Segmentation, Targeting, and Positioning (hereafter referred to as STP) is one important
marketing strategy commonly used by marketers to align their products with the right
customers. This strategy is essentially an analytical tool that assists marketers to make critical
decisions about (1) whom their products should target and (2) how to position their products
(relative to competitors’ products) so that they are accurately perceived by the selected target
market.

put yourself in the place of a marketing analyst, and critically evaluate the
STP strategy used by Fitbit for one of its products, the Fitbit Charge 2, as shown below. In
particular, you are required to (1) identify the targeting strategy used by Fitbit in the fitness
trackers market, (2) determine the specific target market for this product and identify the
segmentation variables used to derive this target market, (3) analyse the bases of product
positioning strategy for this product, and (4) create a perceptual map for the fitness tracker
market based on two selected evaluative criteria (not the combination price/quality).

1. Research the company and the product extensively; in particular, how the product is
promoted in Australia.
2. Collect any online and offline promotional materials used for the focal product Fitbit
Charge 2, as well as the promotional materials used by Fitbit for its fitness trackers in
general. Promotional materials include, but are not limited to, advertisements,
brochures, and websites.
3. For Fitbit, describe its targeting strategy in the fitness tracker market by taking into
consideration the range(s) of its product offerings. Identify its specific target market
based on the information/evidence provided in promotional materials and other
relevant resources. More specifically, describe the market segment profile of this target
market. Then, identify the segmentation variables used to derive this target market.
Furthermore, critically analyse the bases used to position this product.
4. Finally, briefly research on the other brands that compete in the fitness tracker market.
Create a perceptual map for the fitness tracker market by taking into consideration two
evaluative criteria (not the combination price/quality) and plotting Fitbit Charge 2 and
three other brands on the map. The justified selections of the two evaluative criteria
(not the combination of price/quality) and the three other brands are of your choice.