Julien, K., Marsiske, M., McRae, K. | August 2020
Marketing plan
Fitbit is the pioneer of the wearable fitness tracker industry. With time, wearables have become smarter and more ubiquitous. The development of the Versa 2 smartwatch helped Fitbit penetrate the smartwatch market, with the Versa 2 being the most recent addition to the series. However, within the smartwatch market, Apple currently dominates as the market leader. In an effort to increase the Versa 2’s market share, we developed a comprehensive marketing plan addressing the needs of Fitbit’s consumer market and how to go forward with the Versa 2 as a viable competitor to the market leader.
See full marketing plan here
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