Expanding Retail Product Assortments - The Case of Recreational Equipment Inc. & Ice Skates

Persistent Link:
http://hdl.handle.net/10150/579280
Title:
Expanding Retail Product Assortments - The Case of Recreational Equipment Inc. & Ice Skates
Author:
DeMers, Grace
Issue Date:
2015
Publisher:
The University of Arizona.
Rights:
Copyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author.
Abstract:
This Honors Thesis examines the importance of strategic merchandise planning for a particular case: the REI. The steps in strategic retail planning were performed, and during the situation audit (step 3), a gap was identified that hinders competitive advantage and market share: a lack of ice skates in the product assortment. Research derived that ice skates, specifically a hockey skate model, was not only demanded by the current REI customer base, but would also serve as a primary strategy for tapping into the increasingly significant millennial market. Keeping the values of these two targeted segments in mind, two models of Bauer hockey skates were chosen and priced. Visual merchandising s and a web-based promotional mix (adhering to REI's current practices of environmentally sustainable marketing) were further developed. A cost analysis produced a theoretical return on investment of seven percent, which cannot be classified as favorable nor unfavorable due to the fact that REI is a privately-owned consumer cooperative. Despite this, implementation of the skate was highly recommended because such an endeavor would increase market share, adapt to the sudden growing threat of big-box merchandisers and department stores, cater to a semi-neglected millennial market, and provide for a more well-rounded outdoor experience.
Type:
text; Electronic Thesis
Degree Name:
B.S.
Degree Level:
bachelors
Degree Program:
Honors College; Retailing and Consumer Science
Degree Grantor:
University of Arizona
Advisor:
Helm, Sabrina

Full metadata record

DC FieldValue Language
dc.language.isoen_USen
dc.titleExpanding Retail Product Assortments - The Case of Recreational Equipment Inc. & Ice Skatesen_US
dc.creatorDeMers, Graceen
dc.contributor.authorDeMers, Graceen
dc.date.issued2015en
dc.publisherThe University of Arizona.en
dc.rightsCopyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author.en
dc.description.abstractThis Honors Thesis examines the importance of strategic merchandise planning for a particular case: the REI. The steps in strategic retail planning were performed, and during the situation audit (step 3), a gap was identified that hinders competitive advantage and market share: a lack of ice skates in the product assortment. Research derived that ice skates, specifically a hockey skate model, was not only demanded by the current REI customer base, but would also serve as a primary strategy for tapping into the increasingly significant millennial market. Keeping the values of these two targeted segments in mind, two models of Bauer hockey skates were chosen and priced. Visual merchandising s and a web-based promotional mix (adhering to REI's current practices of environmentally sustainable marketing) were further developed. A cost analysis produced a theoretical return on investment of seven percent, which cannot be classified as favorable nor unfavorable due to the fact that REI is a privately-owned consumer cooperative. Despite this, implementation of the skate was highly recommended because such an endeavor would increase market share, adapt to the sudden growing threat of big-box merchandisers and department stores, cater to a semi-neglected millennial market, and provide for a more well-rounded outdoor experience.en
dc.typetexten
dc.typeElectronic Thesisen
thesis.degree.nameB.S.en
thesis.degree.levelbachelorsen
thesis.degree.disciplineHonors Collegeen
thesis.degree.disciplineRetailing and Consumer Scienceen
thesis.degree.grantorUniversity of Arizonaen
dc.contributor.advisorHelm, Sabrinaen
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