Mec Business Strategy/Value Proposition/4 P

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Mountain Equipment Coop Introduction Mountain Equipment Co-op (MEC) is a Canadian outdoor consumer operative. In 1972, “We help people enjoy the benefits of self-propelled wilderness-oriented recreation,” became MEC’s first ever mission statement. MEC started with a niche market approach, adopting a focus strategy. Unsurprisingly, to adapt and maintain competitiveness, the organization’s business strategy has slowly shifted; since then, MEC has transitioned from a focus strategy to a growth and cost leadership approach. Nevertheless, the fundamental corporate values that gained MEC’s success, such as brand association to outdoor lifestyle and environmental sustainability, remain seen today. MEC continues to grow and evolve to over 15…show more content…
It also strategically decided to outsource most of its productions overseas; allowing MEC to be competitively priced and slowly move to the vision of “catch all” rather than the traditional segmented focus strategy. Mentioned previously, although MEC outsources its productions, it puts a lot of effort to convey their ethical and sustainable sourcing standards and best practices. This meshes well with their corporate value of environmental sustainability and supporting human rights. MEC is constantly developing new products to diversify their business and market. They now offer a wide range of products that covers all the active lifestyle markets. This ranges from gears, clothing’s, supplements, to books and DVDs for cyclists, runners, kayaker and all outdoor active hobbies. Again, this is testimonial to MEC’s growth strategy and value proposition of offering products to all healthy lifestyles markets. Price MEC prides itself with the ability to manufacture sustainably and minimize eco foot prints while maintaining a competitive price point. It aspires to create products that are affordable and of good value to all consumers. While MEC carries other product brands, its core strategy revolves around its own unique brand. This vertical integration allows MEC to leverage its retail distribution strength. It effectively competes with all the other brands via a lower price point at a similar quality. Place MEC’s main channels of distribution are

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