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swot analysis fitbit

Category: Business Paper Type: Homework Reference: APA Words: 1500

Executive summary:
The paper elaborates the business strategy and policy regarding investment in marketing techniques and corporate wellness programs. FITBIT Company is deals in health and fitness products and release more energy in the human body. The financial position of company is sustainable as gross profit of the company is 187.54 millions of USD. The current strategy of company is expansion of markets and intensive marketing to remain competitive in the business environment. JAWBONE, NIKE and MISFIT and GARMIN are the major considered competitors of FITBIT Company. SWOT analyses are done to drives the current position of the company to formulate the strategy according to the environmental scanning. Advancement in wireless technology and Broad device portfolios are the strengths of FITBIT Company. Empowering as well as inspiring the lives of people is potential fitness goals given by company medical devices. The key success factors of company contain Goal reinforcement, social motivation and habitual formation in wearing medical devices for fitness. Corporate wellness, Advertising strategy, leader in fitness industry and Reduction in health care cost are the major core objectives after environmental scanning. We use two recommended strategy marketing techniques for brand recognition and corporate wellness for targeting organizations who invest in health care. In marketing strategy we recommended of physicians, doctors, Advice regulatory bodies to create awareness about the product potential benefits. After that implementation plan is discussed that how to achieve desired objectives. The first six month of the company develops initiatives of marketing techniques that includes promotion & placement of product to create brand recognition. If strategy becomes fails then contingency planning is merging with major competitors to collaboratively serve the market. Business continuity planning is also includes co-branding with Apple Company, Samsung and Google as well as affiliated program will be created. If all worse condition happens then company targets only niche market to secure the cost and remain competitive.

Overview:
Fit bit Company who deals in dedicated health and fitness services and products to build people’s lives transformation. Health and fitness is serious business in current competitive environment. The strategic position if the company is stable as it follows intensive strategies to consolidate more gains. About 30,000 stores in 28 countries is shows the strategically implication of market penetration and growth expansion. (Hof, 2014)

Strategic and financial position:
In talking about financial position of the company is based on income statement, balance sheet and cash flows. In income statement the current position of revenue is 400.41 millions of USD at the end of 2015-06-30. The gross profit of the company is 187.54 millions of USD. The overall net income of the company is 17.68 millions of USD. In balance sheet of fit bit company the total current liabilities are 308.25 and total liabilities are 323.28 millions of USD. The positive view point of company is total debt is zero. The total current assets of fit bit company is 967.96 and total assets are 1046.63 millions of USD. (google.com, 2015)

The retained earnings of company are 132.92 millions of USD. This shows that the company is performing well as other competitors in the market. As shows in the appendix total assets of company is much sustainable. In last cash flows of company in financing positioning is very high. The operating cash flow is straight that shows sustainability in the operations of fit bit company. The net income or starting line of fit bit company is 65.68 millions of USD. The Financing Cash Flow Items is 418.36 millions of USD. The positive cash flows of company recognized strong financial position of company. (google.com, 2015)

The financial performance of the company shows the sustainability in their growth values and revenues. According to data October 15, 2015, the gross margin is 48.50%, operating margin is 22.75 and net profit margin is 13.79%. (See appendix) (markets.ft.com, 2015)

Identification of strategy:
The company is continuously focusing on expansion strategy to sustain high market share. The development of technological advancement in hardware setup and health sector products is initiated to get best expected outcomes. Market penetration, product development within category as well as market development are the strategy is recognized in current strategic position of company.

Environmental scanning:
The visionary values of fit bit company is advancement in wireless technology of health and fitness sector. Journey to create wearable product is that changes the life of people. The highlighted mission of company is improvement in life by providing extra ordinary products of health and fitness. Towards environmental scanning global expansion is the opportunity and competition creates threats for the company. Comfortable and lightweight products are the core competency in their products and services.

