Rei E-Commerce
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
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
Bibliography: Forrester Research, 2003 Robert T 10 Carol Tice, Puget Sound Business Journal, “Clicks and Bricks: Holiday Season will smile on dual strategy”, 2002, http://seattle.bizjournals.com/seattle/stories/2002/11/04/story1.html