A SYNOPSIS ON

FITBIT: THE BUSINESS ABOUT WRIST

SUBMITTED BY
Mukul BANSAL, Muskaan BANSAL, Sahana CHANDRASHEKAR, Siddharth PRADHAN,
Vivek RAMACHANDRAN, Siddharth SIDDHARTH, Aurelien SOULARD

TITLE OF THE PROJECT

Fitbit: The Business About Wrist

ABSTRACT
The case talks about the journey of Fitbit, how as a company it created a niche market, grew
and captured maximum market share. The portfolio of products catering to different user needs
allowed Fitbit to engage with consumers at various levels. Which category we should put Fitibit
products in? Wearables or Smartwatch? Are these health monitoring devices or another smart
gadget in the pocket of tech-savvy users? How every wearable device company trying to
position itself with differentiated offerings? Fitbit capitalized the market opportunity by being
the first mover in the US market. Fitbit from the initiation, adopted the differentiation strategy
in which it kept the core focus towards the ease and convenience of the customers along with
the maintenance of the lifestyle that has recently emerged in the market.
Also, under the consumers factor, the company targeted the consumers pursuing for the
healthy lifestyle management. It focused to offer the consumers a fitness platform, that
monitors, manages and aligns the activities of the consumer with the fitness platform, resulting
in great synchronization of both ends, leading to conveniences, and high elevated offerings

OBJECTIVE OF THE STUDY

• What are the characteristics of the wearable device market?
• What competitive advantages does Fitbit possess?
• What advantages do the competitors named in the case have in the wearable device market?
• What other brands (not mentioned) have similar advantages that could give them the
potential to enter the market?
• Comparing the positioning strategies adopted by each competitor, which one do you think
will be the most effective? Is there room for more than one player in the market?

RESEARCH METHODOLOGY
External Environment Analysis
• Pestle Analysis
• SWOT Analysis
• Porter’s Five Force Model
• Industry Life cycle Analysis
• Pentagonal Analysis
External environmental analysis is essential as it directly affects the operations of a company.
The company must assess to the external environment and make its strategic decisions
accordingly.

REFERENCES
Ivey Publishing, “Fitbit: The Business About Wrist”