Marketing Mix Analysis for Introduction to Marketing Course Report

This report provides a marketing mix analysis of Mountain Equipment Co-op (MEC), a cooperative company specializing in outdoor gear and clothing. The analysis covers the four elements of the marketing mix: product, price, place, and promotion. The product strategy focuses on MEC's clothing and outdoor gear, sold primarily to members with lifetime memberships. The pricing strategy suggests a premium pricing approach to establish a high-quality brand image. The promotion strategy highlights MEC's use of Facebook for launching campaigns and engaging with its large follower base. The report concludes with a summary of the marketing mix elements and provides references to support the analysis. The report is structured as a business report, as per the assignment brief, and includes sections on introduction, product strategy, pricing strategy, and promotion strategy. The assignment required an analysis of the company's product classification, product life cycle stage, branding strategies, differentiation from competitors, and brand equity. The pricing strategy analysis involved examining the company's pricing relative to competitors and the implications for target consumers. The promotion strategy section focuses on the marketing communication methods used by the company.