Strategy and Positioning: Fitbit, Inc.
Fitbit, Inc. is a private start-up company specializing in consumer electronics related to the health and fitness industry. The company is headquartered in San Francisco, California and was founded in 2007. The Co-founders and managers are James Park and Eric Friedman. Fitbit, Inc. manufactures and markets products which track people’s fitness activities, routines, nutrition and sleep. The founders believe that Fitbit products will help transform people’s lives with these wearable devices that can help people monitor and be inspired to increase their daily routines. According to Fitbit.com, “Eric and James embarked on a journey to create a wearable product that would change the way we move and …show more content…

The One can also be synced to the computer and selected smartphones, the battery is rechargeable and lasts ten to fourteen days before recharging is needed.
Lastly, is The Flex, it is a wireless activity and sleep wristband that tracks steps, distance, calories burned and your sleep. This bracelet comes in ten colours and can be used with the Tory Birch. They have an alarm to help wake you in the morning. These bracelets can be worn day and night. The Flex uses the LED lights to show the user how much progress has been stacked up. Each light represents 20% of your goal. The lights can be a challenge to the user the more lights that light up the more active the user is becoming each day.
Charge HR and Surge for automatic pure pulse heart rate tracking, long battery life, Auto sleep and alarms, wireless syncing, caller id and watch, all day activity and exercise monitoring. These bracelets also have the same syncing capabilities as the other devices and are compatible with smartphones and iPhone, PC’s and i-Pads to help the user track their progress daily.
The company also provides Aria, a Wi-Fi smart scale that tracks weight, body fat percentage, and body mass index, it can be used by multiple users, tracker compatible, and it works with the Fitbit trackers and the Fitbit app to help the user track their goals and successes. It can sync all data wirelessly and automatically to