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REI Marketing Plan

Group Four
by

Michelle Rohrberg

on 27 August 2013

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Transcript of REI Marketing Plan

Marketing Plan Group 4
Situational Analysis
Industry Overview
Marketing Mix
Competitive Analysis
SWOT
Strengths
Weaknesses
Opportunities
Threats
Marketing Objective
Porter's Five
Forces
Key Issues
Marketing Strategy
Target Market
Male and Female, 18 to 24
Well educated
Knowledgeable about buying decisions
Brand loyal
Implementation of the Marketing Strategy
Advertisement
Event Sponsorship
& Promotion
Social Media
Publications
Television Networks
Street Fairs
Transportation Events
Coupons
X Games
Athletic Sponsorships
Financial
Contingency Plan
Target the Baby Boomers for "Adventure Vacations"
Increase customer base of 18 - 24 year old generation Y-ers
Emphasize and expand efforts in community outreach
Breakeven Year 3
4% Annual Target Market Growth
Campus Presence
Offering inexpensive products
Reaching younger demographics
Popular advertising
Branding
Lack of advertising
Expensive prices
Local outdoor equipment specialists
Campus outdoor programs
Online retailers
Outdoor equipment retailers
Quality of apparel and outdoor gear
Lifetime warranty
Knowledgeable staff
Membership program
FORTUNE Magazine's top 100 employer
REI offers high quality products at a high cost
Students and younger adults don't have a large disposable income.
Recreational industry makes profit.
10% Additional Annual Income = 25% AdditionalGrowth
Growth through recession
Enticing for business
=
fuck
Price
Product
Promotion
Place
Large scale retailers
Specialized shops
Outdoor Programs
Product/Services
Youthful brands: Burton, Billabong
Rentals deals
Price
"value-products" option
returned items
display models
older items
Membership discounts
Place
university towns and cities
Promotion
Advertisements
Campus Presence
Event Sponsorship
Proposed Marketing Mix
Full transcript