Document Type

Closed Project

Publication Date

Winter 2014


Tugrul Daim

Course Title

Introduction to Engineering and Technology Management

Course Number

ETM 520


Physical fitness -- Technological innovations, Health promotion -- Technological innovations, Information technology -- Health aspects, Wearable technology


In recent years there has been an emergence of a large variety of wearable technologies available in the US market. At every big technology event, the number of wearable devices available to consumers seems to grow at an exponential rate. The success of these devices does not come as a shock; the evolution of personal computer devices has clearly been on a steady trend to eliminate the space between the user and the technology.

The relatively new wearable activity tracker technology industry is full of success stories, and its share of failures. Companies design and manage their products in this market by using different strategies. This paper explores the wearable activity tracker market by analyzing existing leading companies and exploring potential emerging ones in the future. The analysis is covered through a multi perspective view of the fitness market, such as a qualitative analysis: SWOT, quantitative analysis: financial data of the market and deriving a business model: McKinsey 7-S Model. This model has been chosen for this purpose because it allows us to easily visualize how the leading companies sustain their competitive advantage and expand to new markets.

The above analysis were applied to the top three best-selling trackers of 2013 and Nike+ FuelBand, Fitbit Flex, and Jawbone UP were selected to determine the optimum strategies of the leading companies to serve the existing and new markets.


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