ELITÉ TEAM

CASE STUDY

MAKING ALL OF US HEROES WITH EXCITING NEW PRODUCTS

LECTURER: TRAN THI HONG DAO

 OUR MEMBERS

HOÀNG YẾN TUẤN KIỆT THÁI HÒA KHÁNH HÒA

HẰNG VY BẢO NGỌC GIA ÂN MINH KHANH

TABLE OF
CONTENTS
I. INTRODUCTION

II. DISCUSS QUESTIONS

INTRODUCTION
GoPro is an American technology company that has
become synonymous with action cameras. Founded
in 2002 by Nick Woodman.

GoPro has continued to innovate, releasing new

camera models with improved features and
performance.

GoPro's mission is to make it easy for everyone to

become a hero by documenting their adventures,
whether big or small, and sharing them with the
world.
DISCUSS
QUESTIONS
Q1. What are the points of difference, or
unique attributes, for GoPro products?
GoPro product is a digital camera with a wide lens. The POD of
GoPro products are the unique attributes of these products.

Many outstanding features:

High image quality.

HyperSmooth anti-shake technology.
Waterproof ability.
Enduro battery.
360° horizon lock feature.
GoPro camera can be acquired for $300 only.
 Q2. What are
The group of passionate people around
the world who love to experience things. GoPro’s primary
target markets?
Content marketing involves creating and
distributing various types of content. How does
content
marketing
influence these
markets?
Q3. Describe the new-product development
process used at GoPro. What are the
similarities and differences to the process
described in Figure 9–4?
GoPro's New-Product Development Process:

PRODUCT USER ENGAGEMENT

IDEA GENERATION
DEVELOPMENT & & COMMUNITY
AND INSPIRATION
DESIGN BUILDING

MARKETING & INNOVATION &

EXPANSION TO
CONTENT FUTURE
NEW MARKETS
DISTRIBUTION DEVELOPMENT
Q3. Describe the new-product development
process used at GoPro. What are the
similarities and differences to the process
described in Figure 9–4?

FIGURE 9-4
 STAGE SIMILARITIES DIFFERENCES

Defining the role of a new product in Does not explicitly mention GoPro
New-Product Strategy
terms of the firm’s overall objectives. conducting SWOT analysis or
Development Action cameras and accessories. environmental scanning.

Ideas are influenced by the passions and Involve more structured internal and
Idea Generation activities of its user community. external approaches for generating ideas.

Ensure they meet the defined objectives Does not provide explicit details on the
Screening and Evaluation and are technically feasible. internal and external evaluation processes.

Analyze the business fit. Considering

Business Analysis production requirements, market potential, Does not provide specific details.
and financial projections.

Manufacturing, testing, and ensuring the Highly iterative and influenced by real-world
Development product meets established standards. usage and feedback.

Exposing the product to potential Does not provide explicit details on how
Market Testing consumers and gathering feedback. GoPro conducts market testing.

Approach to commercialization seems

Launches the new product into full-scale
Commercialization production and sales.
highly integrated with its community
engagement.
Q4. Which of the eight reasons for new-product failure
did GoPro avoid to ensure the success of GoPro’s
products?

1. Create products that customers need through market surveys.

2. Recognize and grasp customer trends and preferences.
3. Diversify the source of ideas for products.
4. Encourage employees not to follow the stereotype, create rewards.

5. Create many prototypes using a 3D printer.

6. Allows you to try it out first.
7. Identify the right audience to reach on social networks.
8. Unsignificant point of difference.
Q5. Identify one new-product idea you would suggest
that GoPro evaluate.
Problem:
GoPro is currently one of the most famous brands for wearable action cameras. This is suitable
for customers who often travel, explore... Therefore, the issue of filming and photography duration
is quite important.
Currently, Go Pro lines have the following battery life:
GoPro Hero 11: 60 minutes (5.3K / 60fps).
GoPro Hero 11: 120 minutes (1080p / 30fps).
GoPro Hero 10 (Enduro battery): 120 minutes (1080p / 30fps).
GoPro Hero 10: 83 minutes (Hyper Smooth High).
GoPro Hero 9: 97 minutes (Hyper Smooth High).
GoPro Hero 8: 81 Minutes.
GoPro Max: 115 minutes.
Q5. Identify one new-
product idea you would
suggest that GoPro evaluate.

Solution
Extend your GoPro's battery life.
--> Proposal to create: Solar battery
charger.

Product name
Gopro Solar Charger Kit.
 Product Detail:
The product includes a solar module, 3
output cables USB-C, USB-A.
1. Solar panels:
Neat design 25x15x0.5 (LxWxD). Solar panels

The product has three output ports, helping to

charge three devices at the same time.
The product can operate in many environments. Solar charge controller
Maximum water resistance, resistant to harsh
weather.
2. Solar charge controller:

3. Charging port:
Customers can choose to purchase an
additional backup battery pack with storage
capacity: 6,400mAh.
ELITÉ TEAM

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