The company can be international or domestic with operational focus in domestic or global markets. The individual components are outlined below, with the suggested work count. Overall, the focus of...

Running Head: Fitbit
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Introduction
Fitbit, is engaged in the production of the activity trackers for the health conscious people
and its gadgets accurately calculates the total movements in the body along with other vitae of
the person’s body. The company was found in March 2007 in Delaware in U.S and initially it
was named as Health Metrics Research Inc. The company constantly works to improve the
features of the product to incorporate more calculations through its products like the running
rate, heart rate of the body; calories used up, total walking steps during a period of time or may
be in a day, etc. Now the products of the company have become the brand icon and are used for
style. The platform provided by the products of the company helps in providing a connectivity
between the health maintenance goals of an individual and the achievement rates over a period of
time. It makes use of software services in its fitness devices which analyses the data available
through dashboard of online provisions of analytics. These devices act as a source of motivation
for the obese people who can constantly keep an eye over their fitness work outs in a more
calculative manner. Various products and devices of the company include fitbit Blaze, Fitbit
Flex, Fitbit Surge, Fitbit Zip, Fitbit accessories, etc. These devices are easily clippable and are
wearable on wrists which can track and measure the real time movements of the active person.
High end versions of Fitbit products have the capability to measure the sleeping hours and the
soundness of sleep and other global positioning information of the products (Stevenson, 6
October 2016).
Porter’s Five Forces
By analysing the growth and development of the company through Porter’s Five Forces,
it can be found that the company has still long way to go to give a tough competition to high end
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brands like Apple which produces similar devices under the name of ‘Smart Watch’. However,
there is ample scope for the company to tap the opportunities present in global market as people
have become more conscious about their health and routines.
Suppliers Power
The bargaining power of suppliers of Fitbit would be towards higher side when the
supplier is in a dominant position. Rise in current market demand for these scientific products
have raised the concerns for the companies producing such gadgets to keep higher margins of
profits for themselves. It mostly relies over few suppliers making it difficult for the company to
bargain regarding the innovative product designs requiring higher investment level. Since the
dependency rates of the consumers have increased over such mobile devices, therefore the
suppliers provide these wearable new designs at higher market rates as the company have no tie
up with the third party manufactures like in case of Apple and Nike (Marshall, 2016).
Buyers Power
The bargaining power of the consumers changes with the availability of the number of
substitutes in the market to purchase. The data reveals that the total expenditure of the consumers
over such health and fitness regime products such as sports clothing, shoes, fitness bands, gym
payments, etc. is around $200 Billion. Currently, there are many brands available to purchase
such products, though the prices vary depending on the brand image and the quality of the
product. The good point is most of the consumers look for better quality and technologically
updated products to get as accurate data and figures about their body vitae. It makes the
customers to stick to a particular brand for all of its sports and fitness regime requirements. The
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demand for the products grows further due to add-on features like sensors, and memorizing the
data for specific time period.
Competitive Rivalry
As already mentioned above, the competitors for such products in the market are ample.
It increases the rivalry in the market among the competitors like Samsung, Motorola, LG, Apple,
Fast Track, etc. The success rate of these companies in these products is already high but Fitbit is
also giving a tough competition to these companies and is performing quite well. These
companies have acquired a greater market share due to its lower market...