Marketing Management Orientation:
The Societal Marketing concept is the orientation best exemplified by Mountain Equipment Co-Op (MEC). This is evident in the following ways: The company’s mission statement clearly outlines that passion is what drives their company, even over profit. The passion to continue to look for ways to protect our wild spaces and reduce the ecological footprint of their business. MEC separates itself from other outdoor retailers through its eco-friendly product line and superior focus on corporate social responsibility. They urge society to count on them to act with integrity and due diligence. Although MEC’s goal is to make quality products for the outdoors, they will only do so by respecting the people who do the manufacturing of these products/items. They do this by ensuring there are safer working conditions, legal working hours, and reasonable pay for work done. Secondly, the way in which Mountain Equipment Co-op operates its business and shows dedication not only to providing costumers with their needs but also focusing on a long standing environmental and economic sustainability. MEC is noted for their ethical sourcing, labouring commitments and co-operative structure. The co-op, designs and produces the majority of it’s gear while also carrying products by many other well-known companies. MEC strives for social and environmental leadership, In 2008 an impressive 92% of the annual waste generated by MEC was either: recycled, composted or donated. That certainly goes a long way in strengthening societies long-term interests. Lastly, while Mountain Equipment Co-op bills itself as Canada’s largest supplier of outdoor equipment, its long-term challenge is to remain relevant to a quickly changing demographic that prefers urban outdoor experiences. In light of this, MEC has expanded its assortment to now include such urban outdoor pursuits (road running, biking and yoga). By adding these recently popular activities MEC feels they can really gain a tight strangle hold of the total market share. MEC has over 3.3 million members in Canada and internationally, operating in fifteen cities across Canada and continues to grow each year at a slow methodical pace. Fulfilling the mission statement of “getting people outdoors” as eco-friendly as possible is something MEC continually strives for.
Mountain Equipment Co-op employes many tactics to solidify customer loyalty, here are three examples: Every year, every member of Mountain Equipment Co-op has the opportunity to vote in the elections for it’s board of directors. The board is governed by nine-members, where each year three directors are elected to a three year term. Before the election period, an information package is distributed on a mass basis to all the MEC members before casting their votes. The election results are announced at the “annual general meeting” held in Vancouver, British Columba. At this meeting, the Chief Executive Officer discloses their annual reports and answers questions from co-op members. To keep business you need to keep customers happy, to keep customers happy you need to cater to them, having them involved in the “annual general meeting” does just that. Building a team/organization are both great ways of getting people involved, MEC clearly values what their customers think. In the end without the customers you have nothing, this is a great tactic to solidify a true business relationship. Secondly, Mountain Equipment Co-op sells outdoor recreation gear and clothing to it’s members exclusively. As a co-op, MEC sells only to customers who hold a lifetime membership, which is technically a share and can be purchased by anyone for five dollars. Members can shop at any of the retail stores, online or by mail order from their catalogue. MEC also operates a corporate and...