MGT604 - Strategic Management: Innovation Report for Pro Go Private

This report provides a strategic analysis of Pro Go Private Limited, a company specializing in high-quality cameras, facing challenges from the rise of phone cameras. The report explores various innovation ideas, including low-cost cameras, new target markets, and collaborations with phone companies. It also discusses marketing strategies, including new marketing plans, content, and a revised target market. The report analyzes the company's internal obsolete concept and proposes solutions to address its challenges, ensuring its legacy and market share. The report follows a structured format, presenting different strategies, their drawbacks, and a plan to evaluate their viability, with a final recommendation for the company's strategic direction. Furthermore, it emphasizes the significance of marketing in the context of the company's camera products and the need to adapt to the changing market conditions.

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

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Executive Summary
The business environment has become increasingly dynamic in nature and it is with respect to
this that it becomes crucial for the organization to come up with considerable plans and
initiatives so as to ensure that the firm would be able to devise ways in which they are able to
combat against the competition as present and ensure that, there market share remains sufficient.
Hence, as Pro Go Private Limited is a privately owned but an innovative company, it has been
successfully able to sense the troubles that lies in its way in the long run and can be essentially
dealt with by coming up with innovative solutions. However, undertaking the innovation
procedure is not easy and brainstorming needs to be undertaken. Hence, the report focuses on the
discussion of the overall internal obsolete concept being faced by Pro Go and as a solution of this
aims to focus on the key areas with respect to which the firm will be able to keep up with its key
offering and at the same time help the firm in keeping its legacy. Therefore, the report will be
following a structured format with respect to which the different key positions and steps to be
undertaken by the firm will be provided and in addition to this, the drawbacks of each plan will
be discussed. This will then be followed by the plan to evaluate the viability of each plan and
finally one of them will be selected for the firm.

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Table of Contents
Introduction......................................................................................................................................3
Aim..................................................................................................................................................3
Discussion........................................................................................................................................3
Innovation ideas for the firm.......................................................................................................3
Collaboration with Phone companies..........................................................................................5
Marketing activity........................................................................................................................7
Conclusion.....................................................................................................................................10
References......................................................................................................................................12
Appendix........................................................................................................................................14

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Introduction
The Pro Go Private Limited can be considered to be a popular privately owned
organization which manufactures high quality cameras and has a good track record for
innovation. The firm tends to provide considerably good quality cameras with high resolution
and a comprehensive design. These cameras are exceptionally reliable as well. However, phone
cameras have become essentially popular and the general cameras have now started to become
less common (Baker, 2014). Hence, it is with respect to this that, the company wants the
different managers to come up with a comprehensive solution which will go a long way in
assisting them to undertake various steps with the help of which, they will be able to find a
solution to the existing problem and find an innovative solution for the long run. It is for this
purpose that the report will be providing a comprehensive analysis of various options which can
be adopted by the company.
Aim
The report seeks to find viable innovative solutions for the danger which is being faced
by the company in relation to the obsolete cameras and their uses.
Discussion
Innovation ideas for the firm
Innovation and technological advancements is an important prerequisite in technology-
based companies like Pro-Go Private Limited. The Company is renowned for its specialization in
design and resolution of the cameras, that are not only compact but also of high quality.
However, the Company had faced certain disruptions in China, owing to the cameras bursting
into flames, indicating the low level of hardware quality, without plausible explanations.