Windows phone platform is not suitable for application services of fit bit company. JAWBONE, NIKE and MISFIT and GARMIN are the major competitors of fit bit company. The industry of health and fitness products is very niche market to target the customers. There are wide ranges of fitness trackers are produced by company that makes difficulty for the customer for selection of best fitness tracker. (Stables, 2015)

SWOT analysis:
Strengths:
Portable, comfortable and lightweight in wearing health products are the major strengths of company. High market share of company and revenue growth entails high achievement of goals. First mover advantage is the major strength of company that build strong brand image in the minds of customer. Advancement in wireless technology of health care products and differentiation in wide range of products shows the company has high sustainable objectives. Water resistant and all time wearable with light weight reduce depressed in wearing fitness device. Broad device portfolios and nimble components indicate well structured organizational operations. (Moorhead, 2013)

Weaknesses:
The credibility of health products is very low that shows the company performance is not desirable according to demands and wants of customer. On the other hand brand positioning is very weak for the creation of awareness about the product potential benefits. The distribution time of product is lengthy and small foundations are recognized weakness in the industry.

Opportunities:
New advancement in the wireless technology derives the opportunity for the company to cater such technologies. Position in leader as wellness is another opportunity for the company to gain competitive edge. The development of dietary expertise as well as richer tracking system initiates best practices for company to gain high margins in effective manner.

Threats:
New technology starts up capture by competitors to lead market. The threat of Nike plus Fuel band SE postulates critical situation fit Bit Company. Increasing in competition and switching of customer to another brand stuck company strategic performance. In this market apples also introduce fitness products that poses threats regarding brand equity of fit bit company. Short product life cycle postulates threats and decreases demand of their product with the passage of time.

Industry outlook:
Corporate wellness for driving health and fitness products are keeping in next few years. Activity tracking pioneer gives value for the company to come to workplace. The personal fitness in the workplace surges major potential benefits for the people to perform better roles and responsibilities. The company responsible for eponymous fitness tracker charge HR and surge in the fitness tracking industry. The development of technology in Box and Adobe traditional corporate giants are used fit bit products fitness trackers to fit their employees in well manner. (Gibbs, 2015)

The company develops corporate wellness to fit their employees and revolutionize the workplaces. In the future scenario the company focuses on the medical industry and gets awareness to hospital doctors that they recommend fit bit products to the patients. Most successful fitness tracker is identified in the fitness industry that captures about 72% of market share. The major focus on consumer benefits to motivate them to change their behaviors in fitness and health components. The medical devices are regulated under the food and drug administration to gain the trust of community. (Rogers, 2015)

Key success factors:
Goal reinforcement, social motivation and habitual formation are the key success factors for fit bit company to sustain the competitive environment. In habit formation sustained engagement is get by wearable in form of steps and calories with habit loop of cue and routine to lead the establishment of new habits. Social mechanism is the major key factor to motivate the users and broader goal attainment. Hepatic buzzes and text-message used in fit bit forces to provide notifications to reinforce progress.

Strategic issues:
In analyzing current position of the company certain strategies are recognized that must be followed. The integrity and credibility of heath products is very that is the major issues in the product deliverables. Towards this marketing strategy is recognized that reveals how to position in the minds of customer. Promotions and placement programs are taken place to create awareness among customers.

Advertising by showing evidences of doctor’s recommendations and discounts are provides to gain attractiveness of customers. Customer services guideline that how to use the products and potential benefits of the products should be communicated to get expected outcomes. Use of social media as well as encouragement of client reviews presented in front of community to entails the product recognition. Using e-commerce techniques and communicate core values of company through email and offer coupons to purchase fitness products. A strong marketing strategy ensures the effective brand positioning. (fitbit.com, 2015)

Vision:
Certain changes are required in the vision of the company that shows commitment of company in delivering values to their potential customers. Potential benefits regarding health and fitness consciousness should be shown in the vision of the company that shows feasibility in current business environment. Wireless technology in health and fitness products and experience of customer are much needed in such situation. Next future goals for leadership in health products realize the core commencement of bit fit company.

