GoPro Case Analysis: Marketing Tactics, Situational Analysis and Recommendations

Running head: GOPRO CASE ANALYSIS
GoPro Case Analysis
Name of the Student
Name of the University
Author Notes:

GOPRO CASE ANALYSIS2
Executive Summary
GoPro has been recognised as the biggest supplier of portable and durable cameras that has
taken the world by storm ever since Nick Woodman came up with the idea. The answers are
presented in response to the questions related to the GoPro case. The case was written on
2014 and much has changed. The aim of the Part B of the paper is to evaluate the marketing
tactics taken by the company to sustain itself in the current business environment along with
a situational analysis including Porter’s 5 Forces analysis, SWOT analysis and PESTEL:
analysis that has been carried out to identify the potential threats the sustainability of GoPro.
Finally, recommendations have been provided to mitigate the detected issues.

GOPRO CASE ANALYSIS3
Table of Contents
Introduction................................................................................................................................3
Part A.........................................................................................................................................3
Answer 1................................................................................................................................3
Answer 2................................................................................................................................4
Part B..........................................................................................................................................5
Answer 1................................................................................................................................5
Value..................................................................................................................................5
Target segment...................................................................................................................6
Social Media.......................................................................................................................6
Answer 2................................................................................................................................7
Porter’s 5 forces analysis...................................................................................................7
SWOT analysis...................................................................................................................8
PESTEL analysis..............................................................................................................10
Recommendations............................................................................................................10
REFERENCES.........................................................................................................................11

GOPRO CASE ANALYSIS4
Introduction
Nick Woodman at the age of 37 has been recognised as one pf the youngest
billionaires today. The latter is the mastermind behind the creation of the brand known as
GoPro. GoPro is a product that allows its user to record high quality video while in action
(Gopro.com 2019). The innovative idea behind the creation of the products was doubtful at
first. However, the product was faced with success soon after the company were able to pitch
the product with the help of social media. Today, the brand is recognised as the best action
camera that exists in the global market.
Part A
Answer 1
Everything that exists in the world has a good and a bad side. It can be said that the good side
is positive and bad side is negative. Same applies for the case of entrepreneurship. There are
various positive aspects, however, the negative aspects are considered dire. There are three
major traits of the dark side of entrepreneurship (Verduijn et al. 2014).
The three major traits of Entrepreneurship are:
1. Need for Control: It is an aspect of the nature of behaviour of the individuals that is
characterised by a behaviour which involves forcing the entrepreneur’s opinion,
experience of difficulty in changing the role from that of a superior to a subordinate
(Antoncic et al. 2015). It is also characterised by difference in opinion with managers.
2. Sense of Distrust: It is a negative aspect of entrepreneurship that is characterised by
the fear of being victimised. Every small threat is seen as big threat to the
sustainability of the business and the entrepreneurs are always alert to changes
(Raman, Anantharaman and Ramanathan 2013). It can be said due top this factor the