rei-story-project - Marketng Plan May 1 2014 Produced by...

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Marketing Plan May 1, 2014 Produced by: Amber Craig, Tyler Coopman, Kaily Loofbourow, Jillian Shy, and Ian Whitlock
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Executive Summary: REI is the biggest name in recreational equipment and education. They have products for every outdoor activity and clothing for everyday life. Because of their focus on experience and education, they tend to rely on their brick and mortar stores rather than their online presence. This is a challenge, because more and more competitors are emerging online. To compete with this, it is proposed to use social media in an attempt to create the experience of an REI store on their website. This will start with the women’s and children’s apparel sections, but can poten- tially be used for the rest of the product lines, depending on success. Challenge: REI offers clothing, equipment, and training for hiking, camping, paddle sports, snow sports, fitness, climbing, cycling, and every day wear. These can be subdivided into women’s, men’s, and children’s. Currently the selection of women and children’s clothing is much less extensive than men’s. One goal is to expand the amount of women and children’s clothing by 10% within two years. Another goal is to increase the sales of these products, specifically online sales, by 15% within two years. Situation Analysis: Company Analysis: REI lives and breathes experience. The world is a beautiful place, and REI hopes to “inspire, educate, and outfit for a lifetime of outdoor adventure and stewardship.” The beauty about the adventures that REI prepares people for is not in the views or scenery, however majestic, but the experiences and challenges that are overcome during the endeavor. REI strives to help people have these experiences so they may grow and breathe the fresh air that is out there. They do this through retail sales of outdoor equipment, expert knowledge of employees, and operations that are intended to increase environmental sustainability, create involvement, and do work within the community. Established in 1938, REI began as a rental and trade cooperation that was meant to provide quality climbing equipment in the Pacific Northwest. By 1983 they created their own line of road and mountain bikes and cycling gear. The 70’s and 80’s were a large time of expansion for REI. They attempted to move internationally by building a store in Japan, but the 2
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price sensitivity of the culture led it to failure. This was also a time for REI to widen product lines and create their Adventures program, which offers trips around the world for cycling, kayaking, hiking, or climbing. They have expanded to 129 stores around the US, and have created programs that fund outdoor recreation. Employees of REI are experts in outdoor recreation. They consider the work environment playful, casual, approachable, and collaborative. REI ranks 69 th in the “best places to work” score in 2014 and has ranked at the top since 1998. Employees really love working there, and members of the company are very involved in the sustainability efforts of the company. Each year REI sends out a stewardship report to inform members and
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