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WESTERN EUROPETHE WEBTHE WEB
France, United Kingdom, Spain, Switzerland and Norway
For Review By: Suzanne Watson Senior Vice President Global Sales & Marketing at GoPro
COUNTRIES RESEARCHED
NORWAY
UNITEDKINGDOM
FRANCE
KINGDOM
FRANCE
SWITZERLAND
SPAIN
SWITZERLAND
MARKET FACTORSMARKET FACTORS
D E M O G R A P H I C SD E M O G R A P H I C SFACTOR WEIGHT: 2 (MEDIUM IMPORTANCE)
T E C H N O L O G I C A L I M P A C TFACTOR WEIGHT: 3 (HIGH IMPORTANCE)
C U L T U R A L T R E N D SFACTOR WEIGHT: 2 (MEDIUM IMPORTANCE)
D E M O G R A P H I C SMARKET FACTORD E M O G R A P H I C S
FACTOR WEIGHT: 2
Population Ranking GDP Per Capita Population Size
15 24 years oldMACSScoreRanking p 15 - 24 years old Score
FRANCE 22nd $35,300 11% 4
UNITED KINGDOM 23rd $35,671 12% 4
SPAIN 29th $30,100 9.7% 4
SWITZERLAND 95th $44,900 11.6% 8
NORWAY 213th $54 400 13% 4NORWAY 213th $54,400 13% 4
T E C H N O L O G I C A L I M P A C TMARKET FACTORT E C H N O L O G I C A L I M P A C T
FACTOR WEIGHT: 3
Population with Internet
Network Readiness Population on
FacebookMACS ScoreAccess Index Ranking Facebook Score
FRANCE 83% 20th 12 million 10
UNITED KINGDOM 82.5% 15th 33 million 15
SPAIN 62.6% 26th 23.7 million 8
SWITZERLAND 85% 4th 2.7 million 12
NORWAY 95% 7th 1 million 15NORWAY 95% 7th 1 million 15
C U L T U R A L T R E N D SMARKET FACTORC U L T U R A L T R E N D S
FACTOR WEIGHT: 2
FRANCEFRANCE•The words “Facebook” and “Twitter” have been banned from TV & Radio•Consumer spending has decreased by 5% since 2008
UNITED KINGDOM•Increase in positive consumer attitudes
towards purchasing wearable technology
SPAIN•Wearable electronics market revenue expected to cross $8 billion by 2018p y•Emphasis on living for the now rather than being concerned with the future
C U L T U R A L T R E N D SMARKET FACTORC U L T U R A L T R E N D S
FACTOR WEIGHT: 2
SWITZERLAND•Two out of three Swiss consumers shopped online in 2010•The 18-24 age group is leading in shopping with a mobile •The 18 24 age group is leading in shopping with a mobile device
NORWAY•Household spending on culture and leisure has increased by 5% since 2009
COMPETITIVE FACTORSFACTORS
P R O D U C T S T R E N G T HFACTOR WEIGHT 2 (MEDIUM IMPORTANCE)FACTOR WEIGHT: 2 (MEDIUM IMPORTANCE)
B R A N D R E L A T I O N S H I PQ U A L I T Y
FACTOR WEIGHT: 3 (HIGH IMPORTANCE)
M A R K E T S U P P O R TFACTOR WEIGHT: 3 (HIGH IMPORTANCE)
P R O D U C T S T R E N G T HCOMPETITIVE FACTORP R O D U C T S T R E N G T H
FACTOR WEIGHT: 2
MORE EXPENSIVELESS EXPENSIVE
Less ExpensiveMore ExpensivePrice
Extra Features LESS EXPENSIVE
MORE FEATURESBASIC FEATURES
Basic FeaturesMore Features
Extra Features Available
C BASIC FEATURES
BeginnersAdvanced
Consumer Demographic
Low QualityHigh Quality
Quality of Product
Contour vs. GoPro
B R A ND R EL AT I O N S HIP Q U A LI T YCOMPETITIVE FACTORB R A ND R EL AT I O N S HIP Q U A LI T Y
FACTOR WEIGHT: 3
France SwitzerlandFrance•GoPro has better ratings on French Amazon.com compared to Contour
Switzerland•GoPro leads the way in consumer satisfaction•Consumers are dissatisfied with to Contour
United Kingdom•GoPro won TechLife Product
Consumers are dissatisfied with lack of support from competitor
Norway•GoPro won TechLife Product of the Year•Voted Best Brand Suited for Extreme Sports
Norway•2013 Technology and Engineering Emmy® Award in the category of Inexpensive Extreme Sports
SpainGoPro has higher ratings
the category of Inexpensive Small Rugged HD Camcorders•European Imaging and Sound Association (EISA) Action •GoPro has higher ratings
compared to Contour on Amazon.com
Association (EISA) Action Camera of the Year award
M A R K E T S U P P O R TCOMPETITIVE FACTORM A R K E T S U P P O R T
FACTOR WEIGHT: 3
F S i l dFrance•GoPro sponsored the “X-Games” in Tignes France
Switzerland•Significantly larger presence on YouTube
United Kingdom•Currently has 1,599,376
•Currently has 31,030 Facebook subscribers •Contour has 751 Swiss
Youtube subscribers compared to Contour with 23,779
Facebook subscribers•Inaugural 2013 GoPro Snow Camp held in Laax, Switzerland
Spain•“How Will You GoPro?” Campaign
Norway•Currently has 48,783 likes on p g yFacebook compared to Contour with 2,404
M A R K E T S U P P O R TCOMPETITIVE FACTORM A R K E T S U P P O R T
FACTOR WEIGHT: 3
SELECTED COUNTRYS W I T Z E R L A N D
SELECTED COUNTRY
•Ranked highest in MACS Matrixg•Strong Technological Infastructure•Strong social media presence •Strong social media presence •GoPro has good reputation for high-quality sports cameras in Switzerland quality sports cameras in Switzerland •Very little wearable technology
