[键键键键] [键键键键] [键键键键] Conclusion: Gopro dominates the market because it is most well-known and most characteristic, but not for long due to competition pressure and the need of innovation breakthrough. Positioning And Internal Implications Positioning: Gopro concentrates on a limited part of the market of camcorder. It focuses the production of tiny, wearable high definition camera for adventure experience and action sports. Gopro is now making a leap from “selling cameras and accessories to content creation, curation and delivery”. It is monetizing the content on various channels. Not only Youtube but also Xvideo OneGuide channel is featuring Gopro videos from its users. Gopro is trying to create a product that is perceived as being unique throughout the industry. This uniqueness comes with its product quality and a lifestyle that Gopro tries to sell. More precisely, it is doing something like what Apple did-----to have a devoted fan base. The company concentrates on a narrow segment and within that segment attempts to achieve differentiation. Value Chain: Technology (more features and battery life length): To be successful with a differentiation strategy, firms must continuously search for market opportunities and develop new products to exploit those opportunities. For example, Gopro should figure out how to improve the camera’s battery life given that some other products have a better battery life performance. Operations (testing): What always comes with the innovation of technology is testing. Gopro pursues the prime quality of visual capability, so the testing of its new products is quite essential for its success. I think Gopro can integrate its future testing with some other brand exploring activities, such as getting more customers to join the testing and at same time encourage them to upload video of product testing experience.
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- Fall '08