Mission:
Empowering customer life style and promotes the core benefits of health tracker system which is core competitive edge of the company. Nimble and rich characteristics of medical devices recognized strong positioning towards market competitiveness. Competitive edge of first mover advantage should be identified. Survival as well as growth of consumer markets reveals the strategically planning of the company that must be achieved by the employees. The image of public and self concept regarding products and services should be reveals in the mission statement of fit bit company. The loyalty and retention of customers should be pertaining about the lifestyle of consumers in healthier ways.

Corporate objective:
The corporate objective for fit bit is very significant after environmental scanning. Wellness programs should be taken place to enhance the major benefits of health products in managing the corporate relationships. In corporate wellness programs employees remain happy, engaged and healthy at workplace. This ensures the higher performance management of the company. On the other hand marketing strategy should be implemented to regain its brand positioning regarding first mover advantage. Following are the major corporate objectives after environmental scanning.

Corporate wellness to keep employee happy
Advertising by showing doctors for and health and fitness evidences
Market leader in fitness industry
Reduction in health acre cost by removing insurance plans
Assignment Strategic plan of FITBIT Company ABC Date Contents TOC \o "1-3" \h \z \u Executive summary: PAGEREF _Toc432735045 \h 3Overview: PAGEREF _Toc432735046 \h 4Strategic and financial position: PAGEREF _Toc432735047 \h 4Identification of strategy: PAGEREF _Toc432735048 \h 5Environmental scanning: PAGEREF _Toc432735049 \h 5SWOT analysis: PAGEREF _Toc432735050 \h 6Strengths: PAGEREF _Toc432735051 \h 6Weaknesses: PAGEREF _Toc432735052 \h 6Opportunities: PAGEREF _Toc432735053 \h 7Threats: PAGEREF _Toc432735054 \h 7Industry outlook: PAGEREF _Toc432735055 \h 7Key success factors: PAGEREF _Toc432735056 \h 8Strategic issues: PAGEREF _Toc432735057 \h 8Vision: PAGEREF _Toc432735058 \h 9Mission: PAGEREF _Toc432735059 \h 9Corporate objective: PAGEREF _Toc432735060 \h 10Strategy: PAGEREF _Toc432735061 \h 10Marketing techniques: PAGEREF _Toc432735062 \h 11Marketing plan: PAGEREF _Toc432735063 \h 11Implementation plan: PAGEREF _Toc432735064 \h 12Timeline: PAGEREF _Toc432735065 \h 13Expected results: PAGEREF _Toc432735066 \h 13Contingency plan: PAGEREF _Toc432735067 \h 13Conclusion: PAGEREF _Toc432735068 \h 14References: PAGEREF _Toc432735069 \h 15Appendix: PAGEREF _Toc432735070 \h 16 Strategic plan of FITBIT Company Executive summary:The paper elaborates the business strategy and policy regarding investment in marketing techniques and corporate wellness programs. FITBIT Company is deals in health and fitness products and release more energy in the human body. The financial position of company is sustainable as gross profit of the company is 187.54 millions of USD. The current strategy of company is expansion of markets and intensive marketing to remain competitive in the business environment. JAWBONE, NIKE and MISFIT and GARMIN are the major considered competitors of FITBIT Company. SWOT analyses are done to drives the current position of the company to formulate the strategy according to the environmental scanning. Advancement in wireless technology and Broad device portfolios are the strengths of FITBIT Company. Empowering as well as inspiring the lives of people is potential fitness goals given by company medical devices. The key success factors of company contain Goal reinforcement, social motivation and habitual formation in wearing medical devices for fitness. Corporate wellness, Advertising strategy, leader in fitness industry and Reduction in health care cost are the major core objectives after environmental scanning. We use two recommended strategy marketing techniques for brand recognition and corporate wellness for targeting organizations who invest in health care. In marketing strategy we recommended of physicians, doctors, Advice regulatory bodies to create awareness about the product potential benefits. After that implementation plan is discussed that how to achieve desired objectives. The first six month of the company develops initiatives of marketing techniques that includes promotion & placement of product to create brand recognition. If strategy becomes fails then contingency planning is merging with major competitors to collaboratively serve the market. Business continuity planning is also includes co-branding with Apple Company, Samsung and Google as well as affiliated program will be created. If all worse condition happens then company targets only niche market to secure the cost and remain competitive. Overview:Fit bit Company who deals in dedicated health and fitness services and products to build people’s lives transformation. Health and fitness is serious business