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Mountain Equipment

In: Business and Management

Submitted By pocky98320
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CASE STUDY 3 MOUNTAIN EQUIPMENT CO-OP

Case Study 3 Mountain Equipment Co-op Mountain Equipment Co-operative (MEC) was built in the late 1960s due to the heavy demand of buying outdoor gears and equipments across Canada. In the past few years, the company opened several stores in Vancouver, Toronto, Calgary and so on to serve the outdoor enthusiasts in the major regions in Canada. But its not enough, MEC wants to serve more customers and expand its market countrywide. The best way to achieve the goal is to create a website, and hence allow the customers buying on-line despite of where they are. This is what the president and chairman of MEC concerning about recently. By analyzing the following aspects, the company may create a successful website to match the customers' requirement indeed. First, MEC should consider how the market segments will impact the website and it's ecommence strategy. Customer segmentation is a method for grouping customers based upon similarities they share with respect to any dimensions the company deem relevant to its business (http://www.mindofmarketing.net). And Trites & Boritz (2008) identifys "an ebusiness strategy is the sum of all the choices that a business makes to offer unique value to its customers that differentiates its business model from those of its competitors" (pp.23). There are five major market segments MEC deal with: Young adults, Retired, Families, Businesses, and Gift buyers. MEC should choose to focus on two or three of those market segments, and create a website more suitable for the focused classes. For example, Young adults and Families classes may have some same characteristics, such as: enjoying weekend excursions to release the stress, going outside in group, and driving by themselves. Hence the website should concentrate on the products fit to weekend trip,…...

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