MNG91002 – Entrepreneurship
Session 1, 2019
Assignment 2: GoPro
Core Information:
Due: Before 11:00 pm, Monday 20th May 2019
Weighting: 40%
Individual/Group Individual Assignment
Word limit: 2000 words in total (plus or minus 10%)
Aim
The following questions are all based on the GoPro case study published in the Forbes Magazine. Basing your arguments on the topics that you have studied throughout the unit, write a report addressing all of the following questions. The report/questions will cover both aspects of the unit.
Assignment structure and marking allocation
Part A
Entrepreneurship (25 marks)
Question 1: Whilst Nick Goodman was confident that his business idea for a cinema-grade mini camera could ultimately lead to success, he did initially question his ability to bring his product to market ie. ‘He gave himself four years to make it work before he would drop his idea and enter the workforce’. Therefore, it is clear that there is a ‘dark side’ of entrepreneurship. Discuss three major traits that are associated with the dark side of entrepreneurship. Justify your response with reference to academic sources (e.g. academic journal articles, textbooks, etc.). (10 marks)
Question 2: Peter Drucker, a leading scholar in the fields of entrepreneurship and marketing, is cited in your unit material numerous times. When speaking of entrepreneurship, Drucker once stated: ‘Most of what you hear about entrepreneurship is all wrong. It’s not magic; it’s not mysterious; and it has nothing to do with genes. It’s a discipline and like any discipline it can be learnt’.
What evidence exists in the GoPro case study that supports and/or refutes this statement? Ensure your argument(s) are developed through direct reference to concepts, tools and techniques evident in the unit material. (15 marks)
Part B
Marketing and Strategic Planning (60 marks)
You will note that the case study article is dated late 2014. Much has changed in the action camera industry, including the development of higher resolution smart phone cameras, now capable of capturing 4K video footage. Therefore it is expected that you review more recent activities and outcomes for the GoPro company when attempting to answer the following questions.
Question 1: Since the publication of the case in 2014, how has GoPro gained a competitive advantage from their marketing processes? Provide a theoretical analysis of the reasons for the achievement of this advantage. Draw on other recent resources when justifying your analysis (30 marks)
Question 2: The GoPro case study specifically identifies future threats to the company’s strategy in 2014. What threats do you feel GoPro faces in 2019 and beyond? Provide a theoretical analysis of this threat scenario and give recommendations on how GoPro should respond to this. (30 marks)
Academic rigour (15 marks)
This is a substantial piece of scholarly work and will require extensive engagement with both unit theory and the case study.
• Your arguments have to be based on concepts and tools discussed in the unit and must be supported through direct reference to academic literature (academic journal articles, academic books, etc.). Your report will be assessed based on your ability to develop and argument supported by academic sources (please also refer to marking criteria). Therefore, newspapers, magazines, website opinion pages or websites like Wikipedia etc. are certainly not acceptable as foundation for your arguments. All sources must be properly referenced.
• However, you are encouraged to undertake further research on GoPro to gain a deeper understanding of the case (e.g. financials, company vision and mission statements, investor relations, etc.). The GoPro website and other trustworthy non-academic sources are acceptable in this context and this context only. If you use further information for the case study, make sure you reference your sources correctly. If you are unsure whether your sources are appropriate, seek your tutor’s advice. • Assignments strictly have to be within the word limit (-/+ 10 %)
MNG91002 – Entrepreneurship (Session 1, 2019) Assignment 2: Report – GoPro
Ratings and Comments According to Criteria Mark
Executive Summary and Introduction Provides a properly constructed and correct length executive summary:
Excellent Very Good Good Satisfactory Needs Development Poor
The executive summary provides a brief overview of the purpose of the report and an effective summary of its content:
Excellent Very Good Good Satisfactory Needs Development Poor
Provision of a brief, informative Introduction:
Excellent Very Good Good Satisfactory Needs Development Poor Further Comments as necessary:
No mark
allocation, but the inclusion of ab Exec Summary and
Introduction are required in this assignment
Case Questions
Entrepreneurship -
Traits and
Characteristics Identifies and discusses the relevant traits and characteristics discussed in the literature about the dark side of entrepreneurship:
Excellent Very Good Good Satisfactory Needs Development Poor Further Comments as necessary:
/10
Entrepreneurship –
Key Tools and
Concepts Demonstrate an understanding of the importance of tools and practices of entrepreneurial ventures: Excellent Very Good Good Satisfactory Needs Development Poor Further Comments as necessary:
/15
Marketing and
Strategic Planning Analysis of competitive advantage and marketing processes (ie. Analyse GoPro’s success in terms of its marketing strategy):
Excellent Very Good Good Satisfactory Needs Development Poor Further Comments as necessary:
/30
Marketing and
Strategic Planning Identify and explain possible future threats to the existing strategy and make suggestions to mitigate them: Excellent Very Good Good Satisfactory Needs Development Poor Further Comments as necessary:
/30
Technical and
Professionalism
Aspects of the Report
In-text citations and proper referencing (note: an absence of in-text citations and referencing may lead to penalties beyond the marks allocated for this criteria point):
Excellent Very Good Good Satisfactory Needs Development Poor
Appropriate sources used and referenced: /15
Excellent
Excellent Excellent
Very Good
Very Good
Style, spelling, grammar and syntax
Very Good
Further Comments as necessary: Good
Presented in well-thought out, consistent, readable form/appropriate length:
Good
Good Satisfactory
Satisfactory
Satisfactory Needs Development
Needs Development
Needs Development Poor
Poor
Poor
Summary Comments as Necessary:
School extension policy
Students wanting an extension must make a request at least 24 hours before the assessment item is due and the request must be received in writing by the unit assessor or designated academic.
Extensions within 24 hours of submission or following the submission deadline will not be granted (unless supported by a doctor’s certificate or where there are exceptional circumstances – this will be at unit assessor’s discretion and will be considered on a case by case basis). Extensions will be for a maximum of 48 hours (longer extensions supported by a doctor’s certificate or exceptional circumstances to be considered on a case by case basis).
A penalty of 5% of the total available grade will accrue for each 24 hour period that an assessment item is submitted late.
Extensions will NOT be approved because of problems with personal computers or storage devices. Back up your work every day to a secure location.