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2002: IDEA: Wouldnt it be great if a single consumer can have a high quality camera during surfing?
2004: First GoPro camera
2005: Sales $150k
2006: First digital camera; Sales $800k
2007: Sales $3.4m
2007- 2012: Golden era of GoPro; more cameras introduced, high run up, external investments --> company value: $2.25b
2013: Lets go public
IPO: End of golden era
- 2013:
IPO GOES OUT $24 --> Company is worth $3B
- October 2014:
Peak of $98 a share --> VALUE: $10B
- 2014 - 2016:
OPEX increase
--> Growth -27%
- July 2015:
Change to Media company
- January 2018:
$6 a share VALUE: $840M
1. Public company --> not private anymore
2. Acquisition problems
3. Supply problems --> delays
4. Competitors 360 camera
5. Product side:iphone android
6. Strategic shift/focus: change to media company middle of product issue and IPO
--> core competencies of GoPro: professional quality images through a great little camera
a.) Marketing Mix
Threat of new entrants:
Lower prices
Higher customer satisfaction
Better durability of products
Bargaining buyer power:
Buyers of GoPro aren’t a large group, thus would be able to demand lower prices as seen by the reduction from $10 to roughly $8
Threat of substitution:
The market is highly saturated with many cheap Chinese companies
Could result in a pricing war from competitors
GoPros USP?
Supplier power:
there are many suppliers in the camera / drone market therefore they have less power
Competitive rivalry:
many competitors --> collaboration
Political
Economical
Social
Technological
Product
variety
Quality
1. Reduce drone prices
2. Improve material
3. Merge with a drone company
4. Leave the drone market
PROS:
CONS:
PROS:
CONS:
PROS:
CONS:
PROS:
CONS:
In conclusion, we believe that GoPro should leave the drone market because...
Improve current products/Supply chain
Reach economies of scale
Effective marketing
Investment in R&D
Money
Effective Management
Innovative Employees