MKTG 3501 Assignment 4

MKTG 3501 Assignment 4 | Temple University

Group Assessment Chap 4 - IMC Planning Process - Fitbit

Please have one team member upload the Group Assessment to Canvas by the end of class time. Late submissions are not accepted unless students receive prior permission from me. Contributing to these assessments is an important part of your final Participation grade therefore, it is expected that all students contribute in an equitable manner. Students need to identify individual areas of contribution per the syllabus and course requirements. Only students who are present in-class should be listed in the assessment. 

Here are the directions:

Teams will visit the Fitbit website (https://www.fitbit.com/us/home)  (Links to an external site.)and assess the following in terms of its product research and its market segmentation process:

·         How are the products organized on the site in terms of selection and consumer needs and wants? Do you see clear market segmentation processes applied? Explain.

·         What product attributes do you see mentioned for each category? Are these attributes aligned with specific consumer needs and wants? Explain.

·         Search Fitbit on Youtube. Does the brand have a strong presence in terms of “how-to” videos?

·         Are the videos mainly posted by Fitbit or external influencers? Who does a better job?

·         What Fitbit competitors seem to be holding steady with market share? Share your reasoning.

·         Include sources (URLs only) at end