MGT604 Strategic Management: Pro-Go Pty Ltd's Strategic Plan

This report provides a strategic plan for Pro-Go Pty Ltd, a Geelong-based action camera manufacturer, covering the next five years from the perspective of the Operations Manager. The company, known for its rugged and reliable products using innovative technologies, faces a declining stage in its product life cycle. The plan considers three strategic options: cost-effectiveness through relocating labor, feature enhancement in smartphones (smart voices and quick stories), and cost reduction strategies. The chosen option focuses on feature enhancements to attract new markets and increase revenue. The report discusses implications and challenges, including long-term issues like lowering product prices and short-term issues like innovating new features and ensuring quality. Capital requirements, internal alterations, and competition are identified as key challenges. The plan aims to sustain Pro-Go's market presence and profitability.

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
organization for the upcoming five years, from the company’s Operations Manager’s view
point.

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Introduction
The aim of this report is to develop a strategic plan for guiding the Pro-Go Pty Ltd
organization for the upcoming five years, from the company’s Operations Manager’s view
point. The company is based in Geelong, Victoria and deals with the manufacturing of high
quality, small action cameras. They stand superior to their competitive brands in terms of
ruggedness and reliability, and uses modern and innovative technologies which are yet
unused by the rivals, and has recorded a continuous growth till the last year, and at present
the company is facing the declining stage of the product life cycle. It has developed
technological and innovative techniques to capture excellent quality videos, nowadays mostly
available in smartphones, and thus has become quite famous in this field, but need to follow
some strategies required to sustain in the market place
Aim
The main focus of the organization will be to stretch the product line as well as
bringing some fresh innovative products in the market through worldwide.
Discussion
1. Three Options
1. Pro Go can follow cost effectiveness by transferring or shifting its labour to some
new regions in order to take strategic actions to tap some new emerging markets globally.
This will also help to distribute the funds of the organization in an effective and efficient
way.
2. Feature enhancement can be introduced in the smartphones, where there will be
features like smart voices and quick stories, which will be a cool feature to attract the new
people in the marketplaces. GoPro QuikStories will in filtering the best captured moments

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and create the best videos from a huge piles of footage which can be uploaded in the social
media platforms (Carayannis, Clark & Valvi, 2013).
3. As Pro Go is in decline stage; the company need to follow some strategies. Cost
effectiveness need to be followed by the organization, apart from following cut price
strategies need to be followed, where the prices of the products need to lowered so that the
customers can buy the products. The promotional expenditure along with the number of
distribution outlets need to be reduced as well. In the emerging economies, the firm-specific
advantages need to be followed (Lages, Mata & Griffith, 2013).
2. Chosen Option
The preferred which need to be chosen from the view point of the Operations
Manager of the company is option number 2, that is to introduce feature enhancements,
which included smart voices and quick stories, which will help the organization to enter into
new emerging markets and to increase the revenue earning of the company.
3. Implications and Challenges
Long term issue - In order to push up the sales of Pro Go, who are currently in the
declining stage, the operations manager need to plan and implement the manufacturing
strategy, so that the product prices can be lowered, so that the people would be able to buy
their product, which would help to earn profit in the declining stage and help Pro Go to
sustain in the marketplace (Sundtoft Hald & Mouritsen, 2013).
Short term issue - The operations manager need to harvest the product so that new
things can be innovated and implemented for future purposes of the organization. The
operations manager need to understand the feasibility on order to attain a certain number of
smartphones which will possess that feature enhancement. Apart from this, the operations

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manager also need to look after the quality of those smartphones, so that it will be able to
attract new people towards their brand (Wilden & Gudergan, 2015).
Long Term Issues Short Term Issues
Requirement of Capital Internal Alterations in order to move out
from the declining stage
Stiff Competition from the Rivals Allocation of Funds

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