Fitbit Company’s Marketing, Consumer, And Product Writing Sample

Fitbit is a company that produces and sells fitness trackers, smart watches, and accessories and develops apps aimed at improving the health and fitness of their users. The company offers a narrow selection of products targeting people interested in maintaining an active lifestyle. The present paper will introduce the three key environmental factors affecting Fitbit’s marketing strategy.

Competitive Landscape

The competitive landscape is the critical environmental factor influencing Fitbit. Given the popularity of devices for health and fitness, Fitbit faces rigorous competition. For instance, Apple is the main competitor for Fitbit, as it had recently started selling iWatch, which has similar features to Fitbit products. Apple also provides a range of accessories that are popular among users. In addition, Fitbit faces a threat from competitors offering similar products at lower prices. Companies such as Huawei, Garmin, and Xiaomi sell fitness trackers at competitive prices.

The general implication of intense competition for the market is expedited development of new products. In an attempt to draw the customers’ attention, companies will seek to design new products with more features and improved looks. Moreover, some competitors might choose to lower the prices of their products to improve sales (Busso & Galiani, 2014). This could have a negative influence on Fitbit if the company fails to stay on track with the overall market development.

Social Media

The increasing popularity of social media is a significant trend that shapes the modern social and cultural environment. People use social media to connect with one another and share information across the globe. For companies operating in the technology or lifestyle sectors, this trend is crucial for two reasons. First of all, it shapes the customers’ expectations and needs. For example, modern customers prefer products and apps that enable them to connect with friends, share their fitness results, and compete with other users.

Secondly, the popularization of social media affects the market by offering marketing opportunities. For example, many companies choose to advertise their products with social media influencers as opposed to using traditional advertising methods. Social media advertisement is highly effective and can help companies in fostering brand awareness (Chu, Kamal, & Kim, 2013). As a result, social media has become another field for brands to compete in, thus affecting the marketing environment.

Lifestyle and Health

In the past decade, consumers have become more concerned with their health, diet, and fitness. This is partly due to the change in body image ideals transmitted via popular media, as well as the governments’ efforts for improving population health. These trends had a significant effect on the tech industry, creating opportunities for developing and selling products or apps aimed at improving health and fitness. This effect is not only profound and long-lasting, but also global, and such products will most likely continue gaining popularity worldwide.

The implications of this environmental factor on the market are mostly positive. First of all, it has generated numerous marketing opportunities for the tech companies willing to develop fitness and health products or apps. Secondly, it promoted the growth of the tech industry overall. A decade ago, most customers only owned a computer and a mobile phone. Today, however, the list of devices that are widely perceived as necessary for the daily living also includes smartwatches and fitness trackers. Finally, as the lifestyle and health trend is global, it also stimulated the growth of the tech market in developing countries.

Conclusion

Overall, Fitbit operates in a complex market environment that is characterized by fast development, a high level of competition, and reliance on social trends. All of the factors discussed above need to be considered in the company’s marketing strategy, as they impact the popularity of its products.

References

Chu, S. C., Kamal, S., & Kim, Y. (2013). Understanding consumers’ responses toward social media advertising and purchase intention toward luxury products. Journal of Global Fashion Marketing, 4(3), 158-174.

Busso, M., & Galiani, S. (2014). The causal effect of competition on prices and quality: Evidence from a field experiment. Web.

Gothic Architecture In Comparison To Other Styles

Introduction

Gothic is a style of art and architecture that emerged towards the end of the High Middle Ages and became famous throughout Europe. The style had a substantial effect on the development of architecture in the region and was most often used in religious buildings, such as churches and cathedrals. The present essay will attempt to describe the Gothic style in architecture and to compare it to other architectural styles, including Romanesque, Classical, Egyptian, and Ancient Near East architectures.

Main body

The gothic style was developed by Abbot Suger and was greatly influenced by religion. Key features of the Gothic style include “the pointed arch, the rib vault, buttresses (especially arched flying buttresses) and window tracery” (“Gothic Architecture”). Buildings in Gothic style can often be distinguished by sharp forms, large windows, and greater height of structures. There are also certain elements of decor that are characteristic of the Gothic style. According to Kleiner, in the later Middle Ages, the facades of Gothic buildings often featured sculptured tympanums and stained-glass windows (xxvi). Buildings in the Gothic style are often spacious on the inside, with high ceilings and tall, pointed arches. Most of the features described above were new to European architecture, which makes it easy to contrast the Gothic style with other movements in architecture.

For instance, the main difference between the Gothic style and the Classical style in architecture is the simplicity of buildings and their elements. As shown by Catwright, most Greek buildings featured simple designs and showed harmony in form and structure between various design elements (“Greek Architecture”). Similarly, Egyptian architecture is characterized by simple geometric forms with some engraving or inscriptions used for decoration (Mark). Gothic architecture, on the other hand, is more complicated and includes more design features, from sculptures to stained glass windows and ornaments.

