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Fitbit Case Study Strategy

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Critical Challenge: Fitbit is struggling to be a leader in the wearable technology market because of increased competition leading to market saturation. Recommendations: I recommend that Fitbit develops upgraded hardware and software features tailored to the medical industry to further differentiate itself from competitors. Summary of Analyses: • Fitbit has a loyal consumer base due to the fact that they are at the first-mover advantage. (Case Exhibit 1). • Due to health-conscious living trends arising in society and Fitbits tracker focus on a single purpose, Fitbit makes a range of products that have high quality (Case Exhibit 2). • When competitors such as Samsung, Nike, Garmin, and Apple entered the market, they not only introduced …show more content…

Fitbit advertises itself to young and healthy athletic people, but also to people who want to live a healthier lifestyle (Case Exhibit 1). Fitbit’s products are also reliable, and the open API policy allows for expanding partnerships with developers (A. n.d.) to create health apps that interact with Fitbit (Case Exhibit 1). This can lower the competition for Fitbit because the product works with other platforms people also want to use to track their fitness. An open platform for many apps to use puts Fitbit at a rare …show more content…

If they want to continue growing as a brand, keep loyal customers satisfied, and gain more consumers, Fitbit needs to add more analytical health features. Fitbit should shift their focus from fashion to health needs. Fitbit is already a trusted brand, but their current tracking data is based on simple tracking. The technology as of now is limited to counting calories, steps, and sleep. This can only get someone so far with their understanding of fitness (Case Exhibit 2). Fitbit can evolve its current fitness trackers to make more advanced trackers more detailed monitoring of a person’s health. By investing in the latest technologies and sensors, there would be an increased focus on the consumers health. For example, if a Fitbit user has a certain medical condition, the tracker could focus on that, and the person could then manage their health better. The tracking would be more specific, so the user could be more productive. Before any new features are introduced, Fitbit should focus on making data that is more comprehensive. For example, if a person has a specific medical condition, Fitbit could give specific recommendations to keep track of the condition. It is expected that in the future there will be a primary care shortage (Case Exhibit 2). The shortage combined with the aging population increasing could result in improper health care for the majority of the population

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