Read the case study, Fitbit: The Business about Wrist, as soon as possible, when available on Cloud in the ‘Assessment 1 Learning Resources’. A prompt start will give you time to “tune” into the case study. In particular, there is an amazing amount of relevant background information publicly available that will have some bearing on the marketing situation described in your case. Keep a look out for it! Academic journals and books, newspapers, magazines and television are an especially good place to start your information search. Collect anything that you think may help to enrich your analysis. You can always discard any irrelevant material later.
Now focus on the specific case problems posed below. These problems have been designed so that you can apply the theory from the unit to the practical case study to arrive at solutions. Critically evaluate and add to the existing information provided in your case study by:
1. 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.
2. Develop a perceptual maps 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.