TOPIC AND SCOPEThis assignment will ask you to prepare a report on the marketing strategies of Mountain Equipment Co-op (MEC) using a number of the concepts discussed in class and in our textbook. Please see the specific areas to be addressed further in this document.RESOURCES? Mountain Equipment website: www.mec.ca? Visit a store! Nearby stores are in Burlington and Toronto (if you live locally near McMaster)AREAS TO BE ADDRESSED IN YOUR REPORT (continued on next page as well)1. Write a Value Proposition statement for MEC. Two sentence maximum please.2. Which of the five âMarketing Management Orientationsâ is best exemplified by MEC? Provide three supporting arguments for your choice.3. List and explain three tactics employed by MEC to foster customer loyalty.4. Describe MECâs target customer in terms of four specific demographic variables. For each demographic characteristic that you state, provide one or two examples of how MECâs marketing mix elements (4Ps) cater to that demographic.5. Do you believe that MEC stores would be successful in China? Discuss three macro- environmental forces to support your answer.6. Please refer to the following chart (from the chapter on Segmentation, Targeting and Positioning in your textbook) which summarizes possible Value Propositions. Which one of the five âwinning value propositionsâ best fits MEC? Why?Introduction to MarketingIndividual Assignment #2The individual assignment is worth 20% of a studentâs final mark for this course.GENERAL INFORMATIONPlease submit the assignment via the Drop Box in Avenue 2 Learn. Please ensure that allassignment submissions have your name and student I.D clearly marked.TOPIC AND SCOPEThis assignment will ask you to prepare a report on the marketing strategies of MountainEquipment Co-op (MEC) using a number of the concepts discussed in class and in our textbook.Please see the specific areas to be addressed further in this document.RESOURCES Mountain Equipment website: www.mec.caVisit a store! Nearby stores are in Burlington and Toronto (if you live locally near McMaster) AREAS TO BE ADDRESSED IN YOUR REPORT (continued on next page as well)1. Write a Value Proposition statement for MEC. Two sentence maximum please.(1)2. Which of the five âMarketing Management Orientationsâ is best exemplified by MEC?Provide three supporting arguments for your choice.(3)3. List and explain three tactics employed by MEC to foster customer loyalty.(3)4. Describe MECâs target customer in terms of four specific demographic variables. For eachdemographic characteristic that you state, provide one or two examples of how MECâsmarketing mix elements (4Ps) cater to that demographic.(8)5. Do you believe that MEC stores would be successful in China? Discuss three macroenvironmental forces to support your answer.(3) 6. Please refer to the following chart (from the chapter on Segmentation, Targeting andPositioning in your textbook) which summarizes possible Value Propositions. Which one ofthe five âwinning value propositionsâ best fits MEC? Why?(2) FORMAT REQUIREMENTS1. Individual assignments must be completed in Word using either Arial or Calibri font (fontsize 12). Use single line spacing please.2. Please use sub-titles and white space to allow the reader to navigate through your reportto find your answers to the 6 areas of focus as described in the preceding section of thisdocument.3. Please write in the third person and in complete sentences (use bullet point form whereappropriate).4. Assignments must be received by 11:59pm on the due date to avoid a late penalty. Lateassignments will be assessed a 2 mark penalty for each day late up to a maximum of 10marks. Assignments that are more than 5 days late will not be accepted.5. Recommended page count of 3 to 4 pages.6. Please comply with McMaster Universityâs policies on referencing and on academichonesty.
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