Fitbit – Case 3

Q1. What microenvironmental

factors have affected Fitbit
since it opened for business?
Ans) Microenvironment is the
actors close to the company that
affect its ability to serve
its customers. In this case the
customers were a
microenvironmental factor.
Early in the
article we realize that the
company has faced from the
start is customer retention. Like
many diets and pieces of
exercise equipment, users are
drawn to the "wow" factor of
something that can improve
their health and wellness but
then quickly fizzle out. And if
users stop using a device, they
are far less likely to purchase
the "new-and-improved"
version. Even competition
from Apple and Google’s
smart watch lines could be
considered a
microenvironmental force.
Q2. What macroenvironmental
factors have affected Fitbit?
Ans) Larger societal forces
that affect the
microenvironment are known
as
macroenvironmental factors.
The biggest macro
environmental factor that
affects Fitbit is
technology. Many people are
now getting used to technology
and are quite comfortable
with it and trusting of it.
Another macroenvironmental
factor that was mentioned in the
case was demographic
information. Fitbit never
thought that they would sell
bulk orders
to corporate workplaces but
soon this became a big
demographic target for them.
Q3. How should Fitbit
overcome the threats and
obstacles it faces?
Ans) Fitbit should be
transparent about where the user
data is going. By doing so they
would be able to gain the trust
of their customers and assure
them to have faith in their
company. They should also
focus on how they do not
analyse or use personal data and
misuse the information
customers have trusted them
with. Fitbit should also
implement a
system that is able to
recognize the pulse/blood
pressure while working out
so their
system cannot be cheated.
They should also come up
with strategies to defeat
their
competition – not by fighting
giant companies, but rather
focusing on a different target
market and building their brand
presence there. They could
maybe dive deeper into the
medical side of health
because their competitors
don’t do so and this sort
of
differentiation could be great
for them and could help them
gain an edge over their
competitors.
Q4. What factors in the
marketing environment not
mentioned in this case could
affect
Fitbit?
Ans) A cultural factor is a
growing health consciousness
amongst society and companies
realizing that healthier
employees make more money
is a factor that isn’t explicitly
mentioned in the case. Another
factor could also be
environmental. Fitbit should
focus on
being green and show
customers they care about the
environment as if the care about
individual health they should
also care about the health of the
environment. If Fitbit foes
into the medical diagnosis field
they will be catering to the
needs of a target market
consisting of older customers
and hence would need to find
ways such as “going green”
to resonate with the
younger generations.
However they could just
simply stick to
marketing their product to
Millennials or Gen Z as this
might be the most successful
marketing audience.
Fitbit – Case 3
Q1. What microenvironmental
factors have affected Fitbit
since it opened for business?
Ans) Microenvironment is the
actors close to the company that
affect its ability to serve
its customers. In this case the
customers were a
microenvironmental factor.
Early in the
article we realize that the
company has faced from the
start is customer retention. Like
many diets and pieces of
exercise equipment, users are
drawn to the "wow" factor of
something that can improve
their health and wellness but
then quickly fizzle out. And if
users stop using a device, they
are far less likely to purchase
the "new-and-improved"
version. Even competition
from Apple and Google’s
smart watch lines could be
considered a
microenvironmental force.
Q2. What macroenvironmental
factors have affected Fitbit?
Ans) Larger societal forces
that affect the
microenvironment are known
as
macroenvironmental factors.
The biggest macro
environmental factor that
affects Fitbit is
technology. Many people are
now getting used to technology
and are quite comfortable
with it and trusting of it.
Another macroenvironmental
factor that was mentioned in the
case was demographic
information. Fitbit never
thought that they would sell
bulk orders
to corporate workplaces but
soon this became a big
demographic target for them.
Q3. How should Fitbit
overcome the threats and
obstacles it faces?
Ans) Fitbit should be
transparent about where the user
data is going. By doing so they
would be able to gain the trust
of their customers and assure
them to have faith in their
company. They should also
focus on how they do not
analyse or use personal data and
misuse the information
customers have trusted them
with. Fitbit should also
implement a
system that is able to
recognize the pulse/blood
pressure while working out
so their
system cannot be cheated.
