Strategic Management Report: Pro-Go Pty Ltd - 5 Year Roadmap Analysis

This strategic management report analyzes Pro-Go Pty Ltd, an Australian camera manufacturer, focusing on its challenges and opportunities in a rapidly evolving market. The report examines the company's internal environment, including privacy and technological advancements, and evaluates its competitive position against smartphone cameras. It proposes strategic recommendations such as implementing privacy legislation, technological upgrades (e.g., improved camera sensors, connectivity), and exploring adjacent markets like the smartphone industry to ensure future growth. The report also provides a five-year roadmap for the company, including marketing strategies and financial considerations. The report concludes with recommendations for Pro-Go to adapt to market changes and enhance its competitiveness.

0
Running head: Strategic Management
Strategic Management
Name of the Student-
Name of the University-
Author’s note-

1Strategic Management
Executive Summary
The project focuses on the strategic management procedure to be analyzed for Pro-go Pty Ltd.
Strategic report is to be prepared and a roadmap of next 5 years is segmented for the company. It
is also focused on different sorts of features provided by the company in manufacturing camera.
Firstly, Privacy of the company is analyzed, which issues the proper confidential mechanism of
the company. Secondly, technological advance of the company is discussed. It focuses about
technology they have and technology required by them in order to enhance better performance.
The internal environment of the company is quite ethical and friendly in nature. But, some
segments needed to develop for future growth. Several connected devices of camera are
discussed, it mainly advices to incur internet data packs such as 3G and 4G need to develop.
Adjacent products and adjacent market discussed in order to explore the right way in business.
Lastly, recommendation uploaded in order to future progress of the company.

2Strategic Management
Table of Contents
Introduction......................................................................................................................................3
Aim..................................................................................................................................................5
Discussion........................................................................................................................................5
Conclusion.......................................................................................................................................8
Recommendations............................................................................................................................9
References......................................................................................................................................12
Appendices....................................................................................................................................15

3Strategic Management
Introduction
Pro-Go Pty ltd is an Australian based company, which indulges of manufacturing high
quality based cameras. It is located in Victoria, Australia. The organization was founded back in
2004. The company always had high demand in the market for its unique quality of goods. They
focus on innovation, technology driven standards, which helps to enhance higher revenue than
other do. The project focuses on making strategic plans for making betterment of the company
and ensuring a better roadmap for the next five years. During the previous year, the company had
an unexpected downfall, due to increasing technology of smartphones. The camera company
started to fell behind and sales have halved from the previous day. As the cameras of the
company busted into flames, the largest customer of the company decided to end the contract
under the company’s sales agreement. As the target customer cancels the contract, stakeholders
and directors analyzed that the future is in danger. They decided to up the notice that the
customers are not satisfied with the performance of the products because the technology, which
used while manufacturing is not upgraded and is not feasible by the end customers to use it as the
price was quite hefty to bear. Whereas smart-phones have better technologies and is quite
superior to use because it is more portable in nature and price structure of phones are quite less.
To resolve the issue several plans are structured to introduce in coming times, privacy
legislation is required to address more by the company to keep the plans and procedure within
the organization.. The connected devices of the product has been discussed, which is going to
implement new items along with the previous one to attract customers effectively. Adjacent
business or product of the business has been discussed to diversify the business, which helps to
incur more revenue for the company. Lastly, recommendation is given for the future planning
and effective implementation of the business.

4Strategic Management
Aim
The report is seeking to develop a strategic plan, which will guide the company for the
next five years.
Discussion
Camera companies are getting left behind by the smartphone companies in this fast-paced
world of interconnected imaging order. Concerns for the stakeholders are, smartphones regulate
social networking sites such as, Instagram, Facebook and others. Generally, consumers
habituated to upload pictures and videos online. As the sensors and lens technology have
developed heavily incurred the customers in turning up to smartphones, which is even more
portable in nature than picking up traditional cameras. Most of the latest technology based
smartphones ensures sophisticated cameras, which outperforms the top brand cameras in the
market (Alrc.gov.au, 2019)..
Pro-Go Pty Ltd is a private manufacturing company, which regulates small but high quality
based cameras based in Geelong, Victoria. It is founded in 2004, and they enhanced yearly
growth until the previous financial year. The cameras of this company have a great battery pack
up and the performance of the product is one of the best in this industry. The products are very
innovative in nature and incorporate true value of customers throughout the globe (Stubbs and
Higgins, 2018). Video quality of these cameras is inferior than their competitors, they provide
superior quality colors with wide range of choices. Customers find themselves much reliable to
use. Whereas due to technological advances of smartphones reduced the market of famous

