expands intoexpands into

WESTERN EUROPETHE WEBTHE WEB

France, United Kingdom, Spain, Switzerland and Norway

For Review By: Suzanne Watson Senior Vice President Global Sales & Marketing at GoPro

COUNTRIES RESEARCHED

NORWAY

UNITEDKINGDOM

FRANCE

KINGDOM

FRANCE

SWITZERLAND

SPAIN

SWITZERLAND

MARKET FACTORSMARKET FACTORS

D E M O G R A P H I C SD E M O G R A P H I C SFACTOR WEIGHT: 2 (MEDIUM IMPORTANCE)

T E C H N O L O G I C A L I M P A C TFACTOR WEIGHT: 3 (HIGH IMPORTANCE)

C U L T U R A L T R E N D SFACTOR WEIGHT: 2 (MEDIUM IMPORTANCE)

D E M O G R A P H I C SMARKET FACTORD E M O G R A P H I C S

FACTOR WEIGHT: 2

Population Ranking GDP Per Capita Population Size

15 24 years oldMACSScoreRanking p 15 - 24 years old Score

FRANCE 22nd $35,300 11% 4

UNITED KINGDOM 23rd $35,671 12% 4

SPAIN 29th $30,100 9.7% 4

SWITZERLAND 95th $44,900 11.6% 8

NORWAY 213th $54 400 13% 4NORWAY 213th $54,400 13% 4

T E C H N O L O G I C A L I M P A C TMARKET FACTORT E C H N O L O G I C A L I M P A C T

FACTOR WEIGHT: 3

Population with Internet

Network Readiness Population on

FacebookMACS ScoreAccess Index Ranking Facebook Score

FRANCE 83% 20th 12 million 10

UNITED KINGDOM 82.5% 15th 33 million 15

SPAIN 62.6% 26th 23.7 million 8

SWITZERLAND 85% 4th 2.7 million 12

NORWAY 95% 7th 1 million 15NORWAY 95% 7th 1 million 15

C U L T U R A L T R E N D SMARKET FACTORC U L T U R A L T R E N D S

FACTOR WEIGHT: 2

FRANCEFRANCE•The words “Facebook” and “Twitter” have been banned from TV & Radio•Consumer spending has decreased by 5% since 2008

UNITED KINGDOM•Increase in positive consumer attitudes

towards purchasing wearable technology

SPAIN•Wearable electronics market revenue expected to cross $8 billion by 2018p y•Emphasis on living for the now rather than being concerned with the future

C U L T U R A L T R E N D SMARKET FACTORC U L T U R A L T R E N D S

FACTOR WEIGHT: 2

SWITZERLAND•Two out of three Swiss consumers shopped online in 2010•The 18-24 age group is leading in shopping with a mobile •The 18 24 age group is leading in shopping with a mobile device

NORWAY•Household spending on culture and leisure has increased by 5% since 2009

COMPETITIVE FACTORSFACTORS

P R O D U C T S T R E N G T HFACTOR WEIGHT 2 (MEDIUM IMPORTANCE)FACTOR WEIGHT: 2 (MEDIUM IMPORTANCE)

B R A N D R E L A T I O N S H I PQ U A L I T Y

FACTOR WEIGHT: 3 (HIGH IMPORTANCE)

M A R K E T S U P P O R TFACTOR WEIGHT: 3 (HIGH IMPORTANCE)

P R O D U C T S T R E N G T HCOMPETITIVE FACTORP R O D U C T S T R E N G T H

FACTOR WEIGHT: 2

MORE EXPENSIVELESS EXPENSIVE

Less ExpensiveMore ExpensivePrice

Extra Features LESS EXPENSIVE

MORE FEATURESBASIC FEATURES

Basic FeaturesMore Features

Extra Features Available

C BASIC FEATURES

BeginnersAdvanced

Consumer Demographic

Low QualityHigh Quality

Quality of Product

Contour vs. GoPro

B R A ND R EL AT I O N S HIP Q U A LI T YCOMPETITIVE FACTORB R A ND R EL AT I O N S HIP Q U A LI T Y

FACTOR WEIGHT: 3

France SwitzerlandFrance•GoPro has better ratings on French Amazon.com compared to Contour

Switzerland•GoPro leads the way in consumer satisfaction•Consumers are dissatisfied with to Contour

United Kingdom•GoPro won TechLife Product

Consumers are dissatisfied with lack of support from competitor

Norway•GoPro won TechLife Product of the Year•Voted Best Brand Suited for Extreme Sports

Norway•2013 Technology and Engineering Emmy® Award in the category of Inexpensive Extreme Sports

SpainGoPro has higher ratings

the category of Inexpensive Small Rugged HD Camcorders•European Imaging and Sound Association (EISA) Action •GoPro has higher ratings

compared to Contour on Amazon.com

Association (EISA) Action Camera of the Year award

M A R K E T S U P P O R TCOMPETITIVE FACTORM A R K E T S U P P O R T

FACTOR WEIGHT: 3

F S i l dFrance•GoPro sponsored the “X-Games” in Tignes France

Switzerland•Significantly larger presence on YouTube

United Kingdom•Currently has 1,599,376

•Currently has 31,030 Facebook subscribers •Contour has 751 Swiss

Youtube subscribers compared to Contour with 23,779

Facebook subscribers•Inaugural 2013 GoPro Snow Camp held in Laax, Switzerland

Spain•“How Will You GoPro?” Campaign

Norway•Currently has 48,783 likes on p g yFacebook compared to Contour with 2,404

