Strategic Management: Exploring Adjacent Markets for Pro Go Pty Ltd

This report analyzes the role that the general manager of the supplier company for Pro Go Pty Ltd can play in exploring three options in adjacent markets to come up with a solution to the problem. The report then proceeds to state the preferred option and mentions the key implications that the disruption scenario holds for the general manager of the supply company.

Running head: STRATEGIC MANAGEMENT
Strategic Management
Name of the Student
Name of the University
Author Note

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Executive Summary
Pro Go Pty Ltd, a famous manufacturer of high tech cameras has recently experienced a huge
disruption in its business operations. Many of the cameras of Pro Go Pty Ltd have been found
to be bursting into flames and that too without any reason. Several clients of the company
include its main buyers in China are threatening to cancel their contract with the company,
and the company has to come up with some immediate measures to get the matter resolved.
This report analyzes the role that the general manager of the supplier company for Pro Go Pty
Ltd can play in exploring three options in adjacent markets to come up with a solution to the
problem. The report then proceeds to state the preferred option and mentions the key
implications that the disruption scenario holds for the general manager of the supply
company.

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Table of Contents
Introduction................................................................................................................................3
1. Three Adjacent Products that can be Explored by the General Manger of the Supply
Company....................................................................................................................................3
1.1. Collaboration with Waymo LLC – Google Tested Self Driven Cars.........................3
1.2. Collaboration with Manufacturers of Mobile Phone Products....................................4
1.3. Collaboration with those who Manufacture Sports Products......................................4
2. Preferred option – Entering into Collaboration with Waymo LLC....................................5
3. Implications for the General Manager of a Supply Company that Provides Parts and
Components for the Manufacture of Cameras by Pro-Go Ltd...................................................6
4. Additional Measures to be taken by Pro Go Pty Ltd for Preventing Disruptions Against
in the Future...............................................................................................................................8
4.1. Installation of Surveillance Cameras...........................................................................8
4.2. Deployment of Supervisors.........................................................................................8
4.3. Offering Deals and Discounts on the Newly Launched Cameras...............................8
Conclusion..................................................................................................................................9
References................................................................................................................................10

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Introduction
The Pro GO Pty Ltd is a renowned company that manufactures advanced and high tech
cameras for users in Australia and also in other parts of the world. However, a serious
disruption has been experienced by the company of late, given the fact that a number of its
cameras have been seen to be bursting into flames and that too without any reason. This
disruption has left the Pro Go Pty Ltd Company in a fix, because the disruption has severely
damaged the reputation of the company not only in the Australian domestic market but also
in the international market. Chinese buyers have recently threatened to end their contract with
the company because of this disruption. The reputation of the key supplier company of Pro
Go Pty Ltd is also at stake because it is the key supplier company which provides Pro Go Pty
Ltd with the essential raw materials that it needs to manufacture its high tech cameras (based
on the scenario provided). This report analyzes how the general manager of the supplier
company of Pro Go Pty Ltd can explore three options in adjacent markets to come up with a
solution for the disruption that has taken place, states the preferred option in this respect and
mentions five key implications for the general manager of the supplier company, in the
context of the disruption that has occurred.
1. Three Adjacent Products that can be Explored by the General Manger of the
Supply Company
1.1. Collaboration with Waymo LLC – Google Tested Self Driven Cars
One of the adjacent products which can be explored by the general manager of the
supply company to come up with an alternative component that can be supplied to Pro Go Pty
Ltd for the manufacture of high tech cameras is to enter into collaboration with manufacturers
of self driving cars, a well known example being the Waymo LLC self driven car project

