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MKTG7028 Digital Marketing Communications

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MKTG7028 Digital Marketing Communications

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Course Code: MKTG7028
University: Australian National University

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Country: Australia

Task Description
This assessment task requires you to conduct a situational analysis that consists of a comprehensive external and internal analysis for a new product or service.
You are required to prepare a 5 minute PowerPoint presentation.Your presentation should show an application of marketing concepts, theories, tools and models discussed in the unit until week 5 to that new product.
 Background information  

Motiv is a company that makes and produces small lightweight fitness trackers (Motiv, n.d). The company was founded by Curt von Badinski, Peter Twiss, Mike Strasser and Eric Strasser and established headquarter at 179 11th Street San Francisco, CA. 94103 USA. Together they designed and produced a motiv ring which one of its kind stylish fitness tracker that is unlike the traditional wearable fitness gadgets, it fit in a ring.
Situation analysis 

Market Analysis of Motiv ring

Motiv ring is a new device in the market and therefore a strategic plan needs to be adapted for market penetration. A better understanding of the market is the key to popularizing the product. Under market analysis much on customers will be addressed as well as competition (Ho?ller, Boyle, Karnouskos, Avesand,Mulligan, & Tsiatsis, 2014).

Market Analysis of Motiv ring
Market demographics
The customer profile for Motiv ring consists of the following geographic, demographic, and behavior factors.

Geographic factors


Behavior Factors

Market Needs 
Motiv Company provides its customers with a health care cost management program for employees that increase employee productivity and decrease overall business costs (Chester, 2017). Motive seeks to offer the following benefits that are important to their customers:

Convenience – the company have realized how convenience affects consumption, and therefore, it makes motiv ring convenient to customers the best way possible.

Result-oriented service – Motiv is working to improve the market strategy in order to increase and maintain it, customers. The company strives to address the customers’ needs to gain much-needed customer loyalty hence attract more market (Kumar, & Bhimasingu, 2015).

Customization – the motiv ring is customized to fit the needs and requirements of customers (Kumar, & Bhimasingu,2015)

The main competitors for Motiv ring are:

YMCA – this Motiv rival market to the low-income people who are looking for affordable fitness devices

Basic fit – is a large company in Europe where it is a market leader. Its model is to offer affordable fitness services to the clients by use of membership plans.

RedBrick Health – offers health management services to its clients. It focuses on managing the wellness of their customers by offering health initiatives that fit them.

Huami – is the biometric and data-driven company the offer services in smart wearable devices. Has branded itself in the market with own devices which directly compete with Motiv ring.
SWOT Analysis 
This is one of the widely used concepts for analyzing a company and a product. In case, motiv requires market and product analysis. The analysis is used to evaluate the strengths, weaknesses, opportunities, and threats in the company and the product.





These are features of Motiv that are advantageous over the other products. The Motiv ring has the advantage of being hands-free, environmentally friendly, and convenient. Other advantages include:

They are small and wearable as a ring

They offer better experience via an internet connection with mobile devices

The devices are scientific and accurate on the data sent to the users

They help the users with the training and fitness program

Although a groundbreaking device in the market of wearable devices, Motiv ring has weaknesses which are a deterrent to their market (Austen, 2015).
These concerns reflect the wearable fitness equipment are affected by several inherent downsides

High prices – the high-tech and customization of Motiv make it cost high prices limiting affordability and hence demand in the market (Kalinauckas, 2015).

Low profits margins – the market for wearable is at an infant stage. The wearable technology is still in the development stage and most are in the conception and development stages. This lower trust from the customers thus reducing the market and profits (Carner, 2014).

They have low market coverage – the high prices of Motiv because of high technology used, make it have low market coverage and sales. It does not have a rigid demand.

These are the areas that the company can exploit for the growth of the product. The advantages come from external forces which include the political, economic, social, and cultural environment.

The dynamic and rapid change in the internet of things is revolutionizing the interconnectedness of various devices in the internet infrastructure.

The developments in the sports industry are also contributing to the growth in the market for wearable devices (Size, & Wire, 2018)).

There is a domestic social shift which has increased the market for wearable sports equipment. People have personal gyms in their house and they acquire such devices to track their body reaction to exercises (Walker, &Roshan, 2018).

Most people have changed their lifestyle significantly. The realization of health issues is a factor that has contributed to the development of fitness groups (Park, Kim & Kwon, 2016).


Security issues

Use of energy

Privacy issues

The development opportunities of Motiv ring are better than the threats facing it. The advantages to Motiv ring outweigh the disadvantages. The disadvantages cannot be ignored. Therefore, Motiv Company should seize the opportunities for development that will increase the success of the motiv ring in the market.
Austen, K. (2015). The trouble with wearables. Nature, 525(7567), 23-24.
Chester, J. (2017). Health wearable devices pose new consumer and privacy risks. Center for Digital Democracy. Washington, DC: American University.
Motiv. (n.d). Fitness tracker, sleep tracker & heart rate monito. Retrieved from https://mymotiv.com/
Garner, C. (2014). American health care’s temporal order. SSRN Electronic Journal. doi: 10.2139/ssrn.2385780
Ho?ller, J., Boyle, D., Karnouskos, S., Avesand, S., Mulligan, C., & Tsiatsis, V. (2014). From machine-to-machine to the internet of things. Amsterdam: Academic Press.
Endeavour Partners – Medium. (2014). Inside wearables Part 2. Retrieved from https://blog.endeavour.partners/inside-wearables-part-2-july-2014-ef301d425cdd
Kumar, Y., & Bhimasingu, R. (2015). Key Aspects of smart grid design for distribution system automation:
Architecture and Responsibilities. Procedia Technology, 21, 352-359. doi:10.1016/j.protcy.2015.10.047
Kalinauckas, A. (2015). Wearable technology. Engineering & Technology, 10(4), 36-43. doi:10.1049/et.2015.0416
Park, E., Kim, K., & Kwon, S. (2016). Understanding the emergence of wearable devices as next-generation tools for health communication. Information Technology & People, 29(4), 717-732. doi:10.1108/itp-04-2015-0096
Kumar, Y., & Bhimasingu, R. (2015). How safe is your quantified self? Symantec. Retrieved from https://www.symantec.com/content/dam/symantec/docs/white-papers/how-safe-is-your-quantified-self-en.pdf
Size, F., Size, F., & Wire, B. (2018). Global stretchable conductive materials market 2018-202: Increasing demand for wearable devices to boost growth. Technavio. Retrieved from https://www.businesswire.com/news/home/20180704005227/en/Global-Stretchable-Conductive-Materials-Market-2018-2022-Increasing
Walker, S., & Roshan, R. (2018). The small revolution is making big waves. Wearable technology. Retrieved from https://technology.ihs.com/api/binary/532944?attachment=true

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