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Marketing Plan Gopro

Autor:   •  August 19, 2017  •  Research Paper  •  5,266 Words (22 Pages)  •  483 Views

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Marketing plan Gopro



I. Executive Summary

1. Introduction

2. Internal analysis

2.1. Mission, values and corporate philosophy

Mission Statement:

GoPro’s mission is simple. They aim to make people’s life more colorful by helping people capture experiences. It’s all about sharing collecitve experiences that can take place in any kind of scenario. GoPro’s state of the art cameras are the most versatile in the world. This company provides the necessary tools for people to insipre and express their passions.

Overall it’s about helping people communicate by providing the world with a unique window..


GoPro is a pioneer company in a very competitive industry and they are aware of thi great responsiblity. This provides them with the necessary motivation to innovate and provide their customers with adequate tools in order to help them communicate throughout their lives. Ever since the beggining their intentions have always remained intact. In 2004, Nick Woodman, founder and CEO of GoPro had the vision and the capacity to understand what the digital market was lacking; a high quality video camera capable of obtaining close images in compromising situations. Woodman, driven by his passion to surfing, wasn’t able to obtain a camera that could satisy his needs. The majority of cameras at the time could not get too close to the water. More sophisticated equipment was simply too expensive. Hence, GoPro was a direct solution not just to him, but to millions around the world.

Simply put, the “GoPro mentality” has not changed in the slightest since day one. This company maintains the same innovative mentality, always looking for quality solutions to gaps in the digital market.

Corporate Philosophy:

Nick Woodman said it himself. “I was inspired by how Red Bull isn’t about the drink, it isn’t about the product or the can. Red Bull is a platform to celebrate all that humans are capable of accomplishing. They built a lifestyle movement, a brand that sold this product. It’s all about the lifestyle”. That is waht defines GoPro, because the company is constructed on the basis of providing people with tools, however the brand is much more than a collection of cameras. It’s about what those cameras capture, something the company can’t control. This has resulted in a digital revolution that symbolizes what humans can achieve as of 2016. GoPro’s corporate philosophy rotates around a progressive and positive envoirnment wich is about stimulating peoples expriences, and helping them share great achievements.

2.2. Company’s background

Founded in 2002, Nick Woodman created the very first revoltionary GoPro due to his interest in properly recording his own athletic achievements. “In 2004 the company sold it’s first camera, and since then. In its first year GoPro sold $150,000 worth of product. In 2006 the company introduced its first Digital Hero, with 10 second video capability, and generated $800,000 in revenue. The following year GoPro sales quadrupled to $3.4 million.” Since it’s launch, GoPro has at least doubled it’s sales compared to it’s previous year. As of today, the company has sold over 10 million cameras, has spectrum of different camera models, and is available in the public market after it’s IPO in 2014. Products include, GoPro HERO 35mm All-Season Sports Camera (2005), Digital HERO (2006), Digital HERO 2 (2007), Digital HERO 2 (2008), Digital HERO Wide (2009), HD HERO 960 (2010), HD HERO (2010), HD HERO2 (2011), HERO3 (2012), HERO3+ (2013), HERO4 (2014), HERO+LCD (2015), GoPro HEROCast (2015), GoPro Spherical Solutions (2015) and the GoPro ODYSSEY (2015).

2.3. Organization’s chart

2.4. Company’s resources. Value-added chain analysis

Tangible resources:

Intangible resources:

GoPro have a really strong brand image thanks to their high quality perceived. In spite of their lack of R&D in the field of photography, the constant technological evolution of the broadcasting is a huge opportunity to them.

Financial resources:

Human resources:

Research and Development:



The products of GoPro are disigned in California, but they outsource a significant majority of their manufacturing to two contracts manufacturers located in Shenzhen, China. The purpose of using outsourcing manufacturing is to have a greater scale and more flexibility.


GoPro has established a strategic commodity team that manages the pricing and supply of the key components of their capture devices, including sensors, digital signal processors and lenses. A few key strategic parts are purchased from the supplier by them and then consigned to GoPro’s manufacturers, while the vast majority of parts are procured directly by their contract manufacturers. GoPro seeks to use their commodity team to achieve competitive pricing on the largest value-add components, and leverage their contract manufacturers’ volume purchases for best pricing on common parts.

Go Pro has third-party fulfillment centers in Riverside and Fremont, California, Singapore, Hong Kong, São Paulo, Brazil and Venray, Netherlands. These facilities are either full service postponement centers (both light assembly and warehouse/fulfillment) or warehouse/fulfillment only centers. In addition to these full service and warehouse centers, we have postponement only centers which perform in-region final packaging services in Brno, Czech Republic and Futian, China. Cameras are typically air freighted while accessories and packaging are generally regionally procured or shipped via ocean freighter from our manufacturers in China to these fulfillment centers, where the products are packaged for retail sale. This postponement strategy allows us to reduce shipping costs, reduce


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