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Recreational Equipment Inc.

In: Business and Management

Submitted By mahazabin
Words 4611
Pages 19
| Recreational Equipment Inc.
Customer Experience is the Brand… | Prepared by: Zia Uddin Fakhrur Rahman Shatil Mahmood Mahazabin Faria KhanCourse: Management of Organization & Systems [MGT 701]
Couse Instructor: Prof. Md. Mahbubul Alam
Date: 1st December 2014 |

Table of Contents
Executive Summary
Introduction to REI
Porter Analysis
REI’s current Strategies

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Executive Summary REI leads outdoor sports stores in the US by offering apparel, gear, and services to the physically active crowd. REI is the largest consumer cooperative in the country, with more than 2.8 million members. With 94 stores in 26 states, REI garners unmatched customer loyalty as an outdoor sports authority. REI’s unique, innovative positioning strategy allowed its continued growth over the years. However, many retail stores are adopting REI’s strategies, threatening to carry away REI’s market share. REI should modify its strategies to maintain its position in the sporting goods industry.
In this report, we analyze REI’s strategy using Porter’s Five Forces analysis. We analyze threats and show how REI differentiates itself from its rivals to builds its brand. Finally, we suggest strategies to stay ahead of competitors and to improve profits.
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Introduction History and Background

From the 1970s to the 1990s, interest in healthy living and personal fitness has corresponded with an increase in sales of sporting and exercise goods. Originally, sporting goods stores were localized, each serving the activities common to the area. Since the 1980s, these local stores had shifted towards national chains. As consumer preferences are diverse – young, middle-aged, and old all wish to exercise – retail...

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