For this assessment, return to the REI case study. Choose a product category offered by REI and research the REI product line for this product. Select an REI competitor and research its product line for the same category. Focus on how each company approaches its marketing matrix according to the 4 P’s (product, price, place, and promotion).
Based on your research, write an analysis that addresses the following:
Compare the integrated marketing strategies of REI with those of the competitor company for the product category you chose. Compare the product (features and benefits), the place (distribution) of products, the pricing, and the promotion strategies. Assess how each company’s integrated marketing strategy might affect its economic success. Additional Requirements Written communication: Written communication is free of errors that detract from the overall message. APA formatting: Resources and citations are formatted according to current APA style and formatting. Font and font size: Times New Roman, 12 point.
Write an analysis that compares the integrated marketing strategies of REI with those of a competitor company. There is no page limit for this assessment.
The focus of a marketing program is on summarizing the essence of the product or service through an integrated marketing effort. An integrated effort includes a thorough analysis of the company, the competition, and the customer requirements. The product line management uses design, product positioning, and other elements to present a unique set of values in the customer’s mind, either carving out a niche or maintaining market share leadership over competitive products.
By successfully completing this assessment, you will demonstrate your proficiency in the following course competencies and assessment criteria:
Examine the basic marketing models for a business or organization. Compare product strategies of different companies with the same product category. Compare distribution strategies of different companies with the same product category. Compare price strategies of different companies with the same product category. Compare promotion strategies of different companies with the same product category. Relate the importance of an integrated marketing program to the economic impact of a business. Assess how an integrated marketing program contributes to a company’s economic success. Assess how an integrated marketing program of a competitor company contributes to the competitor’s economic success.