Strategic Management: Pro-Go Pty Ltd Camera Crisis Analysis Report

This report provides a strategic analysis of Pro-Go Pty Ltd, an Australian company that faced significant disruptions when its cameras began to malfunction, leading to potential business closure. The report examines the company's strengths, weaknesses, opportunities, and threats, and addresses the disruptions from the perspectives of technological advancements, connected devices, adjacent markets, and privacy legislation. The analysis includes a stakeholder emergency meeting to identify the issues and propose solutions. The report investigates the causes of the camera failures, including potential flaws in the technology, compatibility issues with connected devices, and the impact of privacy violations. Recommendations are provided to resolve the current crisis and prevent future disruptions, including stringent privacy legislation, expert technical review, and third-party testing of products. The report emphasizes the need for proactive measures to protect the company's reputation and ensure its long-term success in the market, particularly with its largest customer, China.

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Executive Summary
Disruptions are an inevitable outcome of business activities in every part of the world. Business
enterprises are often faced with threats and disruptions in their operations that can at times even
result in the business closing down for good. This report looks at the disruptions that were faced
by the Pro-Go Pty Ltd company in Australia when its cameras started bursting into flames for no
reason, giving its largest buyer, the Chinese buyers, the incentive to cancel their agreement with
the company. The report highlights the strengths, weaknesses, opportunities and threats faced by
the company, addresses the disruptions from the perspective of connected devices, technological
advancements, adjacent markets and privacy legislation, to come up with recommendations that
can be immediately prevented to avert such disruptions in the future.

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Table of Contents
Introduction......................................................................................................................................3
1. About Pro-Go PTY Ltd............................................................................................................3
2. Internal Analysis.......................................................................................................................4
3. Stakeholder Emergency Meeting – Strategic Analysis............................................................5
3.1. Disruptions caused due to Technological Advances.........................................................5
3.2. Role of Connected Devices in the Disruption...................................................................6
3.3. Role of Adjacent Products/Markets in the Disruption......................................................7
3.4. Violation of Privacy Legislation and its Relation to the Disruption.................................7
4. Recommendations for Resolving the Disruption and Preventing Future Disruptions.............8
Conclusion.......................................................................................................................................9
References......................................................................................................................................10

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Introduction
Disruptions in business are often known to take place, which are severely capable of
altering the manner in which a business functions. In its truest sense, the disruption of a business
enterprise occurs when its normal mode of functioning or modus operandi comes to a halt, or
sudden stop, due to financial problems and innovations (Sahebjamnia et al., 2018). Innovation
refers to the use of a new product or process when doing business, and it can entirely change the
existing mode of operation for a business enterprise (Wagner et al., 2017). In the event of any
disruption to business, emergency stakeholder meetings are held to identify the type of disruption
taking place and to devise the best strategies and means by which the disruption can be addressed
(Zhang et al., 2017). The purpose of such meetings is to arrive at solutions for checking the
disruption and preventing it from negatively impacting business outcomes (Zsidisin, 2018). This
report addresses the disruptions that take place to the business conducted by Pro-Go Pty Ltd,
when the cameras manufactured by the company start bursting into flames for no reason,
severely injuring those who use these cameras for their personal or professional work, or both
and causing long term buyers such as China to opt out of doing business with the company. The
disruptions are addressed from the perspective of technological advances, privacy legislation,
connected devices and adjacent markets after which are number of recommendations are put in
place, to avert such situations from arising again in the future.
1. About Pro-Go PTY Ltd
Pro-Go Pty Ltd is an Australian company that is headquartered in Sydney and which
engages in the manufacture of high quality cameras and other technological products at prices

