Context:
The assessment of this subject supports students in developing their skills and knowledge in
topics that include environmental assessment, problem diagnosis, strategy development,
and cultural and ethical contexts. Stakeholder meetings are a critical element in strategic
management. This assessment task provides experience and immersive understanding of
the complex interactions involved in the development of strategic choices, and the need to
take an integrative approach to problem solving. The increasing pace of technological
change and the increased impact of social media provides many challenges for businesses
attempting to navigate towards growth and increased profitability. Rapid cycle times for
new products can lead to decisions being made that are not always in the best interests of
the long-term survival of the firm. Disruptions to the everyday course of business come
from anywhere and need to be responded to often in short time frames.
Introduction
Assessment 2 Part B continues from scenario in Part A. In Part B, a disruption is introduced
which necessitates re-consideration of the white paper done in Part A of the Assessment.
Here is a recap of the scenario.
Pro-Go Pty Ltd is a privately-owned manufacturer of small, high-quality action cameras based in
Geelong, Victoria. Founded in 2004 it has enjoyed continuous year-on-year growth until the last
financial year. Pro-Go has a track record of innovation, and technology that provides excellent quality
results in a small package able to operate with small batteries for extended periods of time. The
video files these cameras produce are known for having superior colour, and operate effectively in
lower lighting conditions than competitor’s cameras. They are also marketed on the basis of their
extreme ruggedness, and reliability. Much of the technology used in its devices has been patented by
Pro-Go and is not currently available to other manufacturers.
The Pro-Go management team has recognised that the ability to capture videos is now a feature of
most phones. It suggests to them that the future of the stand-alone camera may be limited. Pro-Go’s
CEO has requested the executive team meet independently to develop a strategy to guide the
company over the next five years.