Extract
[...] However, it is not rare or costly to imitate, since competitors of GoPro can also invest heavily in R&D. Third party components are also similar and highly accessible. Large rivals of GoPro have deeper pockets and resources compared to Go Pro. Hence, hardware product R&D is just a competitive parity. Content generation: GoPro's capabilities in content management are still very much in their infancy, however their vision includes "alleviating pain points associated with capturing, managing, sharing and enjoying engaging content". [...]
[...] In the same way, the distribution of GoPro cameras has strongly evolved since 2002. Therefore, in 2018, GoPro camras were found in more than 100 countries. Headquartered in San Mateo, California, the company has several affiliate offices both in other American states just like Florida and in other countries inclunding Hong Kong and France. Creating a community and engaging with media : In 2014, GoPro company intentionally engaged with the media instead of letting the videos and photos taken with GoPro products speak for themselves. [...]
[...] However, sales still did not really pick up. Moreover, the camera market also witnessed another innovation with the emergence of drones. In fact, drones are capable to shoot unique cinematif footage that used to be difficult to obtain. Since 2013, drones had merely become accessible to the general population. Therefore, in late 2015, GoPro Inc announced it would launch its first drone, called Karma, to compete the DJI's Mavic Pro drone. However, within two weeks of its release, the Karma drone was recalled due to a different malfunctions. [...]
[...] GoPro is in line with a social trend appreciated by the new generations based on adventure, the desire to surpass oneself, the desire for adrenaline through extreme sports. Finally, streaming and vidéos on social networks allows users to discover new vocations, learn at a distance but also feel closer to their sports "idols". 4.1.5 Technological Factor The rise of smartphones and their technological advancement in camera capabilities embedded in the smartphone has advanced so much that it has significantly affected the number of standalone cameras sold in the industry (Digg, 2019). [...]
[...] III/ Current Strategies - Business-Level Strategy Currently, GoPro pursues a focused differentiation business strategy. Their main customers are the sports enthusiastic or user who uses their action camera series to capture and share their memories in their network. It can be also seen from their premium pricing strategy and enjoyed high gross profit margin in the past (See Appendix - Ratio Analysis), as they leverage on their brand equity. In the past, GoPro's Founder Nick Woodman revolutionized the stagnant camera market by introducing the first action camera in 2002 and brought it into the market (Brett, 2015). [...]