Large windows are an essential feature of Gothic architecture that can also help to distinguish it from the Romanesque style. Romanesque buildings were made during the time of transition from wood to stone, which meant that the size of entrances and windows was limited for increased stability (“Romanesque Architecture”). Gothic style, in contrast, is characterized by tall arches, large entrances, and tall windows. Besides, Romanesque architecture can be characterized by extensive and colorful interior decoration (“Romanesque Architecture”). This feature did not find its way into the Gothic style, which has significantly less color in its interior design and rarely includes paintings.

Another branch of Classical architecture that can be contrasted with the Gothic style in Ancient Roman architecture. According to Catwright, Roman architects built upon the Classical style conventions introduced by the Greeks but added new features (“Roman Architecture”). In particular, Ancient Roman architecture is famous for rounded arches, the basilican structure of interiors, and simple building shapes. Gothic design, in contrast, is characterized by the complexity of form, combining rounded and pointed structures for a greater effect.

Conclusion

Overall, the present paper attempted to offer a description of the Gothic style in architecture, as well as to establish its distinguishing features. Although there are some elements of the style that were influenced by previous designs (for example, the basilican structure, arches, carvings, and so on), Gothic architecture has many features that distinguish it from other movements in architecture. In particular, Gothic buildings are characterized by the complexity of form and decorations, as well as their exterior structure.

Works Cited

Cartwright, Mark. “Roman Architecture.” Ancient History Encyclopedia, 2018, Web.

“Greek Architecture.” Ancient History Encyclopedia. 2013, Web.

“Gothic Architecture.” Victoria and Albert Museum, Web.

Kleiner, Fred S., editor. Gardner’s Art Through the Ages: The Western Perspective. 15th ed., vol. 1, Wadsworth, 2018.

Mark, Joshua J. “Ancient Egyptian Architecture.” Ancient History Encyclopedia. 2016, Web.

“Romanesque Architecture.” Durham World Heritage, Web.

Social Media And Video Games For Teenagers’ Self-Esteem

More and more teenagers around the world gain access to the World Wide Web every day. According to some scholars, adolescents see the Internet rather as a place, just like sports sections or other communities, than as a technical tool (Yust 134). The Internet can possess all the community characteristics, like the establishment of close relationships and the performance of specific actions for the benefit of the community. In this paper, the impact of social media and video games on the self-esteem of teenagers will be analyzed.

It’s no secret that children and adolescents spend their free time playing video games. Surprisingly, gaming can have a positive effect both on the formation of identity and on the well-being of teenagers (Yust 138). Besides, gaming can become an escape from depressing life circumstances. Thereby, various video game stories can help young people in choosing a social role and forming a positive identity while also having a positive effect on their self-esteem. Moreover, network gaming can involve communication with like-minded people who share common ethical, aesthetic, moral, and spiritual values.

Nonetheless, the situation is notably different on social media platforms. Here, just like in video games, teenagers create a virtual image of themselves designed to help them cope with real problems. However, a teenager’s virtual image is created using a building material of ‘likes’ and ‘reposts,’ and already existing virtual images that were developed by certain people or companies with marketing goals (Yust 139).

Teenagers may spend their precious time worrying about their images. Such experiences can negatively affect their self-esteem, especially if we take into account the high level of influence of virtual images of peers on each other (Yust 140). This influence can also affect the self-esteem and the identity formation of those young people who are experiencing emotionally difficult times.

The process of creating a virtual image can cause not only negative reflection but also reflective actions such as overeating. Bevelander et al. note that participants of their study “with higher discrepant or ‘damaged’ self-esteem modeled peer take more when the peer ate nothing or a modest amount” (1). At the same time, adolescents with stable self-esteem did not show such a tendency. Thus, teenagers can overestimate the virtual image of peers as well, which only aggravates the complicated life of youngsters who are having hard times or experiencing an existential crisis.

It is also disturbing that Google, social media, and various corporate structures collect information about Internet users for contextual advertising and marketing purposes. While on the Internet, the user may unintentionally create their “consumer profile” based on what pages they visit and what products they buy (Yust 141). The geographical location, level of income, passport data, credit card data, etc. can also become accessible, even if this information was not listed in social media profiles.

Thus, the influence of social media and video games on the self-esteem of teenagers was analyzed. It can be concluded that social media are more likely to harm the self-esteem of those adolescents who are facing difficult times or have unstable emotions. At the same time, the impact on young people with more stable self-esteem can be neutral. The influence of video games has a more supportive effect on the self-esteem of teenagers, while also allowing them to form a more holistic identity.

Works Cited

Bevelander, Anschütz, et al. “The Role of Explicit and Implicit Self-Esteem in Peer Modeling of Palatable Food Intake: A Study on Social Media Interaction among Youngsters.” PLOS ONE, vol. 8, no. 8, 2013, pp. 1-11.

Yust, Karen-Marie. “Digital Power: Exploring the Effects of Social Media on Children’s Spirituality.” International Journal of Children’s Spirituality, vol. 19, no. 2, 2014, pp. 133-143.

error: Content is protected !!