GoPro’s Struggle for Survival in 2016 Adhi WicaksonoDiogo Brito InfanteKusuma Aji Nugraha
Characteristics of Action Camera and Drone Industry •Rapid technology development•Niche and highly competitive market•Costumers are price sensitive and brand loyalty is low•Costumer`s switching cost is relatively low•Fierce competition among competitors•Low differentiation (standardized) product•Huge capital requirement for Research and Development
Industry LifecycleConclusion: Action camera and drone market is in between growth and maturity stage as it has not completely reached the maturity stage yetIntroduction GrowthMaturityDeclineSales
Vision and Mission“We dream. We have passionate ideas about what’s possible in this world. Our passions lead us to create experience and realities that expand our world and inspire those around us.”Vision“Enabling you to share your life through incredible photos and videos by capturing, creating and sharing the world’s most GoPro perspective with versatile cameras.”Mission
12 MP4K30 (HD quality)Waterproof (40m)Wifi & BluetoothTime lapseUltra-wide-angelGoPro‘s Products$499.9912 MP4K15Waterproof (40m)Wifi & BluetoothTouch displayUltra-wide-angel + Auto low light modus$199.99GoPro Hero4 BlackGoPro Hero4 Silver8 MP1440p3Waterproof (10m)Wifi & Bluetooth$399.99GoPro Hero4 Session
Porter's five forces analysisRivalry among CompetitorsThreats Substitute ProductsBargaining Power of BuyersThreats of new EntrantsBargaining Power of SuppliersMain Forces1. Threat of new entrants2. Incumbent rivals3. Threat of substitutes
Porter's five forces analysis•RivalsSeveral rivals have entered the action camera market, which has increased the intensity of the competition. The products from competitors are designed in a similar nature to Go Pro – able to mounted to a surface capture footage from a multitude of perspectives. The rivalry will continue to increase as new players have entered the market because the action camera have become increasingly popular.•New entrantsThe threat of new entrants is strong, especially coming from consumer electronic giants. Companies with strong expertise consumer electronics and large R & D budgets have the resources available to quickly enter the market (as demonstrated by Sony, Panasonic, JVC, and Garmin). Additionally, small players are using Kickstarter as a source of obtaining the capital required to fund new companies that have breakthrough competitive potential (ex: 360 camera by Giroptic and AirDog by Helico Aerospace Industries)
•BuyersThe market for capture devices is highly competitive. Camera manufacturers, diversified electronic companies, and specilty companies all compete for market share. In this market,
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- Spring '16
- Marketing, Brand