Application submitted in 2018 one can see that there

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application submitted in 2018, one can see that there are technological advancements happening within GoPro, giving credit to their progress as a company and their economic outlook. Technological AdvancesEvery year Apple, Dell, Hewlett Packard, Samsung, and many other tech companies come out with new technology that’s more compact, technically more advanced, possesses higher quality imaging, etc. While GoPro has carved out a niche market, it must stay ahead to satisfy consumers that seek the latest and greatest devices. Ten years ago, nobody envisioned the 4k television, 1080p was the top of the line. Today, 8k televisions are flooding the market. GoProwas the first action camera to produce videos in real-time 4k quality. Current trends are to increase the number of frames per second (fps) and to improve quality of scenes in slow motion. Cassidy (2018) in the article Best Frame Rates writes, “until recently, (movie) directors did not have a lot of choice in slow motion without highly specialized
Running Head: Marketing Management Group Project: GoPro Hero 8 – Final Submissionequipment. 1987's Panaflex Gold II, for example, could only shoot at maximum 40 frames per second (fps). Today, inexpensive cameras are readily available that will shoot 240 fps, opening up a wide world of possibilities.” GoPro has brought movie company technology and put it into the hands of the average user to capture life’s moments. It is rumored that the new Hero 8 will beable to Slow-Mo at 960fps (Wilson, 2019). That is 24x more than the Hollywood preferred camera in 1987 and much smaller. Consumer PreferencesThere are 3 different classes of products that appeal to GoPro’s consumers, for example ifa consumer wants to document a vacation with family and friends, then the basic model, the GoPro Hero White, would likely be the best choice (GoPro, 2019). The next level is the GoPro Silver which includes everything the GoPro Hero White has except it has better camera resolution at 4k and has built-in GPS (GoPro, 2019). This camera is for users that spend good deal of time outdoors and like to create movie quality videos.Lastly, the GoPro Hero Black, has all of the features mentioned beforehand and it offers a removeable battery, videotapes at 4k60 resolutions, slow motion 8X, and comes with protection called GoPro Super Suit designed to provide protection in water to depths of 196ft (60m) and also “safeguard against flying debris, gravel, dirt and small rocks (GoPro, 2019). The suit is specially targeted to group of consumers that enjoy deep sea diving and underwater adventures. Marketing Research for ConsumersThe marketing research process is a six-step process that helps researchers analyze a defined problem through research and analysis (Kotler & Keller, 2016).Step 1: Define the problem, the decision alternatives, and the research objectives
Running Head: Marketing Management Group Project: GoPro Hero 8 – Final SubmissionThe problem is how to gather information on present or potential customers. Known

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