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tested by Google. This self driven car project makes use high end components and raw
materials which are largely similarly to the components of cameras that are manufactured by
Pro Go Pty Ltd. It will therefore be beneficial for the general manager of the supply company
to enter into talks with the Google tested self driven car project Waymo LLC in order to
procure the raw materials or the components that can be supplied to Pro Go Pty Ltd
immediately so that it can engage in the manufacture of reliable high tech cameras once again
(Ellegard et al., 2019).
1.2. Collaboration with Manufacturers of Mobile Phone Products
The general manager of the supply company can also enter into talks with those who
manufacture mobile phones in order to acquire parts and components that can be supplied to
Pro Go Pty Ltd so that it can now manufacture high end advanced cameras which customers
can use but which will not put them in any type of jeopardy by bursting into flames.
Collaborating with mobile phone manufacturers can be the right thing to do as it this will
enable the general manager of the supplier company to acquire the raw materials or
components at a fairly reasonable price if the purchase is being made in bulk and that too
from mobile phone manufacturers that are based in a country like China rather than Australia.
By procuring components from mobile phone manufacturers in China, the general manager
of the supplier company will be able to make such raw materials available to the Pro Go Pty
Ltd Company at a very reasonable price. This in turn will enable Pro Go Pty Ltd to
manufacture high end cameras and sell them to customers at low prices, thus attracting their
attention to such products once again (Dubey et al., 2019).
1.3. Collaboration with those who Manufacture Sports Products
A third area of collaboration that can be explored by the general manager of the
supplier company can enter into is to collaborate with the manufacturers of sports products,

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especially the type of equipment that is needed for adventure sports. Smart watches with GPS
trackers for instance, are a product that is very commonly manufactured by those who
produce sporting equipment, many of which contain the parts, components or raw materials
that can be used to manufacture the high tech cameras that Pro Go Pty Ltd was well known
for, until many of these were found to be bursting into flames (Evans et al., 2019).
2. Preferred option – Entering into Collaboration with Waymo LLC
The best option for the general manager of the supply company would be to enter into
collaboration with Google tested self driven car project Waymo LLC, to acquire raw
materials or components that can then be supplied to Pro Go Pty Ltd in order for it to be able
to manufacture high tech cameras again within a limited period of time, ensuring this time
around that all safety measures are in place and that the cameras will not be seen to be
bursting into flames again. A benefit of collaborating with Google tested Waymo LLC is the
fact that the general manager of the supply company will be able to procure raw materials in
bulk and consequently sell these to Pro Go Pty Ltd at affordable prices. Pro Go Pty Ltd in
turn will be able to make its high tech cameras available to customers at affordable prices
because of this. This is very helpful, given the fact that selling its cameras to customers in
China especially, at cheap prices will help Pro Go Pty Ltd to regain the interest of customers
in its products again, especially the interest of customers who had developed a negative view
of Pro Go cameras because of so many of these having burst into flames for no reason. The
reasonable price of the product will regain the interest of customers, and Pro Go Pty Ltd as
well as the supplier company will be able to take the steps that are necessarily needed in
order to regain its reputation in the international market once again (Hassanayebi et al.,
2016).

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3. Implications for the General Manager of a Supply Company that Provides Parts
and Components for the Manufacture of Cameras by Pro-Go Ltd
1. Special Care to be Taken with Quality of Raw Materials Provided for Camera
Manufacture
Given the fact that Pro-Go cameras have recently been found to burst into flames without
any reason, special care needs to be taken on the part of the supplier company to provide Pro-
Go with high quality spare parts that are needed for the manufacture of its advanced and
sophisticated cameras for distribution in the market. Care needs to be taken with the quality
of the components that are made available to Pro-Go Pty Ltd, so that the cameras
manufactured by the company for sale are not characterized by defects that can cause them to
burst into flames (Ivanov et al., 2017).
2. Care to be Taken to ensure that the Raw Materials are not Inflammable or
Combustible
Special care will be taken to ensure that none of the materials that are provided to Pro-Go
Pty Ltd for the manufacture of its cameras are inflammable in nature. Pro-Go Pty Ltd is a
company that has lost face in the international market because of its cameras bursting into
flames, and the reputation of the supplier company is simultaneously on the down low as
well. Every effort will be made by the supplier company to ensure that the cameras are
doubly checked prior to delivery, ensuring that none of it is combustible (Jiang et al., 2016).
3. Secure and Safe Delivery of Raw Materials to be Ensured by Suppliers
The raw materials for the manufacture of the cameras will be delivered in sealed
packages. Care will be taken to package the raw materials as securely as possible in order to
prevent them from getting damaged or distorted in the course of delivery (Li et al., 2018).

