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Marketing Mix Analysis Assignment - Mountain Equipment Co-op

Continue case analysis of a chosen company/brand, analyze the 4 P's (product, price, place, promotion), and describe the company's product, branding, pricing, and promotion strategies.

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Added on  2020-10-23

Marketing Mix Analysis Assignment - Mountain Equipment Co-op

Continue case analysis of a chosen company/brand, analyze the 4 P's (product, price, place, promotion), and describe the company's product, branding, pricing, and promotion strategies.

   Added on 2020-10-23

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MARKETING MIX ANALYSIS
Marketing Mix Analysis Assignment - Mountain Equipment Co-op_1
Table of ContentsINTRODUCTION...........................................................................................................................4MAIN BODY...................................................................................................................................41)Product Strategy-.....................................................................................................................42)Pricing Strategy- .....................................................................................................................53)Promotion Strategy- ................................................................................................................7Conclusion.....................................................................................................................................11References......................................................................................................................................12
Marketing Mix Analysis Assignment - Mountain Equipment Co-op_2
INTRODUCTIONMarketing mix is the combination of actions, ways used by a company. So that, it can createbrand awareness in the minds of customers. Mountain Equipment Co-op is a cooperative firm . Itwas founded in 1971. Company is headquartered in Vancouver, British Columbia. The companyoperates in 23 cities. It has more than 4.3 million members. Company sell clothing, outdoor gearmainly to its members. Marketing mix is consisted of 4 P's that is, product that company isoffering to satisfy the needs of customers. Price of the product in which company takes decisionregarding price of product. Promotion means promotion strategy used by the company topromote its product in the market. Place means the locations where the product of the companywill be available to purchase. The Report will describe the sports apparel segment of MountainEquipment. MAIN BODY1)Product Strategy-Mountain Equipment Co-op is a cooperative company that deals manly in clothing and outdoorgear to sell the products to their members. It sells the products to those persons who havelifetime membership with the company. Mountain Equipment has launch the products in sportsapparel segment. The apparel category falls under the category convenience goods. The apparelIllustration1 The Marketing MixSource :(Marketing mix analysis, (2017))
Marketing Mix Analysis Assignment - Mountain Equipment Co-op_3
segment of Mountain Equipment is divided into various segments and different types of clothing.The product line will include cold gear, hot gear products. Hot gear product of the apparelsegment will be use by customers to wear in hot season. High quality of the fabric like, Athletesleepwear, cool switch is used by the company to manufacture sports clothing. Under the apparelsegment company will also sell sports shoes, books etc. for different sports activities like,climbing, hiking etc. Clothing will help the customers to keep their body warm during winterseason. Company will target the peoples that fall under category of 25-60 years of age. Andcompany will mainly target women to provide them athletic clothing. Before developing theproduct, company will perform extensive research of urban areas to determine the need of sportsclothing of the targeted segments. The common will use its band identity and it also implementsnew urban activities, it will also redefine its logo over its 17 stores in Canada to attract more andmore targeted customer's. So that, company can easily compete with domestic as well asinternational competitors. The introduction of new segment will provide the company anopportunity to connect physical retail stores with digital experience. This will help the companyto provide value for the money of existing as well as potential customers. Roots Brand of thecompany was a strong brand that will help mountain equipment in facing the challenges ofcompetitors. The company has rebranded the brand to reflect the wider geographical range, aswell as the different urban activities to represent the change in the interest of their members(Alalwan, et.al., (2017)).Mountain Equipment Co-op has implemented the solution for managing the product life cycle ofthe products of company. So that, it can manage all the aspects of different stages of company'sapparel segment. To provide durable and high quality of sports apparel, company has developeda strategy to support the current and future requirements of the members of company. Tocompete with other competitors, by providing durable and high quality of sports clothing for thepurpose of camping, mountain climbing and hiking etc. to customers. Company is creating astrong customer base through focussing on authenticity. Company is focussing on innovativedesign, colour of cloths. Company is not only selling products but it is also focussing onproviding the solution of the problems to the customers (Armstrong, et.al., (2015)).2)Pricing Strategy- Pricing is a process in which a company decides what should be the price of the product orservice to sell it to the targeted customers. Company should set the price of the product
Marketing Mix Analysis Assignment - Mountain Equipment Co-op_4

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