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Next, place is an essential element in the marketing mix as the age determines the generation, which determines how they approach buying. MEC has a select number of brick-and-mortar locations throughout Canada, while the rest of their business is online with the possibility to ship globally. A baby boomer will likely prefer to shop in-store, whereas Generation X and millennials would be open to either option and flexible with their approach. It plays a factor in how the retailer will target customers online versus in-store. There is an opportunity for promotions to play a factor in the marketing mix here as well, as the promotions targeted online can vary to those offered in-store, providing various incentives.
MARKETING STRATEGIES OF MEC4Family size and household income are vital variables. Within these demographic variables, MEC uses price and promotions as the main elements of the marketing mix. As a co-operative. MEC promises competitive but fair pricing as well as price matching, sales, and clearance items. As noted, the various family sizes and household income will determine the amount and frequency of spending. Promotions also play a factor within this variable, customers with a limited income may only shop during specific sale periods while others may not have these same restrictions on their purchasing timeframe. Finally, ethnic and/or cultural group is the final demographic variable. Within this demographic variable, MEC using place as the main elements of the marketing mix. In 2017, MEC noted that as Canadians grow in cultural diversity, become more urbanized and technologically attached, their lifestyles and shopping habits change with that growth. MEC has brick and mortar locations across Canada to provide inventory through various retailers and spruces up their e-commerce to a global reach. Internally, their commitment to diversity, equity and inclusion contributes to understanding and support various ethnicities and cultural groups to fulfill a more extensive breadth of needs. They have also committed to boosting diversity in their marketing and recruitment practices. Expansion to China Three macroenvironmental forces give the potential that MEC stores would be successful if they expanded into China, but it would be significantly challenging. Economic environment. China is known for its mass and quick production. It does not align with MEC's positioning; however, MEC has several suppliers in China as disclosed on their website, so they have the relationships established to supply inventory. The challenge is that China controls much of its economy and would potentially influence consumer purchasing power and patterns; therefore, the political and social environment would undoubtedly play a factor.