SWOT analysis Fitbit, connected objects, James Park, Eric Friedman, smartwatches, Garmin, Apple, Xiaomi, Huawei, Samsung, IoT devices
The Fitbit company has had its obvious glory days over the years but quickly challenged by the arrival of competition, including Apple which, although much criticised, has a real notoriety with consumers.
Nevertheless, we have highlighted a number of strengths, which have enabled the group to gain a leading position in the connected objects market, such as the quality of the products offered, but also their prices, which remain very affordable. The choice in the range allows everyone to find the product that really suits them, which is a positive point, especially when you see the prices offered by some of its competitors. We also talked about the fact that the products were compatible with all operating systems and that they were highly customisable, with a battery that could last a relatively long time.
[...] The recommendations of the various organisations for practising sports activities are a boon for the group. Fitbit ensures an almost constant presence on social networks, thus conveying a modern and dynamic image, essential for this type of activity, which could not exist without the existence of new technologies. Contact and user reviews also allow the group to improve and modify, if necessary, their long-term communication and marketing strategy. Regarding threats, we saw that competition is the main threat because it comes from everywhere. [...]
[...] Recently, there has also been renewed interest in Chinese brands, with the two Chinese giants offering very good quality products as well. We have given the main competitors, but there are others which are very present on the net. Many players have appeared and have also been tested by bloggers and other Internet users who have sometimes given very positive opinions. Substitute products on the Fitbit range are, therefore, very numerous and relatively dangerous for the group, which may not be innovating enough in relation to new expectations and ever-changing needs of users. [...]
[...] SWOT Analysis - Fitbit I. Introduction A. Fitbit Fitbit is a wellness company manufacturer of connected objects founded in 2007 by James Park and Eric Friedman. Since its inception, the company has sold more than 20 million items. Indeed, consumers are more and more fond of this type of product, which promotes the resumption of sport, for high- level sport, but also weight loss and getting back into shape. The group has had some difficulties maintaining a dominant position, in particular, due to increased competition. [...]
[...] Some brands are known, again according to consumer reviews, to be more reliable. In addition, the quality of bracelets is often questioned as many of them create irritations that can cause serious issues for users. In the long term, this can deteriorate the image of the group, which is already struggling to keep its sales volume constant. We spoke above, in the paragraph of the forces, about the ability to change the straps of watches and different trackers. However, it should be noted that these changes are sometimes complicated. [...]
[...] Bluetooth can have unwanted long-term effects, as can prolonged use of all of these devices. The consequences are likely to appear in several years, and this scares some consumers, who are increasingly starting to look at the impact of this type of product on their health. The addictive side is not always well received. These watches and other connected objects are quickly becoming essential, which is certainly a strength but also a threat. With these watches, users have their message, their email, and their geolocation can be known more easily. [...]
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