ASSIGNMENT

In this marketing plan, we will explain as to why we believe REI would be a success in Switzerland. We have chosen REI to expand to Switzerland due to not only cultural commonalities, but also international and business reasons. We find that Switzerland is not only one of the wealthiest countries in the world, but is also the 4th most free countries in terms of economic freedom. By researching the current markets, demographics, cultural values, and geographic terrain, we will demonstrate the potential for success and profitability. REI plans to extend their current marketing plan, with the exceptions of local language and local environment photograph incorporation into our marketing mix. By incorporating these elements into our marketing plan, we hope that our value proposition will appeal to a similar target market as in the United States. Through this strategy, REI intends to position itself as the best outdoor clothing and equipment company in Switzerland.