Strategic Marketing Management Case Study Analysis of GoPro - Management Assignment Help

Assignment Task

Introduction
The digital camera industry in the recent times has been able to establish a stable market and position for itself within the digital appliances industry. With many of the business organizations and marketers engaged in the field of digital camera manufacturing, sales and marketing, a few renowned brands engaged in this business are GoPro, Nikon, Canon, Panasonic and others to be named. Many global companies across the world is involved in the field of digital camera production and sales since many years and have been themselves updated in terms of innovation and technological advancements. Many companies involved in this field have demonstrated their competitive edge adopting the best of competitive efforts to attain a position of global market dominance[3]. In contrast, some overseas companies failed to keep abreast of the innovations in camera technology over the last 10 years. This assignment will, thus, perform the case study analysis of GoPro, the renowned digital camera manufacturing company along with analysis of industry that works in the manufacturing and marketing of GoPro.
Analysis of Digital Camera Industry
The digital camera market in Japan is nearing saturation point, with domestic companies now involved in fierce competition. Kyocera, Olympus and Pentax have been reported as having reduced their scale of production. On the other hand, Canon, Casio, Sony, etc. are growing their market shares and are relentlessly competing for unsaturated international market dominance. Nikon and Canon, both established conventional camera manufacturers, are working to develop the market for advanced digital SLR cameras. Meanwhile, “camera-phones” equipped with miniature digital camera modules have become a rapidly expanding market category since 2001.Dig ita l ca mer as have won widespread acceptance for both business and personal use, due to their usefulness as imaging devices that can be linked with PCs
Market Positioning Strategy of GoPro into the Consumer Market
GoPro launched into the market with a niche segmentation strategy. To reach a global impact of this magnitude, it could be assumed that GoPro has focused upon a mass marketing approach to its market segmentation. Not so: GoPro has instead forged a market leader position utilising niche segmentation aimed at a specifically receptive market—amateur and professional sportsmen and women. GoPro cameras are lightweight, durable and malleable and were born out of Woodman’s passion for surfing and his idea to make a camera that could be strapped to his wrist to film epic wave rides. The initial concept was a wrist strap that could be tethered to existing cameras, but Woodman soon realised that he would need to manufacture the camera, the housing and the strap together. GoPro cleverly recognised the application of their high definition cameras and continued to design mountings and fixtures so that the camera could be worn or mounted to capture almost any type of adventure footage imaginable, therefore making it the high-definition action camera of choice. Another key feature of the cameras was that they were affordable, ranging from around $200 to $400 per camera. This gave them a strong competitive edge over their market rival brands such as Nikon, Olympus, Canon and Panasonic who did not appear to offer price parity, or a similarly rugged and durable camera in their product lines.
GoPro leveraged its target market insight and created a fierce brand community. At a time when the other major camera brands were focused upon a traditional mass market approach in the consumer electronic goods market, GoPro was focused on building a loyal following of fans from a market of users with shared interests and a keen love of adventure.
Conclusion
GoPro’s success is spawned from a combination of aggressive marketing, social media saturation and constant consumer technology advancements which have included improvements to video in 2007, the introduction of a wide-angle lens in 2008, and refreshed product lines in 2011 and 2012. These continuous product advancements have assured GoPro’s position as the highest-selling high-definition personal camera globally. It appears that the world’s most versatile camera will continue to meet the market’s need for a portable, affordable and durable camera to capture life’s meaningful and exciting moments for years to come.

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