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An analysis of a case study organisation and recommendations for a marketing strategy, competitive positioning and marketing mix.
In the contemporary business environment, the level of competition among the organisations in increasing significantly that is affecting the business profitability and sustainability. In order to maintain the competitive position in the market, it is essential for every business organisation to implement effective strategic marketing, as it helps an organisation in differentiating itself from other existing organisations in the market (West, Ford and Ibrahim, 2015). Strategic marketing defined as a process that enables the organisation to sustain in the market for a longer period of time in the competitive market. With the effective implementation of strategic marketing, an organisation can be able to plan to attain a sustainable competitive advantage in the market (Hooley, 2008). In addition to this, marketing strategy is a process of conducting a situation analysis of an organisation in which the competitive position of an organisation is evaluated with the use of internal and external market analysis. In this context, the report is mainly focused on analysing the market situation of Fitbit and presenting a marketing strategy for the next 18 months for Fitbit.
Situation analysis is a process of evaluating the organisational internal and external environment condition, as it helps in understanding the organisational capabilities, weaknesses, and market conditions. In this context, situation analysis has been conducted for Fitbit in which SWOT analysis and PESTEL analysis has been undertaken for internal and external analysis respectively.