NAME-NAMYA JUNEJA

SUBJECT-MARKETING
MANAGEMENT
COURSE-BCOM HONS.
ROLL NO-83804
SUBMITTED TO-DR.
MANIKA JAIN
Question 1-What microenvironment factors have affected
Fitbit since it opened for business?
Answer-The microenvironmental factors that have affected Fitbit
since it opened for business were the following:
1.Customers – as all businesses need customers, it is very
important that business should be centeredaround customers.
Business particularly its marketing plan should aim to
attract and retaincustomers through products that meet their
“wants and needs” backed-up with excellent customerservice.
Such is true with Fitbit when the makers of Fitbit saw the big
potential for using sensors tomonitor the overall wellness of a
person. Through continuous improvement, Fitbit has
madedevelopment a constant process, this allowed Fitbit to
stay ahead in giving customers what they want.

2.Publics –It is important for marketing management to

appreciate the value of having good relationswith all of a
company's many publics. A public is any group with anactualor
apotentialinterest inthe company or its products/services, that
might exert influence on an organization’s ability toachieve
its objectives. Because of Fitbit’s thrust to push for a
person’s well-being, it helpedcompanies see the potential to
enroll employees in wellness programs. Since healthy
employeesprovide major benefits for a company. This basically
explains how publics give influence and howthe need is satisfied
through a product such as Fitbit.

3.Competitors -The name of the game in marketing is

differentiation. Competitor analysis andmonitoring is crucial
if an organization is to maintain or improve its position within
the market.Almost at the same time,there were other similar
products in the market that was offering the same service to the
customers.This is why Research and Development became a
constant process for Fitbit.What they found out was Apple and
Google soon became their greatest competitors within a short
period of time with their smartwatches.Fitbit then spent money
on research for innovative technology and promotion to let their
customers know what’s new their bringing to them.

4.Company - As they considered other parts of the organization

such as Research and Development,Finance and Operations-we
can say that Company factors also affected Fitbit.

Question 2- What macroenvironmental factors have affected

Fitbit?

Answer-The forces that make up the macroenvironment are the

factors or larger societal forces that usually affect the business
indirectly are, economic factors, demographic forces,
technological factors, natural and physical forces, political forces
etc.

The macroenvironmental forces that have affected Fitbit are:

1. Demographic forces: Though Fitbit was working for a larger

customers base, they started to get orders from companies
more than individuals. They found out that Companies are
more interested to buy them in bulk because they wanted to
monitor their employee’s health and encourage them to a
healthy lifestyle. So, corporate workers became their target
customers and that was a big demographic factor for them to
rule the market.
2. Economic force: They monitored the consumer’s spending
pattern and found out that people are becoming more and
more conscious about their health and fitness. So, they decided
 their strategy according to that and created such a product so
people would buy them to satisfy their needs.

3. Technological factors: If we look at the case closely, we can

see that technology played a big role in their immediate
success. While other competitors were emerging in the market,
the use of latest technology was increased. Fitbit discovered
that people are becoming technologically advanced and to keep
up that their needs they also invented such a product, that was
technologically advanced and met their needs such as keeping
record of all their health activities, vitals, the fact that, this
device can be connected with personal laptops and computers
and smart phones etc. They also developed new models
frequently thus we can attribute this factor to their success.

4. Cultural factor: As “Fitness” became the new trend in the

society, Fitbit took it’s advantages. They made their product
available for people who wants to stay fir as well as keep up
with the trend. Also, as stated in the case, companies noticed
improvements in their office cultures as a result of coworkers’
unified effort to achieve fitness goal together.

Question 3-How should Fitbit overcome the threats and

obstacles it faces?

