MBA7102 Marketing Management Assignment Questions 2026 | Jesselton University College

Section B: Case Study [40%]

 A Fitness Tracker Staæup

FitTech is a new startup that design and manufactures wearable fitness trackers aimed at health-conscious consumers. The company offers a product called the “FitPro,” a sleek, waterproof fitness tracker with) features such as heart rate monitoring, step tracl<ing, calorie counting, sleep analysis, and integration with popular fitness apps. FitTech is launching its product into a highly competitive marl<et, where established brands lil<e Fitbit, Apple Watch, and Garmin dominate. The company aims to differentiate itself by emphasizing affordability, simplicity, and an intuitive user experience. However, FitTech is also committed to ensuring profitability and scaling {be business for future product releases.

Question 1

Develop an optimal pricing strategy for the company new fitness tracl<er that will balance marl<et entry, revenue generation, and brand positioning. The strategy should account for competitors, customer expectations, and production costs while aligning with FitTech’s brand values of accessibility, simplicity, and quality.