in current competitive environment. The strategic position if the company is stable as it follows intensive strategies to consolidate more gains. About 30,000 stores in 28 countries is shows the strategically implication of market penetration and growth expansion. CITATION Rob141 \l 1033 (Hof, 2014)Strategic and financial position: In talking about financial position of the company is based on income statement, balance sheet and cash flows. In income statement the current position of revenue is 400.41 millions of USD at the end of 2015-06-30. The gross profit of the company is 187.54 millions of USD. The overall net income of the company is 17.68 millions of USD. In balance sheet of fit bit company the total current liabilities are 308.25 and total liabilities are 323.28 millions of USD. The positive view point of company is total debt is zero. The total current assets of fit bit company is 967.96 and total assets are 1046.63 millions of USD. CITATION goo153 \l 1033 (google.com, 2015)The retained earnings of company are 132.92 millions of USD. This shows that the company is performing well as other competitors in the market. As shows in the appendix total assets of company is much sustainable. In last cash flows of company in financing positioning is very high. The operating cash flow is straight that shows sustainability in the operations of fit bit company. The net income or starting line of fit bit company is 65.68 millions of USD. The Financing Cash Flow Items is 418.36 millions of USD. The positive cash flows of company recognized strong financial position of company. CITATION goo153 \l 1033 (google.com, 2015)The financial performance of the company shows the sustainability in their growth values and revenues. According to data October 15, 2015, the gross margin is 48.50%, operating margin is 22.75 and net profit margin is 13.79%. (See appendix) CITATION mar152 \l 1033 (markets.ft.com, 2015)Identification of strategy:The company is continuously focusing on expansion strategy to sustain high market share. The development of technological advancement in hardware setup and health sector products is initiated to get best expected outcomes. Market penetration, product development within category as well as market development are the strategy is recognized in current strategic position of company. Environmental scanning:The visionary values of fit bit company is advancement in wireless technology of health and fitness sector. Journey to create wearable product is that changes the life of people. The highlighted mission of company is improvement in life by providing extra ordinary products of health and fitness. Towards environmental scanning global expansion is the opportunity and competition creates threats for the company. Comfortable and lightweight products are the core competency in their products and services. Windows phone platform is not suitable for application services of fit bit company. JAWBONE, NIKE and MISFIT and GARMIN are the major competitors of fit bit company. The industry of health and fitness products is very niche market to target the customers. There are wide ranges of fitness trackers are produced by company that makes difficulty for the customer for selection of best fitness tracker. CITATION Jam15 \l 1033 (Stables, 2015)SWOT analysis:Strengths: Portable, comfortable and lightweight in wearing health products are the major strengths of company. High market share of company and revenue growth entails high achievement of goals. First mover advantage is the major strength of company that build strong brand image in the minds of customer. Advancement in wireless technology of health care products and differentiation in wide range of products shows the company has high sustainable objectives. Water resistant and all time wearable with light weight reduce depressed in wearing fitness device. Broad device portfolios and nimble components indicate well structured organizational operations. CITATION Pat131 \l 1033 (Moorhead, 2013)Weaknesses: The credibility of health products is very low that shows the company performance is not desirable according to demands and wants of customer. On the other hand brand positioning is very weak for the creation of awareness about the product potential benefits. The distribution time of product is lengthy and small foundations are recognized weakness in the industry. Opportunities: New advancement in the wireless technology derives the opportunity for the company to cater such technologies. Position in leader as wellness is another opportunity for the company to gain competitive edge. The development of dietary expertise as well as richer tracking system initiates best practices for company to gain high margins in effective manner. Threats: New technology starts up capture by competitors to lead market. The threat of Nike plus Fuel band SE postulates critical situation fit Bit Company. Increasing in competition and switching of customer to another brand stuck company strategic performance. In