GoPro Video Case http://www.viddler.com/embed/bc9e993

Synopsis
This case describes the new product development process at GoPro, Inc., a producer of action cameras and video-editing software. The company’s product line includes a variety of cameras, mounts, apparel, a drone, and a 360 degree six-camera array which are sold through retailers such as REI, Best Buy, Target, and on the GoPro website. The company founder, Nick Woodman, was inspired by his passion for surfing and an interest in capturing quality photos of his surfing experiences. As Nick explains, “enabling you to share your life through incredible photos and videos is what we do.”

Answer the following questions after watching the video case (click the web-link to view).

1. What are the points of difference, or unique attributes, for GoPro products?
2. What are GoPro’s primary target market/s?
3. The new product development process at GoPro follows a sequence of steps to ensure that they have the best product mix for the marketplace. The steps are very similar to the stages described in Chapter 10. Describe the new product development process used at GoPro: a. New-Product Strategy Development.
   b. Idea Generation
   c. Screening and Evaluation.
   d. Business Analysis
   e. Development.
   f. Market Testing.
   g. Commercialization.