground. The case examines Garmin’s options for weathering the storm. Case B (Garmin 2019) describes the changes in the industry over the next decade, Garmin’s response, and the resulting performance.

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