this market apples also introduce fitness products that poses threats regarding brand equity of fit bit company. Short product life cycle postulates threats and decreases demand of their product with the passage of time. Industry outlook:Corporate wellness for driving health and fitness products are keeping in next few years. Activity tracking pioneer gives value for the company to come to workplace. The personal fitness in the workplace surges major potential benefits for the people to perform better roles and responsibilities. The company responsible for eponymous fitness tracker charge HR and surge in the fitness tracking industry. The development of technology in Box and Adobe traditional corporate giants are used fit bit products fitness trackers to fit their employees in well manner. CITATION Sam15 \l 1033 (Gibbs, 2015)The company develops corporate wellness to fit their employees and revolutionize the workplaces. In the future scenario the company focuses on the medical industry and gets awareness to hospital doctors that they recommend fit bit products to the patients. Most successful fitness tracker is identified in the fitness industry that captures about 72% of market share. The major focus on consumer benefits to motivate them to change their behaviors in fitness and health components. The medical devices are regulated under the food and drug administration to gain the trust of community. CITATION Ale15 \l 1033 (Rogers, 2015)Key success factors:Goal reinforcement, social motivation and habitual formation are the key success factors for fit bit company to sustain the competitive environment. In habit formation sustained engagement is get by wearable in form of steps and calories with habit loop of cue and routine to lead the establishment of new habits. Social mechanism is the major key factor to motivate the users and broader goal attainment. Hepatic buzzes and text-message used in fit bit forces to provide notifications to reinforce progress. Strategic issues:In analyzing current position of the company certain strategies are recognized that must be followed. The integrity and credibility of heath products is very that is the major issues in the product deliverables. Towards this marketing strategy is recognized that reveals how to position in the minds of customer. Promotions and placement programs are taken place to create awareness among customers. Advertising by showing evidences of doctor’s recommendations and discounts are provides to gain attractiveness of customers. Customer services guideline that how to use the products and potential benefits of the products should be communicated to get expected outcomes. Use of social media as well as encouragement of client reviews presented in front of community to entails the product recognition. Using e-commerce techniques and communicate core values of company through email and offer coupons to purchase fitness products. A strong marketing strategy ensures the effective brand positioning. CITATION fit15 \l 1033 (fitbit.com, 2015)Vision:Certain changes are required in the vision of the company that shows commitment of company in delivering values to their potential customers. Potential benefits regarding health and fitness consciousness should be shown in the vision of the company that shows feasibility in current business environment. Wireless technology in health and fitness products and experience of customer are much needed in such situation. Next future goals for leadership in health products realize the core commencement of bit fit company. Mission: Empowering customer life style and promotes the core benefits of health tracker system which is core competitive edge of the company. Nimble and rich characteristics of medical devices recognized strong positioning towards market competitiveness. Competitive edge of first mover advantage should be identified. Survival as well as growth of consumer markets reveals the strategically planning of the company that must be achieved by the employees. The image of public and self concept regarding products and services should be reveals in the mission statement of fit bit company. The loyalty and retention of customers should be pertaining about the lifestyle of consumers in healthier ways. Corporate objective: The corporate objective for fit bit is very significant after environmental scanning. Wellness programs should be taken place to enhance the major benefits of health products in managing the corporate relationships. In corporate wellness programs employees remain happy, engaged and healthy at workplace. This ensures the higher performance management of the company. On the other hand marketing strategy should be implemented to regain its brand positioning regarding first mover advantage. Following are the major corporate objectives after environmental scanning. Corporate wellness to keep employee happy Advertising by showing doctors for and health and fitness evidences Market leader in fitness industry Reduction in health acre cost