Strategic Management of Pro-Go Pty Ltd

Strategic Management: Part 2

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK...............................................................................................................................................1
Case study...................................................................................................................................1
Android phone critical evaluation............................................................................................2
Adjustment in business strategy...............................................................................................3
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Strategic Management is study of managing resources of an organisation to achieve its
goals and objectives. This concept helps in setting objectives, analysing internal organisation,
evaluating strategies and ensuring that management rolls out strategies across the business
(Berry, 2014). This report is based on the strategic management review of Pro-Go Pty Ltd. which
is a privately owned manufacturing company of Australia. It manufactures high quality action
cameras but due to certain causes, this enterprise faces various issues like liquidity of business.
In this regard, a critical discussion is made on strategies developed by managers to overcome
from such issues. Furthermore, some techniques by which chosen strategy can be modified and
prove more effective business also explained.
TASK
Case study
Strategic management involves identifying how organisation can stack up compared to its
competitors, recognizing opportunities and threats which may either be internal or external. It
also refers as a bundle of acts and decisions which a manager undertakes for improving the
performance of an organisation (Powell, 2014). According to current market structure, it has
evaluated that earlier company did not have so many competitors. But with increase in number of
competitors there is a threat for companies in decreasing their market share. As per present
scenario, Pro-Go Pty Ltd., it is known for its high innovative products. Therefore, it has gained
continuous growth and revenue of business. In order to gain sustainability in business and keep
innovations safe from other rivals, it has patented features of hi-tech cameras and other
strategies. But due to intense competition in this sector where other companies also offer same
kind of products, create an adverse impact on sales performance and profitability of business.
Therefore, necessary steps have been taken by this company to overcome from such issues. It
includes launch android phone, digital watch and introduce poly graphic camera. This kind of
approach helps in product development and can improve sales of Pro-Go Pty Ltd., also.
Out of all the suggested measures, Pro-Go Pty Ltd. has chosen to adopt a strategy of
launching new android cell-phones with a good quality camera so that goodwill of business is
maintained. It also helps in making customers happy and satisfied with high quality of product
thereby increasing its market share and stability between various competitors at marketplace
1

(Gans and Ryall, 2017). But in order to implement this technology within business, its managers
have organised an emergency meeting with stakeholders (Bauer and Matzler, 2014). The main
purpose of this meeting is to address such concerns due to which company has faced issues
related to sales performance. A discussion is made with stakeholders on how to modify strategic
plan so that revenue can be generated as well as business can be grow in future. In this regard,
management and all partners have suggested to addresses some major concerns that are: Privacy
legislations, Technological Advances, connected device and adjustment products/market.
Therefore, making such type of adjustment in strategy will help this company in recovering
money and developing sustainability in business.
Android phone critical evaluation
Since Pro-Go Pty Ltd. is in a state of liquidity, it is recommended that the firm launches
android phone with superior quality camera. The reason it would beneficial is that people are
currently looking for new products that could make them access superior technology. Moreover,
the firm must provide the product at preferably low price than the existing competition as it
would help to attract more customers and penetrate deeper markets. According to views of
Rothaermel (2015), it has evaluated that launching android phone will provide various
advantages to Pro-Go Pty Ltd. As android is user friendly, unlike IOS software, it is fairly easier
for customers to operate their phones. Therefore, it reduces the complexity in operational
functions and thus, becomes a beneficial factor for success. Moreover, this company can expand
its market by providing superior camera quality to the customers. In case this firm prefers
favourable pricing strategy, it would help drive out Asian or other international competitors from
marketplace. Another benefit of having a superior camera is that it would support the current
trend of photography. In addition to this, more people would prefer buying a cheaper smart
phone with outstanding camera quality, than an expensive camera. With amazing quality, the
camera must also provide technologies like motion picture which allows users to capture a
moment while being in motion. Having these features would really help the company succeed in
its strategy and increase its profitability.
As per opinion of Engert, Rauter and Baumgartner (2016), it has ascertained that
launching an android phone includes some drawbacks also. Already there are a lot of companies
with similar concept and product ideas, thus, battling all of them on the pathway of success
would be typical for the firm. With its shortage of funds, the firm will not be able to implement
2

