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BUS FP3030 McAndrewVanessa Assessment1 Attempt1

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Running head: MARKETING ENVIRONMENT 1
Marketing Environment
Vanessa McAndrew
Capella University

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MARKETING ENVIRONMENT 2
Marketing environment: REI Equipment Inc.
The marketing environment of a business refers to the factors and forces that affect the
marketing endeavors of any business about the acquisition or building a customer base and the
ability to retain the customers for its products. These are factors away from the marketing
initiatives espoused by the subject business. This environment can be classified into two
components; the internal environment and the external environment. The former refers to the
microenvironment of the company that entails the internal structures and features of the business
to include management of the enterprise. The latter, on the other hand, refers to the macro
environment of the company. The same involves factors outside the control of the business, for
instance, policies and the subsisting economic situation of the entire country (Dawson, 2014).
The subject company for this study, the Recreation Equipment Inc., is a retail outfit that
specializes in the sale of outdoor gear and clothing for recreational purposes (REI, 2013). It
commands a strong position as one of the top players in the outdoor gear industry. This paper
will analyze the company's marketing environment profile and interrogate a few other secondary
sources that have reported on the company as well as the impact of such sources.
Effect of the U.S economy on the operations of REI
The economy is always a player in the ultimate success or otherwise of any company. A
regression in the country's economy means bad times for any retail outfit as the same affects the
purchasing power of the citizens, who form the primary client base of any business. Currently,
the economy of the United States is quite unstable, which has resulted in a higher cost of living
for Americans. This state of affairs has the impact that citizens now focus their expenditure on
necessities, hence reducing their inclination towards leisure and recreational activities.

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Running head: MARKETING ENVIRONMENT Marketing Environment Vanessa McAndrew Capella University 1 MARKETING ENVIRONMENT 2 Marketing environment: REI Equipment Inc. The marketing environment of a business refers to the factors and forces that affect the marketing endeavors of any business about the acquisition or building a customer base and the ability to retain the customers for its products. These are factors away from the marketing initiatives espoused by the subject business. This environment can be classified into two components; the internal environment and the external environment. The former refers to the microenvironment of the company that entails the internal structures and features of the business to include management of the enterprise. The latter, on the other hand, refers to the macro environment of the company. The same involves factors outside the control of the business, for instance, policies and the subsisting economic situation of the entire country (Dawson, 2014). The subject company for this study, the Recreation Equipment Inc., is a retail outfit that specializes in the sale of outdoor gear and clothing for recreational purposes (REI, 2013). It commands a strong position as one of the top players in the outdoor gear industry. This paper will analyze the company's marketing environment profile and interrogate a few other secondary sources that have reported on the company as well as the impact of such sources. Effect of the U.S economy on the operat ...
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