Strategic Management - Pro-Go Pty Ltd

This report discusses the issues faced by Pro-Go Pty Ltd in terms of decreasing sales and explores existing options and technological advancements to improve sales and competitiveness. It also discusses the short-term and long-term implications of focusing on technological capabilities and provides recommendations for the company.

Running head: STRATEGIC MANAGEMENT – PRO-GO PTY LTD
STRATEGIC MANAGEMENT – PRO-GO PTY LTD
Name of the Student
Name of the University
Author Note

1STRATEGIC MANAGEMENT – PRO-GO PTY LTD
EXECUTIVE SUMMARY
The following report had shed light on the issues that are faced by Pro-Go Pty Ltd in terms of the
decrease in the sales of the company. The report aimed at discussing the existing options that are
being followed by the other companies in the given market. The report further discussed the
importance of focusing on the capabilities of the company in terms of the technological
advancements. The report proceeded towards a conclusion with the discussion on the short-term
and the long-term implications of the considering the activity of focusing on the capabilities of
the company for the future improvement of the company. The report ended with some plausible
solutions that might have helped the organization to regain the high revenue generation that had
been stunted due to the inexplicable bursting of the cameras into flames.

2STRATEGIC MANAGEMENT – PRO-GO PTY LTD
Table of Contents
Introduction..........................................................................................................................3
Existing options...............................................................................................................3
Security enhancement..................................................................................................3
Technological advancements.......................................................................................4
Internet connectivity....................................................................................................5
Preferred option...............................................................................................................5
Short-term implications...................................................................................................7
Long-term Implications...................................................................................................7
Conclusion...........................................................................................................................8
Recommendation.................................................................................................................9
References..........................................................................................................................11

3STRATEGIC MANAGEMENT – PRO-GO PTY LTD
Introduction
Pro-Go Pty Ltd is known for the high quality of the cameras that the company
manufactures. The company is known to have been based in the area of Geelong, Victoria and
was established in the year 2004. The company has been known to demonstrate a high growth
within the markets wherein the company is functional. However, the company has recently been
facing issues due to the undetected flaw in the manufacture of the products that are manufactured
by the company. The following report attempts to shed light on the issues that are faced by Pro-
Go Pty Ltd in terms of the decrease in the sales of the company. The report aims at discussing
the existing options that are being followed by the other companies in the given market. The
report further discusses the importance of focusing on the capabilities of the company in terms of
the technological advancements. The report proceeds towards a conclusion with the discussion
on the short-term and the long-term implications of the considering the activity of focusing on
the capabilities of the company for the future improvement of the company. The report ends with
some plausible solutions that might help the organization to regain the high revenue generation
that had been stunted due to the inexplicable bursting of the cameras into flames.
Existing options
Security enhancement
The major clients of the company in discussion, Pro-Go Pty Ltd, is one of the major retail
companies that is situated in China. The camera manufacturer is known to have been
manufacturing the cameras that are useful in the development of the security within the retail
stores. The cameras that are manufactured by the company should be capable of detecting the
issues that stem from the lack of proper detection techniques (Gao, Zhang and Sun 2018). This
might help the retail store to address the issues of shoplifting and other theft issues that are

4STRATEGIC MANAGEMENT – PRO-GO PTY LTD
generally faced by the retail stores. The company might further be advised to include the privacy
legislations that would in turn bar the other competitors in the market from replicating their
products. The implementation of the copyright legislations would help the organization to
maintain a uniqueness in the given markets and thereby maintain the proper sales of the products
as well as the retention of the clients of the organization (Souto 2015). The implementation of
the major legislations for the protection of the technologies that have been included helps to gain
a better insight into gaining a proper competitive advantage within the given markets.
Technological advancements
The company in discussion, Pro-Go Pty Ltd might further implement certain
technological advancements within the products that the company has been manufacturing. The
major technological changes that the company might implement include the setting up of an
alarm within the area wherein the cameras have been installed (Azar and Ciabuschi 2017). The
implementation of the technological advancements within the products manufactured by the
company would help in the creation of the competitive advantage of the company as well as help
in the attracting the potential clientele to the organization. The company in discussion might be
advised to launch the cameras that would be able to alert the concerned employees of the retail
store in cases wherein any item has been shoplifted or gained by a certain person by using
unauthorized means (Prajogo 2016). The implementation of these technological advancements
should be protected via the various laws and privacy policies. Tolentino (2017) state that the
majority of the issues that stem from the implementation of the proper technological
advancements tend to deal with the development of the competitive advantage of the concerned
product in the given market and thus is helpful for the development of a unique positioning of
the concerned company in the various international markets all over the world.

