Does the Fitbit possess any major liabilities (weaknesses that match threats) or limitations (weaknesses or threats that match opportunities)? If so, are these liabilities and limitations apparent to customers and what is their impact? Can the firm do anything about its liabilities or limitations, especially those that impact the firm’s ability to serve customers’ needs?

Strengths:

·        First Mover Advantage

·        Leading features

·        Application Program Interface

·        Deep Product Line

·        Corporate Wellness/Affiliates Channel

·        Retail distribution

Opportunities:

·        Technological advances

·        Dietary Expertise

·        Healthcare Industry

·        Corp Wellness/Affiliates Expansion

·        Data Monetization