Fitbit SWOT Analysis, Competitors & USP

Posted in Consumer Electronics, Total Reads: 4080

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. Fitbit is one of the leading brands in the consumer electronics sector. The table below also lists the top Fitbit competitors and elaborates Fitbit market segmentation, target group, positioning & Unique Selling Proposition (USP).

Fitbit SWOT, Competitors, Marketing STP & 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

People looking for wearable fitness devices

Target Group

People in middle income group and young demographics


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

Fitbit SWOT Analysis

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Fitbit. Strengths are:

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.


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


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


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

The brandguide table above concludes the Fitbit SWOT analysis along with its marketing and brand parameters.

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, USP, STP & Competition of more than 6000 brands from over 20 categories. This SWOT and marketing analysis has been researched & authored by our BrandGuide Research Team members.

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