Fitbit SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 12, 2020

SWOT analysis of Fitbit analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Fitbit SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Fitbit to benchmark its business & performance as compared to the competitors and industry. As of 2020, Fitbit is one of the leading brands in the consumer electronics sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Fitbit competitors and includes Fitbit target market, segmentation, positioning & Unique Selling Proposition (USP).

Fitbit SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Fitbit Brand Analysis
Parent Company



Fitness Devices


Consumer Electronics

Tagline/ Slogan

Fit for everybody


Wearable technology to help achieve fitness goals

Fitbit STP
Fitbit Segmentation

People looking for wearable fitness devices

Fitbit Target Market

People in middle income group and young demographics

Fitbit Positioning

Fitness Device which you can help you lose weight and become fit

Fitbit SWOT Analysis
Fitbit Strengths

Below are the Strengths in the SWOT Analysis of Fitbit:

1. Fitbit is the 3rd largest wearable fitness company in the world

2. Fitbit produces different types of products targeted at different segments

3. It has watches, trackers and accessories to offer

4. Fitbit offers apps and dashboard to track and analyse the data for the user which can help over a longer period of time

5. Fitbit partnered with Adidas to produce branded device

6. Fitbit devices are focused on various aspects like weight, walking, running, sleep, vitals etc.

Fitbit Weaknesses

Here are the weaknesses in the Fitbit SWOT Analysis:

1. Fitbit is limited to one segment of the market i.e. wearable fitness devices

2. Similar devices are being launched at cheaper prices 

3. Smartphone companies are launching smart apps and accompanying devices which are giving serious competition to fitbit

Fitbit Opportunities

Following are the Opportunities in Fitbit SWOT Analysis:

1. Fitbit can look into mobile handset market to launch a fitness focused smartphone

2. Partnership with sports teams or athletes can help boost brand image

Fitbit Threats

The threats in the SWOT Analysis of Fitbit are as mentioned:

1. Competition is growing in the fitness and health technology space

2. There is no strong evidence to support link between fitness devices and actual fitness improvement

Fitbit Competition

Below are the top 11 Fitbit competitors:

1. Xiaomi

2. Apple

3. Samsung Gear

4. Garmin

5. Huawei Band

6. Misfit

7. TomTom Spark

8. Moov Now

9. Bragi Dash

10. Matrix Powerwatch

11. Polar

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Fitbit. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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