Fitbit Target Market

life expectancy. Between 1994 and 2014, the proportion of the population aged 65 years and over has increased from 11.8% to 14.7% and it is projected to increase more rapidly over the next decade. (Australia Bureau of Statistics 2014)
An ageing population and rapidly developing technology is creating new business opportunities, especially in health care devices. Technology for health purposes are becoming frequently more popular in the common household as people are more aware of their own wellbeing. This increase of household health products helps improve the wellbeing of elderly people, thus their quality of life. However, despite numerous existing devices already in the market, there is an existing gap for products that target more life-threatening health issues while being incorporated

With existing products such as the ‘Fitbit’ watch already in the market, Fitbit could pose a threat to ‘FAHSSK’ if they were to create a similar product, and other competitors could potentially enter the market if the product receives a higher demand. However, with ‘Fitbit’ proving there is a market for health devices and no specific health device targeted towards the aged care industry, there is an opportunity for profit. While ‘FAHSSK LLP’ suffers from the weakness of all new companies, which is being obscure, the strength of the ‘WatchCare’ lies in that there is an untapped market for this product. Not all elderly people suffering from heart conditions can afford or desire 24/7 care in aged care facilities, creating a demand for alternative methods for monitoring their health without frequent visits to their GP. However, for those suffering from dementia, while the GPS function of the ‘WatchCare’ would be beneficial, established products designed specifically for those suffering from dementia and aged care facilities threaten ‘WatchCare’s’ success in that