Page 9 - CIMA SCS Workbook February 2019 - Day 1 Tasks

Chapter 3

VITA – FAMILIARISATION AND KEY

THEMES

1 INTRODUCTION

It is absolutely crucial that you completely familiarise yourself with the pre-seen information prior
to attempting the Case Study exam. Merely reading through the materials is unlikely to be
sufficient and it is also important that you consider which aspects of the three technical subjects
may be useful and relevant for the Case Study.

The exercises in the following three chapters will help you to gain a thorough understanding of
the Case Study scenario and ensure you are fully prepared to attempt the Practice Tasks later in
this Workbook.

Solutions to these exercises are provided but are not exhaustive. It is important that you attempt
the exercises yourself and makes notes of your answers before reviewing the solutions.

2 OVERVIEW OF PRE-SEEN

The pre-seen for the February 2019 Strategic Case Study involves a company called Vita plc. This
company is based in the country of Newland.
Vita designs and sells wireless-enabled fitness and activity tracker devices that measure a wide
range of personal metrics related to fitness and activity. It was formed in 2011, and achieved a
listing on the Newland stock exchange in 2017.
The last 10 years has seen a large growth in the popularity of fitness and activity trackers; it is
estimated that, at the end of 2018, over 150 million active users had such products throughout
the world. This has been due to 3 principal factors:
1. The increased use of smartphone-based fitness tracking apps.
2. Increasing awareness about health and fitness.

3. Increasingly accurate and sophisticated technology
The latest development in the fitness and activity tracker market is the smartwatch (such as the
Apple Watch). Such products are connected to smartphones via technology such as Bluetooth,
and enable the wearer to enjoy additional functions such as read text messages and email, as well
as fitness based data. In 2018, the unit sales of smartwatches exceeded unit sales of fitness and
activity trackers for the first time.
Vita does not manufacture its own products. Instead this is outsourced to 2 companies based in
the Asian country of Golandia, HJM and Force. Vita enjoys excellent relationships with both of

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