Strategic Management Report: Pro-Go Pty Ltd, MGT604, Semester 1

This report focuses on the strategic management of Pro-Go Pty Ltd, a manufacturer of high-quality action cameras. The report aims to identify strategies for Pro-Go Pty Ltd to compete with mobile phone cameras and ensure business growth over the next five years. It explores options such as innovative strategies, product development, and product diversification. The discussion highlights the implications and challenges associated with each option, considering both short-term and long-term perspectives. The report concludes by identifying product diversification as the most applicable strategy for Pro-Go Pty Ltd, emphasizing its potential to expand the market and mitigate the decline in sales. It also acknowledges the associated challenges, such as the need for increased revenue in the short term and the potential reduction in innovative tactics in the long term. The report includes an executive summary, table of contents, introduction, discussion, and bibliography.

Running head: STRATEGIC MANAGEMENT
Strategic Management
Name of Student
Name of University
Author Note

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Executive Summary
The report focuses on identifying strategic options that is required for the development of
Pro-Go Pty Ltd a high quality action camera manufacturing company. The aim of the report
is to provide the options that can be used by Pro-Go Pty Ltd so that it can outcompete the
mobiles in the development and use of cameras. Options such as adopting innovative
strategies, product development and product diversification are provided in the report that can
help Pro-Go Pty Ltd to continue its business in the next five years. The option that is most
applicable for the development of the company is identified along with the challenges in
terms of long-term as well as short-term period of the company.

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Table of Contents
Introduction................................................................................................................................3
Aim.............................................................................................................................................3
Discussion..................................................................................................................................3
Bibliography...............................................................................................................................5

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Introduction
The report focuses on the formulation of strategies that can help in the growth of a
company. In the report, the company that is chosen is Pro-Go Pty Ltd, which is a privately
owned high quality actions cameras manufacturing company located in Victoria. The report
provides an aim and a discussion about the options that exist in a market related to different
products and technologies. In the past, Pro-Go Pty Ltd enjoyed success related to continuous
growth. However, from last year and with the development of mobile phone cameras the
future of stand-alone cameras has been limited. The report is written to develop strategies that
can guide the company over the next five years.
Aim
The aim of the report is to provide a strategy that can help in the growth of stand-
alone cameras as well as Pro-Go Pty Ltd in the next five years despite the rapid rise of mobile
phones.
Discussion
In the modern world, mobile technology plays an important role in attracting
customers as more than one feature can be done using the mobiles (Berry & Berry, 2018).
The present case study suggests similar problems faced by Pro-Go Pty Ltd in trying to
maintain its reputation in the market. Therefore, three such options can be provided that can
help the company to develop and grow in the next five years. One of the options that exist in
the adjacent market is the fact that innovative strategies can be adopted by Pro-Go Pty Ltd to
enhance the usability of the camera. The implication of the innovative strategies can help in
identifying the capability of Pro-Go Pty Ltd. However, the challenge or issue of this

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particular option is that on a long-term basis financial development of the company need to
be maintained along with rapid changes for a short-term basis (Jensen et al., 2016).
The second option that can be taken considered is that of product development. The
cameras manufactured by Pro-Go Pty Ltd can be developed in a way that mobility of the
device can be made easy. The implication can be that people can carry the cameras anywhere
with them without having to set up the camera each time before use. Berry and Berry (2018)
stated that the short-term issue or challenge that can be faced in this case is that it may have a
negative publicity, as the people are usually unaccustomed to miniature cameras. The long-
term issue can be that after the implementation of this technique, reverting to regular sized
cameras can be difficult.
In this regard, the preferred option for Pro-Go Pty Ltd can be the diversification of the
product. The reason for this is that product diversification can help in expanding the original
market so that the decline in sales can be mitigated. The implication of the option for Pro-Go
Pty Ltd is the fact that the company can compete with the mobile phones by ensuring that
different types of cameras are provided that is suited for different conditions. Challenges such
as increase of revenue can be considered as short-term issue while lengthy diversification can
reduce innovative tactics, which can be considered as a long-term issue (Bason, 2018).

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Bibliography
Bason, C. (2018). Leading public sector innovation: Co-creating for a better society. Policy
Press.
Berry, F. S., & Berry, W. D. (2018). Innovation and Diusion Models in Policy Research.
In Theories of the policy process(pp. 263-308). Routledge.
Christensen, C. M., Raynor, M. E., & McDonald, R. (2015). What is disruptive
innovation. Harvard Business Review, 93(12), 44-53.
Digitalcameraworld.com (2019). Retrieved from
https://www.digitalcameraworld.com/author/jamie-carter
Jensen, M. B., Johnson, B., Lorenz, E., Lundvall, B. Å., & Lundvall, B. A. (2016). Forms of
knowledge and modes of innovation. The Learning Economy and the Economics of
Hope; Anthem Press: London, UK, 155, 155-182.
Kogan, L., Papanikolaou, D., Seru, A., & Stoffman, N. (2017). Technological innovation,
resource allocation, and growth. The Quarterly Journal of Economics, 132(2), 665-
712.
Popsci.com (2019). Retrieved from https://www.popsci.com/smartphone-camera-more-than-
photos