Strategic Marketing Management Case Study 2022

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Strategic marketing management
Student
Institution
Date

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Introduction
The case study of GoPro has clearly outlined the concept of market segmentation which plays a
crucial role when running a business. Besides, it is through market segmentation GoPro has
been able to precisely reach its consumers with specific wants and needs (Baker & Saren,
2016). In the long run, this has benefited GoPro since the organisation can make use of its
corporate resources in a more effective way as well as come up with better strategic marketing
decisions. The case study has explored ways in which the organisation has segmented its market
and the way it has benefited the company. In addition, the case study has comprehended the
strategies that GoPro has selected in order to remain competitive in the market.
How GoPro positioned its cameras within the market
From the case study, it is evident that GoPro was specific when identifying its target customers.
when GoPro applied the strategy of delivering HD quality cameras that are affordable was the
best strategy that helped the organisation to maintain its competitive advantage (Kane, 2016).
The niche segmentation market of the GoPro is dominant with the positioning approach. This
strategy in the niche market made the organisation to be recognised globally. GoPro positioned
its products between the range of $200 to $400 hence attracting consumers from different levels
of income (Cooke, 2014). As a result, GoPro was able to attract a good number of customers
into its business and in return, it was able to maximise its profits within a short period. The
company’s competitors focused on the traditional strategy of approaching the mass market rather
than the use of niche market segments that provided GoPro Company the competitive advantage,
as well as the strategic use of customer-generated content which was supported by its ever-
expanding target market. Besides, the company has made the use of the marketing approach that
relates to the market segmentation regarding niche market. GoPro targets a precise market that is

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receptive through the utilisation of the market segment of niche marketing. The market segment
defined in the case study is very narrow because the organisation’s target market is the amateur
and the professional sportsmen.
Also, the company’s unique camera with reasonable price provides the competitive advantage of
the organisation over its business competitors such as Olympus, Panasonic, Niko, and Canon
(Hoium, 2017). Besides, the camera had other specialties that positioned it in a distinct way
such that it was capable of recording the video from a personal viewpoint. The camera captured
the User's favorite pursuits. This brand of GoPro was promoted through the use of different
social media channels which provided the platform to its users in order for them to shot and
share the footage (ALBEE, 2015). GoPro prompted this as a social movement since the platform
has significantly enhanced the number of customers engaged. GoPro made use of social media
channels to promote its brand through the use of the footage by playing it in order to capture the
attention of its target market. There are various strategies used by GoPro to market its brand as
well as identify the target market. Such strategies include the use of an adventure series of GoPro
Hero 3 plus as well as video footage that had top athletes who urged people to do what the
athletes in the video were doing.
Market characteristics that GoPro has focused upon to establish a strong brand
GoPro’s market segmentation entails consumers that are willing to pay a higher amount for a
quality product. However, the manner in which GoPro has strategised its product price is not that
premium as compared to its competitors (Chauhan, 2018). From the provided GoPro case
study, it is assessed that the use of advertisement strategy through social media channels has
enabled the organisation to attract a huge customer base globally. The strategy of user content
development for their advertisements has enabled the organisation to build better content which