i icompetition
G O P R O ’ S W E A K N E S SSWITZERLANDG O P R O S W E A K N E S S
•Known as an American Brand N l l b dNot a local brandNot readily sold in retail stores
•Not an established market•Expensivepe s eNot a necessity good
T H R E A T SSWITZERLANDT H R E A T S
•New market will likely lead to increased competitionincreased competition•Swiss consumers still prefer physical stores to online shoppingstores to online shopping•Technology obsolescence
WEAKNESS THREATHS
Known as an Known as an Swiss consumers still f h i l t
o as aAmerican Brand
o as aAmerican Brand
prefer physical stores to online shopping
ExpensiveExpensiveTechnological
obsolescenceobsolescence
Not an Not an New market will likely Not an established
Market
Not an established
Market
New market will likely lead to increased
competition in futureMarketMarket
G O P R O ’ S S T R E N G T H SSWITZERLANDG O P R O S S T R E N G T H S
•High QualityLuxury goody gSuperior video capabilityIndustry LeaderIndustry Leader
•Priced to attract higher-income consumersconsumers•High brand relationship quality•Strong social media following
O P P O R T U N I T I E SSWITZERLANDO P P O R T U N I T I E S
•Growing market for sport cameras•Large amount of internet users•Large amount of internet users•High youth population
$•High GDP per capita at $44,900 •35% of population is on Facebook
STRENGTHS OPPORTUNITIES
Luxury goodLuxury good High GDP per capita at $44,900 capita at $44,900
Continuous Continuous Growing market Continuous InnovationContinuous Innovation
Growing market for sport cameras
Targets a Targets a Targets a younger, active
generation
Targets a younger, active
generation
High percentage of youth
Strong social media following
Strong social media following
35% of population on Facebookmedia followingmedia following on Facebook
CUSTOMER PERSONA EXAMPLESSWITZERLANDCUSTOMER PERSONA EXAMPLES
OUTDOORSEXPLORER
EXTREME SPORT ENTHUSIAST
SEAEXPLORERENTHUSIAST EXPLORER
E X T R E M E S P O R T E N T H U S I A S TCUSTOMER PERSONA EXAMPLEE X T R E M E S P O R T E N T H U S I A S T
Adrian Bless
• Age: 23• Residency Region:
Adrian Bless
y gZurich
• Interests: BMXing• Bio: He loves Being active Bio: He loves Being active, beingoutside, sharing his talents with family and friends
O U T D O O R S E X P LO R E RCUSTOMER PERSONA EXAMPLEO U T D O O R S E X P LO R E R
• Age: 20
Cedric Epple
• Residency Region: Geneva
• Interests: Mountian Climbing, Hikingg, g• Bio: He is a sports blogger who shares his adventures with mountain climbers from all over the worldall over the world
S E A E X P LO R E RCUSTOMER PERSONA EXAMPLES E A E X P LO R E R
Andrea Glaser• Age: 19• Residency Region: • Residency Region:
Zurich• Interests:
• Bio: She is a student at University of Zurich who takes
Swimming, Scuba Diving, Surfing
Bio: She is a student at University of Zurich who takes many excursions to the sea. She loves to post her pictures and videos on social media sites to share them
ith h f i dwith her friends.
REFERENCESSwitzerland. (2014, January 7). The World Factbook. Retrieved January 25, 2014, from
https://www.cia.gov/library/publications/the-world-factbook/geos/sz.html
Th G t T f ti S it l d ( d ) N t k R di I d R t i d J The Great Transformation - Switzerland. (n.d.). Network Readiness Index. Retrieved January 27, 2014, from http://www.weforum.org/issues/global-information-
technology/the- great-transformation/network-readiness-index
Population Statistics. (2013, November 30). Europe Internet Stats. Retrieved January 27, 2014, from http://www.internetworldstats.com/europa2.htm
Swiss Consumers in 2020: A Look into the Future (2011 July 11) Euromonitor International Swiss Consumers in 2020: A Look into the Future. (2011, July 11). Euromonitor International. Retrieved January 27, 2014, from http://www.portal.euromonitor.com/Portal/Pages/Search/SearchResultsList.aspx
Sport-Camcorder. (n.d.). brack.ch. Retrieved January 31, 2014, fromhttp://www.brack.ch/multimedia-hifi/foto-video/camcorder/sport-camcorder
Contour Roam 2 Action-Kamera blau 1809BU Roam 2 (n d ) Conrad Online Shop Retrieved Contour Roam 2 Action Kamera, blau 1809BU Roam 2. (n.d.). Conrad Online Shop. Retrieved January 31, 2014, from http://www.conrad.ch/ce/de/product/394757/Contour-Roam-2-Action-Kamera-blau-1809BU-Roam-2?ref=list
QUESTIONS?
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