Research Development

Research Development

 Marketplace Research

The market for cameras and camcorders is highly competitive. GoPro competes against established, well-known companies, such as Canon, large, diversified corporations, such as Samsung, and specialty, niche companies, such as Garmin Ltd (GoPro, 2014)

 Competitors have substantial market share, diversified product lines, well-established supply and distribution systems, strong brand recognition, and significant financial, marketing, research and development, and other resources (GoPro, 2014)  Marketplace research is indicative of GoPro having established a position in the market with significant brand recognition and attractive consumer price points, features, and benefits

 Market Observation

GoPro continually practices observation of key areas to maintain its strong strategic placement in the market. GoPro analysts complete daily price observations of stock price and volatility for the market to ensure the best possible stock prices for GoPro shares in the market (GoPro, 2014)

GoPro helps to determine its pricing through market observation valuations based on quoted prices in active markets for identical assets or liabilities that the Company has the ability to directly access (GoPro, 2014) Continual observation of consumer markets in order to determine opportunities for growth in established markets and opportunities for penetration in new or additional consumer markets

 Online Survey Analysis

60% of survey participants are very familiar with GoPro products and the remaining 40% identify as somewhat familiar with GoPro, indicative of established brand recognition.

80% of those surveyed are interested in purchasing GoPro products or already own GoPro products.

40% of those surveyed would immediately purchase GoPro products if in the market for a new camera or camcorder while the remaining 60% would compare with Nikon, Samsung, and/or Canon before purchasing.

80% of those surveyed believe GoPro’s price points offer an average to above-average value based on the products’ features and benefits, and only 20% of those surveyed believe that GoPro has successfully expanded out of the athletes, thrill-seekers, and travelers market, demonstrative of the aforementioned market observation opportunity to penetrate additional or new markets.