TomTom: Building and marketing a new business concept
In early 2008, the top management of TomTom, the world’s leading provider of navigation systems, met to review the strong results of the previous fiscal year. Looking back over the last five years, TomTom’s performance was impressive: The company had created a new industry and its revenues had exploded from €8 million to €1.5 billion However, the business environment was rapidly changing and the management needed to plan the next steps of the company’s future growth. Key issues for TomTom’s management were: How to sustain the company’s growth pace? As the market for navigation systems continued to boom, the company faced more competition and eroded margins. In the near future, a significant piece of its consumer business was likely to turn into an industrial market as more car manufacturers integrate navigation systems into the dashboard. This also raised the question of TomTom’s current business model: how sustainable can it be? How can the Dutch-based company add more services to its product portfolio and having been so successful, how can it prevent its organization from falling into the trap of complacency?
Developing and launching a product innovation. Creating a new business. Managing growth.
2008
Cranfield University
Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]
Harvard Business School Publishing
60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]
NUCB Business School
1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]
IMD retains all proprietary interests in its case studies and notes. Without prior written permission, IMD cases and notes may not be reproduced, used, translated, included in books or other publications, distributed in any form or by any means, stored in a database or in other retrieval systems. For additional copyright information related to case studies, please contact Case Services.
Research Information & Knowledge Hub for additional information on IMD publications
BARCELONA, JANUARY 2023. What started in 2016 as a humble entrepreneurial attempt to contribute to a more sustainable future had turned into a solid eyewear brand present in major Western markets. François van den Abeele was even more excited by t...
Consumer preferences are increasingly favoring brands with a strong local identity. The reasons for this trend include environmental concerns and challenges in our fast-paced, interconnected world. Global crises -- such as the COVID-19 pandemic, c...
The case study delves into strategic transformation and leadership transitions at Unilever since 2009. Unilever has been an industry leader of business sustainability. Paul Polman was a pioneer who introduced the idea that, by addressing social an...
in I by IMD 28 January 2025
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
in Binder, Julia Katharina (Ed.); Haanaes, Knut Bjarne (Ed.) / Leading the sustainable business transformation: A playbook from IMD, pp. 127-136 / Hoboken: Wiley, 2025
Research Information & Knowledge Hub for additional information on IMD publications
in Binder, Julia Katharina (Ed.); Haanaes, Knut Bjarne (Ed.) / Leading the sustainable business transformation: A playbook from IMD, pp. 151-165 / Hoboken: Wiley, 2025
Research Information & Knowledge Hub for additional information on IMD publications
in FamilyBusiness.org 28 October 2024
Research Information & Knowledge Hub for additional information on IMD publications
in I by IMD 17 October 2024
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications