Submitted by: Submitted by HermanPienaar
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Category: Other Topics
Date Submitted: 05/31/2012 10:16 AM
TABLE OF CONTENTS
LIST OF ABBREVIATIONS III
LIST OF FIGURES IV
1 QUESTION 1: STRATEGY 1
1.1. WHAT STRATEGY IS TOMTOM PURSUING? 1
2 QUESTION 2: STRATEGY 1
2.1 HOW WELL IS THE STRATEGY WORKING? 1
3 QUESTION 3: GROWTH, OPPORTUNITIES AND PROFITABILITY 3
3.1 DOES THE SATELLITE NAVIGATION INDUSTRY OFFER ATTRACTIVE OPPORTUNITIES FOR GROWTH? 3
3.2 WHAT KIND OF COMPETITIVE FORCES ARE INDUSTRY MEMBERS FACING AND HOW DO THE FORCES INFLUENCE THE OUTLOOK FOR INDUSTRY PROFITABILITY? 4
4 QUESTION 4: SWOT ANALYSIS 6
4.1 WHAT ARE THE STRENGTHS AND WEAKNESSES OF TOMTOM? 6
4.2 WHAT ARE THE THREATS AND OPPORTUNITIES FACING THE COMPANY? 7
5 QUESTION 5: SUSTAINABILITY AND MARKET NEEDS 8
5.1 DO YOU THINK TOMTOM'S SHIFT TO VALUE ADDED SERVICE AND MAKING PERSONAL NAVIGATION DEVICES A SMALLER PORTION OF TOTAL REVENUE WILL BE ENOUGH TO SUSTAIN IT IN THE NEAR FUTURE? 8
5.2 IS THE STRATEGY CONSISTENT WITH THE NEEDS OF MARKETS OUTSIDE NORTH AMERICA AND EUROPE? 9
6 QUESTION 6: RECOMMENDATIONS 9
6.1 WHAT RECOMMENDATIONS WOULD YOU MAKE TO TOMTOM MANAGEMENT TO IMPROVE ITS COMPETITIVE POSITION IN THE SATELLITE NAVIGATION INDUSTRY, TAKE ADVANTAGE OF MARKET OPPORTUNITIES, AND DEFEND AGAINST EXTERNAL THREATS? 9
7 BIBLIOGRAPHY 11
LIST OF ABBREVIATIONS
R&D Research and development
PND Personal Navigation Device
GPS Global Positioning System
LIST OF FIGURES
Figure 1: Identifying the components of a single company's strategy. (Thompson et al. 2012:141) 2
1 QUESTION 1: STRATEGY
1.1. What strategy is TomTom pursuing?
A focussed differentiation strategy, focussed on the unique drivers for differentiation with the aim to enhance its success by applying the following:
TomTom strives to create superior product features, design and performance in their products to try and outperform the competitors in their market segment.
Their aim is to improve customer service by adding additional services to the...