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Sonia Bhogal GoPro Presentation
- 1. expands intoexpands into WESTERNEUROPE THE WEBTHE WEBFrance, United Kingdom, Spain, Switzerland and Norway For Review By: Suzanne Watson Senior Vice President Global Sales & Marketing at GoPro
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- 4. MARKET FACTORSMARKET FACTORS DE M O G R A P H I C SD E M O G R A P H I C S FACTOR WEIGHT: 2 (MEDIUM IMPORTANCE) T E C H N O L O G I C A L I M P A C T FACTOR WEIGHT: 3 (HIGH IMPORTANCE) C U LT U R A L T R E N D S FACTOR WEIGHT: 2 (MEDIUM IMPORTANCE)
- 5. D E MO G R A P H I C S MARKET FACTOR D E M O G R A P H I C S FACTOR WEIGHT: 2 Population Ranking GDP Per Capita Population Size 15 24 years old MACS ScoreRanking 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
- 6. T E CH N O L O G I C A L I M P A C T MARKET FACTOR T 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 Facebook MACS Score Access 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
- 7. C U LTU R A L T R E N D S MARKET FACTOR C U LT 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
- 8. C U LTU R A L T R E N D S MARKET FACTOR C U LT 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
- 9. COMPETITIVE FACTORSFACTORS P R OD U C T S T R E N G T H FACTOR 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 P Q U A L I T Y FACTOR WEIGHT: 3 (HIGH IMPORTANCE) M A R K E T S U P P O R T FACTOR WEIGHT: 3 (HIGH IMPORTANCE)
- 10. P R OD U C T S T R E N G T H COMPETITIVE FACTOR P R O D U C T S T R E N G T H FACTOR WEIGHT: 2 MORE EXPENSIVE LESS EXPENSIVE Less Expensive More ExpensivePrice Extra FeaturesLESS EXPENSIVE MORE FEATURES BASIC FEATURES Basic Features More Features Extra Features Available C BASIC FEATURES Beginners Advanced Consumer Demographic Low Quality High Quality Quality of Product Contour vs. GoPro
- 11. B R AND R EL AT I O NSHIP Q U A LI T Y COMPETITIVE FACTOR B R A ND R EL AT I O NSHIP 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 withto 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 InexpensiveExtreme Sports Spain GoPro 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
- 12. M A RK E T S U P P O R T COMPETITIVE FACTOR M 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 onp g y Facebook compared to Contour with 2,404
- 13. M A RK E T S U P P O R T COMPETITIVE FACTOR M A R K E T S U P P O R T FACTOR WEIGHT: 3
- 14. SELECTED COUNTRY S WI 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 Switzerlandquality sports cameras in Switzerland •Very little wearable technology i icompetition
- 15. G O PR O ’ S W E A K N E S S SWITZERLAND G 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 brand Not readily sold in retail stores •Not an established market •Expensivepe s e Not a necessity good
- 16. T H RE A T S SWITZERLAND T 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
- 17. WEAKNESS THREATHS Knownas anKnown as an Swiss consumers still f h i l t o as a American Brand o as a American Brand prefer physical stores to online shopping ExpensiveExpensive Technological obsolescenceobsolescence Not anNot an New market will likelyNot an established Market Not an established Market New market will likely lead to increased competition in futureMarketMarket
- 18. G O PR O ’ S S T R E N G T H S SWITZERLAND G O P R O S S T R E N G T H S •High Quality Luxury goody g Superior video capability Industry LeaderIndustry Leader •Priced to attract higher-income consumersconsumers •High brand relationship quality •Strong social media following
- 19. O P PO R T U N I T I E S SWITZERLAND O 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
- 20. STRENGTHS OPPORTUNITIES LuxurygoodLuxury good High GDP per capita at $44,900capita at $44,900 ContinuousContinuous Growing marketContinuous Innovation Continuous Innovation Growing market for sport cameras Targets aTargets aTargets 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
- 21. CUSTOMER PERSONA EXAMPLES SWITZERLAND CUSTOMERPERSONA EXAMPLES OUTDOORS EXPLORER EXTREME SPORT ENTHUSIAST SEA EXPLORERENTHUSIAST EXPLORER
- 22. E X TR E M E S P O R T E N T H U S I A S T CUSTOMER PERSONA EXAMPLE E 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 g Zurich • Interests: BMXing • Bio: He loves Being activeBio: He loves Being active, beingoutside, sharing his talents with family and friends
- 23. O U TD O O R S E X P LO R E R CUSTOMER PERSONA EXAMPLE O 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
- 24. S E AE X P LO R E R CUSTOMER PERSONA EXAMPLE S 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.
- 25. REFERENCES Switzerland. (2014, January7). 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 JThe 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 InternationalSwiss 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, from http://www.brack.ch/multimedia-hifi/foto-video/camcorder/sport-camcorder Contour Roam 2 Action-Kamera blau 1809BU Roam 2 (n d ) Conrad Online Shop RetrievedContour 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
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