5Strategic Management
camera companies such as Pro-Go cameras, customers are focused on the camera performances
of smartphones, which nowadays provides better performances than they do.
There are possible instances, which can be taken for the future scopes of the organization from
the viewpoint of a senior finance manager.
i) According to Ataei et.al, (2019), Privacy legislation shall be implemented for the
company, which includes federal and state information legislation of privacy. Sector specific
privacy legislation is present at the state level. Regulation of the media and few criminal
sanctions are allowed by the country (Meijer et.al, 2018). Breach of confidence strictly followed
in Australia where there are many protocols, which followed before transmission of information
from one country to another. Privacy legislation is beneficial for the company where other
companies will find it very difficult to copy plans from Pro-Go cameras. The annual revenue of
the company is more than $3 million revenue, hence privacy legislation is possible to implement
and it will cost 1% of the total revenue. Taxation in Australia is 37% of more than $180,000
revenue per year.
ii) Possible technological advances needed to imply by the company in respect to
cameras, digital single-lens reflex division of company need to develop (Mighdoll et.al, 2019).
Image sensor of the camera has chips inside them, which detects and records light come into the
camera. Viewfinders are the part of the camera, where small optical lens situated at the top of the
camera. Advantage of this camera will allow to frame shots mainly image sensor will record it. It
will be much better to implement technologies, which enables voice command message, which
will be built in user’s glasses, which enables to record a photo. It also helps in aiming purposes.
Ultra-compact shall be used in cameras, which measures 1 inch, or less in thickness (Zeinhom

6Strategic Management
et.al, 2018). Size of the cameras must be smaller in size, which enables the user to carry it easily
from one place to other. The present sizes of the cameras of this company are much bigger in
size and it is becoming quite hectic to carry by the users.
It will be a good addition, if camera will automatically smell the situation of the place and will
ask the user to click photos. The quality of the picture will be ultra hd and it will be new and
unique technology in the market. The cost of implementation of these technologies will be
around $1000 per camera. It is advisable for the organization that they should undergo with this
project, as it will fetch good amount of profit.
iii) Connected devices of cameras should be associated with more than Wi-Fi systems.
The present cameras of this company have only Wi-Fi system (Cong and He, 2019.). Whereas
consumers in the market demand for latest technologies available, that is why it is advisable for
the company to install 3G or 4G radio in it. This enables to transfer images and videos instantly
from one camera to another. Like mobile phones, cameras will have internet data pack system,
which enables the user to access internet freely and easily. It is quite harassing for the users, who
wishes to share pictures with their friends but he is helpless will now have solutions in their
hand. In-camera interface needs improvement, where smartphones are meant for connectivity,
communication and capturing photos whereas cameras are only meant for capturing pictures.
Camera’s superior optics, sensor and controls needed to improve accordingly connectivity of the
device. Smartphones are disrupting camera, which is a big concern for the stakeholders of the
company as well as the directors (Azimi, 2018). If they implement these factors then the future
of the company will be safe.

7Strategic Management
As senior finance manager it is recommended that initial cash flow for the project will be $450
and estimated cash inflow of the company will be amounted to $650 per device. Hence, it is clear
that the project is profitable and unique in nature as well new in the market. The company shall
implement it soon (Égert, 2018).
iv) Possible adjacent market of Pro-Go Pty Ltd is smart-phone industry. It is always
profitable business for any company who has parallel technology in the market. After proper
implementation of different sources, it will be beneficial for the organization to undergo profits
by diversifying into smart-phone industry (McLachlan, lee and Edwards, 2018). For the
increasing demand in new technologies of smartphones, the company shall recruit new
employees, who are vivid in this sector and ensure increasing revenue for the company.
Smartphones induce high technology cameras and other services. The operating cost of the
product will be lower because the company is already in the similar business. The initial
investment will be a high amount but after a year it will give positive inflows which will be
beneficial for the organization (Jeanne and Korinek,, 2018). The payback period is around couple
of years. Hence, it is advisable for the organization to invest in this project.
Conclusion
From the above topics it is concluded that a solid strategic plan is very effective for the
company to run the business smoothly and easily. It is specified that the business is going to
implement new features, which will change the course of the stream. The company is going to
propose privacy legislations for security purposes, advance technologies for enhancement of the
products to completely new level. They are keeping the values of consumers and trying to feature

8Strategic Management
their demand to make the products available in the easiest way. Different strategies are taken by
the directors as well as the shareholders to resolve the disruption issue on a positive note. The
stakeholders decided to diverse the responsibility of the purpose to the specialized fields. The
financial exposure of the company is normal and they will earn profit if they progress to imply
the above-discussed features in the business. Recommendation of futuristic view of the business
is discussed to make the business more compact and trustworthy to the customers. The after
effect of the plans and policies, which will reach out to the clients and new customers, are
discussed throughout the project.
Recommendations
Next steps of the company should analyze the next level of advanced technologies, which
is unknown throughout the world. There shall be synchronizing way of building up new process
in order to tally the segment of customer satisfaction. Firstly, the managers shall perform a
complete survey of knowing the needs, demand of clients in the industry, and work accordingly.
The company is required promote and advertise their products to every part of the world
(Rangan, Schniter and Fletcher, 2019). It is possible to go for sponsorship deals with any team to
comprise the net profit of the company. It is also recommended that if the directors want, they
can dilute more number of shares in the market. It will generally increase market value of the
company and several policies will be made upon satisfying the shareholders of the company. The
organization might take loans from the bank to fund the business properly. But, the managers
need to make clear of one thing that the investment should maintain 1:1 ratio. Which means, half
of the amount shall be equity and the other half shall be from loans, it is essential to maintain
half ratios to minimize risk in the business (Lee and Teague, 2019).

