REI Marketing Environment

REI Marketing Environment

REI; also known as Recreational Equipment Inc., was established in late 1930s when Lloyd Anderson; Pacific Northwest mountaineer, started his quest for an ice axe. Lloyd was in search of a durable tool at a realistic price but eventually failed to find one locally. However, he succeeded in finding an excellent model abroad in an Austrian catalog of alpine gears, for as cheap as $3.50, including the shipment charges. This is the find which led Lloyd and his wife to establish an outdoor gear co-op in the year 1938.

Analysis of Marketing Environment

Marketing environment is the main ...