They should also come up
with strategies to defeat
their
competition – not by fighting
giant companies, but rather
focusing on a different target
market and building their brand
presence there. They could
maybe dive deeper into the
medical side of health
because their competitors
don’t do so and this sort
of
differentiation could be great
for them and could help them
gain an edge over their
competitors.
Q4. What factors in the
marketing environment not
mentioned in this case could
affect
Fitbit?
Ans) A cultural factor is a
growing health consciousness
amongst society and companies
realizing that healthier
employees make more money
is a factor that isn’t explicitly
mentioned in the case. Another
factor could also be
environmental. Fitbit should
focus on
being green and show
customers they care about the
environment as if the care about
individual health they should
also care about the health of the
environment. If Fitbit foes
into the medical diagnosis field
they will be catering to the
needs of a target market
consisting of older customers
and hence would need to find
ways such as “going green”
to resonate with the
younger generations.
However they could just
simply stick to
marketing their product to
Millennials or Gen Z as this
might be the most successful
marketing audience.
Fitbit – Case 3
Q1. What microenvironmental
factors have affected Fitbit
since it opened for business?
Ans) Microenvironment is the
actors close to the company that
affect its ability to serve
its customers. In this case the
customers were a
microenvironmental factor.
Early in the
article we realize that the
company has faced from the
start is customer retention. Like
many diets and pieces of
exercise equipment, users are
drawn to the "wow" factor of
something that can improve
their health and wellness but
then quickly fizzle out. And if
users stop using a device, they
are far less likely to purchase
the "new-and-improved"
version. Even competition
from Apple and Google’s
smart watch lines could be
considered a
microenvironmental force.
Q2. What macroenvironmental
factors have affected Fitbit?
Ans) Larger societal forces
that affect the
microenvironment are known
as
macroenvironmental factors.
The biggest macro
environmental factor that
affects Fitbit is
technology. Many people are
now getting used to technology
and are quite comfortable
with it and trusting of it.
Another macroenvironmental
factor that was mentioned in the
case was demographic
information. Fitbit never
thought that they would sell
bulk orders
to corporate workplaces but
soon this became a big
demographic target for them.
Q3. How should Fitbit
overcome the threats and
obstacles it faces?
Ans) Fitbit should be
transparent about where the user
data is going. By doing so they
would be able to gain the trust
of their customers and assure
them to have faith in their
company. They should also
focus on how they do not
analyse or use personal data and
misuse the information
customers have trusted them
with. Fitbit should also
implement a
system that is able to
recognize the pulse/blood
pressure while working out
so their
system cannot be cheated.
They should also come up
with strategies to defeat
their
competition – not by fighting
giant companies, but rather
focusing on a different target
market and building their brand
presence there. They could
maybe dive deeper into the
medical side of health
because their competitors
don’t do so and this sort
of
differentiation could be great
for them and could help them
gain an edge over their
competitors.
Q4. What factors in the
marketing environment not
mentioned in this case could
affect
Fitbit?
Ans) A cultural factor is a
growing health consciousness
amongst society and companies
realizing that healthier
employees make more money
is a factor that isn’t explicitly
mentioned in the case. Another
factor could also be
environmental. Fitbit should
focus on
being green and show
customers they care about the
environment as if the care about
individual health they should
also care about the health of the
environment. If Fitbit foes
into the medical diagnosis field
they will be catering to the
needs of a target market
consisting of older customers
and hence would need to find
ways such as “going green”
to resonate with the
younger generations.
However they could just
simply stick to
marketing their product to
Millennials or Gen Z as this
might be the most successful
marketing audience.
Fitbit – Case 3
Q1. What microenvironmental
factors have affected Fitbit
since it opened for business?
Ans) Microenvironment is the
actors close to the company that
affect its ability to serve
its customers. In this case the
customers were a
microenvironmental factor.
Early in the
article we realize that the
company has faced from the
start is customer retention. Like
many diets and pieces of
exercise equipment, users are
drawn to the "wow" factor of
something that can improve
their health and wellness but
then quickly fizzle out. And if
users stop using a device, they
are far less likely to purchase
the "new-and-improved"
version. Even competition
from Apple and Google’s
smart watch lines could be
considered a
microenvironmental force.
Q2. What macroenvironmental
factors have affected Fitbit?
Ans) Larger societal forces
that affect the
microenvironment are known
as
macroenvironmental factors.
