Introduction to Marketing
Individual written assessment based on a case study—15% of the overall grade
Fitbit: The business about wrist
1. Write a market-oriented mission statement for Fitbit and explain your answer.
2. What is Fitbit’s current business portfolio and how has it evolved since its creation?
3. What macroenvironmental factors have motivated Fitbit’s plans for the future of the company? (Use PESTEL to structure your analysis and identify the key macroenvironmental factors that have affected Fitbit’s microenvironment).
4. What microenvironmental factors have motivated Fitbit’s plans for the future of the company? And How?

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