M A R K E T S U P P O R TCOMPETITIVE FACTORM A R K E T S U P P O R T

FACTOR WEIGHT: 3

SELECTED COUNTRYS W I T Z E R L A N D

SELECTED COUNTRY

•Ranked highest in MACS Matrixg•Strong Technological Infastructure•Strong social media presence •Strong social media presence •GoPro has good reputation for high-quality sports cameras in Switzerland quality sports cameras in Switzerland •Very little wearable technology

i icompetition

G O P R O ’ S W E A K N E S SSWITZERLANDG O P R O S W E A K N E S S

•Known as an American Brand N l l b dNot a local brandNot readily sold in retail stores

•Not an established market•Expensivepe s eNot a necessity good

T H R E A T SSWITZERLANDT H R E A T S

•New market will likely lead to increased competitionincreased competition•Swiss consumers still prefer physical stores to online shoppingstores to online shopping•Technology obsolescence

WEAKNESS THREATHS

Known as an Known as an Swiss consumers still f h i l t

o as aAmerican Brand

o as aAmerican Brand

prefer physical stores to online shopping

ExpensiveExpensiveTechnological

obsolescenceobsolescence

Not an Not an New market will likely Not an established

Market

Not an established

Market

New market will likely lead to increased

competition in futureMarketMarket

G O P R O ’ S S T R E N G T H SSWITZERLANDG O P R O S S T R E N G T H S

•High QualityLuxury goody gSuperior video capabilityIndustry LeaderIndustry Leader

•Priced to attract higher-income consumersconsumers•High brand relationship quality•Strong social media following

O P P O R T U N I T I E SSWITZERLANDO P P O R T U N I T I E S

•Growing market for sport cameras•Large amount of internet users•Large amount of internet users•High youth population

$•High GDP per capita at $44,900 •35% of population is on Facebook

STRENGTHS OPPORTUNITIES

Luxury goodLuxury good High GDP per capita at $44,900 capita at $44,900

Continuous Continuous Growing market Continuous InnovationContinuous Innovation

Growing market for sport cameras

Targets a Targets a Targets a younger, active

generation

Targets a younger, active

generation

High percentage of youth

Strong social media following

Strong social media following

35% of population on Facebookmedia followingmedia following on Facebook

CUSTOMER PERSONA EXAMPLESSWITZERLANDCUSTOMER PERSONA EXAMPLES

OUTDOORSEXPLORER

EXTREME SPORT ENTHUSIAST

SEAEXPLORERENTHUSIAST EXPLORER

E X T R E M E S P O R T E N T H U S I A S TCUSTOMER PERSONA EXAMPLEE X T R E M E S P O R T E N T H U S I A S T

Adrian Bless

• Age: 23• Residency Region:

Adrian Bless

y gZurich

• Interests: BMXing• Bio: He loves Being active Bio: He loves Being active, beingoutside, sharing his talents with family and friends

O U T D O O R S E X P LO R E RCUSTOMER PERSONA EXAMPLEO U T D O O R S E X P LO R E R

• Age: 20

Cedric Epple

• Residency Region: Geneva

• Interests: Mountian Climbing, Hikingg, g• Bio: He is a sports blogger who shares his adventures with mountain climbers from all over the worldall over the world

S E A E X P LO R E RCUSTOMER PERSONA EXAMPLES E A E X P LO R E R

Andrea Glaser• Age: 19• Residency Region: • Residency Region:

Zurich• Interests:

• Bio: She is a student at University of Zurich who takes

Swimming, Scuba Diving, Surfing

Bio: She is a student at University of Zurich who takes many excursions to the sea. She loves to post her pictures and videos on social media sites to share them

ith h f i dwith her friends.

REFERENCESSwitzerland. (2014, January 7). The World Factbook. Retrieved January 25, 2014, from

https://www.cia.gov/library/publications/the-world-factbook/geos/sz.html

Th G t T f ti S it l d ( d ) N t k R di I d R t i d J The Great Transformation - Switzerland. (n.d.). Network Readiness Index. Retrieved January 27, 2014, from http://www.weforum.org/issues/global-information-

technology/the- great-transformation/network-readiness-index

Population Statistics. (2013, November 30). Europe Internet Stats. Retrieved January 27, 2014, from http://www.internetworldstats.com/europa2.htm

Swiss Consumers in 2020: A Look into the Future (2011 July 11) Euromonitor International Swiss Consumers in 2020: A Look into the Future. (2011, July 11). Euromonitor International. Retrieved January 27, 2014, from http://www.portal.euromonitor.com/Portal/Pages/Search/SearchResultsList.aspx

Sport-Camcorder. (n.d.). brack.ch. Retrieved January 31, 2014, fromhttp://www.brack.ch/multimedia-hifi/foto-video/camcorder/sport-camcorder

Contour Roam 2 Action-Kamera blau 1809BU Roam 2 (n d ) Conrad Online Shop Retrieved Contour Roam 2 Action Kamera, blau 1809BU Roam 2. (n.d.). Conrad Online Shop. Retrieved January 31, 2014, from http://www.conrad.ch/ce/de/product/394757/Contour-Roam-2-Action-Kamera-blau-1809BU-Roam-2?ref=list

QUESTIONS?