5. : MOUNTAIN EQUIPMENT CO-OP.

Running head: MOUNTAIN EQUIPMENT CO-OP
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Mountain Equipment Co-op
Institution
Student
Date

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BUSI 323 – Assignment #4
Mountain Equipment Co-op
How should the different market segments affect the website and ecommerce strategy?
Before creating this website, Mountain Equipment Co-op (MEC) should have figured out who
they are building it for and their archetypes so that they can communicate with them properly. In
order to learn more about the targeted audiences, MEC can use segmentation to personalize their
experience. Segmentation refers to the dividing of audience into subgroups based on a certain
behavior or characteristic. This process has no end and MEC can slice and dice their website in
any way but the best market segments will be stable, unique, and huge enough for the Company
to implement their ecommerce strategies in them. The market segmentation is supposed to be
unique to MEC’s audience types and goals and so they should avoid a one-size-fits all
segmentation plan (Myerson, 2015). However, it may start their motor and get their thinking
about target personas and ecommerce strategies that can be used to reach them.
Would start-up costs for an ecommerce strategy necessarily be lower than opening an
additional bricks-and-mortar store?
Unlike bricks-and-mortar store, an ecommerce strategy tends to carry far lower costs. While
setting up a bricks-and-motor store, the company will be required to pay rent and hire a big
number of employees to conduct business. Besides, brick-and-store will be bound by location
and it will cost the corporation a lot of resources in its endeavor to go global. Conversely,
because ecommerce is conducted online, the organization will be in a better position since it will
incur few or no resources to market to the global customers. Advertising and other forms of sales