Rei E-Commerce

Powerful Essays
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



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

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