The biggest macro
environmental factor that
affects Fitbit is
technology. Many people are
now getting used to technology
and are quite comfortable
with it and trusting of it.
Another macroenvironmental
factor that was mentioned in the
case was demographic
information. Fitbit never
thought that they would sell
bulk orders
to corporate workplaces but
soon this became a big
demographic target for them.
Q3. How should Fitbit
overcome the threats and
obstacles it faces?
Ans) Fitbit should be
transparent about where the user
data is going. By doing so they
would be able to gain the trust
of their customers and assure
them to have faith in their
company. They should also
focus on how they do not
analyse or use personal data and
misuse the information
customers have trusted them
with. Fitbit should also
implement a
system that is able to
recognize the pulse/blood
pressure while working out
so their
system cannot be cheated.
They should also come up
with strategies to defeat
their
competition – not by fighting
giant companies, but rather
focusing on a different target
market and building their brand
presence there. They could
maybe dive deeper into the
medical side of health
because their competitors
don’t do so and this sort
of
differentiation could be great
for them and could help them
gain an edge over their
competitors.
Q4. What factors in the
marketing environment not
mentioned in this case could
affect
Fitbit?
Ans) A cultural factor is a
growing health consciousness
amongst society and companies
realizing that healthier
employees make more money
is a factor that isn’t explicitly
mentioned in the case. Another
factor could also be
environmental. Fitbit should
focus on
being green and show
customers they care about the
environment as if the care about
individual health they should
also care about the health of the
environment. If Fitbit foes
into the medical diagnosis field
they will be catering to the
needs of a target market
consisting of older customers
and hence would need to find
ways such as “going green”
to resonate with the
younger generations.
However they could just
simply stick to
marketing their product to
Millennials or Gen Z as this
might be the most successful
marketing audience.
Fitbit – Case 3
Q1. What microenvironmental
factors have affected Fitbit
since it opened for business?
Ans) Microenvironment is the
actors close to the company that
affect its ability to serve
its customers. In this case the
customers were a
microenvironmental factor.
Early in the
article we realize that the
company has faced from the
start is customer retention. Like
many diets and pieces of
exercise equipment, users are
drawn to the "wow" factor of
something that can improve
their health and wellness but
then quickly fizzle out. And if
users stop using a device, they
are far less likely to purchase
the "new-and-improved"
version. Even competition
from Apple and Google’s
smart watch lines could be
considered a
microenvironmental force.
Q2. What macroenvironmental
factors have affected Fitbit?
Ans) Larger societal forces
that affect the
microenvironment are known
as
macroenvironmental factors.
The biggest macro
environmental factor that
affects Fitbit is
technology. Many people are
now getting used to technology
and are quite comfortable
with it and trusting of it.
Another macroenvironmental
factor that was mentioned in the
case was demographic
information. Fitbit never
thought that they would sell
bulk orders
to corporate workplaces but
soon this became a big
demographic target for them.
Q3. How should Fitbit
overcome the threats and
obstacles it faces?
Ans) Fitbit should be
transparent about where the user
data is going. By doing so they
would be able to gain the trust
of their customers and assure
them to have faith in their
company. They should also
focus on how they do not
analyse or use personal data and
misuse the information
customers have trusted them
with. Fitbit should also
implement a
system that is able to
recognize the pulse/blood
pressure while working out
so their
system cannot be cheated.
They should also come up
with strategies to defeat
their
competition – not by fighting
giant companies, but rather
focusing on a different target
market and building their brand
presence there. They could
maybe dive deeper into the
medical side of health
because their competitors
don’t do so and this sort
of
differentiation could be great
for them and could help them
gain an edge over their
competitors.
Q4. What factors in the
marketing environment not
mentioned in this case could
affect
Fitbit?
Ans) A cultural factor is a
growing health consciousness
amongst society and companies
realizing that healthier
employees make more money
is a factor that isn’t explicitly
mentioned in the case. Another
factor could also be
environmental. Fitbit should
focus on
being green and show
customers they care about the
environment as if the care about
individual health they should
also care about the health of the
environment. If Fitbit foes
into the medical diagnosis field
they will be catering to the
needs of a target market
consisting of older customers
and hence would need to find
ways such as “going green”
to resonate with the
younger generations.
However they could just
simply stick to
marketing their product to
Millennials or Gen Z as this
might be the most successful
marketing audience.
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