1.Technological headways
Regardless of a great achievement and development of the
organization in more limited timeframe; Fitbit confronted
different difficulties that decelerated its all out development
potential. One of the main difficulties is innovative advances,
which permitted the improvement of wearable market. Albeit the
business keeps up with its situation, yet it isn't ensured that the
main place of Fitbit would give long haul outcome in the
exceptionally cutthroat market. The organization is situated in a
developing business sector, which will in general address a very
cutthroat scene and a quickly developing shopper interest,
requiring Fitbit to assess its ongoing technique make crucial
selections to stay major areas of strength for an on the lookout.
Fitbit could defeat the danger of competition by ceaselessly
investigating the adequacy of its advertising techniques,
monitoring its market rivals while communicating& conveying its
USP to the market. Likewise, the organization could foster
association with research establishments &companies offering
indicative and clinical capacities. By adding this element the
organization would have the option to separate itself from its
rivals.
2. Partnership with information security organizations
To address the clients' protection concerns; the organization is
encouraged to cooperate with information security organizations
and broadcast the association to people in general with the
utilization of the virtual entertainment missions to flourish
straightforwardness and entrust with clients. Thusly, the
organization would have the option to show the Fitbit's
responsibility and obligation towards esteeming the security of
wellbeing and wellness information of the clients.
3. Client maintenance through shopper's commitment for the
more extended relationship with brand -
Another issue that the organization is confronting is to hold the
clients and long haul commitment of clients with the items
presented by Fitbit. The organization needs to zero in on putting
in mechanical enhancements as well as attempt to reinforce its
purchaser's commitment for their more extended relationship
with brand. The expanded maintenance of client is trailed by the
arrangement of cutting edge and top notch gadgets that meet the
cravings and inclinations of the clients, reward devotion, address
client issues, fabricate trust through connections, influence the
clients' input studies and over drive on the commitment made by
the organization. The organization ought to execute a coordinated
correspondence intend to help reception of items and promote
the wellbeing idea as persistent personal development and urge
its clients to challenge themselves with more significant
standards, consequently pushing them to go past.
Since the tech inclinations of clients are exceptionally unique; the
organization ought to mindfully follow the significant patterns of
clients and integrate them into the item. The joining of gadget
with virtual entertainment and web, is the broadly wanted
highlight that the organization is encouraged to execute.
4. Improve deals execution
The organization could resolve the issue of declining benefit
returns by extending its business tasks where the name of Fitbit is
as yet disagreeable. The progressive presentation of the item in
the worldwide market would baccalaureate scale interest for
Fitbit. In this way by executing the position guard methodology;
the organization would have the option to keep up with its better
status over the clients' brains and then safeguard its place of
brand from its rivals.

Question 4-What factors in the marketing environment not

mentioned in this case could affect Fitbit?

Answer-The factors in the marketing environment not mentioned

in this case that could affect Fitbit are the following:

1.Demographic Factors – These pertain to location and

generation. The focus on location seemingly
provide that Fitbit works best in areas where internet
connectivity is better. Given the fact that Fitbit
generates data and transmits these data to social networks and
other health-related sites gives better advantage for those living
in the urban areas rather than the rural areas.
Next is the focus on generation, more and more people are now
engaged to be healthy, much more in the demographics of
generation Z and millennials. These age groups easily influence
each other to be healthier and fit plus the fact that these
generation are technologically advanced. Given these
demographic factors,Fitbit will increase its sales and become
more successful among its competitors.

2.Marketing Intermediary - Marketing intermediaries are

companies that help in the selling,promotion, and distribution of
products to a firm's final buyers. Fitbit may enter into agreement
with sports brands, fitness enthusiasts, bloggers, vloggers,
internet influencers to market the product. This intermediary
group such as the advertising/marketing services will help make
known the product. Any type of intermediary the company must
take into active consideration, the following aspects:
(i) The company has also to constantly review the performance of
both middlemen and others helping its efforts periodically. If
necessary, it may take recourse to replacement of those who no
longer perform at the expected level.

(ii) Middlemen come into being to help overcome the

discrepancies in quantities place, time, assortment and
possession that would otherwise exist in a given condition.

(iii) It is advantageous and also efficient to work through the

established Marketing channels instead of creating one and thus
going for experiments.

3.Public - Literally word ‘public’ refers to people in general.

According to Philip Kotler, “A public is any group that has an
actual or potential interest in or impact on a company’s ability to
achieve its objectives.” The environmentalists, consumer
protection groups, media persons and local people are some of
the well-known examples of publics. The company has a duty to
satisfy the people at large along with competitors and the
consumers. It is an exercise which has a larger impact on the well-
being of the company for tomorrow s stay and growth. Create
goodwill among public, help to get a favourable response for a
company. Kotler in this regard has viewed that. “Companies must
put their primary energy into effectively managing their
relationships with their customers, distributors and suppliers.
Their overall success will be affected by how other publics in the
society view their activity. Companies would be wise to spend
time monitoring all their public understanding their needs and
opinions and dealing with then constructively.” In the modern
business public have assumed important role and their presence
in the micro environment of business.

4.Economic Factors - Economic factors affecting the macro

environment relate to forces that affect how consumers spend
and their purchasing power. It is important to understand a
variety of metrics and data, including:

● Gross Domestic Product (GDP) and its real growth rate

● Unemployment rates
● Inflation
● Disposable personal income
● Existing spending patterns
Every business should closely monitor data regularly and be fully
aware of such numbers before moving into new markets in
different countries.
5.Technological Factors -Technological factors refer to the
creation of new technologies and how they shape products,
product development, and access to new market opportunities. A
perfect example of a strong technological force today is wireless
communication. Nearly everyone in the world owns a
smartphone, tablet, or laptop that can quickly and easily be
connected to the internet. It exerts a serious impact on individuals
and societies and their ability to patronize companies
freely.Mobile technology is also shaping the development of new
technological devices and replacing ones that have become
outdated. A company needs to continually use the most up-to-
date technology in order to operate at its highest capacity and be
aware of how technological applications can better serve
customers.