Board device profolio Limited on locations for point of purchase Good quality and value Limted options in terms of technology Overall high level of customer statisfaction and No sucess outside the core business market loyalty. Fitbit SWOT Oppertunties: Possible merging with wellness centers and Threats: insurance with fortune 500 compaines. Decrease cost of shipping to gain market share. New technology development Market devleopment to lead against any Smartwatch compaines with add on option health tracking progammed within them. competiton. No stock of innovitive products to go with the fitbit