Consumers& Stakeholders

Consumer and Stakeholder

Consumer Characteristics

GoPro is known for its ability to capture amazing images in action. Scenes that appear in the latest action movies; a surfer catching a huge wave; coming face to face with a Siberian tiger; or little Billy’s swing at his little league game. The genre of video that GoPro has been used to capture goes to show that their consumers are anything but average. Their commonalities are just as extreme as the videos they capture. “GoPro cameras allow action-sports enthusiasts to take professional quality videos; however, many were purchased by consumers who don’t have thrill seeking on their minds” (Burrows, 2012). GoPro cameras are becoming lighter, easier to use, and offering exciting new features such as HD and slower slow motion capabilities. As more consumers look to capture their lives on video, GoPro has bridged the gap from enthusiasts to stay at home moms. 

Consumer demographics

GoPro has a commitment to the extreme sports community and a younger, active generation. Price is directly related to what each of the 3 versions of camera offer the consumer. The GoPro Hero 2 comes in three varieties: Outdoor, Motorsports, and Surf editions (Branded with Fire). These options clearly show GoPro’s commitment to the extreme sports community and demographic (Loboda, 2012). 

Consumer psychographics

GoPro consumers are more than just extremists living on the wild side. Most of the users of GoPro, even those who favor the videos but are not owners of the device, all share some common interest. Images that are captured from the user’s point of view helps the audience connect with that event almost as closely as they could if they were there themselves. GoPro users enjoy the beauty that can be seen when the waves are crashing down or the look on a child’s face when they’re reconnected with their father home from war. Consumers of GoPro also share in the awareness of some of the images that were recorded. A tiger being released into the wild or a South African Zookeeper kissing an endangered species captured in the wild. GoPro has something for everyone so it is important to understand that if it can be recorded, others can connect with it.

Stakeholders

Stakeholders’ Characteristics 

Investors with interest in GoPro specifically as well as investors interested in the growing and developing wearable photo and video capturing industry. GoPro is publicly traded on NASDAQ meaning anyone, not just skilled investors, can purchase shares of the company toward becoming GoPro stakeholders. 

 Primary Stakeholders 

GoPro primary stakeholders are those who have invested in the most shares with the company. Current primary stakeholders for GoPro include top shareholders, suppliers, and invested managers, employees, and customers. 

Secondary Stakeholders

Secondary stakeholders are those who have invested in smaller shares with the organization but still play an integral role as stakeholders. Secondary stakeholders for GoPro include local residents, funding organizations, and invested communities.