Micro and Macro Environmental Factors Affecting Fit Bit: A Case Study Analysis

Running head: MARKETING MANAGEMENT
Marketing management
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1MARKETING MANAGEMENT
Determination of the micro environmental factors of Fit Bit
From the given case study, there are various micro environmental factors being identified
that had affected the business of Fit Bit in their business operations. SWOT analysis will be used
in order to identify these factors.
Strengths  Since of the inception of their business, the key strength for
Fit Bit is their innovative products.
 Their one of the kind products is having less competition in
the market.
 Another strength of them is the corporate penetration. As
per the information in the case study, different corporations
are booking in bulk, which enhanced their capital flow in
less time during their initial days.
Weaknesses  One of the major weaknesses identified in the initial stage
of Fit Bit is the hardware issues.
 The device was not ready to launch even with number of
booking already made.
 In the initial stage, the do not have the required capital to
develop the products more sophistically.
Opportunities  Increase in the health concerns among the new age
customers is increasing the business opportunities for
devices of Fit Bit (Dontje et al., 2015).
 According to the data in the case study given, customer
retention rate in the corporate in terms of the usage of the

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Fit Bit devices.
 Thus, the more will be the corporate retention, the more
will be the market opportunities.
Threats  As per the information in the case study, one of the major
threats for Fit Bit is the wearable devices from Apple.
These devices are far more superiors than the Fit Bit. Thus,
the customers will get more attracted.
 Another challenge is the rapid advancement of the
technologies in electronic gadgets sector. This is difficult
for Fit Bit to frequently update their technologies.
 Another threat is the customer concern regarding the
privacy issues. In the recent time, breach of privacy created
huge stir in the market. This may made customer skeptical
about using Fit Bit.
Determination of the macro environmental factors of Fit Bit
Political  Fit Bit has to adhere with the rules and regulations of
different countries in relation to the user privacy.
 Thus, they are having the issues of considering the security
measures in order to protect the privacy.
 Different countries are having different rules and
legislations. Thus when Fit Bit entered in foreign markets,
they faced the issue of adhering to the local legislations.