Ivey Publishing
Mountain Equipment Co-op: The Private Label Strategy
Product Number:
9B12A028
Publication Date:
07/13/2012
Revised Date:
09/14/2012 (Data)
Length:
15 pages (7 pages of text)
Product Type:
Case (Field)
Source:
Ivey
Mountain Equipment Co-op (MEC) is a well-known Canadian retailer of outdoor clothing and equipment. While it stocks a range of branded products in its stores, a key source of profits is its private-label line. The challenge MEC faces is how to continue to develop and launch innovative private-labeled products while recognizing that they may be direct competitors of MEC’s assortment of global brands. MEC needs to develop its line-up without being seen as infringing on intellectual property or being too much of a “follower.” In assessing how MEC can develop its line-up, students can review MEC’s philosophy as a co-operative (in which it positions itself as being different from corporations) and its design philosophy.
Learning Objective:
Topics that can be discussed with this case include the role of a private label in a retail organization’s strategy, product development, and retail industry dynamics.
Issues:
Disciplines:
Marketing,  General Management/Strategy
Industries:
Retail Trade
Setting:
Canada, Large, 2009
Intended Audience:
Undergraduate/MBA
Price:
$4.25 CAD / $4.25 USD Printed Copy
$3.75 CAD / $3.75 USD Permissions
$3.75 CAD / $3.75 USD Digital Download
You Might Also Like...

Save In: