GoPro: Progress and Dilemma Under the S-C-P Paradigm

The rapid adoption of smart phones and tablets has brought about huge business opportunity to action cameras since 2010. GoPro, as a dark horse dominating this niche market, has achieved outstanding performance during past years, and completed its listing on Nasdaq Stock Exchange in June 2014.

However, faced with an influx of competitors and a misstep of pricing policy on Hero 4 Session, the company has recently got into trouble as its shares go below IPO price, even to dismiss hundreds of workforces.

Structure-Conduct-Performance paradigm (Bain, 1959) is utilized in this essay, to analyze how GoPro’s conduct and performance interacts with each other under the development of action camera market, and to provide insights for future.

Customer Journey: challenges and how to maximise the use

Customer journey is an enduring concept that helps to map the flow how customers make decision and how they establish the relationship with the brand. However, although it is so widely adopted, there is actually no perfect structure to reflect and conceptualise the real case.

Moreover, the digital trend has reshaped every aspect of marketing, as well as consumption. It seems more than difficult to convert knowledge or data from the journey into practical communication, “pushing” customers to a further stage.

How to overcome these barriers and avoid misreading of the data? How to change old perceptions and embrace the new reality?