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4. Follow Up Activities to be Undertaken with Pro-Go Pty Ltd
The supplier will engage in follow up activities with the manufacturers of the cameras,
that is, Pro-Go Pty Ltd in the first two weeks following the delivery of the camera parts. The
follow up activity will be undertaken for the purpose of determining whether the materials
supplied for the manufacture of the cameras are of the desired quality, or whether
improvements are solicited on the part of the manufacturers for ensuring that the cameras
released in the market are of the top most standard. Based on the response or feedback that is
received from Pro-Go Pty Ltd, the supplier company will proceed to examine the raw
materials for camera manufacture that it delivers to Pro-Go Pty Ltd, in order to identify areas
for further improvement for assuring the delivery of quality raw materials always (Meyer et
al., 2018).
5. The Production and Supply of Raw Materials for Pro-Go Pty Ltd is to be
Personally Supervised by the General Manager
The general manager of the supplier company must supervise the production of the raw
materials that are needed for camera manufacture in person, in order to make sure that it is
only quality material that is provided to Pro-Go Pty Ltd. The reputation of Pro-Go Pty Ltd is
connected to the reputation of the supplier company, so it is imperative for the General
Manager to supervise the production and delivery of raw materials to Pro-Go Pty Ltd
personally, in order to make sure that the company does not suffer embarrassment in the
international market place once again (Parast and Shekarian, 2019).

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4. Additional Measures to be taken by Pro Go Pty Ltd for Preventing Disruptions
Against in the Future
4.1. Installation of Surveillance Cameras
Some of the additional measures that can be taken by Pro Go Pty Ltd to ensure that a
disruption does not occur again in the future will be to launch surveillance cameras in its
manufacturing units to ensure that only quality materials and high standard techniques are
being deployed in the manufacturing process so as to come up with products that are of a
high standard and which will not cause the company embarrassment in the international or
domestic market again in the future (Min, 2019).
4.2. Deployment of Supervisors
The Pro Go Pty Ltd Company will supervise the manufacturing process by recruiting
managers who will oversee all activities in this respect (Min, 2019). Special supervisory
managers will be deployed who will make sure of the fact that those who are engaged in the
manufacturing process are not negligent in their work and that they carefully use all the raw
materials that are required in order to produce cameras of a very sophisticated standard, that
will catch the immediate attention and trust of customers when these are launched in the
market (Morales et al., 2019).
4.3. Offering Deals and Discounts on the Newly Launched Cameras
The Pro Go Pty Ltd Company will attempt to offer its cameras at highly discounted rates
and rebates in order to get its customers to feel an interest in buying its cameras once again.
No doubt the disruption process is one that created a huge shock among clients of Pro Go Pty
Ltd around the world, so offering such products for a minimal price is definitely a good way
by which the company can get its customers to regain interest in it cameras once again
(Drejer, 2018).

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Conclusion
Thus, there are a number of effective ways by which the general manager of the
supply company for Pro Go Pty Ltd can explore options in adjacent markets and come up
with the right solution to avoid any disruptions in the manufacture of Pro Go Pty Ltd cameras
ever again in the future. By engaging in collaborative efforts with Waymo LLC Google self
driven car project managers, the general manager of the supplier company for Pro Go Pty Ltd
will be able to provide Pro Go with high quality raw materials that it can use in turn to
manufacture cameras that will not burst into flames again in the future, and also facilitate
cheap manufacture of such cameras, thus making them available to customers for an
affordable price and regaining their interest in these products again, restoring the reputation
of the company in the international market.

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