5STRATEGIC MANAGEMENT – PRO-GO PTY LTD
Internet connectivity
The various surveillance cameras that are manufactured by the company might prove to
be more useful in cases wherein the cameras are connected to a proper recording device. The
present-day surveillance cameras need to be attached to a recording device by a certain person.
The major factors that might help in the development of the products might include the
connectivity of the camera to the recording devices that are marketed alongside the cameras.
This would lead to the conditions wherein the company would gain more profit through the sales
of these high-end cameras (Dodgson 2018). The auto-recording feature within the cameras
would help in the storage of the recorded activities thereby helping the concerned retail company
to arrest the conditions of shoplifting within the concerned retail organization. The company
might also implement various other innovations that might help in the generation of a shopping
environment within the retail stores that are targeted by Pro-Go Pty Ltd as one of the major
clients of the company (Soto-Acosta, Popa and Palacios-Marqués 2016). The connectivity of the
concerned camera to the internet facility eases the accessibility of the events that are recorder on
camera from remote locations as well. This in turn helps in the reduction in the issues that are
faced by the company due to shoplifting and other modes of theft within the retail stores.
Preferred option
The company would be benefitting majorly if the company could introduce the factors
that include the implementation of the innovations within the given products. The cameras that
are manufactured by the company should include the innovative strategies like the introduction
of the alarms, mechanisms for capturing the picture of the people who have been involved in the
activities like shoplifting and other theft activities as well as the various ways in which the
concerned camera would record the activities within its range with proper clarity (Schuck 2017).

6STRATEGIC MANAGEMENT – PRO-GO PTY LTD
The implementation of the innovative measures would alert the concerned employees of the
retail store in cases wherein any item has been shoplifted or gained by a certain person by using
unauthorized means. The implementation of these technological advancements should be
protected via the various laws and privacy policies (Hendrix et al. 2018). The implementation of
the technological improvements like the connectivity of the surveillance camera to alarms and
other self-recording devices might further help in the record keeping within the various retail
stores that the company has been targeting as their clientele. Willis, Koper and Lum (2018) state
that this might also help in increasing the competitive advantage of the company in terms of the
issues that are presented due to the thefts and the unauthorized access to the various products that
are marketed by the concerned retail stores.
The company should also take notice of the security factors that are linked to the
malfunctioning of the devices. The cameras that are marketed by Pro-Go Pty Ltd should
maintain the proper safety norms that are set by the concerned retail organization. This would
help in the management of the situations that result from the accidental fires due to the
overheating of the devices resulting in the fires within the retail stores (Heumann et al. 2016).
The company might further be advised to deal with the issues that have been presented due to the
connectivity of the camera to the recording devices that are marketed alongside the cameras.
This would lead to the conditions wherein the company would gain more profit through the sales
of these high-end cameras (Lloyd 2017). The auto-recording feature within the cameras would
help in the storage of the recorded activities thereby helping the concerned retail company to
arrest the conditions of shoplifting within the concerned retail organization. The company might
also implement various other innovations that might help in the generation of a shopping

7STRATEGIC MANAGEMENT – PRO-GO PTY LTD
environment within the retail stores that are targeted by Pro-Go Pty Ltd as one of the major
clients of the company.
Short-term implications
The major short-term implications of the introduction of the technological advancements
would include the following enlisted factors.
 Attraction of clientele
The implementation of the various technological advancements within the products of the
company would help in the improvement of the client base within the given market as
well (Tsui 2015). This in turn would help in the attraction of the clientele to the
organization thereby helping in the increase in the revenues of the company.
 Broadening the scope of sales
The marketing of the technologically advanced products helps in the development of the
scope of the sales of the devices. The increase in the sales improve the amount of revenue
that is collected by the company in the given markets (Rajpoot and Jensen 2015). This
helps in the improvement of the overall operations of the company, Pro-Go Pty Ltd.
 Strengthening the presence of company in the given markets
The marketing of the advanced products within the given markets help in the
development of the overall performance of the company. The improvement of the overall
performance leads to the improvement of the competitive advantage of the company
within the given market as well.
Long-term Implications
The implementation of the technological investments within the company might further
lead to several long-term beneficial implications as well as have been enlisted below.

8STRATEGIC MANAGEMENT – PRO-GO PTY LTD
 Growth of business
The technological factors that have been added to the products marketed by the company
tend to help in the proper growth of the business organization in the various international
markets. West and Bowman (2016) state that the technological improvements further
help in the increase of the goodwill of the company thereby leading to the proper growth
of the business within the international markets
 Greater hold over market share
The technological advancements within the organization tend to assist in the development
of the better hold over the market share within the given market. This might also result in
the development of the higher share of the investments within the given markets.
 Establishment as one of the major companies dealing in surveillance devices
The implementation of the technological advances within the surveillance devices
manufactured by the company might help in the development of the competitive
advantage of the company within the given market (Sandbrook, Luque-Lora and Adams
2018). This in turn would help in the establishment of Pro-Go Pty Ltd as one of the major
companies dealing in surveillance devices.
Conclusion
Thus, from the above discussion it might be stated that the company in discussion, Pro-
Go Pty Ltd might be one of the leading companies within the international market of surveillance
devices on implementation of the various technological advancements within the products that
have been manufactured by the company. The above discussion had shed light on the importance
of focusing on the capabilities of the company in terms of the technological advancements. The
cameras that are manufactured by the company should be capable of detecting the issues that

