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Essay about MOUNTAIN EQUIPMENT CO-OP: THE PRIVATE-LABEL STRATEGY

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CASE 1: ________________________________ MOUNTAIN EQUIPMENT CO-OP: THE PRIVATE-LABEL STRATEGY____________ Critical Issues In order to fulfill the company’s core purpose and philosophies while still maintaining a viable business operation, Mountain Equipment Co-op (MEC) must address:    How to provide their customers with a unique and desirable product line that no other store can match so that they can own a distinct competitive advantage and do not have to directly compete with other sporting goods retailers. How to promote the benefits of the company’s co-op structure and its emphasis on creating positive changes in Canada so that they do not lose the advantage of having the customer perception that they are a …show more content…

Another option to help develop a unique product line is to seek out new recreational activities that there may be a market for and that are not currently found on the shelves of its largest competitors. To start the process of informing stakeholders about its initiatives and strengthening the company’s reputation for being about more than just profits, MEC has a few options. To start, they can do a better job of promoting the important causes they already do support such as the 1% for the Planet where MEC donates 1% of its gross revenue each year to environmental causes as well as its involvement with the Fair Labor Association2. Another option would be to use the income at the end of the year for more important purposes than just giving shareholders a patronage return. A larger portion of this money could be reinvested in community programs or used to employ Canadians to manufacture the goods in Canada instead of Asia. If these programs are promoted properly they could easily turn around many of the negative opinions about MEC. A great opportunity is available for MEC to take advantage of both the current popularity of wilderness-based activities and the consumer trend towards environmentally, socially, and economically sustainable products. 3 This opportunity lies in the possibility of expanding to new markets in Canada that are both large enough and interested enough in

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