Garmin International is a leading worldwide provider of navigation, communications and
information devices, most of which are enabled by Global Positioning System, or GPS,
Garmin operates in four business segments, which serve the marine, outdoor/fitness,
automotive/mobile, and aviation markets.
Garmin’s segments offer products through their
network of subsidiary distributors and independent dealers and distributors.
However, the nature
of products and types of customers for the four segments can vary significantly.
As such, the
segments are managed separately.
Garmin’s portable GPS receivers and accessories for marine,
recreation/fitness and automotive/mobile segments are sold primarily to retail outlets.
aviation products are portable and panel-mount avionics for Visual Flight Rules and Instrument
Flight Rules navigation and are sold primarily to retail outlets and certain aircraft manufacturers.
Garmin uses a global approach through exporting from their wholly owned subsidiaries
which are occasionally gained through acquisitions.
They design, manufacture, market and sell
their products themselves.
During any given conversation about a product, you’re likely to find
engineers, designers, product testers, artists, writers and salespeople sharing their thoughts.
Garmin’s Europe, Middle East, Australia/New Zealand and Africa consumer product sales
are handled through their in-country subsidiaries or local distributors who resell to dealers.
Working closely with Garmin’s in-house sales and marketing staff in the U.K. and U.S., these in-
country subsidiaries or independent distributors are responsible for inventory levels and staff
training requirements at each retail location.
Garmin’s Taiwan-based marketing team handles
the Company’s Asia sales and marketing effort.
Garmin’s panel-mount aviation products are sold through aviation distributors around the