9STRATEGIC MANAGEMENT – PRO-GO PTY LTD
stem from the lack of proper detection techniques. This might help the retail store to address the
issues of shoplifting and other theft issues that are generally faced by the retail stores. The
cameras that are manufactured by the company should include the innovative strategies like the
introduction of the alarms, mechanisms for capturing the picture of the people who have been
involved in the activities like shoplifting and other theft activities as well as the various ways in
which the concerned camera would record the activities within its range with proper clarity. The
company might further be advised to implement the recommended measures that follow in order
to develop a proper growth within the given market.
Recommendation
The company is advised to follow certain measures for gaining a better growth in the
given market. The recommended measures are as enlisted below.
 Cost effectiveness of the surveillance devices manufactured by the company
The devices that are manufactured by the company should be cost effective in nature.
This would help in the lowering of the cost of production of the company thereby
increasing the amount of revenue earned by the company. This in turn helps in the
development of the competitive advantage of the company in the international markets.
 Use of technological innovation for improving camera quality.
The use of the proper technological advancements tends to help the concerned
organization in providing the clientele with the quality products. The implementation of
the technological improvements like the connectivity of the surveillance camera to alarms
and other self-recording devices might further help in the record keeping within the
various retail stores that the company has been targeting as their clientele. This in turn
would help in the attraction of the clientele to the organization.

10STRATEGIC MANAGEMENT – PRO-GO PTY LTD

11STRATEGIC MANAGEMENT – PRO-GO PTY LTD
References
Azar, G. and Ciabuschi, F., 2017. Organizational innovation, technological innovation, and
export performance: The effects of innovation radicalness and extensiveness. International
Business Review, 26(2), pp.324-336.
Dodgson, M., 2018. Technological collaboration in industry: strategy, policy and
internationalization in innovation. Routledge.
Gao, B., Zhang, S. and Sun, Q., 2018, November. The impact of Technological innovation and
Business Model Innovation on Venture Capital Intention. In 2018 International Conference on
Economics, Business, Management and Corporate Social Responsibility (EBMCSR 2018).
Atlantis Press.
Hendrix, J.A., Taniguchi, T.A., Strom, K.J., Barrick, K.A. and Johnson, N.J., 2018. The Eyes of
Law Enforcement in the New Panopticon: Police-Community Racial Asymmetry and the Use of
Surveillance Technology. Surveillance & Society, 16(1), pp.53-68.
Heumann, M., Cassak, L., Kang, E. and Twitchell, T., 2016. Privacy and surveillance: public
attitudes on cameras on the street, in the home, and in the workplace. Rutgers JL & Pub.
Pol'y, 14, p.37.
Lloyd, I., 2017. Information technology law. Oxford University Press.
Prajogo, D.I., 2016. The strategic fit between innovation strategies and business environment in
delivering business performance. International Journal of Production Economics, 171, pp.241-
249.

12STRATEGIC MANAGEMENT – PRO-GO PTY LTD
Rajpoot, Q.M. and Jensen, C.D., 2015. Video surveillance: Privacy issues and legal compliance.
In Promoting Social Change and Democracy through Information Technology (pp. 69-92). IGI
global.
Sandbrook, C., Luque-Lora, R. and Adams, W.M., 2018. Human bycatch: conservation
surveillance and the social implications of camera traps. Conservation and Society, 16(4),
pp.493-504.
Schuck, A.M., 2017. Prevalence and predictors of surveillance cameras in law enforcement: the
importance of stakeholders and community factors. Criminal justice policy review, 28(1), pp.41-
60.
Soto-Acosta, P., Popa, S. and Palacios-Marqués, D., 2016. E-business, organizational innovation
and firm performance in manufacturing SMEs: an empirical study in Spain. Technological and
Economic Development of Economy, 22(6), pp.885-904.
Souto, J.E., 2015. Business model innovation and business concept innovation as the context of
incremental innovation and radical innovation. Tourism Management, 51, pp.142-155.
Tolentino, P.E., 2017. Technological innovation and emerging economy multinationals: the
product cycle model revisited. International Journal of Technology Management, 74(1-4),
pp.122-139.
Tsui, L., 2015. The coming colonization of Hong Kong cyberspace: government responses to the
use of new technologies by the umbrella movement. Chinese Journal of Communication, 8(4),
pp.1-9.

13STRATEGIC MANAGEMENT – PRO-GO PTY LTD
West, J.P. and Bowman, J.S., 2016. The domestic use of drones: An ethical analysis of
surveillance issues. Public Administration Review, 76(4), pp.649-659.
Willis, J.J., Koper, C. and Lum, C., 2018. The adaptation of license-plate readers for
investigative purposes: police technology and innovation re-invention. Justice quarterly, 35(4),
pp.614-638.