9Strategic Management
Proper marketing strategies and selection of perfect technologies, which will sustain in
the nearby future is required for the business (Muendler and Rauch, 2018). The company shall
perform PESTLE analysis for the company to understand the external environment. According to
Plambeck and Taylor, (2018), political environment will answer them about government acts and
rules, regulations of the company. Economic environment will help to analyze how financially
stable the country is, after analyzing it; the company will start charting their pricing modules.
Social environment discusses about the choices and preference of the customers in the nation. It
also helps to draw attention of different age groups in the country; it helps to manufacture the
needs according to the demand. Technological enhancement can be done by introducing top
notch features which lets the customer blow their mind. Legal acts are important to understand
for the company. Suppose if they want to invest in India, then they have to be familiar with
taxation issues.
Recommendations and success for this project is quite satisfactory because it covers all
the important points, which are necessary to resolute the conflict of disruption and it focuses on
the manifestation of success.

10Strategic Management
References
Alrc.gov.au. (2019). Surveillance technologies | ALRC. [online] Available at
alrc.gov.au/publications Privacy/surveillance-technologies [Accessed 30 Jul. 2019].
Ataei, M., Degbelo, A., Kray, C. and Santos, V., 2018. Complying with privacy legislation: from
legal text to implementation of privacy-aware location-based services. ISPRS International
Journal of Geo-Information, 7(11), p.442.
Ataei, M., Degbelo, A., Kray, C. and Santos, V., 2018. Complying with privacy legislation: from
legal text to implementation of privacy-aware location-based services. ISPRS International
Journal of Geo-Information, 7(11), p.442.
Azimi, M., Banitalebi-Dehkordi, A., Dong, Y., Pourazad, M.T. and Nasiopoulos, P., 2018.
Evaluating the performance of existing full-reference quality metrics on high dynamic range
(HDR) video content. arXiv preprint arXiv:1803.04815.
Cong, L.W. and He, Z., 2019. Blockchain disruption and smart contracts. The Review of
Financial Studies, 32(5), pp.1754-1797.
Égert, B., 2018. Regulation, institutions and aggregate investment: new evidence from OECD
countries. Open Economies Review, 29(2), pp.415-449.
Jeanne, O. and Korinek, A., 2018. Managing credit booms and busts: A Pigouvian taxation
approach. Journal of Monetary Economics.
Lee, J.W. and Teague, E.H., Qualcomm Inc, 2018. Scan channel reduction to improve Wi-Fi
system power. U.S. Patent 9,961,628.

11Strategic Management
McLachlan, C., Fleer, M. and Edwards, S., 2018. Early childhood curriculum: Planning,
assessment and implementation. Cambridge University Press.
Meijer, G.C., Wang, G. and Heidary, A., 2018. Smart temperature sensors and temperature
sensor systems. In Smart Sensors and MEMs (pp. 57-85). Woodhead Publishing.
Mighdoll, L., Fadell, A.M. and Steele, O.W., Google LLC, 2019. Methods, systems, and related
architectures for managing network connected devices.
Muendler, M.A. and Rauch, J.E., 2018. Do employee spinoffs learn markets from their parents?
Evidence from international trade. European Economic Review, 105, pp.159-173.
Plambeck, E.L. and Taylor, T.A., 2018. Testing by competitors in enforcement of product
standards. Management Science, 65(4), pp.1735-1751.
Rangan, S., Schniter, P. and Fletcher, A.K., 2019. Vector approximate message passing. IEEE
Transactions on Information Theory.
Stubbs, W. and Higgins, C., 2018. Stakeholders’ perspectives on the role of regulatory reform in
integrated reporting. Journal of Business Ethics, 147(3), pp.489-508.
Zeinhom, M.M.A., Wang, Y., Sheng, L., Du, D., Li, L., Zhu, M.J. and Lin, Y., 2018. Smart
phone based immunosensor coupled with nanoflower signal amplification for rapid detection of
Salmonella Enteritidis in milk, cheese and water. Sensors and Actuators B: Chemical, 261,
pp.75-82.

12Strategic Management

13Strategic Management
Appendices
The company shall maintain a profit of 20% per product in operating cost. They should maintain
the international risk very minutely so that they could reap profit out of it. Percentage of changes
shall be around more 10% from the next year, which will curb all the losses incurred in the
present year.

14Strategic Management