Strategic Plan for Pro-Go Pty Ltd: Senior Finance Manager's View

This report outlines a strategic plan for Pro-Go Pty Ltd, a company based in Geelong, Victoria, specializing in high-quality action cameras. The plan, developed from the perspective of the Senior Finance Manager, aims to guide the company for the next five years. It begins with an executive summary and introduction, describing Pro-Go's history, product strengths, and market position. A SWOT analysis is conducted to identify the company's internal and external factors. Three strategic options are presented: manufacturing innovative smartphones, targeting untapped markets with action cameras, and producing webcams. The selected option involves manufacturing smartphones to leverage Pro-Go's brand image and address internal issues. The report acknowledges the challenges posed by major competitors and concludes with a list of relevant references.

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

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Executive Summary
The aim of this report is to develop a strategic plan for guiding the Pro-Go Pty Ltd company
for the upcoming five years, from the view point of Senior Finance Manager of the company.

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Introduction
The focus of this report is to develop a strategic plan for guiding the Pro-Go Pty Ltd
organization for the upcoming five years, from the view point of Senior Finance manager of
the organization. The company is based in Geelong, Victoria and deals with the
manufacturing of high quality, small action cameras. The company is privately owned and
founded in the year 2004. The company has enjoyed a continuous growth till the last financial
year. It has produced technological as well as innovative techniques to capture excellent
quality videos, which are mostly available in smartphones at present, and thus has become
quite famous in this field. For a longer duration of time, the cameras are capable of
functioning with smaller batteries. The cameras are popular for capturing videos which
produce high definition colour and can easily operate in dim or low light backgrounds when
compared to other rival brands in the market. They stand superior to their competitors in
terms of ruggedness and reliability. They use such modern and innovative technologies which
are yet unmatched by the rivals. In order to survive in the market, Pro-Go has adopted some
unique ideas and strategies to survive in the international market. If they succeed in doing so,
the existence of camera will be vulnerable in future.
Aim
The main focus of the company will be to stretch the product line as well as bringing
some fresh innovative products in the market through worldwide.
Discussion
SWOT Analysis
STRENGTHS WEAKNESSES OPPORTUNITIES THREATS
High Quality Action Comparatively New Expansion in new Presence of

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Camera in the market market Competitors
Continuous growth Non global presence Product line
extension
Financial problem
Master in innovation
and technology
Reliable
Three Options
1. Pro-Go need to raise and allocate funds in order to manufacture innovative
smartphones on their own, where unique selling proposition will be the cameras
manufactured by them, which will be able to capture the quality of videos provided by the
cameras manufactured by them, which will possess all the latest features. Capital requirement
will be the main issue here. It will help Pro-Go to earn revenue for its business operations,
which will be the main focal point of the Senior Financial Manager (Gye, 2014).
2. Pro-Go also can target the untargeted market through the manufacture high-quality
action camera, so that people of those marketplaces will be able to enjoy favour from that
product. But again, capital requirement will be a major issue and the Finance Managers will
also look after the return of investment. The Senior Financial manager can allocate budget in
order to expand their business nut no loss can be entertained as it will harm the brand image
of the company and will help the rivals to take the market share from themselves (Codreanu
& Celik, 2013).
3. Another option which Pro-Go can dedicate to the marketplaces worldwide is
manufacturing webcams, where they can supply the same technology as they are supplying in
their high-quality action cameras. This will help to diversify their business operations, but

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risk factor will be there as they might have to face hard competition from companies like
Logitech, Microsoft and others (Vogel & Güttel, 2013).
Option Selected and Implications
The selected option for Pro Go need to allocate funds in order to manufacture
smartphones, as the goodwill and brand image of Pro-Go will assist the company to solve the
short-term issues related to the internal environment of the organization, like fund raising and
fund allocation to different departments. But they have to face major challenges from the
major competitors like Microsoft, Samsung and Apple, which would be a long-term issue in
the marketplaces where they would introduce their products (Bettis et al, 2014)

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References
Bettis, R., Gambardella, A., Helfat, C., & Mitchell, W. (2014). Quantitative empirical
analysis in strategic management. Strategic Management Journal, 35(7), 949-953.
Codreanu, T., & Celik, C. C. (2013). Effects of webcams on multimodal interactive
learning. ReCALL, 25(1), 30-47.
Gye, L. (2014). Picture this: The impact of mobile camera phones on personal photographic
practices. Continuum, 21(2), 279-288.
Hitt, M. A., Ireland, R. D., & Hoskisson, R. E. (2014). Strategic management: Concepts:
Competitiveness and globalization. Nelson Education.
Sheppard, N. A., Dinger, M., Velzy, A. F., Michaelian, P., Kang, J. S., Jingles, L., ... &
Cummings, G. A. (2015). U.S. Patent Application No. 29/304,515.
Todeschini, E., Deloge, S. P., & Anderson, D. (2016). U.S. Patent No. 9,313,377.
Washington, DC: U.S. Patent and Trademark Office.
Vogel, R., & Güttel, W. H. (2013). The dynamic capability view in strategic management: A
bibliometric review. International Journal of Management Reviews, 15(4), 426-446.