effective market strategy as a result of which the product will reach only limited customers. It is
also quite expensive to build an android phone with such camera quality and features. Providing
at favourable prices might hinder the profit ratio of the company. Furthermore, the company is in
a state of liquidation, therefore, taking a risk of debt for making android phone would not rule
out in favour of the company. The only sources of funding left with the firm are potential
investors or bank loans. Making an expensive android phone and selling it at a cheaper rate
would not even cover the cost of the firm. As a result, it would lose more money and goodwill in
the market.
Adjustment in business strategy
As managers of Pro-Go Pty Ltd. have organised a meeting with stakeholders so they have
suggested to modify strategic plan as per privacy legislation. According to Data Protection Act
1988 which recently has modified again states that for manufacturing any product or services, it
is necessary for organisations to protect it from rival companies. They can make patents against
their business policies and strategies (Bryce, 2017). Under this act, The Australian Information
Commissioner administers the entire process of protection of data privacy. Therefore, in context
with Pro-Go Pty Ltd. this company also need to implement this act within business. Some main
key principles of this type of privacy legislations are – transparency, lawful basis for processing,
disclosure of personal information, data minimisation and more. This act also allows
organisations for direct marketing features of new products at marketplace. It also gives certain
rights to Australian companies like Right of access to data, Right to rectification of errors and
more. Thus, making adjustment in business strategy as per privacy legislation will help Pro-Go
Pty Ltd. in accomplishment of project successfully.
Along with this, it has also concern on other government legislations also so that
mentioned strategic plan can be implemented successfully in legal manner. For example: Giving
job employment to more candidates who are much experienced and skilled help in achievement
of business objectives (Morschett, Schramm-Klein and Zentes, 2015). For this purpose,
managers are required to prepare job documentation as per legislations. Under business meeting,
stakeholders have also suggested to introduce best technology within organisation. It will help in
creating innovation and adding more features in newly launching android phone. In addition to
this, latest technology also aid in marketing and promoting the new product at marketplace.
Managers of Pro-Go Pty Ltd. can bring awareness among customers about new features of
3

phone. It will help in increasing curiosity among public through which sales performance can
increase as well. In order to attract mind of customers more, this company also need to offer
accessories with phone. It includes Bluetooth device, headphone, extra screen-glass, 64 GB pen-
drive. This would help in increasing sales performance and bringing sustainability in business.
Furthermore, to overcome from liquidity situation of business, stakeholders Pro-Go Pty Ltd.
have decided to sell products in other markets. For this purpose, they have made some more
investment to move business in foreign marketplace. Along with this, they have made proper
business plan also which includes policies and techniques to enter into new market. Its marketing
and R&D departments help each other to identify demand and preference of new customers, their
purchasing power and more (Wheelen and et. al. 2017). This procedure helps in setting price
strategies according as per requirement.
Thus, addressing all these consideration that are privacy policy, latest technology,
additional accessories and launch business in new market area etc. helps in making business
strategies more attractive. It will also give opportunity to Pro-Go Pty Ltd. in getting adequate
amount of profitability by which business can be overcome from liquidity.
CONCLUSION
It has evaluated from this report that to gain sustainability in business, it is necessary for
organisations to keep modification in their products. By product development and launching
business into new market area, helps companies in getting high profitability. Furthermore, this
assignment also entailed that to gain competitive advantage, organisations are required to protect
their strategies with the Data Protection Act and other legislations.
4

REFERENCES
Books and Journals
Wheelen, T. L. & et. al., (2017). Strategic management and business policy. Pearson.
Morschett, D., Schramm-Klein, H., & Zentes, J. (2015). Strategic international management (pp.
978-3658078836). Springer.
Bryce, H. J. (2017). Financial and strategic management for nonprofit organizations. Walter de
Gruyter GmbH & Co KG.
Engert, S., Rauter, R., & Baumgartner, R. J. (2016). Exploring the integration of corporate
sustainability into strategic management: a literature review. Journal of cleaner
production. 112. 2833-2850.
Rothaermel, F. T. (2015). Strategic management. McGraw-Hill Education,.
Bauer, F., & Matzler, K. (2014). Antecedents of M&A success: The role of strategic
complementarity, cultural fit, and degree and speed of integration. Strategic
management journal. 35(2). 269-291.
Powell, T. C. (2014). Strategic management and the person. Strategic Organization. 12(3). 200-
207.
Berry, H. (2014). Global integration and innovation: Multicountry knowledge generation within
MNC s. Strategic Management Journal. 35(6). 869-890.
Gans, J., & Ryall, M. D. (2017). Value capture theory: A strategic management review. Strategic
Management Journal. 38(1). 17-41.
5