On August 3, 2015, the stock price of the company Fitbit increased to an all-time high of $50.99. As what seemed to be the most successful initial public offering of the year, major attention was brought by Fitbit and inevitably brought controversy also. It was seen by some investors that it had great potential and a promising future for Fitbit.
However, others were not optimistic enough, as they called it a fad without any guarantee for future development. In the face of growing competition from competitors with more wide-ranging consumer bases, Fitbit wanted to ensure that sustainable growth was reached by it. The question concerned prospective investors but also the chief executive officer of the high tech company.
PUBLICATION DATE: May 09, 2016 PRODUCT #: W16264-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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