Mountain Equipment Co-Op

2637 Words Feb 7th, 2013 11 Pages
The following report documents 5 different areas of focus pertaining to the following company “Mountain Equipment Co-op”, Please enjoy...

Marketing Management Orientation:
The Societal Marketing concept is the orientation best exemplified by Mountain Equipment Co-Op (MEC). This is evident in the following ways: The company’s mission statement clearly outlines that passion is what drives their company, even over profit. The passion to continue to look for ways to protect our wild spaces and reduce the ecological footprint of their business. MEC separates itself from other outdoor retailers through its eco-friendly product line and superior focus on corporate social responsibility. They urge society to count on them to act with integrity
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The monetary fee is just clever business practice, the real idea behind this is to let the “potential market” know that MEC truly values your business and would like you to become apart of our business structure going forward. Lastly, Mountain Equipment Co-op has undertaken many business initiatives to solidify customer loyalty from top to bottom of the organization. Back in 1997, they introduced a free of charge online gear swap where members could recycle used outdoor gear. In 2007, MEC opened the first accredited “Green” LEED(The Leadership in Energy and Environmental Design) distribution center in Surrey, British Columba. LEED encourages and accelerates global adoption of sustainable green building and development practices. In 2008, MEC developed and launched a series of annual national paddling and biking expositions. Its been clearly defined that MEC takes a very “Green” approach when it comes to business, this is something that directly plays into that target market. A self-propelled wilderness-oriented recreation goer would certainly buy into such strong values and ultimately stick by that company.

Segmentation Variables:
One of Mountain Equipment Co-op’s key main marketing strategies is one of product leadership through supporting price, promotion and distribution strategies. This allows them to gain loyalty from their customer’s year after year. MEC is a retail co-operative owned by those who shop at their stores.
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