Nepomuceno, Ma. Annalou C.

Rosales, Karen C.
Sawali, Catlene T.
 MISSION
Current
• “Enabling engaging content is at the
core of our business. We develop
hardware and software solutions to
elleviate consumers pain points
associated with capturing, managing,
sharing and enjoying engaging content.”
 MISSION
Recommended
• “Enabling the world to share itself
through incredible photos and videos . We
develop hardware and software solutions
to elleviate consumers pain points
associated with capturing, managing,
sharing and enjoying engaging content.”
 VISION
Current
• “Be a Hero”
• To be able their customers to be heroes
and to look professionals.
 VISION
Recommended
• “To be the top provider of a better system
that showcases a professional quality and
cost effective camera for an average
person that will be known nationwide for
the next five years.”
 OBJECTIVES
Strategic Objectives
• To establish strong marketing strategies
• To focused on increasing their
international markets

Financial Objectives
• To improve market sales to increase
revenue percentage.
 EXTERNAL
ENVIRONMENT
ANALYSIS
 MODEL OF
MACROENVIRONMENT
 ANALYSIS OF
MACROENVIRONMENT
 Economic
• Increasing global market share
• Exchange rate currency
 Technological
• Technological development made by its competitor
 Ecological
• Climate change
 Social
• Interest of the general's public
• Demographics of the population
• Class structure in the society
 Institutional
• Continuous improvement of electronic systems
 Political
• Taxation
• Business and Trade regulations
• Laws affecting the industry of digital, technology and
communication
• Product labeling and pricing regulations
FORCES DRIVING INDUSTRY
COMMPETITION
 OPPORTUNITIES
 Increasing number of scuba divers in United States.
 Effect on Determinant: 75% percent are younger than age of 45 and
generally are adapt with technology and more likely to possibly purchase
GoPro cameras.

 Americans have become more health-conscious spending more time in

outdoor sports activities.
 Effect on Determinant: Sales are rapidly growing and 64% of all 2014 sales
were from Americans.

 Ski and snowboard resorts are popular because affordable lessons to new
skiers and ski equipments also become cheaper as quality imports have become
increasingly available.
 Effect on Determinant: GoPro cameras are popular among snow skiers.
 THREATS
 Competitors have extensive networks and diversified product lines along
with robust supply and distribution systems worldwide.
 Effect on Determinant: Competitors will use differentiation and their
wide variety of market to compete with GoPro.
 Effect on 5 Forces: Intensify of rivalry, therefore, this is a threat.
 Demand for smartphones like Samsung and Iphone are increasing
becoming the choice for casual video users.
 Effect on Determinant: Camcorder sales fell 33% from 2011-2013.
 Effect on 5 Forces: Threat of substitute products will increase,
therefore, this is a threat.
 Currently does not have a formal competitor competing with similar
products and small cameras are now becoming in demand.
 Effect on Determinant: Rival camera makers are expected to
introduce similar products in the future to compete with GoPro.
 Effect on 5 Forces: Threat of new entrants will increase, therefore,
this is a threat.
 Canon’s top product Canon VIXIA mini.
 Effect on Determinant: To compete with GoPro that allows hands-
free place-and-shoot and self shooting from many different positions.
 Effect on 5 Forces: Intensify of rivalry, therefore, this is a threat.
 INTERNAL
ENVIRONMENT
ANALYSIS
VALUE CHAIN
ANALYSIS
 STRENGTHS
• Products are affordable
• GoPro is top option for durable small frame
camcorder
• Unique technology that continues to sell old
products and many waits for the newer products to
arrive
• Strong marketing relationships
• Staggering 45% market share in United States
• Complete scale of products
•Successful track record of integrating
complimentary firms through mergers and
acquisitions.
• Hero cameras come up with polycarbonate
housing and skeleton backdoor
 WEAKNESSES
• All camera products have fixed lens configuration,
meaning they cannot be zoomed in or out.
• Largely viewed as a niche player for outdoor
enthusiasts only
• Low penetration market other than United States
STRATEGY

KEY EXTERNAL FACTOR
•Competitors have extensive
networks and diversified
product lines along with
robust supply and distribution
systems worldwide.
•Demand for smartphones
like Samsung and Iphone are
increasing becoming the
choice for casual video users.
• Americans have become
more health-conscious
spending more time in
outdoor sports activities.
IE MATRIX
KEY INTERNAL FACTOR
•Low penetration market other •Find more aggressive ways
than United States
•GoPro is top option for
durable small frame
camcorder
•Hero cameras come up with
polycarbonate housing and
skeleton backdoor
•Largely viewed as a niche
player for outdoor enthusiasts
only
RESULTANT STRATEGY
on how to market the
products not just on US but
worldwide. Established
strong marketing
relationships with
celebrities, athletes, through
sporting events and social
media platforms .
• Continue to improve the
features of cameras to
compete with the treat of
alternative products.
• By targeting new vertical
markets including music and
hunting and fishing and
continue to explore additional
markets.