Strategic Management Report: Pro-Go Pty Ltd Five-Year Strategic Plan

This report presents a strategic plan developed from the perspective of the General Manager of Pro-Go Pty Ltd, a manufacturer of high-quality action cameras. The report analyzes the company's current market position, its strengths in innovation and technology, and the challenges posed by the evolving market, especially the rise of smartphones with high-quality cameras. The aim of the plan is to extend the product line and introduce innovative products globally. Three strategic options are discussed: manufacturing smartphones, introducing specialized lenses, and manufacturing webcams and home appliances. The report selects smartphone manufacturing as the preferred option, highlighting its potential to leverage Pro-Go's brand image while acknowledging the competitive pressures from major players like Samsung and Apple. The report includes references to support the analysis and strategic recommendations.

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

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Executive Summary
This report will focus on developing a strategic plan in order to guide the organization of Pro-
Go Pty Ltd over the next five years, from the view point of the General Manager of the
company.

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Introduction
This report will focus on developing a strategic plan in order to guide the organization
of Pro-Go Pty Ltd over the next five years, from the view point of the General Manager of
the company. It is a privately-owned manufacturer of small and high-quality action cameras,
which is based in Geelong, Victoria. It was founded in 2004 and was growing on continuous
growth until the last financial year. The organization is famous for innovative and
technological ways which helps in providing excellent qualities while capturing videos which
is available in most of the smartphones nowadays. The cameras are capable to operate with
small batteries for longer period of time. The videos captured through the help of those
cameras are known for high quality colour, and effectiveness of operating in conditions in
lower light also, other than that present in the market from their rivals. They possess an edge
over its competitors in the context of reliability and ruggedness. Most of the technology used
by them are not used by the rivals of the organization. So, the management of Pro-Go is
looking for some innovative ideas in order to survive in the market globally if the stand-alone
camera gets limited in near future.
Aim
The aim of the company will be to extend the product line along with bringing some
new innovative products in the marketplace globally.
Discussion
Three Options
1. Pro-Go can use their innovation to manufacture smartphones on their own, whose
unique selling proposition will the cameras, which will be able to capture the quality of
videos provided by the cameras built by them. It will include all the recent features and

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technologies inbuilt on those phones, and should be made available globally. It will help the
providence of the cameras as well as launching into a new segment through which Pro-Go
can achieve revenue for its business operations (Gye, 2014).
2. Pro-Go also can also introduce the high quality of specialized lenses, it can be
easier for the organization to standardize its products. Introducing the lenses with high zoom
facilities, it can help to maintain the competitiveness in the market. It will help to increase the
sales volume of their products to more number of people around the world, where there will
be a chance to diversify their businesses.
3. Another option which the organization of Pro-Go can apply to the marketplaces
globally is manufacturing webcams as well as home appliances, where they can provide the
same technology as they are providing in their high-quality action cameras. Adding home
appliances, the target market can get increased This will help to diversify their operations of
business, but may face stiff competition from organizations like Logitech, Microsoft and
others (Todeschini, Deloge & Anderson, 2016).
Option Selected and Implications
The selected option for Pro Go would be to manufacture smartphones on their own, as
the goodwill and brand image of Pro-Go will help to solve the short-term issues related to the
internal environment of the organization. But they have to face challenges from some major
competitors like Samsung and Apple, which would be a long-term issue in the markets where
they would launch their product.

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References
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.
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.