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However, the Company has strived to recover from the losses incurred from this disruption
through strategizing innovation and advancements within the organizational scope.
 Low cost cameras to improve revenue - Products manufactured by the Pro-Go Company
cater to the requirements of a wide range of customers from various fields of expertise
like surfing and other adventure sports activities (Pueo, 2016). The company can innovate
their cameras with lower costing so that larger number of retailers are encouraged and
appealed to invest in the products. The retailers in turn can sell the cameras to sports
organizations and public service sector in large numbers so as to increase the overall
revenues of the company (Gregory, 2015).
 Pricing of low cost cameras – Pricing strategies of the Company relating to the wide
range of cameras must cater to the requirements of not only the high and middle-income
groups, but also the low-income groups of the society. Such pricing strategies include
considerations of the customer’s ability to pay, competitor actions and market conditions
(Davcik & Sharma, 2015). Major camera producing companies like Sony, Nikon and
Garmin provide innovative features in their products at a much lower price, thereby
presenting a huge competition for Pro-Go. For this, the Company can innovate their
existing range of products with high quality features at a price lower than that offered by
its competitors. This will help the Company to attract customers and give them a
competitive advantage in the market (West, Ford & Ibrahim, 2015).
 New target market – The superior quality of cameras and its high pricing creates a target
market of professionals and leisure athletes, professional photographers and travelers for
the Pro-Go Company. However, to recover from the losses incurred due to the mishap in
the Chinese retail market, the company can introduce a range of products that are low

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priced so as to attract customers from the lower income groups, thereby expanding the
Company’s target market. The current target market of the Company comprises of mostly
the young age group. However, through improvements in marketing strategies and cost
effectiveness, the products can appeal to the middle age groups of the society. Following
Ray Morgan’s value segments, the Company can target the segment of traditional and
conventional family life. This requires the products to be marketed as improving lifestyle
qualities. Moreover, through efficient Corporate Social Responsibility programs, the
Company can additionally expand its customer base to the socially aware masses of the
society, whose consumption patterns are directed towards community building (Rundle-
Thiele, Dietrich & Kubacki, 2017). For example, Sony has engaged in CSR activities that
propagate education of arts and culture. Pro-Go can introduce interactive sessions with
professionals on their website to provide photography tips to customers, providing them
an insight on the various means of application of the features.
Collaboration with Phone companies
The development of internet and mobile technologies across the world has necessitated
their use globally (Hu et al., 2015). Various technology based industries therefore seek to
collaborate for form partnerships with phone companies to increase their productivity and
profitability. In this respect, it can be said that the Pro-Go Company can strategize collaborations
with major phone companies so as to enhance their revenues and brand image.
Collaborations with phone manufacturers
The Pro-Go Company can form collaborations with major phone companies like
Samsung and Nokia to enhance their camera features. The mobile phone manufacturer engage in
advanced technologies and innovation to give their products a competitive edge in the market. In

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this respect, phone cameras are an important specification feature that is appealing to the
customers worldwide (Hjorth & Pink, 2014). Expansion of the Pro-Go company into the
manufacture of mobile phone cameras can prove to be beneficial to not only the company itself
but also its partners. Pro-Go cameras are sophisticated in terms of their design and quality.
Incorporation of such high quality cameras in compact structures of the mobile phones will prove
to be immensely lucrative for the customers. Moreover, the mobile phone companies usually
manufacture the features of their products by themselves. For this, the Pro-Go Company can
engage in the production of external lenses to enhance the quality of the existing cameras
produced by the mobile phone companies.
Providing customized designs
Customized designs can also be provided by the Pro-Go company to cater to the
requirements of their customers. The mobile phone companies often indulge in customization for
their customers in terms of specifications, design and color. Similarly, customization options can
be provided for the cameras in the mobile phones to ensure the satisfaction of the customers.
Such customizations may involve the quality of camera or its resolution. Certain camera features
like external lenses can also be incorporated by the Pro-Go Company to increase its profitability
and improve its brand image. The Pro-Go Company is well recognized for its sophistication of
design and quality. The incorporation of such designed customized according to the requirements
of the customers will aid in enhancing their satisfaction, and thereby the profitability of the
company.
Discussion of deal components

