case analyze

• What key competitive advantages relative to the wearable device market does Fitbit possess?
• What are Fitbit’s most significant competitive disadvantages or vulnerabilities?
• What competitive advantages relative to the wearable device market do the competitors named in the case possess?
• At which stage of the Product Life Cycle (PLC) is the Fitbit product line? NOTE: Make sure to use marketing concepts as well as evidence from the case to support your points in this discussion.
• What potential generic strategies for growth would be appropriate for Fitbit given its PLC stage?
• Based on your analysis of the above topics, compare and contrast each of the target marketing strategies below:
  • Wellness targeting of consumers, employers, insurers and wellness companies
  • Helping patients manage chronic diseases

• Select one of the previous target marketing strategies and develop recommendations for Fitbit to move forward on it. Make sure to address how you would tailor the strategy to capitalize on Fitbit’s strengths while minimizing the impacts of its vulnerabilities and the threats of key competitors in that segment.

Answer preview

Wearable devices have been gaining popularity since the first time they were invented. The advancements in technology have made it possible for companies like FitBit, Google, and Apple to come up with wearable devices.  It is clear that the market for wearable devices is growing as evidenced by the increase in the number of companies joining the market shows that the industry is growing.  Most of the wearable devices that are available in the market are those that are worn on wrists like trackers and smartwatches. The wearable devices that are made by the various companies are made for a customer who is paying more attention to their personal well-being and health. It is therefore important for the makers of wearable devices to try and come up with products that will appeal to them. The behavior of the customer is also changing since most of them are relying on their mobile devices to stay fit and would, therefore, prefer one that will help them achieve that goal.

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