Fitbit Inc. is an American company based in San Francisco, California. It was founded by James Park and Eric Friedman. According to the company’s website, their mission is to inspire people to live healthier and active lives. Their well-known products carry the same name as the company which produce a range of exercise and activity trackers. The products, that are worn on the user's wrists or clothing, collects and measures data including the quality and pattern of sleep, the intensity of exercises, and other personal metrics.
The fitbit range has proven its significance through the growing demand for a healthier lifestyle and a product that can accurately measure that process. This report will analysis the macro-environment and the micro-environment of Fitbit Inc. and its products.
Macro-Environment
Political/Legal
- Recently facing accusations of ‘inaccurate heartbeat monitoring’ and facing a class action lawsuit in the USA.
- In a world that is dominated by cyber activity, users have been gradually aware of their sensitive personal data being uploaded online. In the case of fitbit, the company was criticised for automatically uploading personal information including their sexual activity.
Economical
- Due to the release of the new smartwatch Blaze, the share price of fitbit has fallen 20% due to inconfidence within the investors. They sense the strength of the competition with android and apple smartwatches with their third-party apps giving them a bigger selling point than fitbit.
-Fitness industry in Australia has been gradually growing to a 8.5 billion dollar industry with a more health sensitive demographic.
Socio-cultural
- Users now are primarily new to exercise, typically middle-aged and trying to get back into shape. Generally has
