Strategic Management Article 2022

MGT 604: STRATEGIC MANAGEMENT
NAME OF STUDENT
NAME OF COLLEGE
AUTHORS NOTE
MGT 604
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MGT 604
Contents
Executive Summary.........................................................................................................................3
Introduction......................................................................................................................................3
Aim..................................................................................................................................................4
Discussion........................................................................................................................................4
Conclusion.......................................................................................................................................7
Recommendation.............................................................................................................................8
References........................................................................................................................................9
Appendices....................................................................................................................................10
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MGT 604
Executive Summary
The primary concern that Pro-Go is presently experiencing is crisis faced due to technical fault
detected in their camera products which were of severe nature as these were blown up into
flames and causes behind this defect were unrecognised. This led to collapse in customer
confidence and one of their major corporate clients located in China had to scrap contract with
Pro-Go due to these severe technical faults. Cancellation of major sales contract not only
damaged sales and revenue of Pro-Go but also lessened their repute and brand identity. So it was
essential for Pro-Go to look for potential strategic options that could help them overcome this
crisis while in meantime the technical and R&D teams were investigating causes behind product
faults. Different strategic options were discussed in meeting with relevant stakeholders under the
chair of General Manager of Pro-Go where various decisions were offered to resolve crisis. The
strategic choices identified during stakeholder consultation were establishing public relations to
revive brand imagery and reputation in markets, undertaking exhaustive promotion of alternative
product ranges and working upon contract with Chinese client. However by measuring different
pros and cons, the best suitable option that was preferable for Pro-Go so as to resolve existing
crisis was to work upon their contract with clients and engage in activities that would enable
resume of export as it would help Pro-Go to enhance revenues in short span as well as regain
reputation and imagery of their brand in long term.
Introduction
The present discussion is aimed to resolve existing issues that have surfaced at Pro-Go Pty Ltd
for which the company seeks different tactical choices that can help them concur the
circumstances. Useful suggestions are presented through potential solution that can resolve
concerns of Pro-Go Pty. Reportedly the primary issue encountered presently is withdrawal of
agreement by major client of Pro-Go which has erupted as company cameras have suddenly met
with an unexplained accident that raises big questions over quality of camera. Citing this incident
and without any appropriate explanation one of the major clients of Pro-Go Pty from China have
abandoned sales contract with company which has resulted to decline in demand of camera as
well as have affected revenue generation. Hence the General Manager of Pro-Go Pty has
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MGT 604
initiated consultation with different stakeholders to consider strategic moves and suggestion that
could lead them forward.
Aim
The aim of present discussion is to recognise different strategic options that can aid Pro-Go Pty
to cope with existing problems and then suggest best possible approach to steer company
forward which will support in overcoming issues that are encountered by capturing sales decline
and slash in revenue generation.
Discussion
Pro-Go Pty currently needs to look out gathering information and opinion from relevant
company stakeholders who are affected by this situation so that strategic decisions can be taken
that may help them overcome the issues as well as make them move forward to capture sales
decline and poor revenue performance (Yuliansyah, et al. 2017). Involvement of stakeholders
within decision making procedure is essentially required by Pro-Go Pty at this crisis stage so that
stakeholders can be updated about the complication of the crisis as well as their shared
responsibility to overcome issues can be encouraged regarding proposal of best possible strategic
directions at this time. After consultation with different stakeholders about the present crisis
encountered at the firm, the General Manager of Pro-Go Pty is tasked with liability to establish
diverse alternative decisions that can aid them to concur the concerns as well as simultaneously
lead them to remain competitive within market. Initially during discussion with stakeholders the
General Manager of Pro-Go identified the concerns that emerged due to Pro-Go camera’s that
blew up into flames and their intended consequences were determined. During stakeholder
consultation it was discerned that burning and blow up of Pro-Go cameras had immensely
affected company repute with negative publicity and had damaged their brand identity, which
altogether had declined sales and dropped revenues.
Further as opined by Agarwal, et al. (2014) general observation is that whenever a brand turns up
into debacle or washout then revenue of firm is hardest hit, so during the period when technical
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