What factors contributed to the early success of Fitbit? In your answer, conduct a 5Cs and SWOT analyses for Fitbit including consideration of the characteristics of the wearable device market and future opportunities.
What competitive advantages does Fitbit possess, including consideration of brand, market share, market position, products and pricing?
Evaluate the current segmentation, targeting and positioning for the wearable device market, including the competitors named in the case and other brands (not mentioned) who may have entered or have the potential to enter the market.
Develop a perceptual map(s) using traditional price-benefit and/or newly developed mapping tools (e.g., centrality-distinctiveness) that compare the positioning of Fitbit in the marketplace to the positioning strategies of each relevant competitor from Question 3.
Which company and strategy will be most effective in the future and how do you perceive the future market? Your arguments need to be supported by your understanding of each company’s strategy, strengths, weaknesses, and competitive advantages, in combination with your expectation of the market, with supporting justifications from the case, other sources, relevant theory, your analysis, and acknowledgement of any assumptions.
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