Terra Cog Case Essay

849 words - 3 pages

Informe Terra Cog Global Positioning Systems: Conflicto Y Comunicación En El
Proyecto Aerial - 13 de octubre de 2014
Curso: Implementando la estrategia
Profesor: ARAYA SILVA--RICHARD
Alumnos: Carlos Muñoz y Diego Serrate - MBA ICCI Evening 2014 - clases lunes de
octubre y noviembre.
TerraCog fue fundada en 1977, es una empresa que no cotiza en bolsa, y se dedicaba
inicialmente a Sistemas de Posicionamiento Global (GPS) y sónares de alta calidad para la
pesca. Los primeros productos de TerraCog eran sonares de gama alta para aficionados
serios a la pesca deportiva y navegación. A finales de los noventa, había introducido sus
primeros GPS, que se comercializaban específicamente para cazadores, senderistas y
excursionistas. TerraCog desarrolló relaciones sólidas con sus cuentas claves. TerraCog
había enfocado su producto GPS en el mercado de entusiastas serios de actividades al aire
libre y los productos. Mientras que sus competencias se habían enfocado en aplicaciones
para automoción. Informes sectoriales indicaban que los GPS de TerraCog superaban los
productos de la competencia en prestaciones de navegación. La empresa no siempre era
la primera en llegar al mercado. De hecho TerraCog había constatado que podía quedar
algo rezagada en su innovación tecnológica con un riesgo escaso porque, cuando
finalmente introducía los productos nuevos, superaban a los de la competencia en su
atención a las necesidades de los clientes.
Por la década del 2000, el GPS de TerraCog había entrado en el mercado de usuarios que
gustaban de excursionismo. A principios del 2007, TerraCog se preparaba para entrar en
submercados nuevos e infraatendidos para los GPS, incluyendo en ciclismo y fitness. En
el 2006, su competencia Porthaste devela un nuevo GPS llamado BirdsI que tiene como
novedad, el haber adicionado imágenes de satélite.
TerraCog resta importancia y decide inicialmente agregar esta aplicación a su GPS.
En la primavera del 2007, TerraCog luego de constatar que el producto no solo había tenido
unimpacto positivo sino que sus ventas se mantenían y tenían tendencia al alza, decide
desarrollar una implementación a su GPS actual.

Se crea el Proyecto Aerial, que incorpora en su GPS las imágenes satelitales, aunque solo
fuera para satisfacer el atractiuvo como gadget que tendría una innovación de este tipo.
TerraCog cree que el crecimiento de su negocio de GPS se debía a la habilidad de la
empresa para traducir las sugerencias de los minoristas y usuarios en productos con un
diseño y una funcionalidad excepcional.
El GPS "Aerial" parte con la premisa que debe desarrollarse a la brevedad para responder
a la necesidad de sus clientes quienes pueden comenzar a comprar el producto de la
competencia.
Inicialmente se piensa vender el "Aerial" por $50...

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