| Summary: | 碩士 === 國立臺灣大學 === 會計與管理決策組 === 99 === After United States Department of Defense open up the GPS navigation industry to be used in civil usage in May, 2000, the whole industry based on GPS application has been formed, especially the PND market as the trend has been growth rapidly. Start blooming from 2005, the PND market has complex growth every year. Except the financial crisis in late 2008 that cause the slight decrease of sales amount in 2009. According to Gartner’s report, the worldwide PND sales amount will reach 48.4 million pcs, 14.69% increase from 42.2 million pcs in 2009. The range has become slightly increase, even might start to decrease. The phenomenon is due to the rise of GPS smart phones, which start from Nokia N series, to i phone 3G smart phone spec that take GPS as the standard feature, and until Google Android phone. Thus now the smart phones in the market, were all built-in GPS module. This possibly will affect the GPS market, plus the announce of Google Maps Navigation cause the crisis of the market, the stock price of Garmin and TomTom at that day, both serious decline 16% & 21%.
This research hope to confer from case study, based on S.W.O.T. and the Five
Forces analysis, case study of the companies Garmin, TomTom and PAPAGO! for their competivities, and to raise the suggestion for future develop strategy of each company, hope to provide the workable operating strategy proposal, to face the threats of the coming industry change.
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