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Partnerships among two or more business entities require agreements that can ensure the
protection of the interests and objectives of those organizations (Kanda, Sakao & Hjelm, 2016).
For this purpose, a thorough discussion and agreement regarding deal components of the
partnership is essential. Important deal components in partnerships include percentages and
ownership, leadership hierarchy, admission of new partner to enhance business potential and
termination of partnership. The Pro-Go Company may engage in partnerships with mobile phone
companies, but this also requires them to strategically plan the deal agreement so that their goals
and objectives of maximizing productivity and profitability are met. Additionally, the companies
must also carry out discussions pertaining to the distribution of profits and marketing strategies
to be applied by the organizations in order to facilitate each other’s growth.
Marketing activity
New marketing plan
The existing marketing plan of the Pro-Go cameras included the posting of unique videos
comprising of activities like surfing, cycling, snowboarding, skydiving and such others, which
portrayed the versatility of the video cameras. These viral videos promoted the individual
specifications of the cameras through varied social media platforms (Tsimonis & Dimitriadis,
2014). The current marketing plan of the company can include the objective of presenting the
most resourceful camera of the world for commercial applications. For this purpose, a company
position can be created for developing commercial relationships with United States Law
Enforcement agencies and meet the requirements within a span of three months. A survey could
also be conducted by the head of the marketing department to gain information from the existing
followers in a time period of three weeks.

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Another marketing plan component can consist of the goal of creating four user friendly and
extensive selection of accessories that must be mountable in nature (Čuboňová & Císar, 2015).
Within a span of six months, the company needs to procure four distinct mountable accessories
in accordance with the preferences of the customers. In order to control the marketing plan, a
project manager can be assigned under the leadership of the head of the marketing department of
the company to oversee the execution of the plan. With the inclusion and proper implementation
of these marketing plans the company can enhance its market reach as well as improve the brand
image.
New content for marketing
In order to implement the proposed marketing plan, the company needs to implement
various marketing strategies that would enhance the promotion of the products. The Pro-Go
Company can utilize the varied range of social media platforms for the advertisement of the
products, with the help of customer based content. The company can also organize campaigns
that promote the amateur photographers and sports enthusiasts to participate in a competition
organized by Pro-Go. Such campaigns, events and promotions enhances the popularity of the
product as well as improves the relationship between the company and the customers (Baker,
2014). The print advertisements of the company can also induce promotion of the products. Such
advertisements can incorporate certain slogans and images that promotes environment friendly
attitude so as to contribute to the corporate social responsibility of the company. The business
development representatives can also survey the market conditions for customizing solutions in
accordance with the commercial applications as mentioned in the above discussion.
Revised target market

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As mentioned in the above discussion, the target market includes the people belonging to
low income groups, family oriented individuals and socially aware citizens of the society. To
meet the expectations of these targeted customers, the company needs to produce low cost
cameras. A complete analysis of this product has been presented with the help of the 4Ps of the
marketing mix (Khan, 2014).
1. Product: The chosen product here is the low cost cameras to be produced by the Pro-
Go company. These cameras would include the salient features that the company is
famous for. However, these products must be made in a cost effective manner to
address the needs of the targeted customers (Skodras, Kanas & Fakotakis, 2015).
2. Price: The price of these cameras must be less so that they are affordable by the
customers belonging to the low income groups. The marketing of these products must
be done in the most effective manner and only the required amount must be spent for
promotional purposes so as to keep the manufacturing process cost effective.
3. Promotion: Since the product is low cost cameras, the promotional strategy for such
product also needs to be cost effective in order to keep the overall production cost of
the product within a set limit (Sajid, 2016). Such promotional ideas as the
advertisements in side walks, vehicle branding and local media advertising can help
to promote the product in the targeted market areas.
4. Place: The ideal place of distribution for these low cost cameras are the developing
countries, wherein people generally have lower incomes and simpler needs. The
market for low cost cameras will be extensively efficient in these countries. By
investing in the supply chain of such countries, the company can also enhance the
brand image and the reach of the product lines.

