Strategy and Positioning Analysis, Part 1

            Fitbit Inc. has launched its new Guardian technology that detects metal objects through its already popular brand of wearable sportswear.  This paper explorers Fitbit’s organization and product provided by utilizing a SWOT analysis.  A competitive analysis will be displayed, the target market will be identified and finally, a written positioning statement of the Fitbit Guardian will be presented.

Fitbit Overview

   In 2007, James Park and Eric Friedman, founders, realized that sensors and wireless technology had advanced to the capability of enhancing both the health and fitness industry.  Fitbit launched its tracker at the end of 2009. Fitbit is an American company headquartered in San Francisco, California (Fitbit.com).      

Description of Fitbit Guardian

Most Fitbits are worn on the wrist, but options are available to clip to clothing.  They receive reminders to move that encourage you to reach an hourly goal with a battery life of up to five days.  Fitbit automatically recognizes select activities and records to an application. The Guardian will detect metal objects that are being carried by other individuals like guns or knives. Additional features:

• Sweat, rain and splash proof
• See call & text notifications and calendar alerts
• Sync stats wirelessly & automatically to leading smartphones and computers
• Monitor sleep & sets alarm
• Personalize Alta with metal, leather and multi-colored bands
• Made in USA
•  Fitbit® tracker requires connecting to mobile device or computer.  The Fitbit dashboard  will show stats, analyze historical trends, set goals, log food and water, challenge friends, and much more.

SWOT Analysis

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Competitive Analysis

 

Target Market Segments

Demographic

Fitbit targets consumers of all ages, races, ethnic backgrounds, and genders that wish to buy a product to maintain a healthier lifestyle. Target consumers are of a higher educational background with a larger than average income. Consumers who are both single and have a family share a similar need for this product.

Psychographic

Fitbit targets a large base of consumers. Young and athletic individuals use them to aid in maintaining their healthy and active lifestyles. They can take them to the gym for a workout and discreetly wear them to work as well.

Geographic

Wearable trackers focuses on areas that utilize technology and implement it in all areas of their daily lives. These areas also contain a large population that earns above average median household incomes. Urban areas such as New York City, Los Angeles, and San Francisco are target prospective consumers.

Behavioral Factors

Fitbits are to be sold in a retail setting in both department stores and specialty electronics stores. Direct marketing is to be done through advertisements in publications and on websites that focus on technology, investing, business, and fitness. Usage of the device will be heavy and can either be directed toward a first time user or one that wishes to upgrade an old unit.

Positioning Statement

Our product is perfect for that consumer who is health and safety conscious.  The Fitbit with metal detection capabilities is a product that is sure to meet all of the needs of our target market.  Unlike many competitors; Xiaomi Mi Band 2, Jawbone Up2, Garmin, VivoActive, and Moov, Fitbit steps above working out. It offers a protection feature. Society has changed dramatically and it is much harder to take a walk or jog in the park without feeling unsafe. Even though our competitors offer some of the same features or more, our protection feature is a cut above the rest.

 

References

Apple Inc. (2017). Apple Watch.  Retrieved February 6, 2017, from http://www.apple.com/watch/

Fitbit, Inc. (2017). Fitbit and Fitbit Alta. Retrieved February 4 and 6, 2017, from https://www.fitbit.com and https//www.fitbit.com/alta

Jawbone. (2017). UP4 by Jawbone. Retrieved February 6, 2017, from

https://jawbone.com/fitness-tracker/up4

Kerin, R. A., Hartley, S. W., & Rudelius, W. (2015). Marketing. (12^th ed.). New York, NY: McGraw-Hill Education.

 

 

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