Garmin SWOT Analysis, USP & Competitors

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SWOT Analysis of Garmin with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company

Garmin Incorporated


Communication Equipment


Industrial Products

Tagline/ Slogan

You will be lost without it


Garmin’s focus on continual innovation, along with a desire to meet their loyal customer’s expectations, has fueled an ever-growing list of products.



Products in aviation, marine, outdoor, fitness, automatic, mobile, and OEM markets

Target Group

Telecom Companies, IT firms, Construction companies, Internet service providers , Consumer electronics, mobile telephony services


Creating navigation and communication devices that enrich their customer’s lives

SWOT Analysis


1. Core competency of Garmin is its ability to leverage GPS technologies and in-house manufacturing to create trendy but useful products for high growth markets

2. Provides efficient after sales services and superior customer support in areas like repairs, technical support and warranties services

3. Manufacturing their products in-house reduces mishaps and ensures quality products

4. The company owns its manufacturing facilities in Taiwan and receives tax incentives from the Taiwanese government.

5.Cheap labor allows the company to keep its operating costs low

6.Garmin produces quality products that are ISO certified and further approved for use in aviation by the FAA


1.GPS satellites are monitored and controlled by the U.S Department of Defense, potentially limiting sales to certain clients

2. Endures a low sales cycle


1.Brand awareness drive to increase visibility

2. The use of GPS technology within varying age groups is rising

3. Garmin could capitalize/invest in the technology of applications such as Google-Maps


1.Increase of new entrants offering personal navigation devices

2. GPS satellites maybecome inoperable due to decaying gravity

3. There is a risk of market saturation of GPS devices



2.L-3 Avionics Systems
3.Rockwell Collins

The table above concludes the Garmin SWOT analysis along with its marketing and brand parameters.


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