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Conclusion
Therefore, from the given analysis, it can be understood that conducting a business is not
an easy task and very often the business environmental forces tend to affect the company in a
negative manner. It is at this point of time that the organizations would be required to undertake
initiatives which will ensure long term success for the firm. The report underlined the current
issue being faced by Pro-Go Company and outlined the various initiatives and themes which
would assist the firm in gaining long term success. The following section discusses certain
recommendations which can be undertaken by the organization.
Recommendations
 The Pro-Go company can introduce online sessions that would incorporate certain
renowned professional photographers who would give lessons on the proper utilization of
the products of the company. These sessions would enhance the abilities of the amateur
or inspiring photographers as well as effectively enhance the connectivity of the products
with the potent customers (Schembri & Latimer, 2016).
 The company can also enhance the Corporate Social Responsibility activities in order to
improve the brand image in the global market for a good cause. Such activities can
promote ideas and actions that might contribute in making the common masses aware of
the adverse impacts of global warming as well as messages regarding women
empowerment and such other social causes.
 The company can introduce technological innovations, wherein the cameras will have
inbuilt features of connecting the product with the internet for uploading or editing the
images (Tidd & Bessant, 2018). These kind of innovative technologies require in depth
research and development teams that would ensure the execution of such high end plans.

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The proper execution of this idea can enhance the brand position of the company to a
huge extent and will widen both the market and the customer base of the company,
thereby, improving the scope of the company.
 The Pro-Go Company can also develop teams to identify the future market prospects for
the sale of the new and existing products. The low cost cameras mentioned above shall
contribute in the market expansion of the company into the developing economies.
 The Company can also create a premium range cameras for meeting the needs of the
premium customers. Such cameras need to be incorporated with enhanced features and
better options, which can be identified with the help of research and development teams
and surveys in premium consumer bases.

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References
Baker, M. J. (2014). Marketing strategy and management. Macmillan International Higher
Education.
Čuboňová, N., & Císar, M. (2015). Design of camera mount and its application for monitoring
machining process. Advances in science and technology research journal, 9(26), 34-40.
Davcik, N. S., & Sharma, P. (2015). Impact of product differentiation, marketing investments
and brand equity on pricing strategies: A brand level investigation. European Journal of
Marketing, 49(5/6), 760-781.
Gregory, J. (2015). The Internet of Things: revolutionizing the retail industry. Accenture
Strategy.
Hjorth, L., & Pink, S. (2014). New visualities and the digital wayfarer: Reconceptualizing
camera phone photography and locative media. Mobile Media & Communication, 2(1),
40-57.
Hu, Y. C., Patel, M., Sabella, D., Sprecher, N., & Young, V. (2015). Mobile edge computing—A
key technology towards 5G. ETSI white paper, 11(11), 1-16.
Kanda, W., Sakao, T., & Hjelm, O. (2016). Components of business concepts for the diffusion of
large scaled environmental technology systems. Journal of cleaner production, 128, 156-
167.
Khan, M. T. (2014). The concept of'marketing mix'and its elements (a conceptual review paper).
International journal of information, business and management, 6(2), 95.

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Pueo, B. (2016). High speed cameras for motion analysis in sports science. Journal of Human
Sport and Exercise, 11(1), 53-73.
Rundle-Thiele, S., Dietrich, T., & Kubacki, K. (2017). Why We Need Segmentation When
Designing Social Marketing Programs. In Segmentation in Social Marketing (pp. 197-
214). Springer, Singapore.
Sajid, S. I. (2016). Social media and its role in marketing.
Schembri, S., & Latimer, L. (2016). Online brand communities: constructing and co-constructing
brand culture. Journal of Marketing Management, 32(7-8), 628-651.
Skodras, E., Kanas, V. G., & Fakotakis, N. (2015). On visual gaze tracking based on a single low
cost camera. Signal Processing: Image Communication, 36, 29-42.
Tidd, J., & Bessant, J. R. (2018). Managing innovation: integrating technological, market and
organizational change. John Wiley & Sons.
Tsimonis, G., & Dimitriadis, S. (2014). Brand strategies in social media. Marketing Intelligence
& Planning, 32(3), 328-344.
West, D. C., Ford, J., & Ibrahim, E. (2015). Strategic marketing: creating competitive
advantage. Oxford University Press, USA.

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Appendix
PEST Analysis
SWOT analysis

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