The document provides an introduction to a presentation on a case study about shifting direction at Garmin Ltd. It includes background information on Garmin, discussing its history as a GPS technology company founded in 1989. It notes Garmin has expanded into other areas like wearables. The document poses four questions to consider regarding Garmin's goals and plans for changing direction, the types of plans needed in its industry, contingency factors that could affect planning, and challenges Garmin executives may face in remaining the global market leader.

1. WELCOME TO OUR
PRESENTATION

2. PRESENTATION
ON
A CASE STUDY
ON
SHIFTING DIRECTION

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COMPANY NAME:

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ABOUT GARMIN LTD.
Brief History
Garmin Ltd. is an American multinational technology company founded
by Gary Burrell and Min Kao in 1989 in Lenexa, Kansas, USA. It was
formerly known as ProNav. Its headquarter is located in Olathe, Kansas.
Since 2010, the company is incorporated in Schaffhausen, Switzerland.
The company specializes in GPS technology for automotive, aviation,
marine, outdoor and sport activities. Due to their development
in wearable technology, they have also been competing with activity
tracker and smartwatch consumer developers such as Fitbit and Apple.

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ABOUT GARMIN LTD.
Achievement
By 2000 Garmin had sold three million GPS devices, and was producing
50 different models. Its products were sold in 100 countries and carried
by 2,500 independent distributors. As of August 2000, the company held
35 patents on GPS technology. By the end of June 2000, the company
employed 1,205 people. In April 2018, Garmin launched Connect IQ
3.0 along with new apps - MySwim Pro, Yelp, Trailforks and iHeartRadio
etc. In May 2018, Garmin partnered with the University of Kansas Medical
Center to tackle sleep apnea and atrial fibrillation.

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QUESTION: 1
WHAT ROLE DO YOU THINK GOALS WOULD PLAY IN
PLANNING THE CHANGE IN DIRECTION FOR THE
COMPANY?
LIST SOME GOALS YOU THINK MIGHT BE IMPORTANT.

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HereWHAT ROLE DO YOU THINK GOALS WOULD PLAY
IN PLANNING THE CHANGE IN DIRECTION FOR THE COMPANY?
According to us, the main reason in planning the change in direction is
the “Smoothness of GPS”.
Now a days, the GPS system is installed in the dashboard of the car. You
need not to look to it. You can command it by your voice, and it will work
accordingly. It will also speak its result.
Driving car and navigating in GPS at a time by looking is quite difficult.
Accident may happen at any time. Garmin ltd was lagging behind in this
technology.

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HereWHAT ROLE DO YOU THINK GOALS WOULD PLAY
IN PLANNING THE CHANGE IN DIRECTION FOR THE COMPANY?
After the launch of Smartphones, they have a built in GPS navigation
system which allows all the users to navigate smoothly. So why would an
user buy an extra navigation device? Garmin was lagging in this trouble.
Their sell of products declined and they suffered a loss suddenly.
When Garmin ltd realized this problem of them, i.e. they are lagging
behind in technology, another company named “Olathe” (which is also a
Kansas based company, from same region of Garmin) took its advantage.
They embedded their GPS system with the dash board of cars and
became more popular than Garmin.

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HereWHAT ROLE DO YOU THINK GOALS WOULD PLAY
IN PLANNING THE CHANGE IN DIRECTION FOR THE COMPANY?
For every kind of change, Planning plays a most important role. To change
the direction from its already existing strategy to a new path, a proper
goal setting formulation and planning is of utmost importance. As the
competitors are coming with the solution of integrating their dashboard
system, so Garmin should also change their direction and move towards
onboarding more and more automobile companies and avail their
advanced dashboard system with quick locating feature, nearest distance
measurement, voice over navigation system etc.

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HereWHAT ROLE DO YOU THINK GOALS WOULD PLAY
IN PLANNING THE CHANGE IN DIRECTION FOR THE COMPANY?
That’s why they have started developing their technology. It’s a demand
of time. People don’t have that much time to waste on looking to GPS.
You have to change with time to make your customer happy. Garmin is
developing their design, outlook, smoothness, adding new features, and
overall minimizing customers money. Otherwise customers have other
options in hand.
Now a days Garmin ltd is working with Honda and Toyota in Asian market
to regain their position.

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HereWHAT ROLE DO YOU THINK GOALS WOULD PLAY
IN PLANNING THE CHANGE IN DIRECTION FOR THE COMPANY?
The summary of goals that made Garmin change their direction in planning are:
 Competitors in the market
 Faster revenue and earnings growth
 Advancement in technology
 Smoothness
 Higher dividends and Wider profit margins
 Busy life of customers
 Rising stock price and recognition as a “blue chip” company
 Minimizing cost of customers
 More diversified revenue base
 Stable earnings during recessionary periods

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QUESTION: 2
WHAT TYPES OF PLANS WOULD BE NEEDED IN AN
INDUSTRY SUCH AS THIS ONE?
EXPLAIN WHY YOU THINK THESE PLANS WOULD BE
IMPORTANT.

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HereWHAT TYPES OF PLANS WOULD BE NEEDED IN
AN INDUSTRY SUCH AS THIS ONE?
For short term plan, Garmin:
 need to examine the existing competitor’s strategies and plans
 need to identify the needs and expectations of the people
 need to continuously innovate and upgrade their dashboard
 have to increase awareness about the safe driving
 should focus on Global Market Scenario to beat the competition

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HereWHAT TYPES OF PLANS WOULD BE NEEDED IN
AN INDUSTRY SUCH AS THIS ONE?
For long term plan, Garmin:
 should focus on increasing their market share by projecting and known to
others as the innovators in this segment,
 have to focus on increasing the brand loyalty
 should focus on designing the product so that user may enjoy differently
 should focus on becoming a market leader in the Asian market
(CONT’D)

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QUESTION: 3
WHAT CONTINGENCY FACTORS MIGHT AFFECT THE
PLANNING GARMIN EXECUTIVES HAVE TO DO?
HOW MIGHT THOSE CONTINGENCY FACTORS AFFECT THE
PLANNING?

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HereWHAT CONTINGENCY FACTORS MIGHT AFFECT
THE PLANNING GARMIN
Some contingency factors Garmin executives have to do:
 The Garmin Executives have to put big long term objectives
 Need to focus on changing into a whole new way
 The company need to prepare themselves in order to meet their objectives
 Need to strengthen themselves to respond the external factors &
challenges and to maintain their flow & leadership in the market
EXECUTIVES HAVE TO DO?

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QUESTION: 4
WHAT PLANNING CHALLENGES DO YOU THINK GARMIN
EXECUTIVES FACE WITH CONTINUING TO BE THE GLOBAL
MARKET LEADER?
HOW SHOULD THEY COPE WITH THOSE CHALLENGES?

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WHAT PLANNING CHALLENGES DO YOU THINK
GARMIN EXECUTIVES FACE WITH CONTINUING TO BE THE
GLOBAL MARKET LEADER? HOW SHOULD THEY COPE WITH
THOSE CHALLENGES ?
 They ought to utilize external factors filtering by screening data to
recognize rising patterns and be prepared to take after or move with those
patterns.
 They should likewise remain updated on their rival so they can foresee
what they may do next as opposed to being found napping.
 They should realize that they are the global leaders and should focus on
innovation and Research & Development of new technology.

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ANY QUESTION?