Task 1: A critical analysis of a marketing tool as an aid to designing a marketing strategy. Further information: The Marketing Director of Fitbit has asked you for your thoughts on how its competitors ‘lose’ to Fitbit regarding its competitive advantage. Specifically, you need to produce a written report which:- a) Provides a very brief evaluation of the concept of competitive advantage and its impact on the success of marketing strategy. b) An analysis of Fitbit’s competitive advantage and where this leads to Fitbit winning share over its competitors. ————————————————————- Task 2: An analysis of a case study organization and recommendations for a marketing strategy, competitive positioning and marketing mix. Further information: The Marketing Director of Fitbit has asked you to prepare a marketing strategy for Fitbit for the next 18 months. Specifically, you need to prepare and submit a written report on the following: a) An analysis of the marketing situation of Fitbit using appropriate tools. b) Your proposed marketing strategy, including objectives, strategic focus, competitive positioning and a marketing mix. ————————————————————- The word count for element 1 (coursework portfolio) is as follows:- Assessed Task 1: 950 words Assessed Task 2: 1,900 words (N.B. Aston University’s policy is that students can have +/- 10% the word count and so this policy applies to this piece of coursework). Please ensure that you use font size 11 or 12, line Spacing 1 ½, and, an easy to read font such as Arial, times new roman or Calibri. Please also submit all of your work for both tasks in one document.
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