Strategic Management Report: Pro-Go Pty Ltd Marketing Analysis

This report, written from the perspective of a production manager, analyzes the marketing strategies of Pro-Go Pty Ltd. It examines opportunities in the Victoria and Melbourne markets, focusing on the ICT industry, digital games, and technological training. The report identifies specific markets like Geelong, southern Highlands, and Shoalhaven as potential areas for expansion, with a focus on advertising campaigns and market research. The report justifies the selected options by emphasizing the importance of innovation and quality in products. It also discusses challenges, such as high raw material prices and the need for effective monitoring techniques. The report concludes with a discussion of the team's collaborative efforts and their implications for the company's strategic planning and growth.

Running head: STRATEGIC MANAGEMENT
Answering questions on marketing strategies of Pro-Go Pty Ltd from the perspective of
production manager
Name of the student:
Name of the university:
Author note:

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Executive Summary
Strategic management is needed in terms of enhancing the productivity of the companies and
organizations. In this process, the production manager plays an important role. This is in
terms of producing effective quality products and luring the customers from different parts of
the world. This assignment attempts to focus on the marketing opportunities in the threshold
of southern Highlands and Shoalhaven, Geelong, Victoria, available for Pro-Go. The
assignment points the challenge of high prices of raw materials, RAM, which is an obstacle
in the process of trades and transactions as well as expansion strategies.

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Table of contents
Introduction................................................................................................................................3
Aim.............................................................................................................................................3
Discussion..................................................................................................................................3
Opportunities in the adjacent markets....................................................................................3
Justification for the selected option........................................................................................4
Challenges and their impact...................................................................................................4
References..................................................................................................................................6
Teamwork Log.......................................................................................................................7

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Introduction
In the present business context, strategic management is a necessity in terms of
maintaining the pace with the contemporary brands. Absence of strategic management
compels most of the companies and organizations to encounter losses in terms of customer
and employee turnover (Hill, 2017). Pro-Go can be placed in this category, as they have
realized a need for meetings for developing strategies towards restoring the growth, which
was missing in the performance of the last year. This assignment, from the perspective of a
product manager, attempts to conduct a plan, with due reference to the expansion options and
challenges.
Aim
The aim of this report is to excavate the challenges and opportunities of Pro-Go in
terms of achieve growth and development. The perspective here would be of the product
manager.
Discussion
Opportunities in the adjacent markets
Victoria’s ICT industry can be considered as stable, as it has emerged successful in
generating AS$ 34 billion annual revenue. This has been possible due to the skilled efforts of
91,300 employees. Focusing on innovation in the ambience of competition makes the
industry personnel to estimates regarding increasing the generating A2.5billion revenue
through the exports. One of the greatest strengths of Victoria market is digital games
(News.com.au, 2018). Within this, mention can be made of the technological training, which
is delivered to the employees.
Along with Victoria, Melbourne can also be targeted by Pro-Go. Supply of graduates
from Australian Research Council and the universities is assistance in terms of developing

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cameras with latest designs. The major drive behind this is the stable infrastructure, which
provides an access to the telecommunication companies to widen the scope and arena of the
supply chain. This sets the background for the opportunities, which Pro-Go can take in terms
of expanding the scope and arena of the business (Wheelen et al. 2017).
Pro-Go management team can make plans for conducting advertising campaigns for
RAM in the cameras in Piccadilly market in Gheringap. This would add to the marketing
activities of Geelong and the adjacent areas. Along with this, it would add innovation into the
cameras. “Thrive amidst the declining market” is the theme with which the Piccadily market
operates. The major drive behind this are honesty, intergrity in the trades and transactions.
Selling the RAMs in the markets of southern Highlands and Shoalhaven acts as an
opportunity for Pro-Go in terms of increasing the sales revenue and the profit margin
(News.com.au, 2018). Camera shops have a wide spread popularity in the southern
Highlands, which would be effective in terms of indulging in contracts with the nearby shops.
The stable condition of the markets is an added advantage for pro-Go in terms of conducting
the market activities in an efficient manner. Typical evidence of this lies in the 9.5% growth,
which the markets of southern Highlands and Shoalhaven achieved (News.com.au, 2018).
For this, the production manager needs to undertake the aspect of strategic planning in the
meeting. Involving the members of the research and development team would be effective in
terms of deciding the efficient technologies to be incorporated within the production of
RAMs within the cameras.
Justification for the selected option
In the ambience of competition, innovation within the quality of the products is the
keystone for achieving customer satisfaction. This innovation influences the purchasing
power of the customers, enhancing the brand image of companies like Pro-Go. These aspects
are the main reason for selecting the role of production manager. Hill et al. (2014) opines that

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his consciousness towards the manufactured cameras is the agent for producing effective
quality cameras. Therefore, in the meeting, planning towards incorporating high quality
RAMs and other technologies, is productive in terms of adding innovation to the cameras.
Market research helps in gaining an insight into the latest RAM versions, which are in
demand in Geelong and the adjacent markets. RAMs are a crucial part in terms of producing
quality cameras. It is the responsibility of the product managers to ensure that appropriate
strategies are used for the production. Herein lays the appropriateness of market research on
nearby shops, profitability of the Victoria and Melbourne markets and evaluation
(News.com.au, 2018). This evaluation would help in making estimations regarding the future
prospect of Go-Pro business.
Challenges and their impact
Using poor quality technologies in the production of cameras is one of the major
challenges. This leads to the manufacture of defective cameras. Negligence of the product
managers, towards this direction, aggravates the complexities in terms of fulfilling the needs
of the clients. Wheelen et al. (2017) is concerned that this negligence, further, would degrade
the public relations of companies like Pro-Go, staining their hard earned reputation.
Therefore, in the meeting, planning needs to be made for adopting effective monitoring
techniques in the product lines. Involving line manager in this planning would be effective in
terms of averting the risks of producing defective cameras. Along with this, high prices of the
raw materials like RAM in the adjacent markets of Geelong is a difficulty in terms of
achieving expansion. This necessitates the intervention of trade union members for stabilizing
the financial parameter (Hill, 2017).

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References
Hill, C. W., Jones, G. R., & Schilling, M. A. (2014). Strategic management: theory: an
integrated approach. Cengage Learning.
Hill, T. (2017). Manufacturing strategy: the strategic management of the manufacturing
function. Macmillan International Higher Education.
News.com.au (2018), Geelong property-market is fastest growing in regional Australia,
Retrieved 27th Oct 2018 from
https://www.news.com.au/finance/real-estate/melbourne-vic/geelong-property-
market-is-fastest-growing-in-regional-australia/news-story/
1f045ec4178fc6548786ead12c56bb74
Wheelen, T.L., Hunger, J.D., Hoffman, A.N. and Bamford, C.E., 2017. Strategic
management and business policy. pearson.

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Appendix
Teamwork Log
Meeting
date
Meeting
time
Meeting minutes Allocation
of tasks
Completion
of the tasks
1.11.2018 10:00
AM
 Market
research on
latest RAM
models
 Incorporating
latest designs
in the
cameras
 Consulting
with the
research and
development
team
 Feedback
 Evaluation
Production
manager-
market
research
Assistant
manager-
keyword
search on
latest
RAM
Models
Assistant
manager-
preparing
reports on
the
research
3 weeks
2 weeks
3 weeks
Table 1: Teamwork Log
(Source: Created by the author)