Description
Market Enviorment
1) Using what you have learned from your reading this week, research REI and develop a profile of its marketing environment. Use the REI Marketing Environment Worksheet to develop your analysis. Submit your worksheet to the assignment area.
Market Position
2) Search the Internet for two REI competitors. Analyze each competitor’s overall positioning in the market. How closely does each company appear to match REI and its product lines?
Write a comparison for each competitor’s site. Include your best guess of each competitor’s target market segment, based on the information provided on its Web site and the competitor’s product line.
As part of your comparison, include a rating (your perception) of the priority of each item to customers (1–5, with 1 being the highest), and the importance for REI to address each item (1–5, with 1 being the highest)
Worksheet
REI Marketing Environment Worksheet
List the current characteristics of each environmental factor as
they relate to REI.
U.S. Economy
How does the current U.S. economy affect REI retail
operations?
1.
2.
Global Economy
How does the current global economy affect REI retail
operations?
1.
2.
Legal and Regulatory Environment
What types of legal and regulatory forces affect REI in the U.S.?
1.
2.
Socio-Cultural Forces
What types of social and culture trends affect REI?
1.
2.
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REI Marketing Environment
Worksheet
Technological Forces
What type of technology changes affect REI?
1.
2.
Competitive forces are also a part of the marketing environment,
and we will review those in this unit’s second assignment.
Capella Proprietary and Confidential
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Last updated: 4/12/2019 10:03 PM
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