Strategic Management - Pro-Go Pty Assignment

Strategic Management

EXECUTIVE SUMMARY
In order to run business successfully in dynamic business environment, it becomes highly
essential for organisations to develop strategic management plans. In context with Pro-Go Pty
Ltd. as it faces issues in retaining the customers for longer time with business. Therefore, by
developing innovation in products or adding more features in existing cameras, will definitely
help this company in offering best items to customers. For this process, addressing privacy
legislations, technological advances, quality assurance and more, will provide opportunity to
given company in product development and getting sustainability in business.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................1
AIM..................................................................................................................................................1
DISCUSSION..................................................................................................................................1
CONCLUSION................................................................................................................................5
RECOMMENDATION...................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Strategic management refers to a process of continuous planning, analysis, monitoring
the entire process, which is necessary for achievement of business goals and objectives. The
present report is going to evaluate different strategy formulating process, for developing a
specific business plan (Albinsson, Perera and Sautter, 2016). For this process, a case analysis is
done on Pro-Go Pty Ltd, which is a privately-owned manufacturer company and established
business in Geelong, Victoria in 2004. It has a record of producing high-quality action cameras
with excellent services in a small package. But currently, its team-members have recognised that
ability of cameras to capture videos are also available in latest smart phones. This would have
decreased the demand of their products in respective market and created a huge impact on its
profitability. Therefore, to develop a strategy plan for running business successfully in next five
years, it is essential for managers to review business performance and progress as well.
AIM
“To develop innovative and big deep ways for responding towards latest trends and
challenges of technical market.”
DISCUSSION
Pro-Go Pty Ltd. is one of the best manufacturing company that has a track record of
innovation and technology. With this assistance, it gets success in offering superior quality of
cameras that can operate in lower lighting conditions as well. It has evaluated that many
innovative features of cameras of this company have patented by Pro-Go. But same features have
been copied now, where customers can easily get same featured cameras in mobile phones
(Hladchenko, 2015). This would have highly impact on profitability and sales performance of
given company. Along with this, it has also been analysed that a number of cameras of respective
firm have burst down into flames where technological department fails to detect the issues
behind same. Furthermore, one of the major retail chain of China i.e. Zeong Lee Spot Store has
made a complaint about quality of its products. This retail chain has been considered as one the
biggest customer of Pro-Go Pty Ltd. that purchase more than 70% of its cameras. But now it
wants to exercise legal rights under sales agreement, for cancel its contract for further products
(Rees and Smith, 2017). This reflects high threat of business liquidation of given organisation,
therefore, to overcome from same, it is essential for managers to formulate effective strategic
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plans and strategies. By developing innovative ways, management team of Pro-Go Pty Ltd will
help in getting a base to achieve new ground and opportunity for product development and
enhancement of sales as well (Shapira, Ketchie and Nehe, 2017). In this regard, they have
worked on three main key themes as given below –
Product Development:
In order to increase sales performance and gain sustainability, it becomes highly essential
for Pro-Go Pty Ltd., to concern on developing innovative features in its products. In this regard,
management team has decided to replace spy cameras with drone. It includes more innovative
features like VTOL (Vertical Take-Off and Landing), GNSS (Global Navigational Satellite
System), Satellite Consultation technology and more. Along with this, it also consists latest high
technology which is equipped with collision avoidance systems, that involves obstacle detection
sensors for scanning the surroundings (Karepova and et. al., 2015). Furthermore, having SLAM
technology i.e. simultaneous localization and mapping and software algorithms that helps in
producing the images into 3D maps, which allows drone cameras to sense and avoid. These
systems also include various sensors like Vision Sensor, Ultrasonic, Infrared, Lidar, Time of
Flight, Monocular vision and more. Thus, manufacturing such kind of digital cameras will help
Pro-Go Pty Ltd in increasing its sales performance more effectively (França and et. al., 2017).
Along with this, as China’s retail chain are its biggest customers who purchases approximate
70% of its products, therefore, it is essential for respective company to identify what they
actually demand. It would help in offering more innovative and creative products that aid in
getting their engagement with business for longer period of time (Warner and Sullivan, 2017).
With above mentioned strategy for product development, management team of Pro-Go
Pty Ltd. will also concern on four main factors that helps in running business effectively in
upcoming years. It includes – Privacy Legislation: In order to make business strategy and strategic plans, company will
consider the privacy legislation also. It includes Data Protection Act 2018, GDPR i.e.
General Data Protection Regulation 2016 and more (França and et. al., 2017). All these
legislations assist Pro-Go Pty Ltd. to operate business in legal boundaries, as well as be
accountable also. For this process, formulation of a privacy strategy helps in making
more choices early in the product development process. This would help in analysing
how company will incorporate privacy while designing new features for product
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development. Hereby, Privacy Impact Assessment (PIA) is considered as best tool for the
privacy strategy that helps in identifying and reducing the privacy risks of project which
is made for manufacturing new product i.e. Drone cameras. This would also help in
reducing the risk of threats that is misuse of business information by existing companies
that deals in same sector and seek to gain more effective competitive advances. Along
with this, using PIA tool can help in designing more efficient and effective processes to
handle personal and business data in best way. Technological advances: Recognizing the latest trends and advancement of technology,
Pro-Go Pty Ltd. seek to incorporate innovative features in it cameras (Karepova and et.
al., 2015). It includes Gimbel Stabilization technology, Built-in Video editor,
replacement propellers, hard side case, fully autonomous drone, ground collision
avoidance with LiDAR, Solo Video Game-style Controller, High-Quality HDMI port and
more. In this regard, a range of drone cameras can be manufactured as well as make them
available in different sizes. This would help in getting high satisfaction of customers and
their retention in business for longer period.
