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Mountain Equipment Co-op: Digital Strategy
內容大綱
The vice-president of marketing and communications at Mountain Equipment Co-op, a retailer of outdoor sporting goods, is examining its marketing strategy following the decision to stop producing its physical catalogue. The 40-year-old retailer wants to broaden its reach beyond its hard-core group of customers. Although it currently has an online presence, it needs to further develop its online sales and outreach programs.
學習目標
The case is suitable for undergraduate, graduate and executive marketing classes. The objective of the case is to enable students to develop an appropriate digital marketing strategy, given the constraints of the firm's brand and history.