For this assignment I would like you to explore Video Case 10: GoPro: Making All of Us Heroes with Exciting New Products. This case study is located on pages 285-287 of the Kerin, et al. text. (If page numbers are not exact the case study is located towards the end of Chapter 10).
This case describes the new product development process at GoPro, Inc., a producer of action cameras and video-editing software. Its product line includes a variety of cameras, mounts, apparel, a drone, and a 360-degree six-camera array that are sold through retailers such as REI, Best Buy, Target, and on the GoPro web site. You can explore the product line at www.GoPro.com.
To continue with the case study, I would like to ask you to thoroughly review Chapters 9-10 in the text. In your answers, you are supposed to demonstrate that you understand the theoretical concepts introduced in the text and can apply them to a real-life situation presented in the case. Please pay particular attention to the use of professional terminology.
Recently, GoPro’s growth has slowed as competitors such as Sony, Garmin, and Polaroid entered the market with lower priced alternatives. GoPro, however, has a plan to renew its growth. Visit the Go-Pro Youtube channel to investigate GoPro ads, videos, and user generated content
Once you have done all that prepare an essay that addresses the following:
Compose an introduction that identifies the key market issues in the case.
Describe the execution of the new product development process at GoPro.
Answer ALL the questions at the end of the case. Your answers must be thorough. Questions:
1. What are the points of difference, or unique attributes for GoPro products?
2. What are GoPor’s primary target markets? How does content marketing influences these markets?
3. Describe the new-product development process used at GoPro . What are the similarities and differences to the process described in Figure 10-30 (***I will download the figure 10-3 in additional materials)
4. Which of the eight reasons for new-product failure did GoPro avoid to ensure the success of its products?
5. Identify one new-product idea you would suggest that GoPro evaluate.
Provide a conclusion that summarizes how GoPro’s product development strategy resolved the market issues.
Once again, it is critically important that you reference relevant principles and concepts. Use other sources as needed.
The intent of the written assignment is to provide an opportunity to more fully analyze marketing theories and techniques, discussed in the textbook and other sources. Do not spend any time on describing the company or retelling the case, this will not give you any points.
Be sure to cite the textbook and other sources correctly, so that your academic integrity is not called into question. Your assignment is expected to be 2,500-2,800 words (7-8 pages, 12 point font, 1.5 line spacing). Please do not forget to add a title page and a list of works cited. If you use illustrations or statistical data, you may need to create an appendix. The essay should be well written and organized, in proper format (APA, MLA or Chicago), using proper sentence structure and spellchecker.
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