 Connected devices: Under this phase, management team of Pro-Go Pty Ltd. assist top
managers to review the top drones, that includes excellent 4k cameras, GPS and autopilot
systems. This would give a number of options to users during aerial filming, flying and
photography. Along with this, these drones also available on incredibly low prices in
order to achieve high competitive advances in technological sector (Shapira, Ketchie and
Nehe, 2017). With excellent low prices, new products of Pro-Go Pty Ltd. having 4k
cameras and range of mega pixels can be flown through pilot manually or on autopilot.
Hereby, a drone flying on autopilot has big advantages as compared with manual flight
i.e. can fly a programmed route which is called waypoints. It would also take aerial
photos and video in better way. In this regard, users can connect drone cameras with a
number of devices like smartphone and tablet. For example- A Parrot AR Drone 2.0 can
work exclusively with tablet application (Warner and Sullivan, 2017). Similarly, other
connected devices are i-Phone, wireless network of android phones and more, can be
used for connecting drone cameras.
 Adjacent market: It is also essential for Pro-Go Pty Ltd. to target new market instead of
depending on China market only for enhancing its sales performance (Rees and Smith,
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2017). It includes Asian marketplace, Australia, European cities and more, where demand
of getting more digitalized cameras are much higher. This would help in offering new
products and existing one on different price rates as per preference and level of
purchasing power of new customers.
Implementation procedures:
It refers to another main key aspect under which management of Pro-Go Pty Ltd. concern
on implementation procedures for increasing accessibility of new products in chosen
marketplace (Hladchenko, 2015). Under this process, for implementing above plans i.e. bringing
new features in cameras and replacing spy cameras with Drone, company will concern first on
introducing sufficient funds and other resources like highly skilled employees to increase
potential of business, for producing the same. After then, given company will choose different
social media platforms like Instagram, Facebook Pages, You Tube and more, to provide
knowledge to customers about new product that company is going to launch for satisfying their
needs. This would help in getting engagement of targeted audience with new product and
services for increasing market share and revenues (Erickson, 2016). Hereby, for implementation
of strategy for product development, the company will also concern on providing timely
information to all its stakeholders, so that commitment of them can be gained. Along with this,
increasing accountability and high visibility also help in driving innovation in products and
services, for enhancement of sales performance (Birkinshaw, 2016). Accountability also provide
strong motivation to improve performance of employees and increase their involvement in
product development.
Quality Assurance:
This key factor also considers as most effective one that forces employers of Pro-Go Pty
Ltd. to concern on those aspects that impact on quality of its existing cameras (Albinsson, Perera
and Sautter, 2016). As some cameras have been burst out into flames due to some technical
error, therefore, focusing on this factor company will concern on quality assurance of its new
product i.e. Drone Cameras. This would help in reducing risk of product failure as well as
increasing chance of exceeding customer satisfaction also.
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CONCLUSION
It has been concluded from all over discussion that by addressing the key factors which are
product development, implementation procedures and quality assurance, Pro-Go Pty Ltd. will
definitely achieve its targeted aim. This would help in not only developing effective strategic
plans but also provide guidance to employees and associated people, the manner in which they
have to work for developing innovation in business. Product development will aid this company
in getting competitive advancement and enhancement of sales performance for longer period.
While implementation process describes ways in which company can achieve its mention goals.
Along with this, quality assurance will help in offering best innovative products for high
satisfaction of customers.
RECOMMENDATION
As Pro-Go Pty Ltd. mainly targets China market for increasing its sales performance and
generate more profitability. Therefore, it is essential for management of given company to
concern on rebuilding its brand image as well as development of strong relationships with chain
stores of this nation. For this process, managers of given company needs to take timely and
proper feedback of targeted audience, so that modification can be done for producing digital
cameras. In addition to this, it is also essential to target new audience so that chance of getting
more revenues can be increased.
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REFERENCES
Books and Journals
Birkinshaw, J. (2016). Multinational corporate evolution and subsidiary development. Springer.
Warner, M., & Sullivan, R. (Eds.). (2017). Putting partnerships to work: Strategic alliances for
development between government, the private sector and civil society. Routledge.
França, C. L. & et. al. (2017). An approach to business model innovation and design for strategic
sustainable development. Journal of Cleaner Production. 140. 155-166.
Karepova, S. G. & et. al. (2015). New approaches to the development of methodology of
strategic community planning. Mediterranean Journal of Social Sciences, 6(3 S6), 357.
Shapira, H., Ketchie, A., & Nehe, M. (2017). The integration of design thinking and strategic
sustainable development. Journal of Cleaner Production. 140. 277-287.
Rees, G., & Smith, P. (Eds.). (2017). Strategic human resource management: An international
perspective. Sage.
Hladchenko, M. (2015). Balanced Scorecard–a strategic management system of the higher
education institution. International Journal of Educational Management. 29(2). 167-
176.
Erickson, A. S. (2016). Chinese Anti-Ship Ballistic Missile (ASBM) Development: Drivers,
Trajectories, and Strategic Implications. Brookings Institution Press.
Albinsson, P. A., Perera, B. Y., & Sautter, P. T. (2016). DART scale development: Diagnosing a
firm’s readiness for strategic value co-creation. Journal of Marketing Theory and
Practice. 24(1). 42-58.
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