Marketing Plan Report for Fitbit

Running Head: MARKETING PLANNING 1
MARKETING PLANNING
STUDENT:
INSTITUTION:
DATE:

MARKETING PLANNING 2
Executive summary
The report presents a marketing plan for Fitbit to govern the launch of wearable fitness and
exercise tracking devices in the Australian market. It starts by introducing the company giving
the history and the current position. The industry has several competing companies with big
brands and is described as being conscious and is overgrowing. The following part highlights the
strengths of Fitbit in an industry that has many opportunities amid threats. The marketing
objectives and strategies have been developed from the situation analysis. A marketing mix is
created with a brief profitability analysis. The plan is finalized by laying out a monitoring
procedure to keep the process in control. The conclusion and summary part gives a quick recap
of the marketing plan.

MARKETING PLANNING 3
Contents
Introduction....................................................................................................................................4
Situation analysis...........................................................................................................................4
Opportunities and issue statement...............................................................................................5
Marketing objectives.....................................................................................................................6
Marketing strategies......................................................................................................................6
Marketing mix................................................................................................................................7
Budget and profitability analysis.................................................................................................7
Monitoring and control.................................................................................................................8
Conclusion......................................................................................................................................8
Summary........................................................................................................................................8
References.......................................................................................................................................9