by removing insurance plans Strategy:There are certain alternative strategies that must be applied in the fit bit company. Corporate wellness programs to enhance the capability of employees in working engagement. Co branding as well as expansion internationally are the major opportunity that might be taken. The co branding is done with Samsung and Apple Company as well. Marketing and sales engine should be developed by advertising, services marketing, competitive strategy, inclusion of both mainstream social media, bill board, TV channels hoarding and incorporating of services of celebrities from sports, athletics and recommendation of physicians, doctors, Advice regulatory bodies. Marketing techniques:We follow marketing techniques by offering discounts and benefits of services that will increase corporate sustainability values and leads competitive in the environment. Investments in marketing strategies’ are authenticity of marketing segmentation will definitely increase the margins fit bit company. In this way the company has the ability of brand recognition and well tracking of health rate by corporate wellness programs. Display screen are very little and lack of wide display, this derives lack of engineering services in the company, the company should be developed according to the needs and wants of the customer to cater the market place and sustain in the competitive environment. Marketing plan:Marketing planning and corporate awareness programs are two major strategies selected for fit Bit Company. Wide range of marketing planning as well as investment in research and development regarding the employee beneficial programs are induced. In corporate wellness program employee involvement and their physical fitness are asses to know about the caliber of work performance. This helps the fit bit company to best target the corporate employees and implement the marketing engines especially social media without any cost incurred. We are targeting sportsman and athletics and young people who want to join fitness gym. We use marketing strategy to get the awareness about the product potential benefits. The sub strategy of marketing technique includes wide segmentation of customers, social media usage to know about the behaviors of customers, promotion and placement by celebrity endorsement and product differentiation characteristics. The product differentiation includes wide range of product categories and implements competitive strategy to compete well in the market place. CITATION fit15 \l 1033 (fitbit.com, 2015)Implementation plan: The implementation of strategic planning is most important aspect in the business strategy that provokes needed challenges in the organization. Two major strategies are identified in the fit bit company corporate wellness and marketing technique. In corporate wellness, planning of world class technologies and services are placed at different office for sample. This sample increase the potential benefits of fit bit fitness products. The tracking devices of fit bit is used in every part life. The devices of fit bit accessible on 120+ phones majorly androids and IOS. On the other hand marketing strategy is implemented by hiring high etch employees to who promotes the product on social media and TV channels. In this manner celebrity endorsement plays significant role in the marketing strategy. We use sports man and major athletes using fit bit medical devices for fitness. The corporate employees wearing fit bit device showing as evidence of healthy life styles. This imposes major impact on the consumer behaviors and get motivated to buy such products. In addition to this company serves wide range of medical devices to support mission and vision of the company. Focus as well as differentiation strategy facilitates the corporate objectives in well manner. the major benefits of fit bit devices is calories burned, hours left, quality of sleep, active minutes and water resistant. When the company delivers such potential benefits by using TV channels the customer for seek its potential advantages. Timeline:In the first six month of the company takes the initiatives of marketing techniques that includes promotion of product to create strong brand recognition. Within six month social media activist is hire who run the operational activities and promote the brand by using potentiality of products benefits and healthiest lifestyle. Within one year of strategically planning, corporate wellness programs are initiated and surveys are also conducted to get their reviews and post on social media websites. In last certain investment is occurred on celebrities to use the products and recognizes its importance in the human life. This helps the fit bit to realize the importance of life and happiness and fitness consciousness products. Expected results:The expected results for such implementation is increased the sales revenue and growth the product expansion internationally globally. When company invests in the marketing strategy, this