1. Maps Out a Trip to a Digital Future By Karla Bohn
Rand McNally
Maps Out a Trip to a Digital Future
By Karla Bohn

2. Case Summary Company Information
Started in 1956 by William Rand & Andrew McNally
Started printing maps in 1916
1999 – Sold 46 million maps
1999 – 46,000 outlets including 29
of its own stores

3. Problems Did not understand full impact of Internet
Failed to maintain its leadership and pioneering spirit
Unwilling to take risks

4. New Strategy 1999 – Richard Davis new CEO
Put Rand McNally maps on-line
Transform Rand McNally from
a map company into a travel planning and advisory service

5. New Strategy cont. Create auto club “Plan a Trip” section to Website
Entered GPS market

6. Rand McNally Today Headquartered at Skokie, Illinois
More than 50,000 retail outlets
Business – All 50 States & Canada
Distribute to 98% of U.S. schools
CEO – Robert Apatoff
Majority owner – Leonard Green & Partners, LLC

7. Tag Line
Rand McNally …
the most trusted name
on the map.

8. Products Consumer Products Rand McNally Canada Educational Products
Commercial Trucking Products
Promotional Products
Wireless Solutions
Online Business Locator

9. Competition AAA MapQuest.com, Inc. Langenscheidt Publishers, Inc.
Compagnie Générale des Établissements Michelin
Tomtom
Meliovation

10. Recommendations Enter the world market Improve wireless solutions
StreetFinder & TripMaker – Add
Travel Website links
Worldwide trip research & planning
Free downloadable travel updates
Money back guarantee