29 Jun MKT-prepare a report on the marketing strategies of Mountain Equipment Co-op
Question
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?
Introduction to Marketing
Individual Assignment #2
The individual assignment is worth 20% of a student’s final mark for this course.
GENERAL INFORMATION
Please submit the assignment via the Drop Box in Avenue 2 Learn. Please ensure that all
assignment submissions have your name and student I.D clearly marked.
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.(1)
2. Which of the five “Marketing Management Orientations” is best exemplified by MEC?
Provide three supporting arguments for your choice.(3)
3. List and explain three tactics employed by MEC to foster customer loyalty.(3)
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.(8)
5. Do you believe that MEC stores would be successful in China? Discuss three macroenvironmental forces to support your answer.(3) 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?(2) FORMAT REQUIREMENTS
1. Individual assignments must be completed in Word using either Arial or Calibri font (font
size 12). Use single line spacing please.
2. Please use sub-titles and white space to allow the reader to navigate through your report
to find your answers to the 6 areas of focus as described in the preceding section of this
document.
3. Please write in the third person and in complete sentences (use bullet point form where
appropriate).
4. Assignments must be received by 11:59pm on the due date to avoid a late penalty. Late
assignments will be assessed a 2 mark penalty for each day late up to a maximum of 10
marks. Assignments that are more than 5 days late will not be accepted.
5. Recommended page count of 3 to 4 pages.
6. Please comply with McMaster University’s policies on referencing and on academic
honesty.
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