reveals high gross margins for the company. Increment in cash flows shows well sustainable operations of the company that satisfied customer needs. The current position of the company is very suitable for investing in the marketing and corporate wellness program to generate profit margins. The market share of company gives operational excellence and how it sustains the competitive environment. Contingency plan: The contingency planning is important to confront the risk in effective manner. if the marketing techniques are fails in current competitive environment then the company merge with the JAWBONE, NIKE and MISFIT and GARMIN which are the major competitors of fit bit company. The company should also co branding with Apple Company, Samsung and Google for such wireless technology. These all companies are the hallmarks of technological advancement. Strong partnerships are builds with high tech companies to sustain in the niche markets. On the other hand corporate wellness fails then the fit bit company could initiates sponsorship with athletics, universities and sports club. An affiliated program is also considered as opposed to corporate wellness programs. Among all of this contingency planning the fit bit company could also ensures to target only niche market to secure the cost and remain competitive in the business environment. Conclusion: Thus to sum up all discussion about the business strategy and policy has immense importance in the current business environment. If the company sustain its competitive then they must be able to changing the strategy according to the environmental scanning. As the fit bit company is deals in health and fitness products. Wide range of products including zip, one, flex, charge, charge HR, surge and aria Tory Burch are the major products of company. Certain strategies are recommended towards marketing techniques to create strong brand awareness. After the environmental scanning vision and mission of the company is change that reveals major considerations are taken for the company. SWOT analyses are conducted to know about the current position of the company. In mission statement Wireless technology in health and fitness products should be included to recognize the branding of company that are connected with user application with smart phones devices. The leadership in health products with fitness goals with empowering and inspiring livings is the common values that must be shown. The principles and standards of Competitive edge of first mover advantage in tracking devices are used in fitness centers and exercises. Survival as well as growth of consumer markets is the core missionary values that must be focus on the company directed activities. In this ways the company leads to loyalty and retention of customers in competitive pressure. Nimble and rich characteristics of medical devices strengthen the corporate values included in the missionary statements. Marketing techniques and corporate wellness programs are recommended strategy that cover internal and external environmental issues. References: BIBLIOGRAPHY \l 1033 FARRELL, M. (2015). Fitbit’s IPO Strategy: A Rare, Bold Move That’s Paying Off. Retrieved October 16, 2015, from http://blogs.wsj.com/moneybeat/2015/06/18/fitbits-ipo-strategy-a-rare-bold-move-thats-paying-off/ fitbit.com. (2015). Who We Are. Retrieved October 16, 2015, from http://www.fitbit.com/about Gibbs, S. (2015). Is 'corporate wellness' the big new thing that will keep Fitbit ahead of the pack? Retrieved October 16, 2015, from http://www.theguardian.com/technology/2015/jun/19/is-corporate-wellness-the-big-new-thing-that-will-keep-fitbit-ahead-of-the-pack google.com. (2015). Fitbit Inc(NYSE:FIT). Retrieved October 16, 2015, from https://www.google.com/finance?q=NYSE:FIT&fstype=ii Hof, R. (2014). How Fitbit Survived As A Hardware Startup. Retrieved October 16, 2015, from http://www.forbes.com/sites/roberthof/2014/02/04/how-fitbit-survived-as-a-hardware-startup/ markets.ft.com. (2015). Equities. Retrieved October 16, 2015, from http://markets.ft.com/research/Markets/Tearsheets/Financials?s=FIT:NYQ Moorhead, P. (2013). Nike, FitBit, Or Jawbone: Who Is Best Positioned To Win In Fitness Wearables? Retrieved October 16, 2015, from http://www.forbes.com/sites/patrickmoorhead/2013/11/19/nike-fitbit-or-jawbone-who-is-best-positioned-to-win-in-fitness-wearables/ Rogers, A. (2015). How Fitbit’s CEO Sees a Future In the Medical Industry. Retrieved October 16, 2015, from http://time.com/3751693/fitbit-ceo-medical-industry/ Stables, J. (2015). Best fitness trackers 2015: Jawbone, Misfit, Fitbit, Garmin and more. Retrieved October 16, 2015, from http://www.wareable.com/fitness-trackers/the-best-fitness-tracker wsj.com. (2015). Fitbit Inc. Retrieved October 16, 2015, from http://quotes.wsj.com/FIT/financials Appendix: Source: https://www.google.com/finance?q=NYSE:FIT&fstype=ii Source: http://markets.ft.com/research/Markets/Tearsheets/Financials?s=FIT:NYQ

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