MGT604: Strategic Management Report on Pro-Go's Future

This report provides a strategic analysis of Pro-Go, a camera technology company facing market competition. The report explores three technological options: 360-degree experiential recording with virtual reality, autonomous drones, and smartphone filmmaking features, and recommends product diversification by introducing a rugged smartphone with 360-degree filming capabilities. The analysis includes a discussion of the preferred option, implementation decisions, potential challenges (both short-term and long-term), and the role of a General Manager of key suppliers. The report emphasizes the importance of adapting to the changing business environment, addressing customer demand for integrated solutions, and the need for careful planning to navigate market complexities and maintain competitiveness. The report highlights the strategic implications and challenges associated with the chosen product diversification strategy, particularly concerning supplier relationships and market cannibalization. This report is designed to offer insights into Pro-Go's strategic direction and operational strategies for a successful future in the competitive market.

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

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Executive Summary:
The purpose of the paper is to understand the new technological advancement in the field of
camera video capturing. Pro-Go is facing competition and have the opportunity of exploring
the concept of 360 experiential technologies, Autonomous drones and smartphone
compatibilities with features like 4k. The company can excel in the strategy of product
diversification by introducing a rugged smartphone with the feature of 360 degree filming
capability.

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Table of Contents
Introduction................................................................................................................................3
Aim.............................................................................................................................................3
Discussion..................................................................................................................................3
Three options with new and different technological offerings..............................................3
Preferred options:...................................................................................................................4
Implication decision:..............................................................................................................4
Challenges:.............................................................................................................................5
Short term issues-...............................................................................................................5
Long term issues-...............................................................................................................5
Conclusion..................................................................................................................................5

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Introduction
The construction and execution of aims for top management of an organization with
resource availability decision, analysis procedure for external and internal environment
surrounding the business. The purpose of the paper is to understand the growing market
opportunities and competitions for the company Pro-Go and the strategy of selecting a
specific option that can be suitable for the camera technology company. The report discusses
about a case regarding Pro-Go, which has been producing camera with sophisticated
technology and innovation. With the growing technological implications in the market, the
company is in dilemma for addressing the changing business environment.
Aim
The aim of the paper is to extract three options/opportunities that can be utilized as a base for
incorporating innovations in the product offerings with the reflection on the potential short-
term and long-term issues.
Discussion
Three options with new and different technological offerings
360 degree experiential recording with the association of virtual reality: With the
incorporation of new technology, even digital cameras are transforming to cheaper,
smaller and with the capability of constructing 360-degree experiential recording
system. The 360-degree experiential experience pushes the limit of imagination
(Pavlik, 2018).
Autonomous drones: Autonomous Drones are picture of one of the most advanced
technologies of today’s world. The Autonomous drones will be based on advanced

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algorithms and built-in information technology for the purposes like filmmaking,
cinematographic experience (Floreano & Wood, 2015).
Smartphone Filmmaking features: The brands like Apple have incorporated
technologies that reflect the capabilities of filming 4k videos and the ability of filming
a whole feature film (Schleser, 2018).
Preferred options:
The preferred options among the three mentioned technological advances is the
offering a smart phone with the compatibility of capturing 360 experiential moments with the
existing USP of reliability and ruggedness. The reason behind selecting this option is to
respond to the increasing competition and customer demand of having ‘everything in one’.
From the point of view of a General Manager of key supplier, the suppliers of a smartphone
with the compatibility of 360 degree experience for video recording will require providers of
raw materials like smartphone body and internal charging chips. The decisions will include
sourcing or appointing an R&D team by GM of key suppliers for customizing the
technologies as per the requirement. Maintaining a supply chain by GM of key supplier for
manufacturing a smartphone with 360-degree compatibility will be cost effective with easy
execution in comparison to the other options. The new smartphone with reliable and rugged
structure along with amazing 360 compatible video capacities will allow Pro-Go Pty Ltd. to
target a wide-range of customer groups. The feature of 4K can easily be incorporated in the
offerings, but will not differentiate the company with competitors. The technology of
Autonomous drones is tough to be incorporated and needs higher investment and legal
approval.
Implication decision:
The implementation decision of the new product offering will have to be facilitated
through a detailed plan and list of suppliers by the General Manager of key suppliers, who

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can be involved for supply phone structure and software offerings. The suppliers will be
selected by existing group of contracts and few new by assessing their sourcing and financial
capabilities. The GM of key supplier on the grounds of cost effectiveness, supplier
relationship and company profit will evaluate the list of existing and potential supplier for
diversified product.
Challenges:
Short term issues-
 Advancement of R&D department
 Building effective relation with the potential new supplier by GM for key suppliers
 Changing the established perception of the customers
 Financial backing for sourcing newer technology and product parts from reliable
suppliers under the decision of General Manager of key suppliers
 Financial backing for investing in heavy advertisements, social media awareness and
product availability with the help of suppliers of market
 Structuring a decent margin for new supplier with the association of existing supplier.
Long term issues-
 Increasing competition with the establishment of product offering
 The process of cannibalization may lead to the loss of existing suppliers and existing
customer base (Rubio & Jiménez-Parra, 2017).
Conclusion
Therefore, it can be concluded that Pro-Go can undergo product diversification
strategy of creating 360 experience in a ‘one stop solution’. However, the General Manager
of Key suppliers may face some challenges regarding positioning, supplier maintenance and
marketing cannibalization.

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References:
Floreano, D., & Wood, R. J. (2015). Science, technology and the future of small autonomous
drones. Nature, 521(7553), 460.
Pavlik, J. V. (2018). Experiential media and transforming storytelling: A theoretical analysis.
Journal of Creative Industries and Cultural Studies (JOCIS), 3, 46-67.
Rubio, S., & Jiménez-Parra, B. (2017). Reverse logistics: concept, evolution and marketing
challenges. In Optimization and Decision Support Systems for Supply Chains (pp. 41-61).
Springer, Cham.
Schleser, M. R. (2018). Smart [Phone] Filmmakers>> Smart [Political] Actions. In The
Evolution of the Image (pp. 113-123). Routledge.