table that utilized 4 different decision criteria(listed in order of importance); Implementation Time, Product Innovation, Audience Reach, and Upfront Cost. For a detailed breakdown on the scoring of each alternative, see Appendix C. Implementation Time represents the amount of time it would take for GoPro to pursue, and implement, the indicated alternative, with a score of 1 representing the fastest turnaround and 3 representing the longest turnaround. Product Innovation represents how much pursuing this alternative will push GoPro’s product forward with innovative new features, 1 representing the highest level of innovation and 3 representing the lowest level of innovation. Audience Reach looks into how widespread of an audience GoPro could reach and grow through pursuing an indicated alternative, with 1 being the largest audience and 3 being the smallest audience. Upfront Cost represents the amount of spending GoPro would have to invest into each alternative in order to implement it, 1 being the least expensive and 3 being the most expensive. Summarized Strategy GoPro’s strategy going forward following alternative 3 should consist of 3 key components. First, GoPro should scrap the Karma Drone completely. Get rid of the product and put out no future iterations of it. Alongside this they should also ensure they don’t focus on drone development in the future, placing their efforts elsewhere. Second, they should instead direct their financial and human resources towards the further development of their handheld cameras, the HERO product line. This will allow them to continually produce innovative products that encourage consumers to purchase the up-to-date models and further grow their audience. Third,
GoPro Case Analysis Report rather than creating their own drone they should pursue external partnerships with well- developed drone manufacturers. This will consist of seeking out partners to create GoPro compatible drones as well as ensuring that the GoPro product can work in unison smoothly and efficiently with a wide variety of drones on the market. This will allow consumers to still utilize the proven ability of a GoPro with the unique opportunities filming with a drone provides. By following this course of action it will allow GoPro to focus their efforts on their breadwinner, the HERO line of action cameras, and grow their market share by incorporating drone manufacturers to partner with without taking the financial risk of developing their own drone in-house.
GoPro Case Analysis Report Appendix A Strengths Weaknesses ● A pioneer of the action camera ● GoPro has a strong brand image and brand equity ● Strong social media presence ● GoPro is able to leverage its social media following and engagement
- Spring '19
- Marketing, Brand