TOPIC AND SCOPE
This assignment will ask you to prepare a report on the marketing strategies of Mountain Equipment Co-op (MEC) using a number of the concepts discussed in class and in our textbook. Please see the specific areas to be addressed further in this document.
RESOURCES
- Mountain Equipment website: www.mec.ca
- Visit a store! Nearby stores are in Burlington and Toronto (if you live locally near McMaster)
AREAS TO BE ADDRESSED IN YOUR REPORT (continued on next page as well)
1. Write a Value Proposition statement for MEC. Two sentence maximum please.
2. Which of the five "Marketing Management Orientations" is best exemplified by MEC? Provide three supporting arguments for your choice.
3. List and explain three tactics employed by MEC to foster customer loyalty.
4. Describe MEC's target customer in terms of four specific demographic variables. For each demographic characteristic that you state, provide one or two examples of how MEC's marketing mix elements (4Ps) cater to that demographic.
5. Do you believe that MEC stores would be successful in China? Discuss three macro- environmental forces to support your answer.
6. Please refer to the following chart (from the chapter on Segmentation, Targeting and Positioning in your textbook) which summarizes possible Value Propositions. Which one of the five "winning value propositions" best fits MEC? Why?