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that are fairly affordable. The terrific technology associated with the Pro-Go Pty LTD products,
like cameras, video cameras etc, has contributed to their popularity, not only in Australia but also
in the international market, and specifically in the markets of East Asia, such as China. In fact
China today is the largest buyer of Pro-Go Pty Ltd products, purchasing seventy percent or more
of its goods and services. Pro-Go Pty LTD takes pride in the sophisticated design and quality of
its cameras, and endeavors to keep clients as well appeased as possible.
2. Internal Analysis
Strengths – Pro-Go Pty Ltd manufactures cameras that are of top notch quality, and which can
be used to take the best quality photos and videos. The cameras by Pro-Go Pty Ltd are
characterized by a long shelf life and are serviced by powerful batteries that allow these to be
used for long hours without having to be charged. The Pro-Go Pty Ltd cameras are compact in
size and design and are easily mobile.
Weaknesses – None of the Pro-Go Pty Ltd cameras have been tested in third party labs. Hence it
is unknown whether the cameras can do well in the global and Australian market over the long
term.
Opportunities – Given the widespread use of digital technology in today’s day and age, the
cameras manufactured by Pro-Go Pty Ltd have the possibility of doing well in whichever market
these are launched in. The company is capable of growing and expanding by a considerable
degree through its continued manufacture of top quality cameras that came be used to take vivid
photos and videos as many times as needed.

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Threats – There are many rival companies in Australia and elsewhere that manufacture the type
of cameras that the Pro-Go Pty Ltd is known to specialize in. The existence of such companies
and their products can pose a threat to the success of the cameras launched by Pro-Go Pty Ltd.
3. Stakeholder Emergency Meeting – Strategic Analysis
3.1. Disruptions caused due to Technological Advances
Pro-Go Pty LTD made an attempt recently to manufacture cameras of very high quality
that could be used to take both photographs and videos of an amazing clarity. The fantastic audio
and visual clarity associated with the Pro-Go Pty Ltd cameras, make them much coveted by
consumers of all ages in every part of the world, with the largest consumer base being the
country of China. Every attempt was made on the part of the company management to recruit the
most skilled of technicians and scientists to manufacture these cameras, featuring all the latest
technological advancements such as wireless connectivity, Bluetooth connectivity, touch screen,
perfect sound system and easy options for editing photographs and videos using the most up to
date of technology. The fact that these cameras could be used for taking as many photographs as
possible by skilled photographers and amateur photographers alike is what made them so popular
in the global market (Prizzia et al., 2016). However, the same technology that has contributed
towards the high appeal of such cameras in the world market is today the cause of its doom. Of
late, many of these cameras have been bursting into flame for no reason, implying that the
technology used for manufacturing these cameras in the first place was faulty to begin with.
Severe mistakes and errors have been committed by the technicians and engineers who were
entrusted with the manufacture of these cameras, and who continue to state today that the
cameras should not have been bursting into flames at all, given that all protective measures were

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put in place by them to keep such a situation from arising (Sia et al., 2016). Yet what cannot be
denied is that it is possible the technological developments or advancements that were deployed
in the making of these cameras, that are responsible today for the plight of the business. A few of
the techies are ready to admit that the use of sophisticated but untested technology could be the
reason behind such accidents taking place (Parker & Ameen, 2016).
While the technology that has been used to make sure that users are able to take the best
quality photos and videos with such cameras, this is not technology that has been tested too well
in third party laboratories prior to being deployed for use in the market, and it is this very serious
error that has possibly led to the cameras burning up in flames for no reason. What has resulted
as a result of this lapse in oversight and immense carelessness on the part of our technological
experts is that the business is now in jeopardy and clients are no longer willing to make use of
the cameras that the company was at one point of time, so proud to launch in the Australian and
the global market (Lee et al., 2015).
3.2. Role of Connected Devices in the Disruption
A moot cause behind the bursting of cameras into flames is the fact that these were
operating as connected devices. This means that the cameras could be connected to wireless
internet services such as 3G internet services quite easily for the purpose of sharing photos and
videos online. The cameras by Pro-Go Pty LTD could also be used by people to share
photographs and high quality videos with one another through the use of Bluetooth connectivity
options. Upon closer scrutiny and analysis by tech experts, it appears that the fact that these
cameras were being connected with external entities like Bluetooth and wireless internet is what
could have caused some compatibility issues within the internal components of the cameras,
resulting in the cameras bursting into flames after being used intensively (Park et al., 2016).

