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Business & Marketing
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Marketing & Sales Research Paper: Product Offerings (Research Paper Sample)


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:
Competency 1: Examine the basic marketing models for a business or organization.


Marketing & Sales: Product Offerings
Marketing & Sales: Product Offerings
Integrated marketing strategy requires a holistic approach to marketing to ensure that the company remains consistent both online and offline. Consistency is important because customers will understand your message and attract them to buy product hence more profits. Accordingly, REI is one of the leading recreational equipment and Education Company in America dealing with outdoor activities equipment and clothing. The company mainly focuses on providing customer experience and education, relying mostly on brick and mortar stores but not online presence (Komvopoulos et al., (2013).
The company's offline activities make them unique from their competition because most company's presence are felt online. With increased competition, REI established their online presence using social media platform to create the best customer experience through their website. REI offers a variety of products including clothing, equipment for outdoor leisure activities like camping, paddle sports, hiking, fitness, cycling and everyday wear. The idea to expand the women and children's clothing section by 20 percent and increase their online sales by 15 percent in two years have enabled them to develop a more integrated marketing strategy (Lorange, Arora & Madhuva, 2012).
Unlike other competitors, REI has widened its product lines creating adventure programs that offer trips across the world for specific activities like cycling. The company has expanded to 129 stores through the program supporting outdoor recreation. At REI the mission is to enhance customers experience by inspiring, educating and offer outfits for a lifetime adventure. Another unique process is that REI enables people to view scenery for them to g...
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