Compare and analyse marketing strategies using consumer focused studies. The case of TomTom vs. Garmin
Stefanova, Antonia (2014) Compare and analyse marketing strategies using consumer focused studies. The case of TomTom vs. Garmin. [Dissertation (University of Nottingham only)] (Unpublished)
The following dissertation paper focuses on a central research question that is to compare and appraise strategic marketing activities of a first mover navigation organisation, TomTom B.V., to its most prominent competitor Garmin Ltd, a successful follower. The intense situation in the global positioning systems market provides a great possibility of investigating the two giant organisations' internal environment, competitive environment and customers' purchase behaviour. In this regard, marketing strategies will help at explaining and analysing how both organisations develop and implement sustained competitive advantages, strategies for competitive advantage, competitive approaches and branding strategies.
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