FitBit Case Study 1

FitBit Case Study

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 FitBit Case Study 2

FitBit Case Study

1. What are the characteristics of the wearable device market?
According to the case, the main characteristics of the wearable device market are health and
fitness, technology, community, fashion accessory and lifestyle. The market is taken to another
level by the existence of wrist-worn devices including the smart watches. The smart watches
represent a significant share of the wearable devices market due to their increased use within the
community. The growing market of wearable devices can be closely attributed by the consumers
increased desire to use mobile devices in their daily activities (Fitbit, 2020). Also, as depicted in
the case, there is an increased attention of personal wellbeing and some advancement in
technology caused by developments to hardware hence making the wearable market to continue
booming.
Most customers started caring for their health and personal fitness hence making them turn to
the wearable markets. The market consist of smart devices that customers can use to tract their
level of fitness and also take different body health measures. For instance, the patients with
diabetics are able to measure their sugar levels using these devices hence being effective in
controlling the sugar levels. Additionally, most individuals started to use these devices when
doing physical exercises (Fitbit, 2020). The continuous change in human lifestyle has made
many individual turn to the wearable market. Most the customers require to use the body-
mounted sensors and other straps to always monitor their biological data.
The increased demand in fashion accessories is making the wearable device market to
continue booming. Individuals find it much more satisfactory when they are having the smart
jewelry including the rings. The wearable device market has moved to the community levels
making all the wearable devices accessible to as many as possible. The devices are not culture
biased hence acceptable in almost all the communities (Fitbit, 2020). Technology is changing
the way people live day in day out. Therefore this is one of the major characteristic of the
wearable device market that is making it to continue booming. Customers’ needs to remain up to
date with the new technology hence end up purchasing more and more wearable devices as they
are introduced in the market.
2. What competitive advantages does Fitbit possess?
Having the products focused on health and offering them at a relatively cheaper price are the
competitive advantages of Fitbit. Although its market share was over 70 percent in 2015 when
Fitbit went public, it had to deal with considerable competition in order to acquire long-term
success in the wearable device market. Bu the second quarter of 2015, apple launched its smart
watch hence posing more competition to Fitbit. However, although the two products are almost
similar, Fitbit sell s its smart watch at a cheaper price hence making it able to maintain its market
share. Additionally, apart from the lower prices, Fitbit has its products made with some unique
features hence appealing to different customers (Fitbit, 2020). The features makes the wearable
devices customers well satisfied hence remain loyal to Fitbit despite the increased competition
levels.
Apart from the lower price strategy, Fitbit also focuses on the health of human beings hence
being able to maintain its market share. Most of Fitbit’s products are used to track the human
health. Therefore, due to increased changes in lifestyle, many people are much concerned about
their health. Therefore, they prefer purchasing products from Fitbit to help them be able to
monitor their health status and be able to take the necessary measures. Therefore, although there
other wearable devices in the market, customers still prefer Fitbit’s products.
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Reference
Fitbit. (2020). Fitbit. NewDealDesign. https://www.newdealdesign.com/case-studies/fitbit