Running Head: STRATEGIC MANAGEMENT1

Stakeholder Meeting Simulation and White Paper

m
Name:

er as
co
eH w
o.
rs e
ou urc
Grade Course:
o
aC s

Tutor’s Name:
vi y re

Date of Submission:
ed d
ar stu
is
Th
sh

This study source was downloaded by 100000817986412 from CourseHero.com on 03-31-2021 07:55:37 GMT -05:00

https://www.coursehero.com/file/51382949/Stakeholder-Meeting-Simulation-and-White-Paperdocx/
 STRATEGIC MANAGEMENT 2

Part A: Preliminary Outline (Hurdle)

Executive summary

This stakeholder meeting targets to address the problems that is currently facing Pro-Go

Pty Ltd, which is the reduction of sales due to emergence of smartphone cameras. The meeting

identified various strategies that the company should put in place to gain its competitive

advantage in the market (Dijck, 2008). This paper analyzed various marketing strategies,

technology and innovation as the key driver of sales in the market. As a General Manager (GM)

of the company, it is my responsibility to ensure that Pro-Go maximize shareholders value and

m
er as
the long-term sustainability of the company.

co
eH w
o.
Introduction
rs e
ou urc
Since 2004, Pro-Go has dominated the market by offering its customers with quality

products. The company has achieved this through implementation of effective strategies which
o
aC s

include targeting multiple market segments and using user generated content promotion (Jeffries,
vi y re

2013). However, in the recent years, Pro-Go faced fierce competition from smartphone
ed d

companies and the sales started going downwards (Gensler, 2017). Therefore, the shareholder
ar stu

meeting was called to address this problem. In the meeting, several issues were discussed

including the three options that exists in the adjacent market, identification of the appropriate
is

strategy that will improve market performance and discussion on the implication of the strategy
Th

selected on the business.

Aim

This study source was downloaded by 100000817986412 from CourseHero.com on 03-31-2021 07:55:37 GMT -05:00

https://www.coursehero.com/file/51382949/Stakeholder-Meeting-Simulation-and-White-Paperdocx/
 STRATEGIC MANAGEMENT 3

This white paper seeks to identify strategy that will improve the performance of the company to

compete with products offered by smartphone companies and other digital camera companies in

the industry.

Discussion

Due to increasing competition from smartphone company caused by a continuous

improved technology in inbuilt cameras, it was agreed that the company should focus on three

strategies: targeting multiple segments, positioning as an experiential product and market mix

strategies.

m
er as
co
Targeting multiple segments

eH w
o.
rs e
The company should move away from the tradition of producing only high-end products
ou urc
that targets only quality focused customers (Clauf, 2017). The needs to include lower price

products that targets price sensitive customers (Nguyen & Ge, 2017). Also, to counter
o
aC s

smartphone threats, the company needs to offer more compact products targeting sport-lovers
vi y re

Positioning as an experiential product

The company needs to incorporate on-hand video editing app that allows the user to

adjust the captured image and immediately share through social media platform (Ha, 2016). This
is

the approach that has made the smartphone to gain ground over other digital cameras (Nguyen &
Th

Ge, 2017). This strategy is consistent with mission statement of the company “capture and share

your life”.
sh

Market mix strategies

This study source was downloaded by 100000817986412 from CourseHero.com on 03-31-2021 07:55:37 GMT -05:00

https://www.coursehero.com/file/51382949/Stakeholder-Meeting-Simulation-and-White-Paperdocx/
 STRATEGIC MANAGEMENT 4

The company needs to use user-generated content to promote and advertise its brand by

inspiring users to upload their best videos online (Berardinetti, 2015). This makes the company

to be fountain of creativity and significantly reduce the cost incurred by paying expensive

advertisement (Nguyen & Ge, 2017). The company should take advantage of online distribution

channel.

Appropriate strategy

The strategy of positioning as an experiential product is the perfect one for countering the

influence of smartphone. This strategy is workable both in short-term and long-term because

m
er as
market research have showed that customer are keen on compact products as well as products

co
eH w
that allows quick editing of the photograph or video and sharing it immediately through social

o.
media platforms. rs e
ou urc
o
aC s
vi y re
ed d
ar stu
is
Th
sh

This study source was downloaded by 100000817986412 from CourseHero.com on 03-31-2021 07:55:37 GMT -05:00

https://www.coursehero.com/file/51382949/Stakeholder-Meeting-Simulation-and-White-Paperdocx/
 STRATEGIC MANAGEMENT 5

References

Berardinetti, G. (2015). The Innovation in the Photographic Industry, from Simple to

Adventurous. Luiss.

Clauf, C. (2017). Photo and Imaging Market: Trend Report 2016. Frankfurt, Germany:

Photoindustry-Verband.

Dijck, V. (2008). Digital Photography. Communication, Identity, Memory, Visual

Communication, 7: 57-76.

m
er as
Gensler, L. (2017, February 02). GoPro Pushes Plan To Return To Profitability As Losses Mount.

co
eH w
Retrieved from Forbes: https://www.forbes.com/sites/laurengensler/2017/02/02/gopro-

o.
rs e
fourth-quarter-earnings-karma-drone/#314a105c6691
ou urc
Ha, N. A. (2016, 2016). Smartphone Industry: The New Era of Competition and Strategy.
o

Retrieved from Theseus:

https://www.theseus.fi/bitstream/handle/10024/148705/Nguyen_Van.pdf.pdf?

sequence=1&isAllowed=y
ed d
ar stu

Jeffries, S. (2013, December 13). The Death of Photography: Are Camera Phones Destroying an

Artform? Retrieved from The Guardian:

https://www.theguardian.com/artanddesign/2013/dec/13/death-of-photography-camera-
Th

phones
sh

Nguyen, Q. T. & Ge, Y. (2017). Action Camera Industry: A Marketing Strategy Analysis. Hong

Kong: Hong Kong Polytechnic University.

This study source was downloaded by 100000817986412 from CourseHero.com on 03-31-2021 07:55:37 GMT -05:00

https://www.coursehero.com/file/51382949/Stakeholder-Meeting-Simulation-and-White-Paperdocx/
 STRATEGIC MANAGEMENT 6

m
er as
co
eH w
o.
rs e
ou urc
o
aC s
vi y re
ed d
ar stu
is
Th
sh

This study source was downloaded by 100000817986412 from CourseHero.com on 03-31-2021 07:55:37 GMT -05:00

https://www.coursehero.com/file/51382949/Stakeholder-Meeting-Simulation-and-White-Paperdocx/
Powered by TCPDF (www.tcpdf.org)