STRATEGIC MANAGEMENT OF THE PROGO COMPANY

RUNNING HEAD: STRATEGIC MANAGEMENT
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Strategic
Management: ProGo

STRATEGIC MANAGEMENT 1
Executive summary
ProGo is one of the famous American technology companies, which was incorporated
by Nick Woodman in the year 2002. The company has grown into the multinational
company and has marketed its products across 100 nations. The company has faced numerous
of problems from the starting and is still facing many issues in their product performance but
at the end, company manages to become a leader in this competitive world. The main aim of
the company is to brought magic in the life of the customers, and to humble and inspire the
world every day with the help of the incredible creativity, which helps the globe in adopting
the very innovative products and always fires up to create the most valuable and innovative
products.
The focus of this report is on the strategic plan of the Pro-Go Pty Ltd of the five years
for the point of view of General Manager of the business enterprise with the meeting of the
stakeholders.

STRATEGIC MANAGEMENT 2
Table of Contents
Introduction................................................................................................................................3
Aim.............................................................................................................................................4
Two strategies............................................................................................................................4
Discussion..................................................................................................................................6
Privacy legislation..................................................................................................................7
Technological advances..........................................................................................................7
Connected devices..................................................................................................................9
Adjacent products/adjacent markets.....................................................................................10
Conclusion................................................................................................................................10
Recommendations....................................................................................................................11
Bibliography.............................................................................................................................12
Appendix..................................................................................................................................14
Appendix 1...........................................................................................................................14
Appendix 2...........................................................................................................................14

STRATEGIC MANAGEMENT 3
Introduction
This report will be focusing on the strategic plan, which will assist the business of the
ProGo Pty Ltd from over the next five years from the point of the view of the general
manager of the company. ProGo Pty Ltd. is a manufacturer of the small and high quality of
the actions camera.
This company is one of the top-most leading firms in photographic equipment and
supplies. ProGo Inc. has structured out the many ways since many years of doing the
business in the field of consumer goods. This company is listed at the New York Stock
Exchange (NYSE). ProGo Company was established in the year 2002 by Nick Woodman.
The company headquartered in the San Mateo, California, US. The idea of establishing a
company was originated by a Nick from a surfing trip to Australia. In which he was aiming to
capture the good quality photo but could not do that because the amateur photographers are
not able to go closer and they are not capable enough to buy the good quality equipment at
the reasonable price (ProGo, 2019).
The name of the ProGo came from the Woodman and his surfing friends who aimed
to develop professional surfers, as 'going pro' was the overall goal. Formally, it was known as
the Woodman Labs Inc. The company is traded as the NASDAQ: GPRO (Class A). This
company deal in the technology, videography, and consumer electronics industry. The key
people of the company is the CEO i.e. Nick Woodman. Actions cameras, Video editing
software and the mobile app are the products in which the company is dealing in the
worldwide market. The revenue and the operating income in the year 2017, amount to be the
US$ 1.18 billion and US182.87 million respectively (Appendix 1) (ProGo, 2019).
The organization responded to the weak sale in the fourth quarter because of the
cutting of the 7% of the workforce in January 2016 (Appendix 2). In the year 2016, the
organization has announced that it was laying off an extra 200 employees just with a view of