Analysis of a Public Firm - GoPro
Executive Summary It 's been called "the world 's most versatile camera”, GoPro documented human history in 2012 when Felix Baumgartner dove off the Red Bull Stratos; a weather balloon located 24 miles above the earth 's atmosphere for scientific and weather research. Fleix astonished the world, breaking two records, as he descended toward earth at 840 mph before reaching free fall. Founded in 2002 by Nichols Woodman, GoPro is the creator of the world’s most versatile camera. Enabling its users to capture and share their most exciting moments in professional high-definition videography and photography. Capitalizing on traditional advertising, content marketing and social media, GoPro built a ritualistic fan base in sports enthusiasts, professional athletes, and media production professionals. GoPro’s professional line of wearable and mountable cameras are now becoming the most used camera in the market today, making it one of the most innovative and successful cameras in the world. An evaluation of the company’s internal strengths, weaknesses, opportunities and threats paints a nice picture of where GoPro is and where GoPro could be at as a company. Some of the greatest design features of the GoPro are the size, durability, and versatility of the camera and the outer protective casing enabling it to be worn and carried virtually anywhere. GoPro focuses on outperforming its competition while at the same time capitalizing on the quality of their product. GoPro’s advertising and brand promotion has successfully targeted and acquired professional attention from a multitude of industry leaders. However, these past marketing strategies left a large portion of the average consumer behind. With timing being the essence of success, GoPro recently filed for and initial public offering set in the second quarter of 2014. The timing of this IPO creates a crucial opportunity to transition the average consumer into a GoPro user and
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