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Fitbit Bold Case Study

1174 Words5 Pages

Introduction As a brief re-introduction, Fitbit was founded in 2007. Throughout their short history, the company has continued to offer new products to their customers on a yearly or biyearly basis. One product they have not offered though is a wearable fitness tracker that is tailored specifically to women. The product I am proposing – the Fitbit Bold – would track additional metrics exclusive to women. These would include menstrual cycle and fertility tracking as well as customizing daily step, exercise, and caloric goals to the female body. This paper will explore the risks associated with the introduction of the Fitbit Bold and management strategies for the release.
Potential Risks & Mitigation Plan Fitbit is a well-established and …show more content…

The hope is that the target market appreciates the care and thorough research put into developing and releasing a product meant just for women. However, will the higher price feed into the ‘gendered pricing’ or ‘pink tax’ controversy seen by many other retailers? Gendered pricing is when a product or service marketed to women cost more than similar products marketed to men (Maloney, 2016). According to the New York City Department of Consumer Affairs, women pay 13% more for personal care products, 8% more for adult clothing, 7% more for toys and accessories, and 4% more for children’s clothing (Johnston Taylor, …show more content…

It uses strategy, data, and effective communications to integrate the quality discipline into the culture and activities of the organization” (American Society for Quality, 2017). TQM is customer-focused and has total employee involvement. Utilizing TQM with the Fitbit Bold launch ensures that customer wants and needs are in the forefront of every part of the process. The company must be able to ask themselves, will this give the customer what they want? Will this process/improvement/inclusion enhance the customer experience? One way to include TQM in the launch of the Fitbit Bold is to assemble focus groups to test the new tracker. These focus groups can let the company know which features they like, which are unnecessary, and possibly which features need to be added before the final

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