Topics: Strategic management, Camera, Extreme sport Pages: 26 (2831 words) Published: September 30, 2014

Executive Summary
This case study will provide strategic information on the San Mateo, California company: GoPro, Inc. It will provide tools used for management decisions as well as an analysis of the information. The purpose of this paper is to provide an in-depth, formal case analysis that utilizes the entire strategic management process. Assuming I have been asked by GoPro to fully analyze the ins and outs of their firm, we will take a look at GoPro’s internal and external environment. Some analysis tools that will be utilized include: SWOT, BCG, IFE, EFE, SFAS, OSPP, SPACE, and QSPM matrices. At the end of the analysis recommendations and insight into the success of GoPro will be given.

GoPro is a camera company that provides enthusiasts with an all in one device that captures top quality video or pictures. It is an all environment camera, with a casing that allows it to go from extreme cold to underwater. Surfer Nick Woodman who originally started selling 35mm film cameras while living in a 1971 Volkswagen van founded the company (Mac, 2013). He wanted to create a camera that could be tethered to your wrist, so you could take surfing videos of yourself. In 2001 he started to test the first makeshift models, and then realized he would have to manufacture the camera, its housing and the strap all together (Mac, 2013). In 2003 Nick founded Woodman Labs, the parent company of what is now GoPro. The first GoPro was a 35mm disposable camera, then in 2004 and 2005 he sold about $350,000 worth of his new cameras. In 2006, the first GoPro digital video recording version was implemented. Then by 2008, thanks to audio recording, full feature recording, a wide-angle lens, and upgraded quality, the GoPro made its first real video recording debut. With the help of being marketed as a mountable recording device its sales shot through the roof. In December 2012 the company GoPro went public, and Nick Woodman became a billionaire (Mac, 2013). Company Position

GoPro’s vision statement is strong and simple at the same time. Its statement is: “GoPro makes the world’s most versatile cameras” (GoPro: Worlds Most Versatile Camera, 2004). This vision statement shows what GoPro wants to do and what it does; it is inspiring and strong. GoPro’s mission statement, which is outlined by the Founder and CEO of GoPro, Nicholas Woodman goes as follows: Think it. See it. Do it.

We dream. We have passionate ideas about what’s possible in this world. Our passions lead us to create experiences and realities that expand our world and inspire those around us.

GoPro helps people capture and share their lives most meaningful experiences with others- to celebrate them together. Like how a day on the mountain with friends is more meaningful than one spent alone, the sharing of our collective experiences makes our lives more fun.

The world’s most versatile cameras are what we make.

Enabling you to share your life through incredible photos and videos is what we do.

This is your life… GoPro. (GoPro: World’s Most Versatile Camera, 2004)

This mission statement shows how the corporate leadership views the company, and where he plans on taking the company in the future. It defines what the company is and what it inspires to do. The statement allows for creative growth as well as distinguishing itself from other companies and its direction.

GoPro’s objectives are clearly given through its vision and mission statement. GoPro plans to be an innovative leader in the sharing of life experiences. Creating an easy to use professional quality camera to share and capture those experiences. GoPro provides a camera that the everyday person can utilize and upload to social media, personal media, or wherever they chose. From beginning to end the user doesn’t have to worry about highly technical issues such as professional camera parts, being a skilled photographer, “getting the angle”, setting up the camera, paying for editing,...

References: Corporate Governance. (n.d.). Retrieved August 12, 2014, from
GoPro, Inc. Company Website
GoPro | World 's most Versatile Camera |. (2004). Retrieved August 12, 2014, from
GPRO. (2014). Retrieved August 12, 2014, from
Kipley, D., Dr. (2014, August). BUSI 450: Strategic Management. Lecture presented at 3rd Term Summer Semester in Azusa Pacific University, Azusa. Retrieved August 13, 2014.
Mac, R. (2013, March 04). GoPro Evolution: From 35mm Film To America 's Fastest-Growing Camera Company. Retrieved August 12, 2014, from
Solomon, B. (2014, July 02). GoPro 's Wall Street Honeymoon Ends As Short Sellers Move In. Retrieved August 12, 2014, from
Wealth. (2014). GoPro SWOT Analysis. Retrieved August 13, 2014, from
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