Vendor 2014 Unit Shipments 2014 Market Share 2015 Unit Shipments 2015 Market Share

Fitbit 10.9 37.98% 21.0 26.92%

Xiaomi 1.1 3.83% 12.0 15.38%
Apple 0.0 0.00% 11.6 14.87%
Garmin 2.0 6.97% 3.3 4.23%
Samsung 2.7 9.41% 3.1 3.97%
Others 12.0 41.81% 27.0 34.62%
Total 28.7 100.00% 78.0 100.00%

Market Share in 2014

Fitbit
Xiaomi
37.98% 3
Apple
41.81%
Garmin
Samsung
Others

3.83%
9.41% 6.97%

990.91% * Comparative data for Apple Inc. missing

1000.00%

900.00%

800.00%

700.00%

600.00%

500.00%

400.00%

300.00%
125.00%
200.00% 92.66%
65.00%
 600.00%

500.00%

400.00%

300.00%
125.00%
200.00% 92.66%
65.00%
100.00% 14.81%

0.00%

Fitbit Xiaomi Garmin Samsung Others

 Year-over Year growth

92.66%
990.91%
N/A
65.00%
14.81%
125.00%
171.78%

Market Share in 2015

26.92% Fitbit
34.62% Xiaomi
Apple
Garmin
Samsung
Others

15.38%
3.97%
4.23%
14.87%

r Apple Inc. missing

125.00%
125.00%
 Competitive Strength Assessment

FITBIT APPLE XIAOMI GARMIN

Key-Success Factors Importance Strength Weighted Strength Weighted Strength Weighted Strength Weighted
Weight Rating Score Rating Score Rating Score Rating Score
Market Share
0.15 10 1.50 8 1.20 8 1.20 4 0.60
Brand Reputation
0.20 8 1.60 10 2.00 5 1.00 5 1.00
Range or Porducts
0.10 4 0.40 7 0.70 3 0.30 3 0.30
Technological Skills
0.10 5 0.50 8 0.80 6 0.60 6 0.60
New Product Rennovation
0.10 3 0.30 9 0.90 2 0.20 2 0.20
Financial Resources
0.10 6 0.60 7 0.70 5 0.50 4 0.40
Quality Product Performance
0.05 6 0.30 9 0.45 7 0.35 6 0.30
Customer Services Capability
0.05 5 0.25 10 0.50 4 0.20 4 0.20
Relative-Cost Position
0.15 7 1.05 4 0.60 10 1.50 6 0.90
Overall-Weighted Competitive
Strength Rating 1.00 6.50 7.85 5.85 4.50
 FITBIT APPLE XIAOMI GARMIN SAMSUNG
Price 5 10.5 2.5 6 8
Geographic Expansion 3 5 2 2 5
Bubble Size 100 80 80 25 45

5
Geographic Expansion

0
2 3 4 5 6 7 8 9 10 11

Price

FITBIT APPLE XIAOMI GARMIN SAMSUNG

 STRENGTHS
1. Leading position in the global market share despite a weak
presence outside U.S. (Company has a huge customer base
compare to other competitors)
2. First-mover advantage. (Fitbit is the first company to release
wearable devices and also the first one to be accepted by the
customers.
3. Cost advantage over rivals (Fitbit products are cheaper than all the
other’s competitors)
WEAKNESSES
1. Lack of distinctive competencies or competitively superior
resources when compared to those of its closest rivals
2. Only one product line
3. No signs of international expansion

4. Weak brand image and reputation

5. Lack of attention to customer needs
6. Lack of expertise and qualified staff
7. Little or almost no quality control as demonstrated by several
recalls or design flaws occurrences in the past
 OPPORTUNITIES
1. Expanding more into poorly explored geographic markets

2. Develop product line to meet a broader range of customer needs

THREATS
1. Increased intensity of competition from other industry rivals

2. Slower rates of market growth

3. Quick changes in technology
4. Potential shift on buyers taste away from Fitbit’s range of products