Facteurs politiques (document en anglais)

3.1 Political factors

GoPro is an open model type of business organization. This business has both input and output into and from the business. Therefore the current and past political statuses have affected supply, competition and customers to a great degree. Government affects the operation of businesses through taxation, involvement and legislation(Aaker, 1982).

The activities of GoPro are not affected by the government due to the fact that this business is privately owned. However, through taxation the government has some control in its sales. Value added tax is imposed on the cameras by the government of Australia. When the taxes are high, it follows that the prices of the cameras also increases, therefore, the sales of the cameras also drops(Baines, 2008). The government of Australia tends to encourage tourism in various parts of the country. This comprises international tourism. People who are involved in tourism tend to want to capture the moments they have experienced by the use of camera. This can be interpreted as a marketing opportunity for GoPro.

3.2 Social factors

Social factors refer to all factors that affect business. GoPro operates in a society. Families are involved in various activities that create opportunities to use cameras. Such family functions include, family trips, family vacations, important family events like birthdays, weddings, funerals, family gatherings and family outings(Chaffet, 2003).

Educational institutions provide knowledge, on what students should buy or not buy. As such, students are advised in most schools to use a camera to capture events during research in the field.

GoPro analyzes the targeted audience after heeding to their educational, religious and family views before they produce cameras.

3.3 Technological factors

Technological factors refer to the method or technique for changing inputs to outputs in achieving a particular task, thus the term method refer not only to the knowledge but also the skills and means of accomplishing the task(Etzel, 2001).

GoPro, through research and development, has been able to embrace the current times. This has enabled it to produce high quality cameras for various uses. The cameras have diverged from the traditional surfing into use in auto racing, skiing and bicycling as new adapters have been developed.

The current alignments of cameras have motionless lens cameras with ranges of view of 170 degree angle in high definition 1080p broadcast quality video. The cameras can also be joined to create 3D video(Peter, 2011).

Some of the cameras that have been produced include HD Hero professional cameras, HD HERO cameras, digital HERO 5, digital HERO 3 and GoPro HERO 35mm- all season sports camera. All these cameras are suited for different functions and market segmentation(Peter, 2011).

4.0 Marketing mix to reflect changes

4.1. Product

GoPro has been able to create a number of products to suit the varied nature of the needs of its clients. These products can be clustered into three, which include, premium accessories, mounting accessories and other accessories.

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