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Case Study : Senior Business Policy

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Mohammed Alnahdi
TomTom case study
Senior Business policy
06/08/2016

TomTom

Current Situation TomTom is an organization that sells navigation devices and services. It has headquarters in Amsterdam and leads in provision of navigation systems in the United States and Europe. Products comprise TomTom One and TomTom Go for cares, TomTom navigator, TomTom rider for bikes, and TomTom iPhone. It acquired Tele Atlas, thus undergoing vertical integration. Today, TomTom dominates the map generation process (Sirkin et al., 2008).

A. Past Performance: Around a decade ago TomTom Company was doing very well, perhaps more than today. The infiltration of other companies offering the same products and services as TomTom implied reduction in revenue. . TomTom was a market leader, drawing in more and better positive reviews and critical acclaims (Sirkin et al., 2008). Unfortunately, that is not the case today. The market was not as saturated as today and the company had a somewhat monopoly of the market. The company relied on horizontal integration in the past.
B. Strategic Posture:
Mission:
The mission of TomTom Company is to offer navigation-focused services and devices. It invests structurally and strategically in research and development to provide superior products and services to improve the lives of its customers.
Objectives:
The company’s objectives are:
• To offer superior and better maps by maintaining high quality database is regularly updated for smooth

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