Rei E-Commerce

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MBA Internet Marketing

Recreation Equipment, Inc. E-Marketing Analysis
Brett KRAABEL May 2005

Recreational Equipement Inc

Page 1 / 43

Grenoble Graduate School of Business MBA FT ~ Internet Marketing

REI E-Marketing Analysis

KRAABEL May 2005

TABLE OF CONTENTS
1. 2. 3. 3.1 3.2 4. INTRODUCTION ................................................................................................................................ 4 ENVIRONMENT ................................................................................................................................. 5 STRATEGIC POSITION .................................................................................................................... 6 SPACE ANALYSIS .............................................................................................................................. 6 CORE COMPETENCIES ......................................................................................................................... 7 PLACE................................................................................................................................................... 8 4.1 BUSINESS MODEL ................................................................................................................................ 8 4.1.1 B2C E-Tailer................................................................................................................................ 8 4.1.2 B2B E-Tailer.............................................................................................................................. 12 4.2 CHANNEL ISSUES ............................................................................................................................... 12 4.2.1 Channel conflict......................................................................................................................... 12 4.2.2 Channel differentiation .............................................................................................................. 13 4.3 E-LOCATIONS .................................................................................................................................... 14 4.3.1 Search Engines .......................................................................................................................... 14 4.3.2 Portals and Affiliates ................................................................................................................. 16 4.3.3 Partners ..................................................................................................................................... 17 4.4 SITE DESIGN ...................................................................................................................................... 18 5. 5.1 5.2 5.3 6. 7. 7.1 7.2 7.3 8. 9. 10. 11. 11.1 11.2 11.3 12. PRODUCT .......................................................................................................................................... 20 INTERNET COMPATIBILITY ................................................................................................................ 20 BUNDLING ......................................................................................................................................... 21 FINANCIAL SERVICES ........................................................................................................................ 22 PRICE.................................................................................................................................................. 23 PROMOTION..................................................................................................................................... 24 BRAND............................................................................................................................................... 24 ON-LINE PROMOTION...
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