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3.3. Role of Adjacent Products/Markets in the Disruption
What is a matter of real shame for Pro-Go PTY LTD is the fact that there are many
related products in the Australian and international market, produced by competitors and rivals
of the company, that appear to be doing quite well. The company has at least three rivals in the
world market manufacturing similar products, and which have not shown any sign of defect until
now. It is only the Pro-Go Pty Ltd cameras that have been bursting into flames, in spite of being
launched after so much care and supervision in Australia and in the global market (Kumar et al.,
2015).
3.4. Violation of Privacy Legislation and its Relation to the Disruption
It could well be that the violation of private and personal information has led to the
mishap of Pro-Go Pty Ltd cameras burning into flames. Someone working for the company
could have leaked vital information pertaining to the manufacture of these cameras, and which
was in turn used to create conditions or circumstances in which cameras were produced by the
company were those that were full of defects and which were easily inflammable. This obviously
means that the personal and confidential information about the Pro-Go Pty Ltd products was
compromised and the company now needs to invoke privacy legislation to ensure that such a
situation does not arise again in the future, by advocating strict penal action and even criminal
action perhaps, for those leaking private information about the company and its products. Had
the privacy laws been more strictly adhered, the company could have averted such a disruption in
the first place (Kumar & Lu, 2017).

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4. Recommendations for Resolving the Disruption and Preventing Future
Disruptions
 Every effort will be made on the part of the company to devise privacy legislation that is
stringent, the violation of which will result in severe penal consequences for those
perpetrating the violation. The employees of the company or its associates will not be
spared if they are found to be betraying any confidential information pertaining to the
manufacture of technological products by the company (Cozzolino et al., 2017).
 The company will immediately hire a new body of skilled experts and technicians to look
into what has happened, and release the existing set of technicians and workers. Care will
be taken to recruit the best minds and most experienced technicians who can detect
exactly what it is that had gone wrong, and create cameras in the future that will not burst
into flames when used (Ganguly et al., 2018).
 Special care will be taken when incorporating additional features associated with the use
of cameras, such as the use of connected devices for sharing and receiving photos and
videos. While connected devices definitely make it possible for people to share their
photographs and videos with one another, care will be taken to ensure that the use of
these connected devices when operating the cameras manufactured by Pro-Go Pty Ltd do
not in any way put the camera users in jeopardy (Ivanov et al., 2016).
 Third party testing is something that will be undertaken for all cameras that are launched
in the Australian and global market henceforth. Each and every camera will be tested in a
third party laboratory, no matter how expensive it turns out to be for the company, to
make sure that such a crisis does not ever arise again in the future (Kietzman et al., 2015).

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 An attempt will be made to study the adjacent products and services in the Australian
market, especially the cameras that bear similar features to those manufactured by Pro-
Go Pty Ltd, to detect the type of features and technology these are characterized by and
which allow them to be successfully used by their customers over the long term. (Ivanov
et al., 2017).
Conclusion
Disruptions can indeed be quite terrible for a business, as these can threaten the closure of
a business in a worst case scenario. As and when disruptions arise, these must be analyzed and
addressed immediately and recommendations have to be put in place to ensure that the
disruptions do not occur ever again. In the case of Pro-Go Pty Ltd, a severe disruption occurred
when its cameras started bursting into flames, putting the lives of its customers in jeopardy and
prompting long term customers like the Chinese buyers to cancel their contract with the
company. It was therefore imperative for the company stakeholders to analyze exactly what had
gone wrong with the cameras, from the point of view of technology, privacy legislation, adjacent
markets and connected devices, in order to come up with recommendations that could be put into
place to ensure that the same problem did not repeat itself ever again in the future. Disruptions
need to be handled diligently and regular monitoring and reviewing of potential disruptions or
disruptive situations is needed to keep such problems from transpiring yet again.

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References
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Ganguly, A., Chatterjee, D., & Rao, H. (2018). The Role of Resiliency in Managing Supply
Chains Disruptions. In Supply Chain Risk Management (pp. 237-251). Springer,
Singapore
Ivanov, D., Dolgui, A., Sokolov, B., & Ivanova, M. (2017). Literature review on disruption
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Kumar, S., Liu, J., & Scutella, J. (2015). The impact of supply chain disruptions on stockholder
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