First there is less investment the firm doesnt have

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First, there is less investment: The firm doesn’t have to develop an export department, an overseas sales force, or a set of international contacts. Second, there’s less risk: Because international marketing intermediaries bring know-how and services to the relationship, the sellerwill make fewer mistakes” (p. 226). International markets like Mexico and India may be ideal markets to gain more global market share given their young population age, attraction to technology and streaming services, and consumers are influenced by local word of mouth (India). A marketing campaign that resonates with these population groups could be beneficial for the growth of GoPro (Kotler and Keller, 2016, p. 158). As GoPro builds and obtains positive investment returns, it is likely to see a transition to direct investment ownership which could leadto even greater returns (p. 228).As GoPro builds its presence internationally, direct investment GoPro allows the company to cut long-term costs by building local facilities and establish brand credibility by creating new jobs for the community (Kotler and Keller, 2016, p.228). As jobs and new opportunities are created, GoPro can build rapport with the local population, the government and local businesses (p. 228). According to Keller and Kotler (2016), the direct investment will require GoPro to risk
Running head: Marketing Management Group Project: GoPro Hero 8 – Final Submission21“a large investment” and there’s the threat of devalued currency. However, direct investment willalso ensure that GoPro controls the business operations and “international objectives” for the brand (p. 228). This will allow GoPro to focus on establishing strong global business practices and to receive the full benefits of its labor. Marketing campaigns for regions in India and Mexicoare more likely to be solid investment choices because their population purchase power is projected to grow (India).Target Market SegmentationMarket saturation has caused GoPro to widen its demographic strategy. GoPro cameras were originally designed for professional athletes and extreme sports enthusiasts. In 2015, GoProVice President Colin Born, stated, “Initially, I think we were very heavily skewed toward the kind of twenty-something, thirty-something -- probably more males. And over the last year, year-and a half, it's fanned out into parents, like myself ... Typically GoPro's about recording and sharing your passion, and my passion is my kids ... And people are finding all kinds of interesting things to capture in their lives” (Sparks, 2015). GoPro acknowledges that consumers wants change with age; today, the target market for the GoPro Hero 8 not only includes adventure driven consumers, but every day people like soccer moms and dads (Kotler & Keller, 2016). According to investor.com, primary consumers are males and females ages 14-25.

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