1. What micro-environmental factors have affected Fitbit since it opened for business? 2. How should Fitbit overcome the threats and obstacles it faces? 3. What factors in the marketing environment not mentioned in this case could affect Fitbit? This case chronicles how Fitbit went from a tiny startup with little more than a balsa wood box and a circuit board to the pioneer of one of the hottest tech categories-wearable tech. In just a handful of years, Fitbit s product line has expanded, and its revenues have doubled year-over-year. The company is certainly doing some things right. But it s also a case of having the right product at the right time. Based on trends in the marketing environment, Fitbit has successfully ridden the fitness wave to become a thriving tech company that appears to have a very promising future?